Tag Archives: Issue 78

10 Pieces of Sales-Related Content That Should Be on Your Radio Station’s Website

Seth Resler

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

By: Seth Resler
Jacobs Media Strategies

When I speak to radio broadcasters about pulling all of their different digital tools together into a coherent Content Market Strategy, I am usually talking to people in the programming department who want to reach more listeners. But Content Marketing is also an effective strategy for the radio sales team looking to generate more leads. This short video explains:

To generate leads, your radio station needs to create content. This content can take many forms: white papers, webinars, videos, blogposts, even events such as luncheons. In fact, once you create a piece of content, it’s easy to repurpose it in a number of different forms.

When conceptualizing content to generate sales leads, divide it into three categories:

    1. Early Stage Content: This is content aimed at potential clients who are just beginning to think about advertising, and haven’t even decided what mediums to use yet. They may not have a budget established at this point, so they may be doing their initial research.
    2. Mid-Stage Content: This content is created for potential clients who have decided that they are ready to advertise, and are now deciding what mediums to use and how much to spend on each. They’re still comparing radio, print, television, outdoor, and digital.
    3. Late Stage Content: This is content for advertisers that are close to signing on the dotted line. At this point, they’ve decided that they’re going to advertise on the radio and they’re just trying to figure out which stations to use. They may be evaluating different programs from different stations.

By watching which types of content people access, you can get a sense of where they are in the buying cycle. This lets you know how to best follow up with them.

But what should that content actually be? Here are ten ideas to get you started…

Early Stage:
1) Checklist: Is Your Business Ready to Advertise on the Radio?

2) Finding the Right Marketing Mix: Comparing the Advantages and Disadvantages at Different Advertising Mediums

3) Radio Advertising 101: A Guide for Local Businesses

4) A Guide to Understanding the Nielsen Ratings

5) Beyond the Commercials: How to Create Effective Marketing Campaigns Using All the Tools That Radio Stations Have to Offer

6) How to Determine an Effective Budget for Radio Advertising

Late Stage:
7) Target Demographics: How to Choose the Right Radio Station to Reach Your Customers

8) 10 Questions to Ask Your Radio Salesperson

9) How to Write an Effective Radio Commercial

10) Common Mistakes Radio Advertisers Make (And How to Avoid Them)

Lead Generation Guide
For more information on how to create content to generate sales leads for your radio station, download our guide, How to Create Content That Generates Sales Leads.

Download the Guide

You may also want to watch our webinar on the topic.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Are You Truly LIVE & LOCAL?

Gary Berkowitz

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

By: Gary Berkowitz
Berkowitz Broadcast Consulting

By now, everybody knows the pain and devastation that was caused by Hurricane Irma. Since the beginning, coverage of storms like this have been radio’s strength. Radio people love emergency coverage and, if I must say so myself, nobody does it better. Listeners depend on local radio, yet are we prepared to handle these situations? You’d be amazed at how many radio stations do not have a plan to execute emergency coverage.

The purpose of this is not to discuss staffing cutbacks in radio. It’s to give you guidelines of how to deal with the next weather (or any other type of) emergency that can hit at any time. With that in mind, here are the steps I recommend you take as soon as possible:

  • Get a generator at the studio and transmitter site. Obvious yes, but you’d be surprised how many stations do not have working generators. If you have generators, great. Just make sure they are tested on a regular basis. Yes, they are expensive, but in an emergency, it’s the most important tool you will have. Without power, well, you’re done.
  • If nothing else, do this today. Establish a working relationship with a local TV station. The fact is, local TV stations (with news staffs) have more people and are better prepared to handle emergency coverage. The arrangement needs to allow you to simulcast their audio at any time. Promote your new alliance. Let your listeners know that when an emergency occurs you’ve teamed up with (TV station name) to keep you updated.
  • If you are truly committed to “live and local” have your own personalities handle emergency coverage. No matter what your format, I’ll bet that your on-air people would do a great job with bad weather coverage. Plus, you can enlist other staff members to help. You’ll be amazed how they will do. Use all the staff power you have, no matter what their position. Interns, receptionist and sales assistants might surprise you.
  • Drop your format and let them go. Emergencies are not about most music. It’s about information.
  • Even though you will depend on TV for the bulk of the coverage, you still need one of your personalities on your air. If for no other reason to jump in every 10-15 minutes and let listeners know what they are listening to and to update from your end.
  • Set audio feeds up so all you need to do is hit a button on the board and their audio is on your air. This needs to be done today. You never know when you will need it. On September 11, many stations found themselves putting a microphone in front of a TV speaker to carry audio.
  • Have an emergency “play-book” simply written and in the control room. It should outline all procedures when initiating emergency coverage. Local emergency phone numbers should also be here.
  • Have imaging done and ready to go. What will you call your coverage? Have verbiage written. Have a plan for commercials. In many emergencies, you will need to suspend them.
  • Keep emergency food & water stocked up. Food delivery might not be available. Water and nonperishable food (that can be stored) is best.
  •  Last, but not least! Consider building showering facilities. If your people are stuck there for a few days, this will be a lifesaver!

Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations. www.garyberk.com

How to Win a Customer Before they Google

Duane Alverson

By:  Duane Alverson, President
MacDonald Broadcasting Company (Saginaw & Lansing)

In today’s world, consumers’ path to purchase almost always goes by way of a search engine. In fact, according to Forrester Research data, 71% of consumers begin their journeys by using a search engine to discover new products and services (initiation), and 74% report using a search engine for consideration and purchasing (research, comparison, transaction).

One of the questions we often hear from local business owners and advertising agencies is, “Does radio advertising drive online behavior?”

What Really Drives Online Behavior?

Results from a recent Sequent Partners research project answers this question.

Study highlights just released include the following revelations:

  • Radio generated an average of 29% lift in Google search activity.
  • Search engine usage as a result of radio advertising is greater on weekdays versus weekends.
  • Radio-driven search activity is higher during midday hours.
  • The quality of radio creative (messaging) has a direct impact on increased search behavior.

Now I don’t know about you, but I didn’t find anything about this astonishing.

For years, adding radio to complement another medium always created better outcomes — whether that other medium was newspaper, television or direct mail. Not even a casual observer should be surprised to learn it’s no different with digital media.

When you reach additional tens of thousands of consumers (mass media) instead of just a few hundred consumers (digital), of course it’s going to generate a positive lift in efficacy. Remember that if you are looking for a way to make your digital investment work better for you.

Note that search results were greater on weekdays versus weekends. Could it be because far more people listen to radio Monday through Friday 6 a.m. to 7 p.m. than on weekends?

Also, midday hours were highest in radio-driven research. (Sorry, employers. There’s more search going on during the workday than you would ever want to know.)

And of course quality radio creative has a direct impact on increased search behavior. As much as compelling content drives engagement on the digital platform, it’s never been any different on radio…or any other platform, for that matter. Good messaging drives every communication platform.

Bottom Line…and Top-of-Mind

Bottom line: companies who have used broadcast media over the years to build a brand in the minds of consumers are always going to get better search engine results. Why? Because consumers buy from people they think of first and feel the best about.

How many people are doing business with your company has everything to do with how many consumers in your market think of our company first (awareness) and feel good about your business (trust) when they have a need for what you sell.

On the other hand, if you are not doing as much business as you think you should be doing, perhaps it’s because too many consumers are not thinking of your business when they have a need for the products or services you sell.

Winning the battle for the consumers mind before they have a need for your products and/or services (top of the funnel) has always been the path to winning the business category. Consumers just don’t like doing business with companies they never heard of and don’t feel good about. Would you pick a heart surgeon out of the yellow pages…one that you never heard of or had a great reputation?

If you think or have been convinced that the battle can be won just at the time of purchase (bottom of the funnel), do your own research on what happened to Pepsi and Procter & Gamble: two major firms still trying to recover from a sales slide few want to talk about. For them, targeting only the few consumers at the bottom of the sales funnel proved to be a costly mistake.

It reminds me of an old saying. “Don’t sell just to the kings. There just aren’t enough of them.”

Duane Alverson currently serves as President of MacDonald Broadcasting Company. Duane has been with MacDonald Broadcasting Company for 32 years serving in various sales leadership positions. He served as Chairman of the Michigan Association of Broadcasters in 2012 and as President of the Michigan Jaycees in 1981-82. Duane resides in Saginaw, Michigan.
Reprinted with permission. 

WGVU Presents Fall Fund Raiser

WGVU Public Media (Grand Rapids) will hold their annual “Food, Wine and All that Jazz” fundraiser October 27.  Supporters can enjoy samples from over 400 of the finest domestic wines and beers along with gourmet food selections all for one ticket price.

The event will take place at the Grand Rapids Public Museum and will also feature live jazz.

For more information on the event, click here.

Students Will Learn to Build and Boost their Resume at BCBC

When it comes time to apply for college or an internship, students need a resume. How can they ensure that they have developed the skills and experience needed to create a resume that will get them noticed?

Luckily, the MAB Foundation is here to help!  This year at BCBC, we’re offering a new session called “How to Get Involved and Build your Resume” for high school and college students that want to discover new ideas on how to get involved in the industry.  Getting involved early-on will help them to build the skills they need to add to their resume when it’s time to hunt for a job or internship.

How to Get Involved and Build your Resume

Building skills to add to a resume can be challenging – let our group of young professionals help you out by giving you tips and advice on how to get involved!  Learn about the endless opportunities you can easily pursue that will be great resume boosters and will help to get YOU noticed when it’s time to apply for college or an internship!

Our professionals know exactly what to look for in a resume and will impart their wisdom on students. Don’t wait until graduation  to get your resume or demo ready, the time to work on it is NOW!

NEW this year, submit your resume or demo by October 27 for the opportunity to have it critiqued during the session (Limited Availability!). Names on resumes can be confidential if wanted.  Email your resume or demo to [email protected] with the subject line “Resume/Demo Critique for BCBC” by October 27.

Make sure your students know about and plan to attend this important career building conference!

Friday, November 10., 2017
Lansing Community College West Campus
5708 Cornerstone Dr., Lansing, MI
8:00 a.m. – 4:00 p.m.
Early registration is only $20 (includes lunch) until October 27!
($35 after October 27)

Register for BCBC 2017 HERE and check out the full event schedule at mybcbc.com.

Are you interested in getting involved with BCBC?  We’re looking for Speed Networkers!  Contact Jacquelen Timm, [email protected], to learn more and sign up!

WZZM-TV Presents it own “Battle of the Sexes”

In a light-hearted parody of the new movie “Battle of the Sexes,” which tells the story of the 1973 Billie Jean King/Bobby Riggs tennis match, WZZM-TV (Grand Rapids) held its own battle with a ping-pong tournament between morning photojournalist Cheryl Barrigear and Meteorologist Aaron Ofseyer.

The battle was held on October 9 with play-by-play and color analysis from  “ping pong commentators” Lauren Stanton and Dan Harland.

We won’t tell you who won, but you can see the complete video here.

WWJ Offers News on Alexa

CBS Radio’s WWJ-AM (Detroit)
 now offers its listeners the ability to receive station newscasts via Amazon Echo products.

Listeners are invited to open their Alexa app or log onto their Alexa account at Alexa.Amazon.com.

From settings, select Flash Briefings and then Get more Flash Briefing content. Search for WWJ Newsradio 950 (WWJ-AM in Detroit) to turn on the station’s updates.  Then it will be as simple as asking Alexa for the latest Flash Briefing from WWJ 950.

Sister station WXYT-FM (97.1 The Ticket) offers sports updates through the appliance as well.

Read more here.

The Next National News Network Could be Based in Michigan

First, they launched a 24/7 local news channel covering northern Michigan. Then, they were hired to help build another news network airing on 5 TV stations in Nebraska. Now, the team behind MI News 26 hopes to take their model national with the launch of LNN – billed as a 24/7 news channel without pundits, panels or shout shows, and they’ve taken to crowdsourcing site Kickstarter to do so.

Eric Wotila

“In recent years, we’ve heard more and more complaints about existing 24/7 national news channels,” explained Eric Wotila, Owner of MI News 26 and the driving force behind LNN.

“At the same time, we’ve received constant compliments about the straight-to the-facts, no-nonsense and commentary-free local news coverage we provide on MI News 26. So, we thought, ‘Why not take this model national?’”

For the MI News 26 team, the answer to that question was funding. Launching a national network isn’t cheap, but the team hopes a successful crowdfunding campaign will allow the launch of LNN – or the “Local News Network” – from the existing MI News 26 studio in Cadillac, creating new jobs locally in order to launch the national network.

“Eventually, we want to open bureaus across the country,” explained Wotila, “but at launch, we expect that every single job created by LNN will be based right here in Cadillac, and that’s part of the reason we’re reaching out to Michigan for support of our Kickstarter campaign.”

That campaign aims to raise $100,000 – but there’s less than 50 days to do so, and funding is all-or-nothing. If the campaign succeeds, that money will be used to pay for the new equipment and staff that will be necessary to handle the workload of national broadcasts. If the team behind the new startup doesn’t reach their fundraising goal by mid-November, no pledges will be collected, but the network won’t launch, either.

“It’s a no-risk way for people who support the idea of a news channel free of commentary and opinion to bring the idea to life,” explained Wotila.

Anybody contributing to the crowdfunding campaign for the startup will receive one of several rewards, ranging from their name in the national networks’ credits for several months to their name in the title of a show – but, in the eyes of LNN’s founder, the true reward is access to straight, opinion-free news.

“If people support this project – we truly believe we can bring credibility back to 24-hour national news.”

To support the LNN Kickstarter campaign, you can visit www.YourLNN.com or https://www.kickstarter.com/projects/ericwotila/lnn-a-news-channel-without-pundits-panels-or-shout

Al Blinke Announces Retirement

Al Blinke

Al Blinke, Vice-President and General Manager of WNEM-TV (Saginaw) has announced that he will retire, following a 40-year career in television and radio broadcasting.

Blinke told TVNewscheck: “The last 13 years at WNEM TV 5 have been some of the most rewarding of my career. I’ve been blessed to oversee a great station through drastic changes in technology that reshaped the business I grew up in—all while being the market leader in ratings.  Time has flown by, but that’s what happens when you have the opportunity to work with some of the best people in the business. WNEM is the No. 1 station for news and digital because of the amazing staff I’ve had the honor to work with over the years, and I will miss all of them.”

Blinke has led WNEM for the past 13 years.  He started his career in radio as a reporter, writer and producer at WWJ-AM (Detroit). He moved into television as an assignment editor at WJBK-TV (Detroit), then as an assistant news director and assignment manager at WTNH-TV (New Haven, Conn).

He went on to became news director at WPXI-TV (Pittsburgh), and later took on the same role at WSB-TV (Atlanta). He was then a domestic television consultant for Frank N. Magid Associates before returning to news directing at the KDKA-WNPA duopoly in Pittsburgh for three years.

Blinke is a member of the MAB Board of Directors and has served on the board for many years.

No date has been announced yet, but a nationwide search is underway for his replacement.

FCC to Consider Abolishing Main Studio Rule at its October 24 Meeting

According to the Broadcast Law Blog, the FCC released the agenda and draft orders for the agency’s open meeting on October 24.

For broadcasters, the most significant proposal on the agenda is the draft order to abolish the main studio rule: the requirement that a broadcast station maintain a main studio in close proximity to its city of license that is open to the public and staffed during normal business hours.

The FCC’s draft order states that in today’s world much communication with broadcasters is done by phone or electronically, and as stations either have or soon will have their public files available online, there was no longer any need to maintain the rule mandating the main studio. The main studio rule has been on the book since 1939. Your MAB is monitoring and will bring you updates.