Tag: Mother’s Day

Industry Views

Pending Business: Father’s Day

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

imYou have still have six weeks to make Father’s Day your sales success. Stop taking for granted, this always undersold 100-plus-years-old celebration.

Father’s Day is a $20 billion business that rarely dominates a radio sales meeting. Did you have a full sales meeting devoted to selling into the Father’s Day gift giving cycle?

Your most valuable sales asset, your on-air personalities, can be helpful in brainstorming, collaborating, even creating unique sales opportunities. They know their audience.

The National Retail Foundation projects only an $80 difference in the average gift spends between Mother’s Day and Father’s Day. Still the typical radio ad sales team rarely takes the time necessary when it comes to brainstorming this annual opportunity. Unlike Mother’s Day where “natural” categories like flowers, candy, dinner, spa days, even jewelry make the annual target list, what does your target list look like for Father’s Day? How creative is your Father’s Day planning… especially since neckties are still out?

Could it be because Father’s Day was hatched in Spokane, Washington as a complement to its senior partner, Mother’s Day?

It really doesn’t matter. These takeaways may help guide your thinking as you approach any holiday marketing. Let’s start with a Father’s Day profile that should broaden your thinking:

— Forget the old school. Consider this: 81% of gift givers are looking for “unique” or “experience” oriented gifts. A true opportunity to open your prospecting targets. Would Dad enjoy a weekend staycation?

— Like it or not online shopping is becoming the norm, yet when it comes to Father’s Day, nearly 50% are still shopping at retail locations. Another reason to freshen up that prospecting list.

— Despite inflation, 76% of Americans will celebrate Father’s Day.

— The average spend is projected at $171. Not exactly Christmas numbers, but welcome income to any retailer.

Sellers and managers often overlook obvious income opportunities that could come easily. Chances are your local talent have a connection to Father’s Day that could make a difference on a sales call. Don’t overlook the opportunities right in front of you as you approach the next sales call.

Happy Father’s Day!

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: Steve@Lapcomventures.com. Steve Lapa will be moderating the “Generating Revenue” panel at TALKERS 2023 on Friday, June 2 at Hofstra University.

Industry Views

Pending Business: Package for Profit

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Is it just me, or has packaging become a lost art?

What was once a go-to revenue builder, has become a function of muscle memory and is presented with the enthusiasm of watching paint dry. Am I getting at least a “maybe?” If so, and you feel like the packaging treadmill is going to wearing you down, let’s regroup. For the manager and ultimately the seller, every package must answer four basic questions:

  • That is the (revenue) goal?
  • What is the timeline?
  • What is the unique factor?
  • If it fails to sell, do we drop it or revise?

Now let’s review the 10 basic packages:

  • New Business. You should have a simple new business package available each quarter that can either be sold as is or serve as a start point.
  • Event Tie-In. Like the title says, this package will help your advertiser benefit from an event your station is tied into or sponsoring.
  • New On-Air Talent. This is where you show the value-based opportunity to work with a new talent in your lineup.
  • Special Programming. Every radio format will run a special program of some kind during the year. From election coverage and exclusive interviews to countdowns, just package and sell.
  • Slow Season. Is there a special package offered on a limited basis to help power through when business hits a red light?
  • Sports. Needs no definition, just a little updated creative thinking.
  • Calendar Holidays. This is the gift that never stops giving. Mother’s Day, Christmas, Valentine’s Day, Thanksgiving, come every year. What’s new in your package?
  • Base Programming. News, Traffic, Weather, if your radio station offers the basic service elements, talk to your programming people for new packaging ideas.
  • Emergency Programming. With direct coordination of programming, emergency programming offering special weather, disaster or other community-oriented programming can always open a new door. Remember this type of programming is always a spotlight for radio’s immediacy.
  • Bundling your digital and social media assets can help move the needle with local advertisers. I’m not advocating a giveaway, just suggesting competitive thinking in the fast moving, high growth digital advertising universe.

Back to where we started. This is the simple takeaway: Packaging is the art and science of selling with a value component that easily answers the question, “Why buy now?”

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: Steve@Lapcomventures.com

Sales

Pending Business: Happy Father’s Day

By Editor | by Editor

By Steve Lapa
Lapcom Communications
President

 

PALM BEACH GARDENS, Fla. — Always taken for granted, forever undersold by radio sellers. So goes this 112-year-old celebration. Could it be because it was created as a complement to its senior partner, Mother’s Day? Or could it be because it was started in Spokane, Washington? It really doesn’t matter. Father’s Day is now a $20 billion dollar business that rarely dominates a radio sales meeting. Did you have a full sales meeting devoted to selling into the Father’s Day gift giving cycle?

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Front Page News Industry News

Monday, March 14, 2022

By Editor | by Editor

Monday Memo: Your Egg-Timer? “Baseball stations: Exhale!” As Spring Training is underway and with Opening Day now April 7, consultant Holland Cooke reckons that “we need this,” as we’re shocked by the Ukraine crisis and suffering inflation. And in this week’s column, HC shares a revered baseball announcer’s simple trick “that can help radio matter more as listeners cope.” Read it here.

 

Pending Business: Happy Mother’s Day. Radio sales pro Steve Lapa is predicting “one of the biggest Mother’s Day sales cycles on record.” He says that professional sellers are already prepping for it because they fully understand the importance of “planning, organization, focus and adjustment.” Read his column here.

 

Michael Harrison Interviews John DePetro from Poland Near Ukraine Border. As reported in TALKERS last week, WNRI, Woonsocket, Rhode Island talk show host John DePetro has taken his independent program live to Rzeszow, Poland – the closest city with an airport near the border with Ukraine. He landed there last Monday (3/7) and has been sending back live feeds since his arrival interviewing Ukrainian refugees pouring over the border by train, as well as local Polish citizens. DePetro has been using a combination of Q-Go Live and basic cell service as well as Facebook live stream to connect with his station and listeners. TALKERS founder Michael Harrison interviewed DePetro on Thursday (3/10) for “The Michael Harrison Wrap.” To listen to that dramatic conversation in its entirety, please click here.

‘myTalk 107.1’ in Minneapolis Raises $105k (and counting) for Ukraine Aid. Twin Cities talk outlet KTMY-FM “myTalk 107.1” is partnering with Minnesota-based Alight to raise money that will directly aid refugee care of displaced Ukrainians in Poland. The Hubbard Radio station says that Alight (formerly known as American Refugee Committee) has a team on the ground at the Ukraine border in Poland, assisting refugees with relief items and medical supplies for people fleeing Ukraine. They are providing baby food, diapers, sanitary items, blankets and phone chargers so people can stay connected with loved ones. Alight is offering safe transport for families once inside Poland and secure shelter in Poland. Plus, support for host communities who’ve been openly welcoming Ukrainians. So far, “myTalk 107.1” has raised $105,000 and will continue to solicit donations through this week. KTMY program director Amy Daniels says, “We’ve said it for years, ‘myTalk 107.1’ listeners, we call them ‘myTalkers,’ are the best listeners in the world. Our amazing airstaff has been telling Alight’s story with genuine caring and passion and our listeners have responded and given with full hearts.”

 

Former Atlanta Talk Host Kara Stockton Dies. WSB-TV.com is reporting that former “Talk 106.7” radio personality Kara Stockton died on Thursday evening at the age of 44. Stockton worked on air with Shannon Burke from 2016 to 2019 on the former Cumulus Media talk station (currently contemporary Christian WAKL-FM). After leaving Cumulus, Stockton worked producing the radio show “Crime Stories with Nancy Grace” for Sirius XM. The WSB-TV story notes that “family members told the AJC that Stockton had recently had her gallbladder removed and was having liver problems. She also had recently recovered from COVID-19” but indicated in a recent Facebook post a month ago that she was in the hospital dealing with medical complications.

 

 Russia-Ukraine War, Gas Prices/Inflation, Midterms/Trump & the GOP, Urban Violence, COVID-19, Actor William Hurt Dies, and Tom Brady Returns to the NFL Among Top News/Talk Stories Over the Weekend. Russia’s invasion of Ukraine, the refugee crisis, and relations between Vladimir Putin and China’s Xi Jinping; soaring gas prices and the ongoing rise in consumer retail prices; the battle for control of Congress in November’s midterm elections and Donald Trump’s influence over the GOP; the increased rate of violent crime and homelessness in America’s urban centers; the tailing off of COVID-19 cases in the U.S. and the relaxing of mask mandates; actor William Hurt dies at 71; and Tom Brady announces he’s returning to the NFL’s Tampa Bay Buccaneers this season were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Sales

Pending Business: Happy Mother’s Day

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Let me be the first to predict this year will be one of the biggest Mother’s Day sales cycles on record. Call me crazy, but everything on my broadcast sales radar is pointing in the right direction and the wind should be at your back. See if this fits your profile:

  • Inventory is tightening.
  • Mandatory mask mandates are declining at restaurants and retail.
  • Your 2022 sales are ahead of 2021.
  • Your on-air talent lineup is the best you’ve had in a while.
  • You are totally on board with digital and social media.
  • Mother’s Day packages are locked and loaded.
  • Prospects are prioritized.
  • Everyone loves and honors Mom.

Yes? No? Maybe?

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