Kipper McGee is an RAB Certified
Digital Media Consultant, noted thought leader and branding advisor
whose client list ranges from Fortune 500 companies to internet
startups, broadcast networks, groups and stations.
Fast Forward Alert
Does it seem like things are moving faster these days? They ARE!
The mediascape is changing. Is radio listening?
More importantly, do you really UNDERSTAND
when, why and how consumers are using your branded media content - or
are you stuck on the treadmill of "we've always/never done it that way"
thinking?
Few media brand managers have the time and
management support to effectively track the latest methods to break
through today's communications clutter. Even fewer have the tools,
staffing and resources to really compete in our evolving 360 degree
'Mediamorphosis'.
As an industry, we've been challenged to
deliver so much with so little for so long that the thought of tackling
more distribution channels is the LAST thing on most to-do lists.
(To see more on this, check out the work of brilliant illustrator
Jessica Hagy).
Yet, your consumers are there. Can you afford NOT to be?
As Dr. Roger Wimmer put it, the recipe for winning is clear:
- Find out what consumers want from your brand TODAY. (Also when, where and HOW!)
- Give it to Them
- TELL THEM that you're giving it to them (and "What's In It For Them" if they select your brand(s)
The objectives are simple. But not easy.
However, there is ONE 'secret weapon'
which I will share with you that you can implement TODAY to improve your
branding while making life LOTS easier!
The Great Equalizer
The GOOD news: every OTHER industry faces
the same challenges. The BAD news: For some reason, radio is clinging to
past practices and outdated 'group think' more than most.
There is, however, one great equalizer
that separates winners from losers and leaders from followers. That
Equalizer is TIME.
Each of us has just 24 hours each
day. The question is how well we maximize this precious
commodity.
When
assisting clients, I recommend a series of steps to make sure we're
building upon a strong foundation. For matters of Branding, here are
three of the most important:
- Brand Portfolio Management
- Asset Inventory
- Find Hidden Efficiencies
Creating a Brand Portfolio Strategy
GM is a brand. But they also HAVE
subordinate brands like Cadillac, GMC, Buick and Chevrolet.
GM also has
other brands like dealer groups, individual dealers, financing and
branded 'original' parts. The dealer has any number of other brands,
which may include service, individual sales staff, an icon
representative (like KFC has the Colonel), and others. Add in all the
OTHER automakers, and it's easy to see how a strategy to manage all
these brands is critical.
In radio, most brand managers deal with
more than one station -- often in more than one market.
While each station brand should have an overall "
Marketing Model
", so
should the various subordinate brands like personalities, benchmark
features, major on-air promotions, event marketing and online platforms.
Remembering that we are all bound by 'The
Great Equalizer" of time, it is critical that there is a master plan of
how all these pieces fit together, and which ones get what level of
priority.
The
military uses the term "triage", to determine which battlefield cases
can be saved, which can't, and which can be back-burnered until
later.
The more
you have a 'triage plan' in place, the less time is wasted reinventing
the same wheels. Ironically, the more you have the predictable basics
mapped out, the more flexible your time is when some urgent or hot
opportunity arises!
Your Asset Inventory
Once you have put together your Brand Portfolio Strategy, the next question is "how"?
Remember: as a brand manager,
your job is not to DO everything, but to make sure that IT GETS DONE!
That means taking inventory of all the
resources at your disposal and utilizing them wisely. Some places
to look:
- Staffing. You may have a receptionist
who's a social media maven, or an air talent with mad production skills.
You may be creating an opportunity of a lifetime simply by assessing
who can do what, and where their talents and desires may be hiding!
- Cluster/Group Dynamics.
Old-school managers tend to think in a linear fashion. If station
"A" has an emerging Photoshop Rembrandt on-air, perhaps that person can
create online graphics for stations "B" or "C". Also, great talent
no longer need be limited to one market or cluster.
- Use the tools you have. There are many
great free resources for sharing information on a budget. Google Drive
and Evernote are just two of many.
Your Secret Weapon
In my programming career, I've had the
good fortune of working with a variety of startups, turnarounds and
heritage stations.
One trick: regardless of format, I always
used music scheduling software like MusicMaster to schedule promos and
production elements - as well as the music.
This technique works with spoken word
formats, too. Scheduling promos helped return WDBO/Orlando to #1
overall (and in all key demos) while helping WLS-AM/Chicago beat
longstanding leader WGN (and the Cubs!) in all dayparts and demos under
65.
There are also ways this can be used to
enhance social media posts driving consumers to the distribution
platform of your choice. Especially handy in PPM and Diary
markets, if played right.
24 Hours a day times 7 days a week = 672
Quarter Hours. Make sure YOU make the most of yours!
ABOUT THE AUTHOR
Kipper McGee is an RAB Certified Digital
Media Consultant, noted thought leader and branding advisor whose client
list ranges from Fortune 500 companies to internet startups, broadcast
networks, groups and stations.
His radio programming and management
successes range from WLS/Chicago, WDBO/Orlando, KTRS/St. Louis,
KBEST95/San Diego and others.
As Chief Brandwidth Strategist at Kipper
McGee LLC, he frequently appears at national and international media
events and is a featured keynote presenter at numerous group and
corporate meetings.
LINKS
Click here to
Buy the "Brandwidth" Book by Kipper McGee
