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Living This Moment In History As A PD

“We view these next several weeks and months as an opportunity to strengthen our relationship with listeners and followers.”

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It’s funny to hear the expression “in times like these,” this week.  The simple, hard truth is that the phrase doesn’t apply.  There’s no experience anyone living can draw on that applies directly to a time like this.  An invisible threat has suspended our culture – indefinitely.  

Image result for coronavirus empty street usa

We may not be able to see COVID-19, but we can feel the wave of anxiety it produces in it’s wake.  In an understandable attempt to calm themselves – people are searching for some sort of “normal.”  For so many sports fans, that outlet has been and continues to be their local sports radio station.  So what about the PDs charged with maintaining “normal,” when everything around them seems to be crumbling?  

I spoke with two men charged with that task – Phil Mackey of SKOR North in Minneapolis and Matt Fishman of ESPN Cleveland.

Jack Ferris: What’s a bigger challenge right now – content or working-from-home logistics?  (Assuming you have talent working from home)

Phil Mackey: Logistics are the bigger challenge – especially for us, as we try to produce as much video content as we can as well. We’ve had to lean on some new tools.

Matt Fishman: Content is really not an issue right now. The Browns free agency and getting ready for the draft are huge stories here. Plus, we have a very talented team that can talk about anything. We have five daily hosts working from home and two from the studio. The working from home logistics aren’t a huge challenge. We prepared for it and tested everything in advance.

JF: As far as content is concerned – do you have a policy in place in regard to how much you talk about the virus day to day?  Obviously it has to be addressed, but do you try to have a certain amount of time devoted to COVID-free segments?

PM: I actually ran a poll on my Twitter account when coronavirus started to really make an impact — asking followers about the things they want to listen to on sports radio. Only 10% wanted to hear coronavirus updates and news. So, that’s our ratio. We sprinkle important updates in, but we mostly fulfill our role as entertainers for people looking for a reprieve. 

MF: No hard and fast policy. Just a couple of important guidelines. 1. We are not medical experts. 2. Don’t downplay the threat. It’s really an off-shoot of #1 but we keep people informed and show empathy to what everyday Clevelanders are going through.

PF: How crucial is communication at a time like this?  I’m referring to daily contact with management, sales, talent, etc.

PM: We have daily communication between all departments, and a daily round-up email from our general manager. Over-communication is important when everyone is working from different locations. 

Phil Mackey

MF: Extremely important. We are using Microsoft Teams to video conference most of our communications since people are out of the office. Also, our leadership team is meeting at least once a day.

PF: Is there an overall message you try to convey to your team – a rallying cry or philosophy to get everyone through this?

PM: We view these next several weeks and months as an opportunity to strengthen our relationship with listeners and followers. That applies to sales as well. Let’s be creative, let’s innovate, and let’s set ourselves up to ACCELERATE through this crazy period.

MF: I support and reinforce what is already a team atmosphere. People from Cleveland have been through a lot throughout the years and they know if they stick together they’ll make it through.

PF: Do you see a silver lining in all of this?

Image result for americans in masks coronavirus

PM: Yes. It will be a tough road in the short-term, but ultimately sports will come back. Fans want to be entertained. And advertisers will want and need to connect with those fans. 

MF: The silver lining in all of this is learning how to deal with the unexpected. Some of our less experienced teammates weren’t working during the financial crisis of 2008 or on 9/11, so they’ve never experienced a major national emergency like this.

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5 Goals

5 Goals: Rob ‘World Wide Wob’ Perez

“I’ve always had aspirations, hopefully with FanDuel in collaboration with another network, to apply NFL Red Zone to the NBA.”

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This month’s subject of five goals is Rob Perez, better known to NBA Twitter as World Wide Wob. The content creator and producer for FanDuel shared with me five things he wants to accomplish or see happen.

1. I want to make FanDuel, my licensing partner in content creation, as happy as possible.

My goal is to drive people to their web site or app, and spread the reach of the brand. I’m sure there’s a more formal word for that, but I want to organically integrate FanDuel into everything I do.

I don’t want to just be a commercial — hey 20% off, or here’s a free bet — because people are drowning in those across various forms of communication. All the content I do is naturally involved, and if someone’s asking about who’s favored it’s a very seamless type of content integration in which I can include them and drive them to FanDuel if they’d like to put their money where their mouth is. 

I would certainly love the opportunity to continue working with them — not just because they pay me to do so, but I do find value in working with a sportsbook of that size that is turning into a content company. Of course, they’re always gonna be a sportsbook. It makes them the most money. But, giving you additional reasons to engage with that brand, if you have an itch to bet on something, is what my job is.

I want to continue to be the face of the NBA for them, having a very casual conversation about the game itself — whether that’s off the court stuff, or all the coaching departures earlier this week. Integrating the FanDuel logo into all this feels much more real than a 30-second commercial between timeouts. I want you to enjoy the experience of the show, and gamble if you so choose.

2. NBA Red Zone.

I’ve always had aspirations, hopefully with FanDuel in collaboration with another network, to apply NFL Red Zone to the NBA. It would work best on Monday, Wednesday, Friday, and sometimes Sunday, when there are 8-9 concurrent games.

That’s why I’m where I am today. I’m watching every single dribble of every single game. But, I would never expect any other normal human with responsibilities outside of NBA content creation to ever keep up with what’s going on between the Kings and Pistons while there’s seven other games on, one of which is nationally televised. 

So, if the NBA ever decides to have a true commitment to their version of the Red Zone — they’ve tried versions of it on NBATV, but I’ve never seen one hopping between games every 15-20 seconds, hot switching any time there’s a play stoppage — I’d love to do it. 

You’d have a Scott Hanson type host who is as integrated with the league as it gets. I hope maybe one day I have the opportunity where what I do on my own personal timeline merges with true rights partnership from the NBA. Just based on the feedback I get on my Twitter page, there would be demand for it. 

3. Do another NBA variety show.

In the past, I had a show called Buckets that I did with Cycle and ESPN. It had sketches, pre-produced talk segments, and interviews. Think of it like Jimmy Kimmel or Jimmy Fallon’s shows, but applied to the NBA. 

Inside the NBA is obviously the gold standard for an NBA talk show. But, those guys are going to retire at some point. What I do on Twitter Spaces, Twitch, and Periscope — I want the ability to blow that out with some more production resources. 

Photo Credit: TNT

Right now, I’m doing everything myself, from playing DJ to directing to taking calls to actually running the show and talking basketball and researching stats — I’m doing it all on the fly. While I’m certainly happy to do that, I know what we could create with a team around me because we’ve done it in the past. I would love to do a weekly variety show based around the NBA.

4. Some more work life balance.

My entire day for 11 months out of the year revolves around the NBA. It’s my job and I’m happy to. I love following it. At some point, I feel like I’m gonna get burned out, and I don’t want to ever get to the point where doing this feels like work

It felt a little bit like work this year, and that might be because I’m on Year 8 doing this. [RG note: at this point, I mentioned how last offseason was so condensed after the bubble, and how the energy felt partially zapped out of sports with a lack of fans]. I’m gonna watch regardless because I’m a crazy person, but I think a lot of people would agree with you that the return to normalcy is helping with the engagement on a mainstream scale.

This offseason will be condensed again. We have the Olympics, which of course I’m going to watch because stars will be playing. Summer League is in August. There’s free agency and the draft. There’s barely going to be one month — September — where there probably won’t be a whole lot of NBA news or events. 

But then we’re going back to the normal schedule from before the pandemic, which means Media Week will be the first week of October. There’s one month off before it all starts again, and I’m hoping I don’t get burned out by it. 

Being on the East Coast, it’s impossible to follow the NBA 24/7. I don’t know how people with kids and families do it. Getting back to the West Coast is a personal goal of mine, which will happen this summer when I move back to Los Angeles. These hours will allow me to get back to a more normal life.

5. I want the Knicks to win a championship in my lifetime.

Just being a die hard Knicks fan and not seeing a title in my lifetime, that’s a personal goal. I’ve put so much work into watching every effing game since I was eight years old with Patrick Ewing and John Starks in the NBA playoffs. 

I was young, but I was old enough to know that I wanted to stay up for those games. I was emotionally invested. I would even get to the point where I was putting towels underneath the door so my parents couldn’t see that the TV was on. They thought I was sleeping. 

Patrick Ewing New York Knicks NBA Posters for sale | eBay
Photo Credit: Getty Images

Of course I want my team to win a championship, and I don’t want to die without seeing that mountaintop. I can’t even imagine what it’s like to be a Red Sox or Cubs fan and going all those years without seeing them win, then having it happen. I want to experience it once. 

Whatever it takes to get there. I have too many gray hairs on my head, and every single one of them I can attribute to a single Knicks game from the past decade. Being a fan while trying to create objective NBA content will always be a challenge, but being a Knicks fan will always take precedent over a career because it means that much to me.

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BSM Writers

Forget the Email, Just Smile & Dial

“Don’t confuse marketing with sales. We are not human advertisements or, even worse, spam.”

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Back in August of last year, the pandemic was still front and center, acting as a roadblock for business. Retailers were in business and at the stores, but what about the advertising buyers? Where were they?

Well, the ad-buying community, corporate employees, and most white-collar workers were still at home. So were most of us in radio sales. So, when it came to prospecting for new accounts, some of us gave up, most sent emails, and a few brave souls hit the phone. Earlier this year, I wrote about the sales trainer John Barrows and how he got to the top by cold calling 400 prospects a week! That’s not cold emailing. That’s cold CALLING. And to be exact, if Barrows was working a 10 hour day on the phones Monday through Friday, he would dial at least eight prospects an hour. 

Does that send a chill down your spine?   Or does it make you want to run to your keyboard to avoid rejection and send some more cold emails? Back in August, when most of our ad buyers were at home, not near a business phone, Jeb Blount and Anthony Iannarino were recording a podcast about why you should hit the phone, not the email. Both sales consultants and authors thought we could improve our connect rate immensely by working the phones over email. 

Both authors agreed that we need to have conversations with people about our stations, personalities, shows, and the sports world! We can hire an automated CRM service to send emails!

Now I am all for some well-crafted custom emails sent to targets that do not answer phones or listen to voice mails but not as the first activity in a sales sequence. Don’t confuse marketing with sales. We are not human advertisements or, even worse, spam. Our job isn’t to create awareness for buying sports radio packages; it is to make the sale!

We are consultants offering custom solutions to the unique challenges your clients have. And consider that if you pick up the phone and connect with the advertising buyer and get the appointment, you won’t need an email!  

Both consultants agree that you don’t need email to warm up a client when using the phone to get the appointment! I recently tested this theory myself and decided that with the pandemic subsiding in most metropolitan areas and more buyers going back to the office, I could start hitting the phones more. 

It worked. I got more appointments faster and wasted less time. I even got help. I had a business owner who I reached out to via email with a custom approach. I offered a few excellent ideas on how I could help him. Crickets. I let 2.5 weeks go by before I picked up the phone to dial the business and ask for him. They told me he was out on vacation and asked me if I had personal interaction with him. I explained no I was looking to connect with him on an advertising idea. The receptionist said you need to talk to Jane, the ad buyer. I was connected immediately.

Erma Scholl working the Old Forge switchboard in 1971. Photo courtesy of the Goodsell Museum.
Courtesy: Goodsell Museum

I left a voice mail. The next day I received a return call indicating interest in my idea, and we set the appointment. Now, why didn’t I try that in the first place!

If you want a custom phone pitch that I wrote out for myself, send me an email at jeffcaves54@gmail.com. Now it’s time to smile and dial! 

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BSM Writers

Media Noise – Episode 33

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It has been a busy week at BSM. Demetri Ravanos talks about Domonique Foxworth and the future of commentary on ESPN. Kate Constable stops by to discuss her column on Sarah Spain and the sometimes ugly realities of life as a woman in sports media. Finally, Brian Noe and Demetri discuss Le’veon Bell’s Twitter rant and how depressingly relevant it is in the radio business.

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