Conclave 38 -- All-Sports Friday
July 19, 2013 at 3:18 PM (PT)
CONCLAVE 38 kicked off its final day with something new this year with a full-day look at the booming format of Sports on radio with TODAY's theme, "THE VALUE OF THE SPORTS PLAY-BY-PLAY LISTENER."
RESEARCH DIRECTOR INC. Pres. CHARLIE SISLEN conducted the opening session with a focus on the data and habits of sports fans -- and how media buyers are allocating money. SISLEN touched on GSK MRI, "which collects amazing amounts of consumer data and habits. Over 500 categories of data across 6,000 different brands. They look at 41 different sports measures."
Touching on the value of the passion of fans, "You can't ignore when the pitcher is about to throw the ball and that's something that must be taken into account."
The study looked at the eight main sports covered on radio -- pro baseball, pro football, pro basketball, pro hockey, NASCAR/auto racing, college football, college basketball, high school sports. According to data from GSK MRI, 43.9% of the audience listened to one these main sports, 25% listened to two or more, 12.9% listened to three or more, 9.4% four or more, and 8.8% to five or more.
SISLEN stressed the need to have multiple sports types represented on your station, which would vary greatly by region, tailored to the mix of sports followed by those listeners.
You can review the entire study that SISLEN referenced when you click here.
High School Confidential
Next up was "FRIDAY NIGHT LIGHTS" with ENVISION RADIO NETWORKS Pres. DANNO WOLKOFF and DOOR COUNTY BROADCASTERS' ROGER UTNEHMER's look at high school sports. WOLKOFF has created some hyper-local websites to help radio and clients focus on specific areas of need, and in this case he's focusing on High School Sports -- and he's got a dozen of these hyper-local sites active.
Revenue streams/categories include: Athlete Of The Week, FACEBOOK Fan Page, TWITTER Follower Page, Team Profile Pages, Team Of The Month, Ask The Expert, Coupon Center, Coach Of The Week, Business Directory, and Classified Ads.
WOLKOFF detailed a package that a station could make over $143,000 annually from selling this hyper-local site, and that many of these revenue categories can be populated by users -- with admin approval, of course -- so that the legwork is not too much of a lift for the local station.
Making Music/Sports Mix A Hit
SPORTS AND ROCK AND ROLL ARE GOOD BEDFELLOWS was next up to bat. Moderated by KIPPER McGEE LLC Chief Bandwidth Strategist KIPPER McGEE, the session explored the prospects of making Sports work on a music station.
KIPPER's panelists included: KTWN/MINNEAPOLIS PD MICHAEL STEELE, TOM KENT NETWORK SVP BOB HAMILTON, former KSTP/MINNEAPOLIS PD STEVE KONRAD, and OHANA MEDIA GROUP VP/Programming TOM OAKES.
KIPPER offered these guidelines:
* Is this an event for talent, street team "All Hands"?
* Is your sales team involved? If not, why not?
* Make it "ER" (bigg-ER, bett-ER, bright-er, etc.
* Tie-in Digital Assets
OAKES detailed the excitement of the IDITAROD Sled Dog Race carried on three of his OHANA MEDIA GROUP stations in ANCHORAGE. "We offer so many listener opportunities to participate from rides in the sleds to following the mushers via GPS tracking devices, to the end of the race ... and we begin two weeks in advance with snow-making events and daily reports. It's the one event a year that we maximize revenue and our listeners expect it, despite it being an abrupt transition from music. The race itself is a NINE-day event, and we keep everyone up to date all during the race.
KONRAD Spoke of his days with local sports and how they totally covered sports end to end, and the importance of tying into the listeners and the sponsors at every opportunity to maximize it.
HAMILTON recalled his days at KSFO/SAN FRANCISCO ("We had to balance music programming) and recalled the OAKLAND A's and SAN FRANCISCO GIANTS during the big earthquake, which was "quite a study in shifting coverage. There is a huge opportunity to marry sports and music."
MICHAEL STEELE noted that "We carry TWINS baseball on K-TWIN and we had to make sure we figured the balance and logical fit. Demos are centered at 37 here and the TWINS represent 18% of our programming.; then confided that "It's a work in progress and since opening day, APRIL 1st, our cume is now up to over 600,000 from 160,000 and we now are working to keep the TWINS cume to our regular programming and we have a full-time live-and-local air staff. So that's a huge plus for us.
"Play-by-play is not super-TSL friendly on PPM as we find that by the time they get home, they can flip to the TV. But by involving the team into the programming, such as doing the traffic, is really unique and fun."
One innovative session featured moderator SPORTSCASTER TALENT AGENCY's JON CHELESNIK, MINNESOTA TIMBERWOLVES & LYNX's ALAN HORTON, MINNESOTA TWINS' CORY PROVUS and KRIS ATTEBERRY. Their consensus was that self-editing was essential -- and the need to not describe every nuance of every play, but adding some tidbits/trends or stats gives the listener a break from the same old thing. It was also brought out that using nicknames was sometimes a dead giveaway as to who the announcer was most familiar with or was possibly leaning toward during the game.
Some of the best advice given: Sound like and be who you are -- don't put on a front or sound like someone else, or you will blow your credibility. Also, stay in your lane; the job is to call the game. Smiling and having fun was given as a really important factor as it added to on-camera, and helps if you are under-prepared for the game.
And, if you are going for a play-by-play job, bring your own stationary with you and following the interview, send a hand-written thank-you note, and drop it into the mail at the airport. It will make a bigger impression than just an e-mail.
Face To Face
LOOKING FOR FACIAL RECOGNITION was presented by SENSORY LOGIC Pres. DAN HILL, who normally works for businesses other than sports teams but has consulted two sports teams with outstanding results. He likened the human brain, which leans toward emotional response versus rational response, toward the trade imbalance between CHINA and CUBA. The emotional brain is CHINA, the rational brain is CUBA.
HILL credits CHARLES DARWIN with discovering facial recognition, and discovered that even a blind person reacts the same way as the response are hardwired into all of us. But hand gestures are not universal -- they are affected by gender and nationality.
He ran some audio through his system and showed how the audio affected facial recognition on a test panel -- and the more pleasing the affect the more effective the commercial affected sales. HILL has used facial recognition to consult teams on which players to draft based on facial coding of the players when being interviewed and analyzing their facial expressions particularly when they were discussing personal issues and in particular their injuries.
And he's gone to many games to run facial recognition on his client's teams from the stands, to see how they are doing during the game itself. At the same time, he's analyzing the competition and how they are reacting to the game in progress.
All You Have To Do Is Ask
The final session of CONCLAVE 38 is "ALL YOU HAVE TO DO IS ASK" with a video intro by RAB President ERICA FARBER to former AMERICAN EXPRESS COO JOHN BAKER, who presented a really exciting session to help you become a better negotiator.
Much of this comes from BAKER's first book "Ready Thinking" using change as opposed to having change use you by asking for the outcome you seek.
BAKER said, "'Asking' is a skill in short supply and asking is at the center of our society. You don't get what you don't ask for. You have to ask for it. We'd rather inform as it's easier. And then we hope it happens how we want. We also use commands to tell people what to do. We hope they follow our commands.
He went on to outline the following steps to getting what you want:
First step: Know exactly what you want. Really successful people know what they want.
Second step: Ask for what you want directly. We won't get it if we don't ask for it. We afraid of hearing "no" as rejection hurts. People are afraid to negotiate and don't know how. They are vague.
Third step: Give three reasons why your audience should give you what you want. Three reasons why you would say yes to yourself. Your audience has learned in three's - ABC, Hickory Dickory Dock. Two is not enough for a pattern, and four is too many -- it becomes looping. They want to see that third reason/pattern. If they interrupt you, finalize your ask and then come back to their statement.
Fourth step: Be confident enough to stop talking and let them give you an answer.