The Perfect Winner

Any radio personality who has ever given away a big prize on-air will tell you that women make the best winners. It's a simple fact. They just do. Women have no problem screaming with excitement, no matter who may be listening (or watching.) Ask Bob Barker.

However, the fact remains that when you attempt to payoff a major contest after weeks of promotion with a live call, anything can happen. The same holds true for follow up calls.

Once, while I was doing mornings at KTFM-FM in San Antonio, our program director, Bill Thorman, created a 20-Songs-In-A-Row contest. The idea was to have listeners write down every song they heard and when called, read back the last 20 song titles. Sounds like a lot of work, but the prize was $50,000!

After weeks of promoting the contest, on a Friday morning, I drew a name and made the call. Our listener rattled off the songs and won the money. To add to the drama, we went immediately to her home with a Brinks Truck and TV crew in tow. On air, she had been the perfect winner with lots of energy.

Before we left she mentioned that she wanted to celebrate by having a big party and invite the morning team.

The following Monday morning, we called her live (with no delay) to ask how her weekend went and find out when she was planning to have her party. Again, this was live on KTFM. And so, in the middle of morning drive, as she answered, our listeners heard, " I spell country, C-O-U-N-T-R-Y, 100!"

She had moved on to one of our competitors and another contest.

Everybody has a story. What's yours?

Maybe

Radio can learn much from the NBA playoffs. While sports analogies are constantly used in business settings, there is great inspiration to be derived from those who succeeded against all odds. The latest Michael Jordan Nike commercial,simply entitled, "Maybe", asks a question that champions of the future need to hear to stay motivated and focused. It has to do with excuses many use for not succeeding.

As the playoffs unfold, millions of arm chair coaches share their opinions the morning after about what could have happened and why it didn't. Radio's playoffs are ongoing and while many will dwell on why things aren't the way they were, others are busy taking to the waves of the new stream. They realize that what has changed is the way we deliver radio.

The web, podcasting, and satellite are not the competition. They are the "auxiliary delivery systems". When traditional stations embrace these audio vehicles, the ride is so much smoother.

Michael Jordan always found a way to do what he could, where he was, with what he had. He never made excuses and put his energies into creating new opportunities.

Will broadcasters follow this legendary example? Maybe.

The Best In The World

Red McCombs is about as big a dreamer as you could ever hope to meet. As as a professional sports owner, (Vikings and Spurs), broadcaster, cattle baron, automotive mogul, land developer, and philanthropist, Mr. McCombs has an uncanny ability to see the future and , perhaps more importantly, appreciate the present.

During a recent visit, Red shared something with me that might help you to understand your role as a professional broadcaster. He said that at the beginning of every camp he would talk to young NBA and NFL players in an effort to put their careers in perspective.

He told them, "You are in a position to do what many only dream of and will someday look back and realize what a golden opportunity you were given. You get to compete with the best in the world. Think about that. You will take to the court (or field) with the best there is. How you take advantage of this place in your life is up to you."

Red's words can ring true for those given the grand gift of radio responsibility. Every microphone is an chance to give your audience the "best in the world." Who is to say that what comes out of speakers in a small market can't be as powerful and polished as any other market.

When I asked Red what motivates him, he gave me an insight into someone whose life is filled with purpose and gratitude.

"At the beginning of each day, I thank the Lord for another opportunity. And, at the end of my day, after saying my prayers, I think about what I might have done to make a difference, to be a good husband, father, business partner, and human being."

Words of wisdom from a man who has never taken for granted the good fortune to share his talents with "the best in the world."

The Art of Communication

Several years ago, at a radio conference in Los Angeles, I remember the legendary programmer, Paul Drew, was in the "hot seat" of the main session, allowing any and all questions from the audience. Before taking the first question, he shared an experience he had earlier that day.

Paul had visited the McDonald's headquarters in Los Angeles and said he was impressed with a creed that was hanging on the walls of all the stores entitled, Press On. He sincerely read the pledge and continued with the session.

The next radio mogul in the hot seat was the equally famous Pat O'Day who shared that he had visited a Kentucky Fried Chicken that day and found this message on their wall: "This week, push the mash potatoes."

Needless to say, his comment brought a roar of laughter from the crowd.

I found it interesting that both Paul and Pat successfully used two key elements of effective communication: optimism and humor.

I was reminded of the story when I recently spoke at an Optimist Club meeting and listened to their timeless creed:

Promise Yourself:

To be so strong that nothing can disturb your mind.

To talk health, happiness and prosperity to every person you meet.

To make all your friends feel that there is something in them.

To look at the sunny side of things and make your optimism come true.

To think only of the best, to work only for the best and to expect only the best.

To be just as enthusiastic about the success of others as you are about your own.

To forget the mistakes of the past and press on to the greater achievements of the future.

To wear a cheerful countenance at all times and give every living creature you meet a smile.

To give so much time to the improvement of yourself that you have no time to criticize others.

To be too large for worry, too noble for anger, too strong for fear and too happy to permit the presence of trouble.

Some things never go out of style.

Got Traffic?

Radio has come a long way since the first radio station web site was published on the net. Sites are full of flash, content, and interesting blogs for listeners. The problem that most stations still struggle with is how to monetize these sites into profitable stand-alone entities.

To simply assume that if you build a great site and promote it on your radio station is enough, is to assume that your listeners multiply overnight. In other words, constantly promoting the site to the same group of people does little to grow your site audience.

When our site-SonnyRadio.com was launched in 2001, the vision was to build and grow a world-wide entertainment site that would attract visitors who would tell others about what they found virally. We have constantly operated pro-actively toward that vision.

Our success has exceeded our wildest dreams. Since our niche is Boomers, their children and parents, we are muliti-generational in our appeal. Recently, Nielsen premiered their new Internet video streaming ratings showing SonnyRadio.com as No. 2 in the U.S. for February, 2008 in our target demo and second only to eBay.com. Source: http://blogs.mediapost.com/research_brief/?p=1691

Keep in mind that we achieved this milestone without terrestrial radio or newspaper support. Our send-along-marketing approach continues to grow the membership daily.

In consulting radio stations looking to increase traffic dramatically, I always stress two key ingredients: A list and a plan. The list is your email database of those who visit and sign up for alerts, newsletters, contests, etc. The plan is how you let these key visitors know about something new and exciting on your site, not limiting yourself to loyal listeners.

When you build it and they don't come back, you must take it to them and give them a reason to share it with others. That's the power of virally growing your station's site and having a story to tell potential advertisers.