CRS In Action: Cashing In On Live Events

CRS In Action

In TODAY’s (2/24) “Cashing In On Live Events” panel at CRS 2017, KINDRED COMMUNICATIONS Country WXBW and WDGG/HUNTINGTON, WV OM/PD JASON TOY, FOREVER MEDIA WOGI/PITTSBURGH PD DAVE ANTHONY, CPR VP/Marketing & Promotions PAIGE NIENABER, CUMULUS Country WKDF and WSM/NASHVILLE Dir./Promotions MARIE MISCIA, and moderator MIDWEST COMMUNICATIONS/HIBBING/IRON RANGE, MN OM TOM BALDRICA broke down live events into small, medium, and large scales. They reiterated that it’s about the strategy to make these events great; it’s not about the scale. When at a small-scale event, “the main goal is to have fun with the listener,” said MISCIA, “and continue to look at what is happening on calendar and how can we make the next one unique in that time of year?” “Be interactive,” said TOY. “Get out and talk with the people; walk through the car lot with them. Go beyond the SATURDAY [car dealership] remote; MONDAY morning or TUESDAY morning we will have the car lot guy on the morning show to recap it. It makes him part of the station and community and it takes it beyond that SATURDAY.”

In regards to medium sized events, NIENABER stated, “In 2017 [at a concert], what people want is a place to get their photo taken, and we are the enabler. Radio is all about psychology…you want to be associated with who is popular.” He added, “What can we do at this event to create a crowd around us?” How can promotions teams come up with new ideas and stay fresh? “It doesn’t matter how much money you have; your team is your most creative group of people,” said MISCIA. “Allow yourselves time to be creative; that’s when you come up with really cool ideas.” Added NIENABER, “The best ideas I’ve ever heard are from interns.”

When planning large-scale events, MISCIA said, “It’s all about the experience. With larger events, we look to tie in our clients and give our listeners what they want.” Added ANTHONY, “In the PITTSBURGH area we have a lot of concerts; that’s our hugest thing. We play into the [Send Me Backstage] t-shirts. What is gratifying is that people will use a lot of imagination making those shirts to get the chance to meet the stars. It shows the passion people have for not only wanting to go backstage, but also for our station.”

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