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Pivoting and Being Bold Helped BSM Survive 2020

“It’s easy to wait for the stars to align perfectly to make decisions or stand pat because things are fine at the moment, but changing tomorrow’s outcome requires having a feel for what’s coming, and the conviction to act decisively. Not doing so can hurt your brand or crush your business.”

Jason Barrett

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From the Desk of Jason Barrett

Most people will likely remember 2020 as a year they’d like to forget. Between worrying about the health and safety of family and friends as a result of the coronavirus, watching the lights go out on the sports world for months, colleagues forced to work remotely and feel out of touch with society, and seeing businesses suffer the wrath of the pandemic, including the sports media industry, it’s been a year full of bad news. 2021 holds no promises of a bounce back year either, but given what we just endured over the past ten months, I think it’s safe to say that anything else is welcomed at this point.

I’m going to produce a column next week which will look back on some of the standout performers and moments from sports media in 2020, but I want to use this space today to share a few lessons I learned from operating a company during a challenging year, and pass along a few updates and thoughts related to our 2021 plans.

For starters, I discovered that there’s nothing more important than understanding how critical it is to pivot in business and not be afraid to be bold. So many in our business use these words in conversation and they look good when printed on a website but how many have actually followed thru and done it? It’s easy to wait for the stars to align perfectly to make decisions or stand pat because things are fine at the moment, but changing tomorrow’s outcome requires having a feel for what’s coming, and the conviction to act decisively. Not doing so can hurt your brand or crush your business. I wrote a story about this earlier this year, highlighting how a local florist reacted. If you didn’t have a chance to read it, you should.

Being completely candid, I wasn’t sure if BSM was going to survive in its current form back in early April. When the shutdown hit in March, I knew it could be bad. In late February we hosted a successful BSM Summit in New York City. One month later I was preparing for likely cancelations to my consulting business. I never assume that any of my client relationships will last forever. I know I’ve got to prove my worth every year. I also know that the cost for my services don’t appear on the first page of the budget, the sheet which identifies essential staff. That means I can deliver great value and have management’s complete support, but if a station loses 50-60% of their revenue, my phone may ring with bad news.

BSM Staff

Sensing that the worst could be headed our way, I knew we had to make a bold move and go all-in on original content. In May, we did that by adding six writers to the staff including Jay Mariotti who has been a tremendous addition to our team. Though nobody gets rich here from contributing, the collective expenses do add up. Adding all of those folks made no economic sense whatsoever at the time, but I felt this website mattered to industry people, and I knew that if we were going to continue to serve the sports media industry that I’d have to look past the short-term financial setbacks and focus on building a stronger staff to help us elevate our content, and display strength during a critical time.

We began ramping up our content, launching the BSM Member Directory to help broadcasters seeking opportunities, debuted the ‘Managing The Crisis’ podcast to share insights with executives dealing with the downward spiral caused by the pandemic, placed a greater focus on selling advertising opportunities on our website, and tightened up our SEO strategy to have our content appear better in search. We also added a new layer to the company, announcing our entry into news radio consulting in September, and added the website Barrett News Media to begin serving the news media industry. We wrap up 2020 with fourteen people contributing and earning compensation from BSM and eleven being paid to help us on BNM.

By making those decisions, we were able to triple our website traffic, grow memberships to thirty plus people, add new advertising business from multiple partners, and kick off BNM with monthly activity similar to where BSM was two years into its existence. Keep in mind, BNM has only been a brand for 90-days. I dodged a bullet and only lost two clients during the pandemic. Though it stunk to end working relationships with some great brands and people, the hard work we invested paid off as months later we added three new clients.

As proud as I am of our ability to maneuver the business thru a difficult year, I endured a personal challenge in 2020 which I didn’t talk publicly about. I went thru a struggle with my voice from September to December. I kicked off Season 5 of the BSM Podcast with a few killer episodes (Sam Savage, Mike Greenberg and Chris Oliviero) but had to halt the show because I had days where I could barely talk. Though I hate starting and stopping projects, I knew that if I couldn’t rely on my voice being strong, I’d have to stop the podcast in order to save my energy for client calls. I learned I had a cyst on my vocal chords, which thankfully isn’t cancerous and is common among folks who speak a lot. My voice has been stronger over the past few weeks but I’m planning to get the issue addressed during the first quarter of 2021. For those of you who have enjoyed the conversations I conduct with industry leaders on the BSM Podcast and wondered why the shows stopped, now you know the reason. I’m hoping to dive back in sometime in 2021.

The news wasn’t all bad though on the personal front. Despite having to delay a wedding, cancel a WrestleMania trip with my son, miss out on opportunities to work with staffs in local markets, and battle vocal chord problems, I did finally buy a home. Having rented 16 different homes or apartments in 15 towns over a 22 year stretch, it’s nice to finally be settled in. If there’s any advice I wish I had been given early in my career it’s to expect to move around a lot and rent more than you buy. Now that I’m living where I want to be and running my own company, I’m not worried about where I may have to move to chase the next opportunity. One great perk of my new residence is that it has a large finished basement area. That will soon become the working office for BSM, and in time I will build out a video room and production studio for podcasting in order to create more content in the future.

BSM Summit

I don’t have all the answers on how to survive a pandemic. A shutdown could hit in early 2021 and cause more damage, and I may be writing a different story then. I just did what any small business operator would, I tried to analyze the situation, examine which paths would and wouldn’t make sense to explore, and create new ways to keep the business alive. I also understood how vital it is to use my platform and relationships to help people. As a consultant (I still hate that title) I do everything from helping brands improve content, branding, imaging, structure and ratings, recruiting, social/digital planning and execution, conducting research, and making recommendations or introductions. What most don’t see though is how I can help on the sales end. A few brands who I think highly of earned advertising buys from agency friends of mine in 2020 as a result of my recommending them. These things don’t happen all the time and they may not always show up in a consulting contract but during a pandemic year when profits were evaporating, it helps having people in your corner who care about helping your business grow. BSM closes 2020 in good shape and is positioned well entering 2021. That doesn’t happen without great loyal clients. To all who stuck with us thru a challenging year, it’s sincerely appreciated.

Entering 2021, I’ve been asked a few times about the BSM Summit. Due to the uncertainty in the country, it’s on pause until further notice. Once America is back to normal we’ll begin planning for it because we know it is enjoyed, appreciated, and well attended by the industry, but to lay the groundwork for it without an idea of when things will be stable again would be a bad business decision. When we do start putting together the next event I can share that it will be hosted again in either New York City or Los Angeles. Moving it around will have to wait a bit. Until then, we’ll sit tight and wait until it’s safe to assemble a large group of people.

While we wait for the green light to gather and assemble another star studded conference, we are planning to host a virtual event in 2021. We have a few ideas in mind that we’re excited about. The key is making sure we can find the right video provider who can deliver a strong technical experience without bankrupting the company. I’ve had a few productive interactions so far and once we’re ready to make an announcement you’ll learn on the BSM website what’s coming and how to be part of it.

Additionally, the BSM Top 20 of 2020 will be released February 1-5 and February 7-8. We will reveal the Top 20 local morning, midday, and afternoon shows in both Major and Mid-sized markets. We’ll also unveil the Top 20 sports stations, program directors, national sports talk shows, and original podcasts. Similar to prior years, more than 50 executives will be involved in the voting process to determine the winners. Altogether 240 shows, stations and/or personalities will be recognized. We’ve asked our voters this year to rely on the ear test, and take into account originality, and a show/hosts ability to entertain and connect across multiple platforms when making their selections. If an executive wants to factor in ratings success when casting their vote, that’s fine too. The only thing that we insist on is a show finishing the year in the timeslot it’s up for consideration in. We do have one sponsorship opportunity available for the BSM Top 20. If interested, email JBarrett@sportsradiopd.com. This is the biggest thing we do each year on the BSM website.

Barrett News Media

Among my list of priorities for BSM heading into 2021 is finding more sales support to help us grow our online business. We reach a lot of decision makers and influential talent on this website, and our visitors and page views are higher than the monthly cume on some top sports radio stations. Our social media impressions are also consistently between four and five million per month. We’ve earned the industry’s trust and respect as a content outlet over the past five years, and I know we can help brands benefit from promoting their products on our websites. If you need a recommendation, ask Justin Dove of Core Image Studio how advertising with BSM has paid off for him.

Two other areas I’d like to dedicate time to in 2021 are developing our BSM merchandising strategy, and growing the BNM website. We will launch an official online store in the new year on BSM, and I’m also going to explore utilizing some talent for paid marketing to help us increase the awareness of the brand. I’ll also be looking to increase editorial support and add more writers to BNM to help us grow our presence in the news media space. If you or someone you know is involved in news radio and has a passion to write about it, email Jason@BarrettNewsMedia.com.

In closing, I want to thank each of our writers for consistently producing great content, but I especially want to recognize Demetri Ravanos for not only doing a great job as our editor, but for being a great partner and friend thru some difficult times. We have an outstanding crew at BSM, and though the faces and names may change when folks land opportunities, we keep finding ways to move forward with new talented people because Demetri and I never stop recruiting people who love this business as much as we do. If we can help our readers stay informed about the business, improve at their craft, develop relationships, or position themselves or their brand for future success, that’s what makes the work we do rewarding. It’s cool to see so many people interested in reading our content, and I could write a few more paragraphs about it but this column is long enough. Instead I’ll end it by simply saying, Thank You, Merry Christmas.

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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