You Are Not In Generic Corporate Radio

It's been happening in a wide variety of radio markets.

Digital creep. More like digital tsunami.

"The largest transfer of wealth in the history of the radio business."

Actually, both things are unfortunately happening at the same time.

If you own or manage a local radio cluster, you may already be seeing this evidence every day.

What if radio lost its way in the late 90s, again in the early 2000s, again in the 2010s and now faces a generational crisis without finding its way back and soon?

If you could punch a ticket and get on the right track to revenue growth, would you actually take the risk and do it?

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Radio is a local business.

Radio is a community business.

It's easy to say. But....

If you are not one of the big corporations in the radio business today, how do you really turn on your very real advantages of being local while turning on revenue flow?

You are not in the same business as iHeart, Audacy and Cumulus. They are struggling with a complex math equation that they hope will allow them to overcome intense debt and complicated ideas of how to reduce expenses and leverage all of their assets and tilt everything to scale. Let them go, but don't underestimate their advantages.

1. Purposefully see your operation as more like the local businesses than the big corporations are today. Make it part of your daily culture. If you don't, you will lose to them.
2. Understand that you can move faster than those companies and you must take advantage of this difference if you are to turn on your advantages. This can and should positively impact your programming and your sales missions.
3. Your organization is a local sales organization. Because of this, it is time to consider a bold reimagining of how you approach effort, focus and culture of force. This can impact everything from how to recruit sellers, how you configure sales teams and the purposeful way you train them and give them consistent attention and tools to gain access to revenue others are missing today.
4. We are past the discussion of full staffing, but you should strongly consider the value of key personalities, where you place them, what you hold them responsible for and how you leverage their value to expose higher revenue. We are not going back. The past is just that - the past. But the future is ahead of us and the choices we make will determine two things: A. If you will grow revenue OR B. If you will slowly continue to see revenue drip, drip, drip away to create deeper crisis.

Here are some very real questions for you to consider.

Do you have a written sales strategy that includes strengthening year-round sales recruitment, consistent sales training and practice, lead generation and a focus on advertiser experiences?

Do you have a significant written digital strategy in place and buy in from your individual sellers?

Do you have on-air talent that see their jobs as on-air, social video, endorsement, influence and helping to create innovation vs. only being on-air and posting photos or written social content?

Are you ready to redefine your presence in local top of mind with listeners, community and local business owners?

We are here to help local broadcasters. Market size doesn't matter. You're in the revenue business. In fact, many things don't matter, except your desire to transform your local business and your commitment to attempt innovation around how programming and sales can work together to create your own revenue tsunami?

Things are changing. How would you like to make that a joy filled statement?

If you are looking to transform both your revenue and your profit center this year and would like to have someone on your side that can help you with transformational resources, strategic advice and be your partner in growth, please call us. 864.448.4169.

First consultation is free and confidential, even if you never sign us to your team. In case you don't know us yet, we are encouragers and local radio believers. We are not participating in going backwards. We're here to help local radio go forward and grow.

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

- Loyd Ford, Rainmaker Pathway Consulting Works (RPC)

People are questioning radio. The truth is that there are people who stay in worry and those who take action and create opportunities. 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 our site. (There are over 1,300 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.

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