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The Idea Might Be Good … Maybe The Timing Isn’t Right
February 11, 2020
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Sometimes an idea is great, but the timing is wrong. I would see the frustration in an air personalities eyes when they found out their promotional idea was being put on hold. I knew the air talent thought I was putting them off. I loved the shocked look when their idea was finally put into motion.
It’s Timing …
A lot of ideas may not fit at the time they’re presented, but fit within the big picture at a later date. It happens in all businesses and not just radio. Recently I spoke with an air talent who was ready to quit over his idea being temporarily shelved.Air Talent: I had a family reunion idea that would involve all the stations in our cluster. We had one of those staff “bring your ideas” sessions just before Thanksgiving. At the time, sales thought it would be a great opportunity to make a lot of money as a non-traditional revenue event. My PD let me sit in on the promotions planning meetings for this.
Coach: And how was that?
Air Talent: Interesting, this is the first time I’ve even been in on the planning of a promotion. I never knew all the little things that went into putting anything together. I usually don’t offer ideas in staff meetings, but I did this time and I have seen first hand now how something is put together.
Coach: What’s unique about your family reunion idea?
Air Talent: Instead of going to a park, community center, or some other chosen location, my idea was to go to neighborhood. Why couldn’t a neighborhood be considered family? Instead of making people travel, why not have it where they live?
Coach: I like the way you think, why are you frustrated?
Air Talent: The local market manager has put things on hold. We got an email saying,” great idea but no one seems to know exactly the costs involved.” He said this idea must pay for itself. Sam, this could be a really good series of community events. I’m not feeling good about this. How could they not sell this or have a plan to do so? I thought it was all set.
Coach: Were the words, “added value” mentioned anywhere in the email?
Air Talent: Yes, he said not just as “added value” spots.
Coach: Okay, I get the picture, he wants fresh money on the books and sales is offering the events as a bonus to existing clients. This might be okay for clients spending huge dollars with a yearly annual. But it sounds like the salespersons aren’t making much of an effort to sell the event to bring in fresh dollars.
Air Talent: I never been involved in these areas; I thought a promotion made us money and that was it. I mean isn’t the point to get people to love our station for better ratings and if the ratings get better, we make more money? I’m feeling like this is never going to happen, I don’t get it. I’ve talked to my PD and he said to be patient.
Coach: He’s right, you are learning what he goes through. It’s all about timing and sales turning this into a revenue generator. You are right, this would be a good marketing piece and probably get the cluster coverage by the local papers and TV. Plus, the social media opportunities are huge too. Ideas like yours eventually are put into play after all the necessary steps are taken to reach financial goals.
It Will Happen …
For a promotion to be successful, all the parts and pieces must fit. It’s all in the timing. Don’t get frustrated, keep coming up with good ideas, learn the process of how it works at your station, and allow time for everything to fall into place. -
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