The Challenge:

CHANGE! The only "constant" in radio today is "change"!

Succesful managers embrace "change" and WIN!

The "constants" (the jobs) are still the same today as they were in the good old days - the difference is how accomplishing those jobs has changed! First let's look at the "constants": 1. Protect the license, 2. Serve the listener, 3. Expand the listenership and 4. Increase the revenue. Assuming that job number one (protecting the license) is well in hand, that leaves us with serving the listener, expanding the listenership and increasing revenue. An "old-school" owner (before all the ownership caps were lifted and radio ads became a commodity) still has it right when it comes to managing these "constants"! During an exchange heard some thirty years ago between this station owner and a radio seller- Salesperson: "The most important job here at the radio station is to serve the public! We're licensed by the FCC to serve the public." Station Owner: "sure serving the public is important, but it's not the most important job you have to do today. Our most important job is to bring in revenue, furthermore our biggest challenge is to bring in more revenue this year than last year (since our costs always go up and you'll lose 30% of your current accounts). If we don't generate sufficient revenue first, we'll go out of business and we won't be around to serve anyone". This lesson is even more critical today as the world we live in has changed so dramatically. Technology has been both a blessing and a curse. The advent of voice mail and e-mail, instant chatting and all the rest; along with an explosion of choices in every single human category has taken the traditional decision making process to an entirely different level. Even though our Red Bull fueled world has our contemporaries spinning off their axis, we seem to have less time than ever before. This time crunch impacts all of us, including the decision making process of your clients and prospects. The problem we are left with and today's biggest challenge is getting to these decision makers. They all have the new technology to hide behind and that’s a very big problem if you're not using the same tools as they are. The playing field has changed! Your clients have too many other choices pursuing them - faster then you can imagine. If you are still doing business the same way you did six months ago - you are losing ground - and definitely not moving forward! Summary? The jobs are still the same - if you are still using the same old tools to accomplish them - it's time to upgrade!

Take Control...
We’ve found many radio stations just don’t have the time or the personnel to focus on the marketing efforts neccesary to create new revenue streams. FullColorRadio creates stunning visual materials that help make your radio station and the results you deliver more tangible to potential advertisers and clients. We can help you employ cutting edge Internet marketing strategies. Let us put your sales department on-line, working 24/7 to develop sales leads and generate revenues! We can employ cutting edge permission based e-marketing tools to help you build your e-mail database and help you stay in constant contact with clients and prospects. Everything we do is centered around - helping you make more money for your radio station(s).

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