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The Next Chapter

Jason Barrett

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I was reading Colin Cowherd’s interview with the Hollywood Reporter last month, and in it he said something that stuck with me. He talked about Pat Riley, and how Riley recommends changing jobs every 10 years in order to stay fresh, and remain challenged. I found that interesting because people in life usually choose between consistencyconsistency and familiarity, and unpredictability.

For some, they prefer routine and a safe bet, as opposed to taking a risk to find out what’s possible. For others, they loathe predictability, and seek to be challenged, because reaching their maximum potential carries higher importance. Neither way is better than the other. It’s simply a matter of each individual making a decision which best fits who they are.

During the past year I’ve had a lot of time to contemplate a number of possibilities as it pertains to my future. As crazy as it may sound, it was refreshing to have my nerves rattled a little, the fire in my belly rekindled, and question marks swimming around my brain daily, wondering if my next move would be wise or foolish. A little career anxiety can be a good thing.

August 25, 2015 327When I started to analyze my situation and where I wanted to go, I knew one thing for certain was going to influence my path the most. That was the location. For the past thirteen years I’ve lived in thirteen apartments and houses in Connecticut, Pennsylvania, Missouri and California, and coming home to New York, and being near my son was priority number one. If you read my “Leaving California” column in February, then you know this was why I chose to leave San Francisco at the end of my contract this past June.

I’ve been very lucky to build some great friendships and relationships with a number of different executives and radio operators during the course of my career, and the past six months, they’ve put my will to test. While it’s flattering to know others value your work and would love to have you operate their brands, I knew it was time to go home. No amount of power or money was going to change my mind.

By making that decision to return to New York, I knew it would present some difficulties since things at my level in the big apple don’t change much. It’s a lot easier to have your pick of the litter of high profile jobs when you do good work, and are willing to move anywhere. A fancy title, larger market and bigger paycheck, are all things many people in my position should want, but I’ve been a hired gun for a long time, and while it’s been professionally fulfilling, led to some incredible friendships and relationships, and helped me make a great living, it wasn’t going to help me be closer to my son, loved ones, friends or home state.

2012-02-01 001 011As I looked inside at what I enjoyed most about what I do and my life, I felt my family were what mattered most, and when it came to my professional desires, I discovered my real passion is in teaching, coaching, writing, analyzing data, discovering and recruiting talent, and brand building.

That said, there are certain parts of programming a radio station that are exciting and difficult to ignore.

You get to work with a number of people from all different backgrounds, make talent and personnel decisions, help people grow, make a great living, and earn the trust and respect of your employer. You also set the tone for how the brand, and its people will operate. That is a fun part of the job, and one that I’m glad to have experienced during the past ten years.

While those aspects of the job are enjoyable, there are also some limitations. For instance, when you work inside one building, you’re restricted to using your abilities to help your current employer, and the people in your market. You may talk to others in different locations, but your ability to assess what’s happening in other cities and other companies, and contribute to helping them be successful isn’t possible. If you’re doing that, you’re likely not focused enough on your own brand.

limitationsYou’re also limited in the information you can share, the networking you can do, the honesty in which you provide your views beyond your employer’s walls, you sometimes don’t make the final call, and you’re tasked with spending more time on operating budgets, promotions and sales challenges, than the one department you were originally hired to provide guidance and leadership to – programming!

As I reviewed my career, where I was, and where I wanted to be, and thought about that Pat Riley quote, I felt it was time for change, and a new challenge. I love the sports media industry, and I see it growing more and more each day, and being a part of its future is important to me. However, I’ve put a lot of time, thought, and passion into my work, and while running a building can be fun and provide some additional perks, I believe I can make a much bigger difference for the industry, beyond one physical address.

Dan Patrick said when he left ESPN that he knew he was going to have multiple bosses, and I plan to experience that same fate.

BSM_TwitterSo after nearly twenty years in radio, most of it in the sports talk format, I am officially announcing the launch of my company, Barrett Sports Media. It’s one that I have been slowly building behind the scenes, and I enter into this new venture head first with unwavering enthusiasm.

So you’re wondering “what the heck does that mean” right? Let me explain.

As I work on developing my brand and my company, I’ll be doing a lot of different things for a lot of different people. I’ll be writing more on this website and interacting with people and audio operators all across the country to give this format and the people who perform in it a higher profile, since it deserves one.

I’ll also be doing some teaching and speaking, serving as a liaison for programmers and corporate executives, providing one-on-one instruction and job assistance for select talent, and entering the consulting space, which is one part of the business that I am really excited about exploring. If time allows, I might even pick up a couple of game day assignments, but right now that’s not my focus.

rsIt’s fitting that I’d move into this side of the industry, because it was about twenty years ago that I began reading www.sportsradio.com, a website owned and operated by sports radio consultant Rick Scott. That website helped educate me a lot on this industry, and opened up doors to relationships that I still maintain today.

Had it not been for Rick’s website, I’d probably not have gone to work for Bruce Gilbert at ESPN Radio, and had that not happened, who knows if I’m even writing this.

For the past twenty years, Rick has put more time, thought and care into working with sports operators, and talent around the country than anyone else, and because of his contributions, this industry has prospered. I was fortunate to have him as a mentor in St. Louis and San Francisco, and with his help, support and friendship, we collaborated a lot and did some pretty impressive things.

Seeing what he has done for the industry, and experiencing it myself, it’s opened my eyes to the benefits of becoming a resource to the entire sports media world. While Rick has been an incredible ally, friend and mouthpiece for the entire sports radio community, there haven’t been many others in the consultant space, dedicated solely to the growth of sports media, and the people who make a living in it. I plan to change that.

I know some of you reading this, may be thinking “Consulting? Multiple jobs? JB loves local radio too much to not be inside of a building” and I understand that initial doubt, but once you’ve had sustained success, and have experienced the country as I have, it starts to feel the same, and I never want to become the guy inside of the factory who does the same job day after day. That’s not how I’m wired.

I’m also not fueled by money, power or fancy titles. If I’m going to put my name on something, I want it to be good, and I want people to gain results from it. Nobody will remember how much money you made, or the different titles you held during your career, but they will remember the quality of your work, and how you helped and inspired others.

rulebookThe funny thing is, I remember having this chat a few months ago with a good industry friend, and when I told him I was entertaining the idea, he said “All media consultants are the same. They give some insight and opinion, change their minds when things don’t work, and try to stay out of the way and praise the people up above, so they can continue earning a check. You don’t fit that mold so I’m not sure if that’s good or bad“.

While I don’t know if his assessment was accurate or not, it got me to thinking, “Why do I need to fit a particular description? Can’t I blaze my own trail and offer my own style“? It worked for me as a programmer, and I believe there’s value in offering a different point of view and approach. I’m hoping our industry does as well.

One thing I take great pride in, is knowing the entire sports media landscape. I invest time in developing dialogue with industry professionals all across the country, and I listen to and watch personalities and brands everywhere, to the point where it costs me a lot of my own personal time at home. It’s a huge passion of mine, and one that I struggle to turn off.

successBecause I study people, markets, brands and operators, it helps me with providing fair and thorough analysis, and if I’m going to share my opinion or insight on certain subjects, I believe in being prepared and knowing the facts. If you’ve followed this site over the past 14 months, you’ve hopefully recognized that in some of the columns I write, and the ratings pieces I’ve published for numerous markets.

While this new venture places me into unchartered waters, I’m energized by taking the risk, and trying something new. Sometimes when people in our business do something different, others rush to judgment and deem them as being crazy, or being on the path to failure. That’s a mistake in my opinion.

When Dan Patrick left ESPN, everyone thought he was nuts. Rick Reilly actually called it one of the five worst moves in sports entertainment history. Why would anyone leave the comfort, and power of ESPN, to start their own entity?

dpWell Dan had a bigger plan, and while it took some time, he expanded his brand and income potential, entered new content arenas, grew his relationships, took more control of his own future, and had more fun.

As of last check, his brand could be found on NBC Television, Fox Sports Radio, Sports Illustrated, Dish Network, Audience One, Crackle, and in Adam Sandler films.

Doesn’t seem so crazy now does it?

Let me be clear about one thing, by no means am I comparing this move of mine to Dan’s. I’m not changing the world, or risking anything close to what he did. He’s one of the best to ever operate in this business, and the risk he took was enormous. I’m just a guy from New York who loves sports radio, has traveled the country and had a little bit of success, believes he has some knowledge and skill to offer, and is going to take on a new challenge to try and help others.

SFI’ve helped build three brands from scratch, discovered a number of talent who have gone on to have successful careers, and produced strong ratings for my previous employers. I’m proud of my track record as a programmer. Now though it’s time to see if I can make a larger impact for multiple brands, and people.

The calls, emails, texts and social media messages I’ve received during the past 2 months, from all over the country, have shown me that people out there do care about this format, and its future, and they want to get better. I’m going to give my undivided attention, to try and help them do that.

Who knows what tomorrow holds? I’ve said this many times, and I believe it’s coming, we will see a day when sports teams program their own audio channels, Twitter, Google, Facebook and/or YouTube create sports talk brands, and Pandora, Spotify, Newspapers and other new audio brands emerge and develop talk content.

Podcasting is also becoming a stronger player, and I think that will only increase as digital dashboards become a heavier focus inside automobiles.

There are so many possibilities, and they all need the same thing – smart and experienced leadership, strong content creators, and people who know how to deliver results, and grow a business. I know how to do that, and I plan to use my abilities to help others enjoy success.

Geena Davis once said “If you risk nothing, you risk everything”. Well what can I say, I’m a risk taker. I bet on myself when I entered this crazy business, and I’m doing it again now, when it’d be much easier to take a conventional path. It’s an exciting time, and exciting world, and when you’re in the right space, and right location, the rest has a way of working itself out.

Wish me luck!

Barrett Blogs

Barrett Sports Media To Launch Podcast Network

“We will start with a few new titles later this month, and add a few more in July.”

Jason Barrett

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To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.

As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.

If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.

Which brings me to today’s announcement.

If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.

After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.

The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.

I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.

One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.

Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.

Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.

What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.

Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.

Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.

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5 Mistakes To Avoid When Pursuing Media Jobs

“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”

Jason Barrett

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I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.

Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.

But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.

Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.

If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.

Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.

For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.

At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.

I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.

Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.

Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.

Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.

Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.

Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.

Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.

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Would Local Radio Benefit From Hosting An Annual Upfront?

Jason Barrett

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How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.

But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?

As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.

Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.

Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.

I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.

What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.

As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.

Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.

But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.

Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.

There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.

I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.

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