Welcome to No-Brand Land!
By Gary Begin
Sound Advantage Media
Broadcasting executives spend millions building their radio station’s brand in the marketplace. But is it being spent in the right place?
The frontline salesperson is a marketer’s greatest asset in creating brand justice and impact. But if you ask brand managers to look at their brand-building budgets, you’d probably see expenses allocated opposite to what drives brand purchase decisions.
Brand marketers continue to pump big bucks into extensive ad campaigns while doing next to nothing to deliver relevant, brand-supporting messages at the all-important, more significant level—the distance between a company’s sales voice and a prospect’s purchase decision.
What’s the answer?
It probably lies somewhere between (1) the unwillingness of radio stations and brand managers to go further “downstream” with their strategic recommendations and (2) the lack of useful tools to get them there.
Welcome to No Brand’s Land
Increasingly, a company’s branding success depends less on what they sell and more on how they sell it. Selected experts in branding seem to be coming around the idea that the power to make or break your brand-building effort lies not in the quality of your advertising but in the customer’s experience at the point of sale. In radio, that’s your over-the-air product and how your ad rep handles the advertiser.
On one side of No Brand’s Land, brand marketers can control all the implementation, ensuring the advertising campaign is right on, the media coverage generated by your on-air promotion is consistent, your Web site looks the same, and your corporate design is in place.
But on the other side of the No Brand’s Land, salespeople are still doing their own thing. They are cutting and pasting old proposals with outdated information and incorrect messages. They’re fabricating homegrown collateral tools and PowerPoint presentations that are, at best, inconsistent with corporate positioning or, worse, downright inaccurate.
The most frightening thing for brand marketers is that these cobbled-together documents must walk the halls of prospective customers, representing the company’s brand at the most critical points in the sales process. Ouch.
Adding insult to injury, the field-fabrication virus spreads exponentially as this lousy information is perpetuated across the channel on the brand’s intranet.
Crossing Over No Brand’s Land
To navigate and successfully cross No Brand’s Land effectively, marketers must start by adapting brand message creation and delivery to today’s strategic sales processes. Two trends will drive marketers’ efforts to create brand-supporting content that helps salespeople sell.
Trend #1: Value Selling
For more than a decade, sales training and methodology experts have focused on improving the consultative selling skills of salespeople—especially in complex selling environments. The concept is simple: first, salespeople identify customers’ needs; then, they demonstrate the ability of a solution to respond to that customer’s specific needs successfully.
Often called Value Selling or Solution Selling, this dynamic and interactive sales process replaces previously static, one-way techniques that debate the merits of competing features and functions.
While salespeople move toward creating a much more customized sales experience for each prospect, most marketing departments continue to deliver generic messaging using static collateral tools—a one-size-fits-all approach for a one-to-one world. No wonder salespeople are forced to scramble to create custom content, piecemealed from various sources, to demonstrate they have listened to the customer.
The first thing brand managers can do to help is translate their high-level positioning into street-ready value propositions and solution messaging that speak to customers the way salespeople have been trained to sell:
- Create customer empathy by identifying and demonstrating a proper understanding of the critical do-or-die issues facing your customers. Do that for each level of the decision-making team and link it back to how they do their jobs today.
- Next, determine and articulate the risks if they do not address these issues. Also, firmly establish and highlight the rewards if they do act. Take special care to find out how your customers will define success—determine what they want to brag about if they are successful in achieving positive results.
- Then demonstrate how your company’s solution helps them respond specifically—and successfully—to their key do-or-die issues.
Trend #2: Dynamic, Personalized Collateral Building
Value selling has raised the bar, forever changing customer expectations about sales experiences. Customers expect company interactions to be personal, relevant, and tailored to their specific needs.
Meanwhile, marketing departments have tried to keep pace by adopting segmentation strategies, doing their best to tailor messages and create more customer-relevant positioning. However, the tools to deliver these increasingly sophisticated messages through the sales channels have lagged. So, we’ve seen a proliferation of static collateral tools designed to fit every occasion.
Unfortunately, salespeople are neither warehouse managers nor librarians, and they have difficulty tracking and finding suitable materials when needed. In response, marketers have set up sales intranets to supply 24×7 access to support materials.
While these intranets improve accessibility to materials, they don’t resolve the most significant issue facing today’s value-selling salespeople: the need to provide prospects with dynamic, personalized sales communications. With only static documentation, salespeople begin creating unique, customized documents for each sales situation.
Typically, this happens at the expense of the brand and the company. The lack of consistency between radio stations and from salesperson to salesperson—undermines the millions spent on brand awareness advertising. The extra time spent by salespeople crafting these personalized proposals, presentations, and collateral pieces keeps them from time better spent with customers.
Marketing’s big win is that every radio salesperson, even within a multi-entertainment environment, will now communicate a consistent company message. Imagine the brand-building power unleashed when sales reps begin delivering a persuasive, powerful, and pre-approved message at every point of customer contact.
Gary Begin can be contacted at: garybegin10@gmail.com.
The second of four rounds of ratings information from Nielsen Audio’s November PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey period ran from October 12 through November 8. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM is up six-tenths for a 4.6 share (weekly, 6+ AQH share) finish that lifts it to the #6 rank, while Hubbard Broadcasting’s all-news WTOP-FM declines seven-tenths to a 7.4 share as it falls to the #3 rank after 10 months at #2. In Seattle, Bonneville’s news/talk KIRO-FM adds half a share to finish with a 4.7 share that lifts it to the #6 rank, while Lotus Communications’ all-news KNWN-AM/FM rises four-tenths for a 2.6 share good for the #18 rank. In Phoenix, iHeartMedia news/talk KFYI falls seven-tenths to a 3.3 share that leaves it ranked #11, while Bonneville’s news/talk KTAR-FM tacks on three-tenths for a 2.7 share finish that lifts it to the #14 rank. 
incorporating SourceAudio’s cutting-edge AI technology to access top-tier movie and TV music catalogs of 1.2 million songs, PodcastOne aims to elevate the creative quality of their podcasts, providing audiences with an immersive and iconic audio experience.” PodcastOne co-founder and president Kit Gray states, “This partnership marks a significant leap forward in our commitment to delivering an unparalleled podcasting experience. By leveraging SourceAudio’s AI technology, we are empowering our podcasters to discover audio elements that resonate with the essence of their shows, creating a more engaging and immersive listening experience.”
Have you tried the $7 cup of coffee at Starbucks?
What’s old is new again.
Here’s actual news copy, from Joe Connolly’s business report one morning on WCBS, NY: “One third of all domestic flights are now late, by an average of one hour.”
that resonate with them! The position requires extreme reliability and flexibility. Females are encouraged to apply. Second, Cumulus is seeking a news director to work with both stations. It says, “This is not a 9 to 5 weekday desk job. If news runs in your blood, if you get an adrenaline rush from breaking stories, if you are hands-on, and you realize the commitment that it takes to win from you and your team, then this job could be for you. Our ideal candidate should possess an extremely good work ethic and have a history of news department success as a news director.” And third, the company is looking for a managing editor for both stations. This is an early morning position from 2:30 am until 10:30 am. The main job is to make sure the shows on both stations have the content they need to have a successful broadcast. 
conversations and connections on topics relevant to our local communities throughout the year.” The next “Audacy Conversations” explores the state of downtown. It says, “Over three years later, America’s cities are still grappling with challenges and unexpected fallout caused by the COVID-19 pandemic. WBBM Newsradio (WBBM-AM/WCFS-FM) in Chicago will host a live town hall on November 9 to explore those impacts in-depth and what’s at stake for businesses and community members as cities look to revitalize their downtowns.” The program will air on WBBM Newsradio, KRLD NewsRadio 1080 (KRLD-AM) in Dallas, WWJ News Radio 950 (WWJ-AM) in Detroit, KNX News 97.1 FM (KNX-FM) in Los Angeles, WCBS 880 (WCBS-AM) in New York, KYW Newsradio (103.9 FM/1060 AM) in Philadelphia and KCBS All News (106.9 FM/740 AM) in San Francisco on November 16 at 7:00 pm local time. It will also air on WBEN-AM, Buffalo; WCCO-AM, Minneapolis; WWL-AM/FM, New Orleans; KDKA-AM, Pittsburgh; and KMOX-AM, St. Louis. Throughout the week of November 13 to 17, the all-news stations will air special content catered to the town hall topics, including interviews, news stories and feature reporting.
Folks in the Gen Z and millennial demographics are heavily 
The fourth of four rounds of ratings information from Nielsen Audio’s October 2023 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. The survey period covers September 14 through October 11. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Austin, Waterloo Media’s news/talk KLBJ-AM adds 1.3 shares (weekly, 6+ AQH share) to finish with a 4.7 share that lifts it from the #10 rank to #5. In Milwaukee, iHeartMedia’s news/talk WISN adds one-tenth for a 9.7 share finish that’s good enough to lift it to the #1 rank, as Good Karma Brands’ news/talk WTMJ sheds two-tenths for a 9.6 share and the #2 rank. In West Palm Beach, Hubbard Broadcasting’s news/talk WFTL rises half a share to a 2.3 share and jumps to the #9 rank, as iHeartMedia’s talk WZZR loses one-tenth to finish with a 1.8 share good for the #13 rank and sister news/talk WJNO is up one-tenth to a 1.2 share and is ranked #14 for the fourth consecutive month. 
Gov. Ron DeSantis, Amb. Nikki Haley, Vivek Ramaswamy, Sen. Tim Scott, Gov. Doug Burgum, Gov. Asa Hutchinson, and Ryan Binkley. “Iowa Talking Points” is produced for live video stream, 
video and audio on-demand playback, and radio rebroadcast by NRG’s “News/Talk 1540” KXEL, Cedar Rapids-Waterloo and is hosted by KXEL program director and host Jeff Stein. Previous programs in the series have been produced in front of a live studio audience from Mudd’s state-of-the-art “Studio5@Mudd” facility in Cedar Falls. Last week, the team arranged a special live broadcast from the annual tailgate fundraiser sponsored by Iowa State Rep. Mariannette Miller-Meeks. Stein says, “There are very few opportunities to have access to this many candidates at one time. Engaging with them in this way gives our audience the best information free from sound bites and media filters.” Pictured here is Stein with DeSantis (left) and Haley (right).
listener likelihood based on a description of Podcast Radio was measured among a panel of 500 18-64-year-old podcast consumers in the United States. Podcast Radio founder and CEO Gerry Edwards says, “Podcast Radio can help radio effectively play offense to the rise of podcasts as an in-vehicle, in-home and mobile entertainment choice. This new data reinforces that strong, engaging, spoken-word content continues to evolve in exciting ways to meet the needs of U.S. listeners. That can enable radio to remain competitive and provide an attractive alternative for radio stations and radio groups.”
After post-consolidation cutbacks have whacked local on-air content, there’s now angst that Artificial Intelligence can – literally – dehumanize radio (and other media – HUGE issue in the SAG-AFTRA strike). Voice cloning is child’s play; and several vendors are already peddling AI gimmicks to radio stations.
multiplatform unique visitors, which is up 34% versus 3Q of 2022.” The platform also delivered 67 million total multiplatform minutes and 64 million total multiplatform views. Outkick founder Clay Travis says, “Once again OutKick finishes the quarter with strong numbers that highlight our consistent growth across the platform. Our in-depth and common-sense reporting continue to be the driving force and differentiate us from your standard sport sites.”
together a panel of educators, behavioral specialists and policymakers to examine how best to deal with pandemic learning loss won first place and will be received by the leading team members behind the town halls: anchor Eric Scott, director of content Anne Gress, news director Annette Petriccione, managing editor Sergio Bichao, and operations specialist Dan Alexander. The station also won in the Broadcast – Best Breaking News Coverage category for its coverage of the mayhem that erupted in Long Branch at the start of the summer season at the Jersey Shore. Managing editor Sergio Bichao, reporter Dan Alexander and then-producer and weekend host Jordan Jansson worked late into the night to chronicle a developing story that had far-reaching impacts on public opinion and policy relating to law and order. Finally, the station won in the Best Use of Sound for Radio News Story for reporter Dino Flammia’s series of on-air and online reports marking the 10th anniversary of Superstorm Sandy.
The fourth and final round of ratings information from Nielsen Audio’s September 2023 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. Nielsen’s September 2023 sweep covered August 17 – September 13. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Milwaukee,