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Good Ideas Can Take Time ...
January 29, 2019
Have an opinion? Add your comment below. A good radio promotion starts with an idea, but programming, promotions and sales must each do their part to make it work. And, as our air talent found out, not only do the parts have to come together, the many pieces of each part must fit, too. It's all in the timing and sum of all parts. Don't get frustrated; keep coming up with good ideas, learn the process of how things work at your station, be patient, and let the system work
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Sometimes an idea is great, but the timing is wrong. I would see the frustration in an air talents eyes after they had presented a great promotional idea with opportunities for the sales department, too.
I knew the air talent thought I was putting them off. When the time came to put their promotion into action, as I had promised, they were so surprised. I used my standard line for these occasions, "I needed time to find the right way to make your idea happen."
Timing ...
A lot of ideas may not fit at the time but have their place within the big picture. It happens in all businesses and not just radio. Your idea may be a perfect fit for the station's strategic plan, but might need some elements added; things not available until later.
A frustrated air personality reached out to me on Facebook and it led to an exchange of e-mails concerning a situation he was at his "wits end" over.
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 to a meeting" 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, air staffs have sat in on promotion meetings that explained who was going to do what at events. But 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 spot that people would come to, my idea was to go a series of neighborhoods with the family reunion as our theme. I mean the word family can be applied various ways. Family can be blood relatives or family can be people we have chosen to consider family. Why can't a neighborhood be considered family? And instead of making people travel, why not have it where they live?
Coach: I like your thinking; so what's your frustration right now?
Air Talent: The local market manager has put things on hold. We got an e-mail saying, "Great idea, but no one seems to know exactly the costs involved." He said this idea must pay for itself. He said in his e-mail, "Anybody can have a plan. But not everyone can work a plan." Sam, this could be a really good series of community events that we could do in the spring through the summer. But everything is on hold. 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. I'm glad I've never wanted to be a PD if it's like this on good ideas all the time.
Coach: Were the words, "added value," mentioned anywhere in the e-mail your Market Manager sent out?
Air Talent: Yes, he said not just as "added value" spots.
Coach: Okay, I get the picture. He wants fresh money on the books, but 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 salespeople aren't making much of an effort to sell the event or events to bring in fresh dollars. It sounds as if the Market Manager wants the Sales Manager to get with his team and come up with an actual plan to make money with the family reunions.
Air Talent: I've never been involved in those 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 ratings and financial goals.
Conclusion ...
A good radio promotion starts with an idea, but programming, promotions and sales must each do their part to make it work. And, as our air talent found out, not only do the parts have to come together, the many pieces of each part must fit, too. It's all in the timing and sum of all parts. Don't get frustrated; keep coming up with good ideas, learn the process of how things work at your station, be patient, and let the system work.
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