CHALLENGES

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CHALLENGES

• Radio Mergers and Acquisitions
• Consolidation of Radio Properties
• Smaller Staffs
• Smaller Budgets
• Increased bottom line
• More accountability on Programming and Promotions
  behalf to help Sales meet budget

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The days of BIG programming and promotion budgets
are over.
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THE BURNING QUESTION IS

• How do you ignite ratings and revenue with
  todays constraints?

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THERE ARE 3 Ps

• rogramming
• ersonalities
• romotions

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WHERE DO YOU WIN WHEN YOU ARE UP AGAINST SEVERAL
SIMILAR FORMATS?

• Between the Records!!!

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HOW???

• ImagingBigger than life VISION
• Its about stealing the Big Screen in your market
• Whether youre in market 2 or 200- you as
  programming and promotion directors can have an
  impact on the Big Picture

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UNDERSTANDING AND APPRECIATING THE GAME BEFORE
YOU PLAY
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DO YOUR HOMEWORK!!!

• Clearly understand your competitors strengths
  and weaknesses
• What is their work ethic- are they passionate
  about what they do?
• Are they lazy?
• Are they driven by EGO?
• Do they bully promoters and labels to get what
  they want?
• Do they win by default?
• What kind of staff do they have on the street?
• What are their best promotions?
• What are their flops?
• What do clients say about them? Likes? Dislikes?
• Learn from your competitors strengths and take
  advantage of their weaknesses

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STREET DOMINATION
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CREATE A LISTENER ADVISORY BOARD

• Do an off-air poll of some of your listeners from
  your contest lines
• Set up a special session
• Play music for them
• Pick their brains about what they do and dont
  like about you and your competitor
• Order pizza
• Give them a tour of the station
• Send them or e-mail them / tie in some type of
  special card

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BUILD A FOUNDATION
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MARKET POSITIONING

• Meet with promoters- let them know you are
  willing to step up to the plate
• Key Club Owners- if they are working with your
  competition, go to their competition
• Weekly and Daily Newspapers- Get the music critic
  to be an on-air correspondent for the station
• Form a relationship with local web sites, like
  City Search.com- scoop your competition by going
  on-sale online first before the big on-sale
  concert or event!
• Create a relationship with your local government
  and police department

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MARKET POSITIONING

• Find out who is not happy with your competition-
  take advantage of it!
• Cross-promote with TV stations- offer your on-air
  personalities in as Entertainment Reporters for
  concerts and other events
• Cross-promote TV shows that make sense for the
  format
• Establish relationships with movie companies and
  special event promoters/ WCW WWF

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INDUSTRY POSITIONING

• Set up a trip to New York and L.A. to meet with
  the national record companies
• Put together a nice piece to show off your
  station- video, CD Rom, etc.
• Let them know what you are doing in the market
• Find out what projects they are working on for
  the year
• Listen to new music
• Follow up after visit
• When you do an event, send out photos and press
  releases to trades!

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THE MASTER PLANYOUR 2001 CALENDAR
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Sit down with your Programming, Promotions and
Sales Management to outline your events of the
year early!!
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• Annual station events
• Book promotions
• Major client promotions (beers)
• Job Fairs/ Sales Driven Events
• Major Malls and Buildings
• Weekly club nights (52 week accounts)
• Cool yearly city/county events- fireworks
  displays
• Racing/ Wrestling events
• Special Programming Features (Rocktober)
• Cool charity events

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• Annual Holiday Happenings
• St. Patricks Day
• Halloween
• Thanksgiving Eve Club Night
• Sports-related activities
• Annual schedules
• Training Camps
• Get IDS!
• Your competitors annual events
• Brainstorm new ideas with your staff!
• Create some type of station on tour- visit your
  key zip code areas!
• Tie in with local movie theatres to do ongoing
  special screening nights

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THINK GLOBAL!!!

• Run with the Bulls
• Rollerblade by the Great Wall of China
• Cross-promote with movie companies and television
  networks to get a listener to be an extra
• Tie-in with Rock Roll Hall of Fame
• Send a Listener to Racing School
• Host a big band in a small club- give away all
  the tickets

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WHERES THE ?

• Great opportunity for Non Traditional Revenue
• Annual deals
• Beer Companies
• Other
• Budget
• Bottom Line PLAN AHEAD!!!

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SYSTEMS!SYSTEMS!SYSTEMS!
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SALES PROGRAMMING EVENT WORKSHOPS

• Who
• What
• When
• Where
• Why

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EVENT RECAPS

• Tell everyone about the great things your
  station is doing!!
• Create a template on your sales or programming
  drive that you can change
• Great for sales to help tell the story
• Great for programming Promotions to grab more
  territory on the street
• Get photos of everything- youre painting a story!

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WEEKLY ONE PAGE NEWSLETTERS

• E-mail to listeners and clients
• Incorporate into pitches

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WEB SITE FORMS

• Designate someone on your staff to maintain and
  update your site on a daily basis!
• Sales Information
• Programming Information

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THE BOTTOM LINE IS

• You Snooze, You Lose!

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TRICKS OF THE TRADE

• Banners
• Neon and glow in the dark stickers
• Lawn signs
• Sandwich boards
• Window stickers
• Stir sticks and cocktail napkins for nightclub
• Beach balls
• Balloons
• Banner Planes

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TRICKS OF THE TRADE

• Tethered hot air balloons
• Roaming billboards
• Rain ponchos
• T-shirts
• Swag
• Keychains
• Magnets
• Distribute fans at concerts
• Tattoos
• Make sure you are as visible as possible in your
  daily and weekly papers!

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COOL GADGETS/ VEHICLES

• PT Cruiser
• Cool Trucks- Expedition
• Inflatable
• Mascot
• Roaming Billboards
• Bat light
• Magnetic Signs
• Work with sales to do a trade or
• showcase a vehicle for a key
• automotive account

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THE RIGHT STUFF

• Hire people who
• Take pride in what they do
• Are street smart
• Possess common sense
• Have good people skills
• Reflect the stations personality
• Are passionate about what they do
• Listen

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WHO ARE THEY?

• STATION PERSONNEL
• Jocks
• Programming
• Sales Staff
• Engineering
• Promotions
• Internal Support Staff

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INTERNS

• Do a real cool recruitment campaign on campus
• Treat them as though they are on the payroll
• Full interview process
• Remember! They are there to learn. Dont make
  them responsible for more than they can handle!

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OUTSIDE SOURCES

• Local sports cheerleaders
• Hooter Girls
• Hawaiian Tropic Girls
• Bud Girls
• Miller Cold Patrol
• Mascots

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THE VIBE

• Hold a FUN session with your paid staff and
  interns
• Talk about the way they should look and act as
  representatives of the station
• Its about Feeling the Love with your internal
  and external audience
• Make it an important part of the hiring process
• Give them station merchandise to wear at events
• Find someone that works with other celebs to
  come in and speak to them

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THE VIBE

• Stress the we not me concept
• Have each of your jocks pick a charity to support
  in your community
• Create a special dress and conduct code that
  everyone signs off on!
• Develop a standard checklist on what everyone is
  responsible for at appearances and station events
• Talent fees vs. required station appearances
• Its about that Magic Kingdom philosophy!

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Its about thinking 3 steps ahead.Most people
only think one!
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FINAL THOUGHTS

• Read
• Listen
• Breakdown the walls of thinking in your
  organization!
• Look for opportunities around you
• No Idea is a Bad Idea
• Be prepared- make sure everyone has a promotions
  box in their car with banners/ stickers/ prizes/
  register to win
• You are what you steal- whats already been done
  in another market could be a first in another
• Take advantage of what you have around you-
  station clusters
• Develop an ongoing relationship with your legal
  and insurance departments
• Put it in perspective
• Feel the Love

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AND.SAY THANK YOU!!!
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MISSIONACCOMPLISHED!!!
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Special thanks to

• Greater Media
• Jacobs Media
• Joey Scoleri at
• Hollywood Records
• Check out MI 2 at a theatre near you
• Soundtrack available on Hollywood Records