Shotgun Marketing. No Thanks.

Written by Scott Herrold. Posted in Uncategorized

We need to change their view of radio marketing. It’s not a shotgun approach anymore. It’s relationships. Basic technology can make our marketing plans very targeted today. You just have to make sure your show incorporates that targeted, personal approach. Don’t look at marketing as hype. Look at marketing as a strategic plan to build deeper relationships with your listeners.

Be an “introducer” rather than a megaphone. Be an “influencer” and share your heart. Be a “role model” who stands on God’s Word. Be a “friend” rather than a deal closer.  Marketing has shifted from billboards & broad shotgun approaches to listener engagement and influence. When you’re doing your show, make sure your approach reflects a personal relationship with your listener.

There’s a difference between building cume (total number of listeners) and building AQH (Average Quarter Hour) listening. The easiest way to build cume is to spend money on marketing or generate a huge buzz in the community. But building AQH is something you CAN do today for your show. It’s simply going deeper with your listeners. Make this a priority! Look for ways to invite more people in. Most radio personalities use their radio shows to promote their social media and websites. However, the most influential personalities have learned how to use social media to connect with potential listeners and bring them back to actually listen to their shows. There’s a huge difference. Give real content to the people who are already listening. Look for ways to use social media to engage potential listeners and bring them back to your show. Make it easy for casual listeners to get more involved. Invite them! Remind them! Welcome them! All of this can help facilitate community, and that makes your show personal & memorable.

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Scott Herrold is the Morning Show Host for SOS Radio in Las Vegas & he’s the co-founder of www.CreativeCardio.com. He was named one of “Radio’s Best Program Directors” by Radio Ink this year.

Connect with him at Scott.Herrold@gmail.com

 

Breathing Room

Written by Scott Herrold. Posted in Uncategorized

I built a castle without a mote.

We hear a lot nowadays about margin. I never dove into what the fuss was about until I realized it was meant for me.

My confession:

Somehow in I found myself consumed with roles I’d taken on.

Afternoons- JOYFM Florida

Co-Founder CreativeCardio.com

Middays- JOYFM Atlanta

Producer- Tucked in Media Film Company

Afternoons- The Q- Springfield/Worcester, MA

Evenings- HIS Radio Z – Greenville, SC

A&R- Reckless Grace Music

Devoted Husband and father of 3 little children.

I sat observing the list realizing why I have been sitting in doctor’s offices and therapist couches the past few months asking the question “whats wrong with me?”

I found the answer. That doesn’t mean I am fixed.  I just found the culprit.

It was around this time my boss Carmen Brown arranged an all staff spiritual enrichment meeting at THE JOYFM. That’s where the wisdom of Andy Stanley began to knock at my door.

I’ve read the Old Testament. I just never realized that God set up rules to protect our mental health thousands of years ago.

Search for the following, download to cd and listen to and from work:

ITUNES: PODCAST: NORTHPOINT COMMUNITY CHURCH: ANDY STANLEY: BREATHING ROOM: TIME

I am in the process of implementing the truths laid out in this series… take a listen and enjoy the process of getting free and protecting the castle! Answer some of these questions about yourself.

-Jayar

A Child of the King- in the process of claiming hold of the abundant life set out before me

I Use My Phone As A Weapon

Written by Scott Herrold. Posted in Uncategorized

Compelling phone discussions with listeners can tell stories, breath interactivity, share encouragement and add new voices into our shows. As radio personalities, we need to do a better job listening. While the conversation is happening- we as radio people, are seeing another dimension. It’s like we have content goggles on. As the callers are saying one thing, we are seeing a 3D graph above the call. It’s all neon and high tech. It calculates our character in the show. Then it puts it up against our station’s creed. It then calibrates the rules we’ve learned in regards to where the line is on a subject. Eventually all these built in filters lead to the grid we see in front of us. (Hopefully you are picturing the high tech monitors used in Avatar!) In a split second, you see avenues popping up in front of you. In an instant, you see the portal and choose to leap or not leap into it.

I don’t believe ‘years in radio’ helps you navigate this grid efficiently during a show. I think someone that can see the grid in any conversation over coffee can eventually be taught to do that on a radio show.

Become a Jedi of the phoner grid and make it into an on air phone discussion. It’s just strategy.

Click here for the rest of the article and a few ideas on editing.

Gamechanger for 2013: WHY vs WHAT

Written by Scott Herrold. Posted in Uncategorized

As you start a new year, I challenge you to think more about the WHY behind your show. Think less about WHAT you’re doing and strategically share more of your heart behind who you are and why your show exists.

Think about WHY your listeners come to your show day after day. It should explain WHAT they are really looking for.