I just returned from spending a few days in Phoenix. Actually, I was right outside of Phoenix in Goodyear, Arizona. It was about a 25 minute drive down I10 East into downtown.
Along the route, we saw plenty of billboards. The Rafi Law Group, 72 Sold, Courtesy Chevrolet. They all advertised their services, and all of their billboards included the same message: “Go Suns!”
The city is nuts for this team. I took my son to the team store at the arena. They are sold out of all jerseys, all hats, and any hoodie that isn’t on the discount rack until next season. It makes sense that every business wants to somehow tie themselves into this passion and a run that very well could end in a championship.
One billboard message stood out to me above all others. You won’t find any ads for Arizona Sports 98.7’s coverage of the team on old school, paper billboards. Instead, the Bonneville-owned station is utilizing digital billboards that not only stand out more, but also allow it to customize what drivers see based on the time of day.
“Our goal is to make sure that everyone – longtime fans and those jumping on the bandwagon – knows exactly where to go to find the best, most insightful coverage of this incredible Suns run,” Ryan Hatch, Bonneville Phoenix’s Vice President of Programming, told me.
Depending on when you are driving past the billboard, you will see one of three messages. If you are on the road from 6 am until 7 pm, the sign will read “Talking Suns Now”. The message is clear. This is the biggest story in town, and if you put your radio on 98.7 FM right now, this is what you will hear.
Hatch loves the message so much that he told me that he wishes he didn’t have to go to commercial, for fear of someone tuning in being able to point out that they aren’t hearing Suns talk.
“We have a clear competitive advantage being the only fulltime local sports radio station in the market and we want to make sure we are capitalizing on this moment on all of the Arizona Sports channels – radio, website and app – where we are seeing record breaking audiences,” he says.
Can’t be inside Phoenix Suns Arena or in front of a TV when the game tips off? If you see one of these billboards while the Suns are in action, drivers are told immediately where they can hear the legendary Al McCoy’s call.
Finally, there is a billboard for people on the road on the weekends and late at night. Hatch cannot promise listeners that there will be Suns talk on air when 98.7 is carrying national programming. That is why the third billboard is a positioning statement.
Everything about the campaign is brilliant. There’s no Suns logo. The billboards, which are also running on social media and digital sites, use the color scheme of the teams’ “The Valley” jerseys. Any fan immediately knows what is being referenced.
To see the billboards in person, particularly next to a billboard featuring some lawyer’s gigantic face underneath the words “Go Suns” or the basketball sunburst logo, it really hammers home the idea that Arizona Sports 98.7 is a part of this. They aren’t just another business looking to capitalize on the sense of community this team is creating with its success.
Since making Phoenix home, Hatch has seen the Diamondbacks make countless playoff appearances and the Cardinals make it to a Super Bowl. The market is largely made up of transplants though. He says that when it comes to the Suns, that is when success will unite the city and make lifelong Arizonans pound their chests.
“The Suns were the original professional sports franchise in Phoenix and have the deepest roots, so when they are winning at a high level there’s no doubt the Valley bleeds orange and purple.”
That is what makes this campaign so great. It zeroes in on everything the market wants right now. It isn’t just effective because the Suns are in the NBA Finals. 1010XL in Jacksonville could do the same thing with Trevor Lawrence. 97.1 the Ticket in Detroit could do this with the first pick of the NBA Draft. Any time the market has a reason to be optimistic about a local team and rallies together to make that team one of the biggest stories in town, stations need to think about how to get out the message that this is where you come to talk about that!
What Arizona Sports 98.7 deserves a lot of credit for is taking that message and finding a way to make it idiot proof. Where are the Suns on? Who is talking about tomorrow night’s game? Thanks to this ad campaign, wherever you may be in Phoenix, the answer is going to be right there in front of you.
Being Wrong On-Air Isn’t A Bad Thing
…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.
In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.
“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.
“How many championships we would have going forward because of everything we went through.”
Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.
The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?
That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.
You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.
“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”
Do not do what Perkins did later that morning on First Take.
Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”
Jason Williams: “I don’t get passes on this show.”
Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”
Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”
It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.
WORTH EVERY PENNY
I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.
My first thought: Jerry Kramer didn’t play tight end.
My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.
After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.
Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.
Then I found out that Russo is making $10,000 per appearance on “First Take.”
My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.
My second thought: That might be the best $10,000 ESPN has ever spent.
Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.
And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.
Money Isn’t The Key Reason Why Sellers Sell Sports Radio
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.
A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours.
But is that why you sell sports radio?
In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.
A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family.
Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.
I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.
Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important.
So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.
Media Noise: BSM Podcast Network Round Table
Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.