Randy Michaels will personally walk you through the many building blocks you need to create a winning radio station. Some of these are listed below.
- Radio: A Zero-Sum Game
- How to spot opportunities in crowded markets
- How to take advantage of the competition's weaknesses
- How to exploit your station's strengths
- How to position your station effectively
- How to define a station attribute that's valuable,
easy to understand...and compatible with the rest of the station - Positioning statements: smart & dumb
- What makes your station "someone's favorite"
- The five stages of product adoption
- Consumer-Focused Marketing
- Satisfying Your Two Sets of Customers
- How (and Why) to Think Like an Owner
- The Secret Behind All the Fun & Games
- Packaging
- The Delivery System
- Playing (or Not Playing) the Cost Per Point Game
- Your Station’s Character
- The Four Positions of War
- Principles of Defense
- Principles of Offense
- When & how to launch a direct offensive attack
- Principles of Flanking
- When & how to launch a flanking attack
- Guerrilla Principles
- The Five Elements of Product Adoption
- Your Quarterly Marketing Plan
- What to do when you’re outgunned
- Hot Medium vs. Cold Medium
- Why Confusion Benefits the Leader
- What to Do When You’re the Little Guy
- Seizing a Position
- Art, Science and Research
- Where your station’s marketing must begin
Other points contained in the Positioning Seminar.
- The importance of understanding your market’s competitive matrix. (Randy explains the concept and gives concrete, specific examples of exactly how and why this is so important.)
- Why “trying to change someone’s mind” with advertising almost never works
- The intangible element that comprises the majority of the actual value of your station
- Why and how a radio station manager needs to educate the PD
- Why and how a program director needs to educate the station manager
- How the utilizing competitive “fun & games” can damage your own station
- The best position for you to own on the “Price/Value Curve”
- The four requirements of a successful radio station’s Unique Selling Proposition
- How to move your station beyond “utility status” in the minds of your listeners
- Your strongest protection against being forced by time buyers to play the “Cost Per Point” or the “Cost Per Thousand” game. (Unfortunately, few radio salespeople are aware of this concept.
- Your station’s Impact Index
- How and why most positioning statements actually lower your impact rating
- The folly of “sticking your research right on the air”
- How to educate time buyers and ad agencies. (Note: Although this seminar is not devoted to radio sales, Randy does explain some key principles that all salespeople should know, too.)
- How to define your station’s character...and being true to it
- The foolish blunder many stations make when “defending their position”
- The single best way to defend your position
- Playing war games within your station
- The one thing a winning station never must allow a competing station to do
- “Covering Your Base” — It means life or death for any leading radio station
- Offense vs. Defense: Which is the preferred position?
- The most important element of a successful 'flanking' strategy
- Consumer Focus vs. Competitor Awareness
- The guerrilla format that will attract listeners in almost any market
- The importance of establishing a true Relative Advantage
- Danger of advertising superlatives instead of advertising your relative advantage
- The danger of being too structured in your Production Room
- Divisibility: What it means, why it’s vital to your success
- The power of Simplicity
- Compatibility among your cluster of values
- What your average listener must be able to do for your station to succeed
- Your Monthly Marketing Plan Checklist
- The most valuable external ratings influence for a News/Talk station
- How too many radio people throw away their money on billboards
- What billboards can do for your station...and what they can’t do
- Keeping a Competitive Intelligence File on your competitors (and contents).
- What to do if a bigger competitor constantly “covers” your positions or copies.
- Best strategy for a small market station if squeezed between two larger markets
- Some brilliant examples of a smaller competitor repositioning a huge competitor
- How to seize a position that a competitor already owns
- Two very advanced (but easy), very powerful ways to use your ratings research
Running Time: 1 Hour, 46 Minutes
Download Directly to Your Computer.
After you submit your order, you will receive your own private link
to download this mp4 video directly to your computer.
to download this mp4 video directly to your computer.
Dan O'Day is a treasure trove of advice, for all radio station personnel. Renowned as one of the Radio Industry's greatest seminar hosts, Dan and his O'Liners service for DJs has fuelled many hundreds of radio shows all over the USA and around the world.
DAN O'DAY's career
Dan began his career in Hollywood, determined to be a writer for the Smothers Brothers. He then signed up for the Bill Wade's School of Radio and TV (Bill was a key KHJ DJ) where he did air shifts, learned to broadcast properly and got his FCC engineer's qualifications. He later launched his own comedy writing service, mainly based on OBITS and his now famous O'Liners service.
In 1977 Dan launched his now well known Whole O'Catalogue mail order service selling copy to DJs, which grew into the LA Air Force. That was one of the best ever production companies and it's still going strong today. At the end of the 1980s Dan was asked to present a seminar to DJs in Chicago, and he's still doing them.
Anyone who has seen Dan in action will tell you that he is well worth a couple of hours of any radio host's time. Now here is your chance to experience his best presentations and advice from the comfort of your own chair.
Take a look right now at his main page that lists what's available. Dan also has a page of 'Free Stuff' where you can download a couple of his seminars.
Well worth a few clicks!
only £51.08
for 2.5 hour course
incl VAT
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How to make :30 spots work,
How to use
bad
numbers effectively within spots,
How to ask the right questions during a 'discovery' session
Most of the seminars that Dan and his team speak at are 'stand room only' events that are discussed and remembered by those who were lucky enough to be there for many years. In most cases what they learn at those seminars have a profound effect on their radio work.
POSITIONING
YOUR
RADIO STATION
A personal recommended
by Dan O’Day:
This Probably Is the
Best Radio Video
Ever Recorded.
If you’re a real “radio person,” I promise you’ll view it again and again, for years to come.
Randy Michaels is the most brilliantly competitive person I’ve ever met during my entire radio career," says Dan O'Day. "He’d rather sever a limb than lose a single ratings point to a competitor."
Randy is responsible for some of the most extraordinary radio successes in history. He started in radio as an engineer. Back then, nobody ever heard of him. Then he became a disc jockey. Still, nobody ever heard of him.
It was when Randy became a program director that, suddenly, lots of people started hearing about him..and his incredible, come-from-behind ratings successes against bigger, more powerful, richer competitors.
His success took him to the top position in Jacor Broadcasting (which grew into Clear Channel Radio).
Jacor was a name to be feared — unless, of course, you didn’t work in a market where you had to compete against them.
Here's a legendary example of Randy's mastery of Positioning.
This is a True Story.
Jacor bought a radio station in a Top 25 market, and Randy targeted the Number One, supposedly “unbeatable” heritage station there. Until then, no other company had even dared go up against that station.
His station aired promos demanding that the #1 station pay Randy's station one million dollars — or Randy’s station would change formats to compete directly with the #1 station. Perhaps the other guys should have paid the million bucks. Randy’s station wiped out the #1 station in a single ratings book.
Because the leaders at the #1 station didn’t understand the art of Positioning, they did pretty much everything wrong in trying defend against Randy’s attack. The result was that the (formerly) #1 station ended up changing its format! This incident is detailed in the audio seminar that every radio station programmer and every radio station manager needs to hear.
Who can learn from this Seminar?
Anyone who programs and/or manages a radio station in a competitive market. If you have competitors, download this audio seminar right now and hope that your competitors are too complacent, too lazy, or too busy resting on their laurels to learn the principles of Positioning as they apply to radio...from the master himself.
Who Doesn’t Need to Learn
from this positioning Seminar?
If you don’t have any radio competitors, and you know that you’ll never have any competition, then I can’t honestly say that you need to see this.
If you have a guaranteed, exclusive monopoly on your radio market, no competition allowed, you don’t “need” this video seminar.
But if You Have Competitors . .
RRP: $49.00
Your Price: $29.00
(You save $20.00)
only £26.38
incl VAT
Randy will personally walk you through the many building blocks you need to create a winning radio station. Some of these are listed below.
- Radio: A Zero-Sum Game
- How to spot opportunities in crowded markets
- How to take advantage of the competition's weaknesses
- How to exploit your station's strengths
- How to position your station effectively
- How to define a station attribute that's valuable, easy to understand...and compatible with the rest of the station
- Positioning statements: smart & dumb
- What makes your station "someone's favorite"
- The five stages of product adoption
- Consumer-Focused Marketing
- Satisfying Your Two Sets of Customers
- How (and Why) to Think Like an Owner
- The Secret Behind All the Fun & Games
- Packaging
- The Delivery System
- Playing (or Not Playing) the Cost Per Point Game
- Your Station’s Character
- The Four Positions of War
- Principles of Defense
- Principles of Offense
- When & how to launch a direct offensive attack
- Principles of Flanking
- When & how to launch a flanking attack
- Guerrilla Principles
- The Five Elements of Product Adoption
- Your Quarterly Marketing Plan
- What to do when you’re outgunned
- Hot Medium vs. Cold Medium
- Why Confusion Benefits the Leader
- What to Do When You’re the Little Guy
- Seizing a Position
- Art, Science and Research
- Where your station’s marketing must begin
Other points contained in the Positioning Seminar.
- The importance of understanding your market’s competitive matrix. (Randy explains the concept and gives concrete, specific examples of exactly how and why this is so important.)
- Why “trying to change someone’s mind” with advertising almost never works
- The intangible element that comprises the majority of the actual value of your station
- Why and how a radio station manager needs to educate the PD
- Why and how a program director needs to educate the station manager
- How the utilizing competitive “fun & games” can damage your own station
- The best position for you to own on the “Price/Value Curve”
- The four requirements of a successful radio station’s Unique Selling Proposition
- How to move your station beyond “utility status” in the minds of your listeners
- Your strongest protection against being forced by time buyers to play the “Cost Per Point” or “Cost Per Thousand” game. (Unfortunately, few radio salespeople even are aware of this concept.)
- Your station’s Impact Index
- How and why most positioning statements actually lower your impact rating
- The folly of “sticking your research right on the air”
- How to educate time buyers and ad agencies. (Note: Although this seminar is not devoted to radio sales, Randy does explain some key principles that all salespeople should know, too.)
- How to define your station’s character...and being true to it
- The foolish blunder many stations make when “defending their position”
- The single best way to defend your position
- Playing war games within your station
- The one thing a winning station never must allow a competing station to do
- “Covering Your Base” — It means life or death for any leading radio station
- Offense vs. Defense: Which is the preferred position?
- The most important element of a successful 'flanking' strategy
- Consumer Focus vs. Competitor Awareness
- The guerrilla format that will attract listeners in almost any market
- The importance of establishing a true Relative Advantage
- Danger of advertising superlatives instead of advertising your relative advantage
- The danger of being too structured in your Production Room
- Divisibility: What it means, why it’s vital to your success
- The power of Simplicity
- Compatibility among your cluster of values
- What your average listener must be able to do for your station to succeed
- Your Monthly Marketing Plan Checklist
- The most valuable external ratings influence for a News/Talk station
- How too many radio people throw away their money on billboards
- What billboards can do for your station...and what they can’t do
- Keeping a Competitive Intelligence File on your competitors (and contents).
- What to do if a bigger competitor constantly “covers” your positions or copies.
- Best strategy for a small market station if squeezed between two larger markets
- Some brilliant examples of a smaller competitor repositioning a huge competitor
- How to seize a position that a competitor already owns
- Two very advanced (but easy), very powerful ways to use your ratings research
Running Time: 1 Hour, 46 Minutes
Download Directly to Your Computer.
After you submit your order, you will receive your own private link to download this mp4 video directly to your computer.
Radio Station
Positioning Seminar
Most of the seminars Dan and his team speak at are 'stand room only' events that are discussed and remembered by those who were lucky enough to be there for many years. In most cases what they learn at those seminars have a profound effect on their radio work.