Choice Kills

I was a 36-year-old general manager in the late 90’s sitting in my first programming perceptual and research meeting. While I was smiling and shaking my head up and down a bunch, I must admit, I was in over my head.

My background was in Sales and while I was passionate about great content, I was surrounded by some smart programming people. However, we had just had a format competitor sign on and I was a little nervous about it. In attempting to hide my concern, I started listing all the things my station had that the other one didn’t. Great heritage, strong personalities, brand awareness, revenue advantages and all the rest. I mean, why the hell would someone try this new player in our market when I’m here with a great product and station that everyone knows, right? Nothing to worry about, correct? Piece of cake to kill these guys, right?

It was at that moment, the outstanding broadcast consultant Mark Ramsey looked at me and said:

CHOICE KILLS

He was right, 100%. No matter what the options are, people love choice.

Fast forward to 2022 and not only do those words right even more true than ever, but there are a million new options for today’s consumers, employees, and companies. When I speak to broadcasters about choice, many still sound like I did at that meeting. “Dude, we’re local and free” “Our personalities are strong, and people love them” “Do you know tenured our sales team is”?

Guess what? No one cares.

Whether you’re a GM, DOS or programming leader, the amount of fantastic content that is out there is stunning and, at times, hard to keep up with. Always know that consumers and clients have massive options, and you must show what your unique selling proposition is to them and make it real. (Internally and externally)

Some takeaways to help your radio organization with choice.

Be honest with your competitive environment, with yourself and your teams. Employees appreciate honesty in the workplace, and they know what’s out there! Don’t hide it so you can position your medium more strongly. Once a year, I took my programming team to a local car dealership to show them the options listeners and consumers have in the auto. I didn’t do that to scare them. I did it to help them.

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The dog didn’t eat your homework, right? DO YOUR RESEARCH. Know what all competitive mediums have to offer and of course, their shortcomings. Your staff will respect it and your customers or listeners likely know it already. Be passionate and submerge yourself in what’s out there.

HELP? Lot of folks know a LOT of things in your building. Lean on them to help you and your leadership team understand new technologies. Ignore what engages younger people and do it at your own, massive peril.

Listen more than you speak (and I mean, HEAR IT). How many conversations about choice and additional marketing options do you have with someone, and you can just see in their eyes they’re not engaged? They’re likely thinking about what they want to say next or how the heck to get out of this conversation. Show them what they say matters. Parrot back to them some of the things they said to you. Ask questions and dig deep!

Choice does kill. However, it doesn’t have to kill your organization.

If you’d like more info on how Radio’s Fresh Eyes can help your teams grow and make it the “MUST PLACE TO WORK”- Join us- would you?

We know it because we’ve lived it.