NEW PLAYERS IN TOWN – Part 2 Greg Diamond Last month we discussed the earliest stages of the process when the initial planning sessions yielded the overall game plan. Now, let’s look at the steps needed to put the plan into action and what you can expect from the new guys.
Laying the Groundwork
If there is any measure of doubt as to the station’s music, do an Auditorium Music Test. An AMT can be somewhat expensive, but now is the time to ensure the records played are the correct ones for your market and format.
As mentioned previously, if staff changes are needed, make them much sooner than later.
Set up a slush fund to counter any possible overtures towards your key players, regardless of department. Check your employment agreements and make sure they are water tight. A good employment lawyer will advise you how to word agreements to protect your investment in the staff.
Be as local as possible - local, local, local!!! The new station will not have the luxury of your market knowledge or past presence - take advantage of these formidable assets to further embed the station in the mind of the listener.
Mine your contacts: PD’s and MD’s should remain in close contact with record company personnel; Local and national promoters should be reminded of the great work you have done together in the past; Sales should be talking to the agencies and retail clients to advise them of what is coming. An experienced sales staff will have spent years building a trusting relationship with their clients and this will pay off as new, usually inexperienced reps call on these people. Explain there is no such thing as a bargain with new players. There will be some early intrigue but the established stations know the market and know what they're doing. Give them a piece of the budget if necessary - but not ALL of it.
Put in place long term agreements with your promotional partners, with rights of first refusal if possible. Put a 12 month sales campaign into the market 2-3 months before the new guys launch so you mop up the discretionary budget leaving little or nothing for the new guys. This will push their cost of sale higher since they’ll have to pay huge commissions to retain sales staff.
Hold a full staff meeting - rally them to the new environment. Give them the details of your adjustment plan. Make THEM part of the battle. Make THEM feel confident in the plan. Let everyone know that even with the station sounding its best, you're not going to have the same success. Also, the world loves an underdog and this can impact you in the short term. If all eyes are open wide, any initial hit will be more or less expected and, therefore, taken in stride.
Make sure your promotional and street activity is where it needs to be. The new station will likely try to be everywhere, so beat them to the spot while you can.
The Arrival of the New Guys
Two words - STAY PROACTIVE!
The worst thing is to knee-jerk once the new station starts broadcasting and you start hearing the hype that often surrounds a sign-on. A lot of time has gone into the planning and execution of where you are currently positioned, so stick to your guns, control those things you have control over and ride out the short term. Don’t be inflexible, but don’t vacillate either.
Pay attention to the incumbents. The new guys will have turnover - adjustments - and in the case of larger markets will most likely be minor players. If you take your eyes off the current competition you'll get hammered from numerous sides.
Understand that “one book does not a trend make.” Whatever the outcome of that first ratings period after the sign-on, know it will take a couple more books before the market achieves a new equilibrium. Don’t let the first set of numbers fool you, whether good or bad.
If necessary, add some sales incentive rewards to augment commission earnings. DON'T LOSE PEOPLE!
Go back and make sure that the whole management team is still on the same page with the plan. It's a long term strategy and any adjustments based on one book will likely be a killer. Ride it out and then get back a good portion of the core tuning once the honeymoon with the new station wears off.
Don’t…
Don’t Be Impatient - Provided you are confident the station sounds fine and remains well-positioned for long term success, let the situation work itself out. For example, it’s common for a Classic Rock station to come out of the box with a bang and grab numbers from non-traditional demos to that format. Males, 18-24 will typically flock to this new player and will actually take the time to fill out a ballot saying so. This demo is the first to adopt but also the first to abandon. Normally, a Classic Rocker will see these listeners disappear after just one book. If you are in doubt, call in a broadcast consultant for an objective opinion.
Don’t Panic - Your staff will be looking to you for leadership more than ever. Understandably, there will be a great deal of pressure on your shoulders. It’s vital that you keep an even demeanor and exude the quiet confidence off which others will feed.
Don’t Stop Having Fun - Now is the time to ensure those hallway football games keep getting played. No matter how hard you try, it will never truly sound fun on the air unless it is truly fun off the air.
The Four P’s
When competition comes to town:
ByrnesMedia consultants are trained to provide assistance to stations in competitive situations. We can help you, too. Call and discuss your needs… toll free, at 1-866-332-1331. |