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Weve heard all about how much new competition there is. We all know about the debt. We know about the rise of digital. We know about big corporate rightsizing.
But what about the other side of the coin? What if we looked at the advantages of those in the local radio business right now? There are advantages to be had.
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In all these local markets across the U.S. you find local communities. Local tribes of people tuned up to and into what they are most interested in. Local points of interest and important causes focused only on where you live.
The Value Of Experiences
No one is talking about the value of experiences, but experiences tend to be what determines authentic connection. If people have a great experience, well, great. If they have a poor experience, look out.
What is local radio if not an experience?
Of course, we know that there are corporate entities that have taken the local experience out of radio. Shame on them. But what about your opportunity?
Radio has always been a one-on-one experience for the listener.
You know the old saying, People might forget what you do, but they will never forget how you made them feel. Today. Right now. You have great opportunity that is truly exclusive. If you are on-air in a local radio market, you have great opportunity to create immersive experiences for local listeners. If you are in sales, why should we leave you out of this? We shouldnt. If you are in local radio sales, you have great opportunity today to craft experiences for your clients and potential clients they cannot get anywhere else.
The Value Of Speed
More than any other media, radio has the ability to create almost immediate speed with any change, any creativity or any new opportunity. I suggest todays opportunity is to focus on supporting the key personalities on your local radio brands.
On-Air U
As local radio, we have opportunities every signal day to create local tribal experiences and investments in local community that turn into revenue. But its more than that. Investing in our key local personalities and coaching them to really connect creates local radios largest set of opportunities to maximize exclusives, create deeper connections and increase our value through meaning. Are you being meaningful where you broadcast?
Events U
Perhaps for too long radio has taken the low hanging fruit and has seen local events as sources of revenue instead of an opportunity to connect revenue to radio through exposing more local events. Are you investing in local events?
Endorsements U
This is the merge lane between great local radio sellers and great local personalities. What is it about? Relationships. Local personalities should be encouraged to do everything they can to establish and grow relationships with listeners and personalities and salespeople should work together to leverage those relationships for revenue while building relationships with local advertisers. Are you taking full advantage of endorsements?
Social U
We love saying that we are the original influencers. But are we doing it? Are we training our personalities to be influencers? Are we allowing them to be influencers? Are we seeing the revenue opportunities through social media for our local teams? We are limited only by our imaginations. I promise that we have big and vibrating local entities that broadcast to the masses (still) and opportunity to maximize influence and revenue. Are you taking social media opportunities?
We say it all the time to clients: Once you have a radio station, you can get anything else you want. You are to be encouraged to develop your strategy that includes everything above for the purpose of strengthening your local radio brands over-the-air, in your market, within local tribal influence and in social media to elevate your 2025 game.
Consider that a time may come when all the radio stations we know will not exist anymore. At that time, what is likely to still exist and still continue to generate millions of dollars? The radio stations that are actual brands.
Brands matter.
You got this if you want it.
Brand + Relationship + Great Products + Consistent Problem-Solving = Higher Revenue
– Loyd Ford, Rainmaker Pathway Consulting Works (RPC)
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 youre ready, there are two (2) ways I can help you.
- Grab any of our free blogs on this 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).
- 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 Ford@RainmakerPathway.com 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.
Rainmaker Pathway Consulting Works (RPC) is powered by smart local radio companies who seek to become growth in their market for their communities, local businesses (advertisers) and themselves.
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