The 6 Things That Will Determine Radio Growth In The 21st Century

It's just this simple. "The technology century" - as they call it - is all about rapid change, spooky stories of a new robot society of artificial intelligence to replace you and me and others.

Radio, the once king of media and remaining significant local media, stands alone still dominating the car. Good for us, right?

The clock keeps inching closer to 2025. One quarter of a century - gone.

New technology continues to sweep the foundation out from under traditional media and radio questions itself (as we always do).

But here is today's main question: How do we produce actual growth in a world of attention deficit disorder?

I think it is a secret that stands out in plain sight. Local radio must focus on our core advantages and stop saying that the basics we all know about our business don't matter; those basics may be the only things that DO matter.

If you are a local broadcaster, how do you best protect your future revenue resources, your future sales talent process, your future brand integrity?

So, here are the basics.

Brand - The importance of brand is more important than it has ever been in your lifetime. It's certainly a critical time for brands in the world of local radio. We all know examples of brands. Brands we love; brands in other industries. But is it well known how to create a local radio brand today? The value of investing in brand-building is the future of your business. No brand = less revenue. Less revenue means retraction. Retraction means decay and decay leads to death. So, I ask this simply question: What have you done recently to brand build on any of your local radio properties?

Local Visibility - This has long left the anchor focus of local radio, unfortunately. The old school principles of creating higher visibility is perhaps a lost art in most corners of our business. What story do you think that is telling everyone about your stations, your business? That's largely because it costs time, effort and creativity to create that very real local visibility. It's popular to believe this creates less time at the cash register and that's why it's popular to not do it. But too much of that for too long and the golden goose dies. Ask yourself about the true visibility of your local radio brands today. And please....be honest with yourself.

Familiar Surprise? - We teach talent Familiar Surprise? and it's exactly why all clients are not for us. Because many folks have abandoned this ground in our business and - in fact - it isn't a well-known concept. Familiar Surprise? is how we gain original attention for our clients and their personalities in an attention deficit disorder world and it is more important in creating revenue growth than almost any other factor today.

Sales Recruiting - Radio has largely allowed other industries to out flank us in the area of attracting great local radio sales talent. Some of this is due to the reality of worshiping national business, but a significant amount of this relates directly to how much energy and process is involved in reestablishing a continuous sales recruiting process that literally sets your company up for growth. If you want to grow your revenue, all questions and proper answers begin here. It's part of the reason that our practice works with sales strategy, process, recruiting and sales coaching in addition to "the programming stuff."

Sales Training - This is the other big one. Our industry largely focuses on results and less on the process of what is most likely to generate consistent sales growth. When performed consistently, what actions are present in the best salespeople? Focusing on what your people sell seems to make the most sense, right? But focusing on their activity that most likely will lead to sales, you can consistently improve your process (and theirs), your seller confidence and the overall strength of your sales team to produce growth consistently.

Owning The Ground - One of the most important strategies you can develop in the 21st Century is to consolidate your team around the philosophy of owning the ground. Please don't consider this to be the same as visibility spoken about above. This is being engaged, involved and profiting from the work of being an actual meaningful part of local communities. Here's the hard to hear truth: Local radio often avoids the local ground today. This results in a different kind of business than radio's strengths. Oops. If you are playing someone else's game, you will always perform less significantly. The "ground game" is an important part of strengthening your revenue. This plays a significant role in our work with local radio clients around how they are perceived and what they do to earn it daily with listeners, community, clients and buyers.

We know that we are a different kind of consulting practice. We serve our WHOLE clients. You don't have programming problems. You don't have sales problems. You have both.

If you are having any of these challenges today, you need to know there is transformation available to you. If you know someone who is struggling with revenue or growth, send them this article. Thinking about the major components in this article and developing strategy that addresses will determine YOUR FUTURE in this business. Is it a slow ride to becoming less or are you ready for growth again?

If you want some help, reach out. We are confidential and market exclusive for radio. So, you don't have to worry. We will ask revenue questions. We will listen as you talk about your market, your brands, your problems. And 100% of it will remain confidential - even if you choose to not have us work for you and your team.

Still, when you say yes, we will roll up our sleeves and serve you and your team if you want us to do so.

If you are wondering if we tell our clients what to do, we don't. We collaborate and make sure that the hard work they are doing actually comes with more of a reward for them and their families.

Check out our podcast The Encouragers? The Radio Rally? podcast (Apple, Audible, Spotify). Over 190+ episodes in our archive when you subscribe for free on YOUR smartphone, including our Quarterly Exclusive Radio Sales Events designed to help local sellers ANYWHERE generate more revenue each quarter. Ready any of our over 1,300 "articles of encouragement" on our website. If you think it is time for you to get off the sidelines, reach out to us. 864.448.4169 or email me personally: [email protected].

We promise only that working with Rainmaker Pathway Consulting Works (RPC) will be a different experience than you may be used to and that our work encourages you and your team to accomplish more than you think possible.

Brand + Relationship + Great Products + Consistent Problem-Solving = Higher Revenue

- Loyd Ford, Rainmaker Pathway Consulting Works (RPC), RainmakerPathway.com

We know that local radio can be larger than it is - not smaller. Join us.?

Catch my weekly radio sales column each Monday @ RadioInk.com.?

P.S. When you’re ready, there are two (2) ways I can help you.

1. Grab any of our free blogs on this site. (There are almost 1,200 available to you). We cover a lot of ground, including sales, talent, sales coaching, creativity, digital content and rev gen, company culture, endorsements, podcasting, and – of course - ideas (the lifeblood of local radio).
2. Join our VIP program “I Want Our Brand To Be Growth” by becoming a client. Finally, an affordable and complete consulting practice that creates growth engines in programming and sales. It all starts with a free consultation. ?Email [email protected] or call me directly 864.448.4169.?

Everyone needs revenue, but we ask clients to think about what happens when you yourself come to represent growth in your market. 864.448.4169.