Pending Business: Gear Up for the Holiday Season

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Before you know it, the midterm election spin will fade, and the holiday season will begin.

For many of us, food, family, friends — maybe a little political chatter –and football will dominate Thanksgiving Day. No matter what your preference, please remember a special thank you for all the heroes and their families who protect our health, safety and freedom.

Despite a challenging economy, the shopping races online or on location will begin. The number-crunchers will be ready with the results of an inflation-driven Black Friday.

Where do you think the consumers will show up? Pre-pandemic levels? Recovery moderate? Post-pandemic all clear? Or record-setting spend performance?  Let the spin begin; it’s all waiting for you on every news and business channel as well as on your station’s hourly newscasts. The beauty of radio is we always have something topical to say — a reason for listeners to log in and connect to share good news or bad. Let’s take a moment and look at what makes this Thanksgiving different and better. Some thought starters for your next sales call, sales meeting, and sales planning session:

  • The pandemic gave most families a new appreciation for celebrating together to share the joy and celebrate being together. Your on-air talent can bring the vibe to most live reads you close. Parking lots are getting full. The in-car commute is back and that is great news for radio/audio and every seller representing the medium.
  • We are traveling again. Airline traffic is up and flights are full again. We are mindful of new protocols, ready to feed the economy.
  • Supermarkets are busy. We are shopping smarter, more value-conscious than before with hygiene still a priority. Items are moving off shelves and it’s competitive out there.
  • Fans in the stands are more energetic and loyal than ever. The sports events we know and love are in full force and that is good news for business, on-air, online and on calls.

As we look to start this holiday season, keep your sales momentum going with prioritized planning and packaging and, most of all, as every seller and manager has learned, never take anything or anyone for granted.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: