Editorial: Empty Seats

KevinRobBy: Kevin Robinson
Robinson Media 

The picture that stuck out was sort of odd.

But, there it was.

Sports Illustrated had a photo of Green Bay Packer great, Max Magee, hauling in his touchdown catch in Super Bowl 1, but…

…with empty seats in the background.

At the Super Bowl – with $12 tickets?

To be correct it was then known as the AFL-NFL World Championship Game three years before Kansas City owner Lamar Hunt would coin the term Super Bowl.

But, why the unsold tickets?

Relevance.

At the time, even though two networks carried the game simultaneously, football was not the huge slab of our national psyche – yet.

No fantasy leagues, no Madden 2016, no cheerleading reality shows.

It was a game – NOT an event.

Think about this as you examine your ability to attract and grow audience.

The NFL has GROWN despite 500 channel choices in 2016 – opposed to three options in 1967.

If your brand is experiencing decline, it’s NOT because of marketing resources, Facebook or Pokemon Go.

It’s because your product is no longer relevant. You are not touching their emotions and inspiring passion.

It still can be done.

Go back and absorb what Pokemon Go has manage to mobilize.

In Listener-supported Christian radio – all over the country, several ministries shut down their Share programs early because of explosive, record-setting donations.

Touching hearts and remaining relevant to their target.

There’s always early exits and empty seats in a big blowout.

It’s simple.

The game – is no longer relevant.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM, and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

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