January 6, 2017Friday, January 6, 2017
Years ago, I was part of a great team that involved some of the best in the business and we created a Marketing Model for radio stations ... a programming blueprint that defined the position, the competitive matrix, the weaknesses and opportunities and specific goals.
As you start the year, your programming team should be held as accountable as your sales staff. Here are some components in that M.M. that you might consider:
- Current ratings in key and target demos and "by month/book" goals for the year
- Non-Arbitron narrow demo target
- Description of your programming to an out-of-towner (If it's more than two sentences, re-do it)
- Primary Images
- Product and Ratings Challenges over next three to six months
- What are the advantages of your station over your nearest competitor
Then a variety of readiness questions:
January 5, 2017Thursday, January 5, 2017
So how good is your opening line? Or perhaps, more importantly, the opening lines of your account executives? I saw this from marketing consultant Ted Barrows.... When making a sales call, keep your opening statement short, understandable and credible. Your goal is ...
January 4, 2017Wednesday, January 4, 2017
What are you doing today? Gary Vaynerchuk asked that on a recent e-mail blast last week and get this, that's all he wrote. I thought about that and loved it. First, let me ask you: What are you doing today? How much of your planned time is focused on driving ratings ...
January 3, 2017Tuesday, January 3, 2017
A new year, a new day and dare I say it, a new you? Send some signals that it's a fresh start with this first week of the year. Change around your habits a bit. Here are some ways to freshen things up in the office and send a very clear message that you have a fresh ...
January 2, 2017Monday, January 2, 2017
Okay, I'm glad you had a good holiday. Now, dive back in. Business is coming in late ... it's a fact. So one of the first things you should do this week is get a good handle on it. Get with your sales managers and KNOW the following: What annuals (or business ...
December 13, 2016Tuesday, December 13, 2016
This is the last column of the year. AllAccess.com will still be here right through the holidays with all the breaking news, but this column is on hiatus until January 3rd. I hope I don't have to tell you do this, but take some time for YOU over the holidays. This ...
December 12, 2016Monday, December 12, 2016
I recently attended a local Chamber of Commerce meeting where the guest speaker was a prominent Economics Professor from a local university. The goal of this meeting was to share with local businesses a forecast for our LOCAL economy in the coming year. There is ...
December 9, 2016Friday, December 9, 2016
Since many of us are about to go on vacation, here are a few tips to keep in mind while we're away. Keep the sales lights on right through the evenings of the holidays. Last-minute copy changes, orders and, yes, cancellations all need attention. This is when sales ...
December 8, 2016Thursday, December 8, 2016
Let's face it, unless you have a comprehensive NTR and digital plan, you are, most likely, going to struggle hitting your number this year. Focus for a moment on NTR: Engage your team to build out an annual NTR calendar Write down, by month, every programming feature, ...
December 7, 2016Wednesday, December 7, 2016
Here's a great suggestion from Mark Tewart taken from his book, "How To Be A Sales Superstar!" Some salespeople work on things they're good at and don't spend enough time trying to overcome weak areas. They can only improve their strengths so much. Even if they do ...