(By Joel Raab) Today is day one of the Country Radio Seminar in Nashville. It's a perfect opportunity to point out that endless opportunities exist for radio and country-related media and industry to work together to further our respective goals. For radio, it's all about increasing ratings and revenue. In 25-plus years, I have learned how to locate and maximize those opportunities.
Some examples (and these just scratch the surface):
Use the CMA: Membership is cheap, considering what you get. Did you know the CMA has a research department, available at your fingertips? Do you want to know what TV shows Country listeners are watching? How our listeners are using social media? Ask the CMA. They have lots of sales-related material as well.
Create Access: Even in an age of slashed budgets, radio stations can provide access to artists, and that is priceless. Be creative. Artists, labels, and management are receptive to good ideas and reasonable requests -- and not just for listeners. (See my next point.)
Perks for Clients: Don't be afraid to ask for backstage passes for important clients. Creating an unforgettable experience for a client pays dividends both financially and interpersonally. We don't do this enough. Stations in all-sized markets with all-sized audiences can obtain passes -- you just have to ask. (Here's a shameless plug: Your consultant can be helpful here, too!)
New Artist Showcases: I have always encouraged radio and Nashville labels to work together to bring baby acts to the listeners and to smaller venues. When an artist comes to the conference room, host a "Nashville Newcomer" luncheon for your listeners and clients. Bring sponsors by to see these hot new up-and-coming stars. Entertain your listeners, too. It'll be a classic win-win.
Create an Annual Station Event Involving Artists of all Statures: This is one of the best ways to help brand your station. The "10-Man Jam" or station anniversary show will score major points with listeners and can be leveraged into large client buys. The Detroit Downtown Hoedown may be the largest free live country show in America, and it's co-sponsored by WYCD. The Nashville community has been great at working with radio to help make these events happen.
Enter Your Station in CMA/ACM Broadcast Awards Competition: Just being nominated provides you with bragging rights, especially in competitive situations. Having judged both CMA and ACM awards in the past, I know how prestigious both nominations and wins can be. Plus they are great exercises for your staff to gather materials the sales department can then use.
Get Involved: Volunteer to be on the CRS agenda committee or board of directors. The ACM has a radio committee and board as well. Belong to the CMA. Volunteers from all-sized markets are welcome and encouraged to participate. Being involved helps you know where the bodies lie! You'll find out about opportunities your station can take advantage of long before the rest of the world hears about them.
It's a great time to be in Country radio. Enjoy the ride!
Joel Raab is a nationally recognized consultant specializing in Country radio programming and country-related media. www.joelraab.com email: joel@joelraab.com T: 215-750-6868.
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