“We Always Want The Best Man To With The Election – Unfortunately He Never Runs.” Will Rodgers – American Humorist
As you read this, millions have already cast their votes in the national race for President of America, with 34 Senate seats open and all 435 House seats up for grabs.
Voting continues today as most made their decision long before the wave of ads hit TV screens, radio speakers, mailboxes and social media platforms.
Six weeks back, we published THIS PIECE on winning votes for your brands consistently – heavy on networking tips for your talent.
For many in the media industry, election season feels like a cold, numbers-driven scorecard derived from flawed metrics – often holding careers in delicate balance.
Akin to ratings season.
Getting across the finish line – first – requires a solid strategic plan for any candidate.
Explained in THIS PIECE on CBS Sunday Morning two days ago, strategists have the ability to micro-target – often down to the individual – political messaging.
Powerful and scary.
A quick look at what it takes for a politician to finish first tomorrow morning – and how it might translate to your radio brand:
1. Data Analytics
Micro-Targeting – through social media and digital ads, campaigns micro-target individual voters with tailored individual messages.
Radio – Using your follower’s digital data, customize a message to your morning show, specialty programming, or contesting fans. Don’t forget the mailbox. As listeners use electronic billing, there are fewer pieces coming to your physical address. Direct Mail still holds a 30% ROI.
2. Robust Ground Game
Door-to-Door Canvassing – a strong ground game is essential for building political momentum. Campaigns focus on ‘getting out the vote’ through grassroots volunteers.
Radio – effective canvassing could translate into success in small markets targeting soft zip codes. Handouts in crowds at events – even if they are not YOUR events – leaves a powerful mark.
3. Key Affinity Issues
Economic Messaging: All parties emphasize economic recovery issues, highlighting tax cuts, job creation, or wage growth, with their slant being party-specific.
Radio – location AND format dependent, embracing LGBTQ+ rights, First Responder celebrations, and children-specific groups should be front-and-center in your audio messaging. Have your talent own one affinity group and become their spokesperson for that charity.
It always brings a smile when a client says they are ‘getting things in order for a BIG Nielson season’ – when the perceptions of the listener are on-going.
We are running an election – Nielsen PPM, diary, Eastlan telephone survey, or no ratings at all – constantly.
What you execute now affects every image moving forward—every element of your brand is part of your fabric in the listener’s mind.
Think of it like a restaurant manager – if you have a positive or negative experience, you’re likely to share the memory with a friend.
Whatever your brand may be, prepare for the competitive landscape of daily content creation and listener interaction.
Here’s a tactical checklist:
- Equip your leadership and troops with effective tools and resources.
-Studios with state-of-the-art machines and access to professional growth experts build morale. The opposite is also true.
- Share a vision of success with every member of your team.
-Open Book Management educates and empowers your team about your business. Sharing leadership meeting notes with all employees builds comradery.
- Provide your team with clear, consistent coaching and guidance.
-Coaching sends the signal that talent – programming, sellers, office – that they are important to the mission. Hiring outside counsel for coaching sends the same signal.
- Encourage your staff to create personal promotion plans.
-Do this for the entire year and start with 2025. Mapping out all of the on-air events – by quarter – ensures the talent connects consistently through the speakers and in-person contact.
- Set a regular schedule for collaborative updates across departments.
-Schedule monthly or quarterly sessions to ensure your 2025 goals are on track. If economic conditions change, be flexible enough to adjust.
- Review and refine your brand’s every element to ensure alignment.
This is an audit of every element, including music by category and imaging for all parts of the brand. It ensures that your clients have the freshest copy content.
- Enhance street events with branded gear, yard signs, campaign stickers, and memorable giveaways.
-Street signs at events make a lasting impression – and are efficient in cost. Partner with a local insurance agent, medical outlet, or municipality if zero funds aren’t available for leave-behinds.
Don’t wait for the next ratings season.
Your actions today build the brand that’s remembered at ‘the polls.’
Are you and your brand – electable?
Is your brand the top – candidate?
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
