The Industry

The following post is a continuation from yesterdays article from Todd Palmer, the Promotions Coordinator for Ocean 98.5 and 103.1 JACK FM in Victoria. He has one of the most creative brains out there, so if you haven’t already, make sure to read the first half of his write up which includes a not-so-funny-then-but-funny-now story about an inflatable pig. Click Here to Read Part One.

We left off yesterday with Todd talking about his top 3 notable moments so far in his promotion career. With that in mind, Todd shares some very insightful advice.

Now that you’ve been enlightened on the beginning of my absurd radio career here’s some advice on promotions:

1.     Do it big and do it different:  Obviously, you don’t always get the opportunity to give away a house, as most week to week promos will be minor.  But when you do get a chance to whip together a major promo, make it big and make it different!  Be grandiose, this is your chance to get attention from your listeners, the public, and other media. Plus, nothing feels better than when you create something awesome for people to thoroughly enjoy.

2.     When the sh*t hits the fan, get out the rags and bleach: Oh it’s going to happen.  You will mess up and mess up bad (remember the pig?).  If not, you’re a cyborg from the planet of Perfecticus.  Don’t worry when a promo goes bad.  Think critically and rationally. Find solutions that are opportune and effective. Make sure you communicate with your listeners.  Maybe don’t tell them that “the promo is gone to sh*t and I’m going to cry.” Just take the time and initiative to keep them informed so they don’t have to become concerned or ask you questions.  If the issue is huge, you may need to come clean and pull the plug.

3.     Here’s a real left hand turn - Get your social media game on point:  I know I didn’t even remotely cover this topic but that doesn’t matter. Facebook, Twitter, YouTube, and blogs are making it easier and cheaper to communicate with and engage your listeners.  Social Media has given the consumer/listener a voice and trust me, they’re using it and speaking loud!  Make sure you are engaging your communities and offering them something of value.  Social Media is not going away so make sure you are involved.

4.     Always have a backup plan: Need I say more?

Advice for you Mitch: The radio game is changing man. Corporations are looking to run leaner. The days of the privately owned heritage stations ruling the roost are leaving as measurement systems like the PPM evolve in markets. Ipods, podcasting, internet radio, and satellite radio are trying to strike down traditional radio. Schools are pumping graduates out of radio programs when there are clearly not enough positions to accommodate. It’s becoming tougher and tougher to break into the industry and when you do, there’s a ton of people waiting in line who think they can do your job and do it better and might even do it cheaper (if that’s possible). It’s coming to the point where you need to be able to promote, VT a show, program the station, and maybe even sell a few remotes.  That being said; stay focussed, stay passionate, and stay positive. The experience will come and success will follow.  You’re on the right path Mitch. Seriously, you’re doing everything you should be for someone just entering the radio industry.

For anyone else looking to get some more insight on the world of promotions, you should read my blog: The Promo Report

Todd Palmer

Promotions Coordinator

Ocean 98.5/103.1 JACK FM

I’ll give you a minute to let all of that soak in.

If ever there was some serious advice, it is here. I believe Todd is right on point and not just because he’s my supervisor! Do it Big and Do it Different. This has been the motto that has been running through my head since I started my radio training. In fact my end goal for my career is to own a station where this is painted on the walls. Yes, you can do the same thing the competition is doing because it is safe or you can throw your audience a curve ball and do something that has never be done before. Whether that is programming or in Todd’s case, promotions.

The other solid point that was pointed out is that it is getting harder and harder to break into the industry. I think I’m living proof of that. Grades are great in school, but unfortunately nothing beats real world experience. To add to the point, make yourself invaluable. Get a hand in every department. It’s working for me so far. In the 8 months since I’ve been with JACK FM I’ve done all sorts of promotions work, I filled in for a producer for almost a month, I’ve covered reception, I’ve operated the board, I’ve helped to create and edit videos… the list goes on and on and what can go wrong with that?

I want to spend a moment to thank Todd for taking the time to share his story and insights into the radio industry. Again if you want to read more about radio promotions or follow Todd in a non-stalkerish way you can check out his blog: The Promo Report and find him on Twitter: @TPalms

Thanks again,

Mitch