Conclave Panel: Aggressive Strategy + The Basics = Success
July 17, 2009 at 4:57 AM (PT)
The Country session offered vivid examples of competitive strategy and counter-programming. PAUL HEINE reports that CONNOISSEUR MEDIA KVWF (THE WOLF)/WICHITA PD RON ALLEN described how the station rose from seventh to top-3 through "Renegade branding, complete with on-air howls and a 25-foot inflatable wolf for appearances ... Instead of another lackluster station van, Wolf staffers drive a bright orange truck -- with paw prints all over it."
"We blind-sided the competition; they weren't expecting the full court press," ALLEN said. "We came in with the attitude that every event will be challenged."
Faced with a similar latecomer sign-on situation, RESULTS RADIO/SIOUX FALLS, SD VP/Market Manager/VP DON JACOBS recalled what the station did to raise its profile when GARTH BROOKS came to town for six sell-outs. JACOBS distributed 6,000 BROOKS masks with the station’s Kickin’ Country logo printed on the back. "When you're in later than everyone else, you have to take a different approach," he said.
On the other hand, CUMULUS MEDIA KPLX/ DALLAS PD MARK PHILLIPS emphasized that the key to staying strong during a soft economy is sticking to the basics. "Everybody is short-staffed, resources are limited, but I still hear a lot of basics that aren't being done right, starting with the music," he said, also emphasizing the importance of communicating with the air staff. "When people are insecure about their jobs, you need to make them feel important. There’s a difference between leading and managing."
Read more about the panel on PAUL HEINE's "Heine-sight" blog.