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Grow! by Paul Martin

Posts Tagged 'Media'

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My First Radio: A Great Companion

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I have fond memories of listening to Dallas' KLIF the Mighty 1190 through my Raleigh transistor radio. I took that little transistor companion with me on family vacations and listened to KHJ in Los Angeles and KJR in Seattle.

Although today's technology delivers convenience better selection and sound quality, it doesn't bring the companionship that great personalities do.

My friend Chuck Gratner when he led KOJO in Dallas during the 80s said it well:

At its' best, each medium has its' advantages:
At its' best, television entertains best.
At its' best, newspapers inform best.
At its' best, radio companions best.

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Facebook ‘Likes’ Assemble Your Customers and Donors

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What sounds like middle-school gossip can mean more frequent customers and more loyal donors to marketers.  Soon, Facebook will permit marketers to mix their ad messages with users’ regular news feed. So, your Facebook news feed will show your friends’ regular posts and ad messages will be interspersed.  This could be very good for marketers.  After all, more than half of Facebook viewing is from a mobile device and the layout just doesn’t have room for the right sidebar ad area. But there’s a catch: the user must ‘Like’ the marketer’s page for the ad messages to appear in the flow of the news feed. The new features are called “Premium on Facebook” and could be a great opportunity for marketers and non-profit organizations: During a fundraiser, listener-supported radio stations can buy a place in the news feed of those who ‘Like’ the station At the end of the year, a non-profit can make a specific offer through the news feed ...

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Help your partners—even with Facebook?

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"No one wants to buy radio anymore, so we're selling Facebook," said the radio station manager. I've known him for a long time and seen him as a strong manager of both commercial and non-commercial stations. He is now at a non-commercial station and talked about the great difficulty his Business Development Representatives are having with getting appointments today. He said his business development representatives are now opening conversations with prospects by saying, "How's Facebook working for your business?" The rep probes to hear what the prospect's desire for his Facebook marketing. Most businesspeople are discovering that Facebook marketing is not as easy as what they read in the press and they become dissatisfied. The rep keeps discovering more about the business prospect by asking more questions. The rep makes it clear that he is more interested in hearing about the prospect's business than telling them about the work he does at the radio station. When the prospect asks about the rep's work, he say ...

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Growing Influence without Growing Expense

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Ask a smart college freshman about his girlfriend and he will often say, "Not now. Relationships are expensive."

Whether listeners, donors, business development partners or community leaders, it takes time, effort and money to build good relationships.

  • Listeners require a strong signal (expensive) and promotion to attract them to the station (also expensive)
  • Donors require a good, strong bond with your non-profit (expensive) to have them feel enough a part to give.
  • Business development partners require a sign that your station influences a lot of people (expensive)
  • Community leaders (including pastors) require a special kind of treatment (expensive) to get on your side

These relationships are worthwhile to fulfill the mission of our stations, but they can be pretty expensive.  That’s where staffing and outsource relationship management help you keep these important relationships aligned while keeping costs under control.

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The Macular Degeneration Station

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"I'm just too busy running the station to have a vision."

Did that station manager actually say what I thought I heard on the phone? He basically confirmed it when he went on to say that he was having problems:

  • Increasing income to hire more people
  • Getting donors to understand why the station needed a new facility
  • Keeping his staff motivated and heading the same direction
  • Waking up excited about leading his station

These issues are common among managers who don't take a few moments to breathe, envision and write a plan--usually with a trusted counselor.

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Four Steps to Growth With Limited Relationship Capacity

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As the manager detailed that his business development efforts were not meeting his expectations, I asked him how many people his reps could handle at a time. He looked puzzled—then his eyes lit up.  He got it.  It was simple math. Advocace’s research shows that a successful business development representative can have about 17 active accounts per month.  During the fourth quarter, the number might go up a bit, but it will go down about the same amount shortly thereafter as the active account count regresses to the mean. Growing 17 Active Accounts So, how do you make the most of those 17 accounts? Have a deep relationship with prospects and clients.  Find out the real issues they face and provide a solution with your products and services. Grow your average customer spend.  Ask prospects to participate in new promotions and increased service levels.  Offer something new to each account each month—even those who make an annual commitment with yo ...

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“I really don’t think my reps are working Friday afternoons.”

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That’s what a manager recently told me.  He mentioned that the office was like a ghost town after lunch on Fridays.  He didn’t think his reps (both major donor and business development reps) were accomplishing things on Friday afternoon. He probably was right. Three issues seemed to be in play: The reps were beat up—mostly from self-inflicted wounds.  The reps amplified the “No” they heard from a few clients to discourage them. The reps didn’t feel like they had an advantage—the station had decent ratings, but the format was controversial in their area. The reps weren’t totally clear on what they should do to make management happy. Let’s talk about number three first.  We’ll get to the others in coming posts. The manager emphasized to the rep team his expectations—in both work-hours and dollars.  But there was probably one more area to consider: specific activity.  Most reps we see know th ...

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Wind shifts, Income shifts, Radio is ready

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If you're piloting a radio station (or any organization for that matter), the winds are shifting again.  Like a sailboat captain, you see--no make that feel--when shifts could pull you off the course you prefer to go.  But the sailboat captain knows that you need several ways to get to your destination when (not if) the winds change. Growing up, I sailed quite a bit on small boats so when my father, brother and I recently visited San Diego, I discovered a sailing experience that we will long remember. The America's Cup is the world's premier sailboat racing event.  The sailing vessel, Stars and Stripes 11 (pictured on both pictures on this page), competed successfully in the America's Cup in 1992 and now is available for public sailing.  The Stars and Stripes requires a crew of 6 plus 6 more passengers to work the sails, lines and grinders.  The sail-craft can accommodate up to 30 people on board. The best part is that the captain permits each passenger to pilot ...

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The power of radio and the road ahead

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Success follows those adept at preserving the substance of the past by clothing it in the forms of the future. Dee Hock Founder and CEO, Visa International All those opinions on the future of traditional media are dizzying: newspapers are old news; television has no vision; radio--well, few talk of radio. Maybe that is because radio is a part of our past that will continue to be a part of our future.  But even radio isn't immune to the dramatic changes in the media scene. There are just about as many radio listeners as any time in modern history. There are just fewer radio advertisers than any time in modern history. Even still, radio powers consumer awareness and consumption of the events, the services and the products America purchases. Sure, online venues (social media, blogs, micro-blogs, search engines, email marketing--to name a few) are growing new viewers and increasing time spent with media.  But new media seem to be getting their minutes fr ...

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STAR 99.1fm on The Rachel Ray Show

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What happens when a station staffer connects with a national female-targetted television show?

Take a look at this clip from The Rachel Ray Show...you'll see contemporary Christian station WAWZ/STAR 99.1fm and mid-day host Beth Bacall.

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