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Archive for the ‘Promotion’ Category

Leading a Community of LIsteners

August 12, 2011 3 comments

I recently had the pleasure to meet an outstanding morning show, Bell Media’s Majic 100/Ottawa Morning Show, which calls itself “Majic Mornings with Stuntman Stu and Angie Poirier.  They are joined by their news personality, Trish for most of their segments.   The show is going to be a big winner for several reasons, but what really stands out is their commitment to their audience both on AND off the air.   They have an appreciation for their listeners and understand that their job is to be involved in their lives.   They are everywhere in the market, hosting events, appearing and fundraisers, donating their time.  They are involved in their community and their audience’s lives.  Shortly after meeting them, I started following Stu on Twitter and it was as if the show continues 24 hours a day.  He consistently tweets interesting, relevant content with his unique perspective and personality.  He never tries to “sell” his followers on listening to the radio show, but  passes on content that leads them to the show when appropriate.  This is an art, and he’s terrific with it.    Stu’s Blog is a further extension of his personality and character, hosting even more content on a different platform.

Angie is on Twitter too.  She doesn’t tweet as often as Stu, but she is on-point, and very consistent with her personality.  Perhaps most importantly, both Stu and Angie respond to their followers.  They don’t just push out content…they interact with them.  If you follow Stu, he will immedia

tely follow you back.  He cares, and that matters.  A lot.  Check out Majic’s Facebook Page.   The show posts there, interacting with the station’s fans daily….but they also maintain their own Facebook presence.  Here’s  Stu’s Facebook page, he has more content there as well.  Each medium is used differently, and all with the listener’s experience in mind.  Listening and interacting with this show is like being at a party they are hosting, where they are insuring that every guest feels connected, important and is having a great time.

The show hasn’t been together long, just a few months.  Working with their PD, Brian DePoe, they are already on the way to success.   After listening to the show, and taking into account all that they are involved with, you get the feeling that this is a show backed by a huge staff to crank out this much content and activity.  It’s not.  It’s just Stu and Angie, with Trish (who also serves in a news role with the company), and their producer, Barry.

It’s not easy.  It’s not a 3 or 4 hour a day job.  It’s a passion.  They are more than just a radio show.  It’s a little band of local Ottawa celebrities making an impact on their audience, one of which is on their morning radio show.   And that’s what it takes to win.

You can listen to the show here

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Categories: Performance, Promotion

Morning Show Boot Camp 2011

June 26, 2011 1 comment

Congratulations to Don Anthony for another fantastic MSBC in Miami.  The convention this year was full of talented, motivated personalities from all over the world and it was an honor to be a part of it.
In addition to the valuable content and idea exchange, it was a pleasure to meet some new faces.  The attitudes are much more positive than in the past as learn to expand their horizons to appeal to listeners in new ways and using all of the engagement tools at their disposal.
For those of you who attended my session on Friday, Facebook to Fortune….thank you.  You can download a copy of the presentation from my website here.

If you haven’t been to attend Boot Camp, please plan to attend next year.  It’s an important ingredient in your career path.

Next up:  I’ll be presenting a session on connecting with the audience emotionally at the Midwest Conclave Learning Conference on July 15 (Minneapolis).  Hope to see you there!

Meet Me In Miami

June 21, 2011 1 comment

If you’re planning to attend Don Anthony’s Morning Show Boot Camp in Miami this week, look me up!  The gathering is Thursday-Saturday, and features some great resources for your show and career.  I’ll be presenting a session titled “From Facebook to Fortune” on Friday morning, showing you how to turn your natural resources (ability to motivate audiences) into new actual revenue using the power of the loudspeaker (radio) and social media.  I’m staying at Eden Roc, and would love to meet you and exchange ideas.  Let me know if you’re attending!

Creating BUZZ


I think many personalities fail to appreciate how difficult it is to cause the audience to respond.  It’s hard work. They aren’t hanging on every word, or even paying all that much attention to you.  They’re living their lives.  How can you create content that places your content in the path of their behavior?   Yet we are immersed in our OWN world, and make a (sometimes) fatal mistake of assuming that the audience is naturally engaged, anxious to tell their friends how great we are.

The reality is that you have to create the motivation, inspiration, emotional connection AND the tools that make it possible for them to spread your message virally.  You have to make your entertainment relevant and important in their lives.

How can you improve your chances of causing buzz?   Are you creating your content through their experiences?  Are you creating a short-form video or audio summary of your most buzz-worthy content?  Do you make it easy for them to access it, share it and take credit with their friends for discovering it?  Are you empowering them, allowing them to participate in your topics (shining a spotlight on your show)?

Relating to your audience is a two-way, interactive and collaborative process.  Evaluate every aspect of your show to make it easy to engage, promote and share.  You’re not just in the business of creating a broadcast.  You’re in the business of nurturing relationships with a community of listeners.

Violating Expectations


They should know better, but it’s probably still my own fault.

Having spent most of my career involved in promoting and marketing to the public, it amazes me how often marketers burn down relationships.

Last week, I filled out an online form from a very reputable company that specializes in reselling products and services created by others.   In this case, I was looking to them to save a few dollars on insurance.  On their website, a form invited me to submit my request for rates, requiring a phone number and email address.  It specifically stated that the only reason they asked for my phone number was so that they cold verify that I did indeed wish to receive the insurance quote.

In less than 15 minutes, three cheery insurance agents from different companies called to sell me insurance.  Within three hours, I had nine calls.  As of Tuesday, the phone was still ringing.

This is not what I asked for, not what they offered, and certainly not what I expected.  They blew it, and a couple of those insurance sales representatives paid the price when I had reached my limit.

Having permission to communicate with the public is a privilege.  Respect it.  That means delivering messages, information, content or entertainment that is expected, timely, useful and relevant.  Violating the permission results in a lost relationship.  This has many applications to radio stations and personalities.  I’m sure you can see how it applies to you.  Right?

 

Categories: Promotion, The Audience

Hosting a Party

April 19, 2011 1 comment

Everyone loves a party,and at one time or another you’ve probably been the host of a party.  A “good” party is directly correlated to the amount of time and effort the host puts into planning, preparing, paying attention to details and promoting – yes, promoting – the party to guests.

It’s a lot of work to host a party.  You have to prepare a guest list.  Develop a theme.  Plan the entertainment.  Design your decorations.  Send the invitations.  Hire a caterer.   Handle the RSVPs.  Follow up on those who don’t respond.  Call and remind guests when the party is taking place, make sure they are coming and who they are bringing.  Arrange for parking.  During the party, you have to make sure they are having a great time.  Then, you clean up.  The list of details is extensive.

Every day, you host a party on the air.  You have a lot to plan each day.


Invitations:  Are you inviting your listeners to your show?  Do you build anticipation with specific, direct promos and teases?  Do you tell them exactly when to listen and why it will be a benefit?  Do you email them?  Tweet them?  Is there a guide to your show on your web site?

Entertainment:  Fun doesn’t just “happen” by itself.  It must be planned, and the entertainment must match your theme.  How have you targeted your content, delivery and presentation to fit your guest’s mood?  Does it makes sense?  Is it appropriate?  Is it appealing to your guest list?

Decorations:  Little things make a big difference in setting a tone.  Are you using production effects properly?  Does it accent your party or does it overwhelm in an obnoxious way?

RSVPs:  You’ve sent the invitations, but that doesn’t mean anyone is showing up.  You have to follow up, create appointment tune in moments and constantly remind them that the party is happening, because your guests have other things they could be doing.

Hosting:  The party is not for you.  It’s for them.  Your job is to give them a great experience.  Do this well and  guests will love the host and look forward to the next party (tomorrow).

Buzz:  What is the ONE THING that the guests will talk about tomorrow?  What will happen at your party that makes it memorable?

Clean Up:  As soon as the party is over, clean up begins.  It’s over.  Time to start planning the next one.  And sending out new invitations.  But before you do, you might want to review today’s party and consider how tomorrow’s can be better.

Your guests’ enthusiasm for your event will only be as great as your attention to planning and detail.  It’s a lot of work to take care of the details to insure an event is a success.  Don’t take it for granted and expect them to just “find” you.

Purpose of Podcasts

March 28, 2011 4 comments

There is a difference between a podcast and offering your show on demand…or at least there should be.  They are different weapons in your strategic war chest, and you should be offering both to your audience.

Offering your show on demand (minus the commercials, time-sensitive material, etc) is smart.  It allows your audience to time-shift listening, making you “always on”.  If they miss a segment, they can catch up by finding a streamed version of the most recent shows on your web site.  It allows listeners to refer friends, family and co-workers to segments, virally spreading the message for you!

But offering your show on demand is not the best use of podcasts.  Podcasts should be unique content, not simply a regurgitation of what was on the air, or even a “best of”.   They don’t have to be long-form.  In fact, short 2-5 minute podcasts on specific topics fit into audience lifestyles much better than long form content.

For ideas and thought-starters on how to create a better, more relatable podcast, let’s brainstorm together.  Comment away.