SKOR North isn’t like a lot of other stations in America. The Hubbard sports talker re-branded at the end of 2018, dropping the ESPN 1500 name as part of a step towards something more in line with the way fans consume content right now. Sure, the station still wants to create great radio content, but there is a real focus on what makes an impact with a digital sports audience. During a pandemic, when most of your listeners have changed a routine that included listening to your station on their drive to or from work, that digital awareness is paying off.
“They aren’t in their cars as often, but they ARE on their phones. They are glued to their screens,” SKOR North’s Director of Content and Distribution, Phil Mackey says of his audience. “OK, let’s put more chips on some of those tables. The nightly video streams we do (Mackey & Judd w/ Ramie Happy Hour, Vikings Draft Sim with Matthew Coller, Twins Catch-Up with Derek Wetmore, etc.) have all been reaching several thousand people each time we fire one up.”
Mackey says that the station is seeing a surge in its online numbers. In March, SKOR North saw its video views rise 50%. It was also a record setting month in terms of usage of the station’s mobile app. Mackey is expecting the numbers to be even better in April.
“I’m really proud of the way our staff has stepped up and created new segments, shows and other pieces of content during this sports dead zone. To be honest, it’s been a fun challenge. We love it.”
The brand isn’t beyond looking to other outlets for inspiration. Mackey admits within the first ten seconds of a recent video that the idea listeners are about to see is taken directly from ESPN’s Katie Nolan.
The SKOR North crew followed the inspiration of Katie Nolan’s celebrity Zoom chat challenge, where she and other ESPN personalities tried to get big name celebrities to join their Zoom chat without knowing exactly what was going on. For the SKOR North team though, the objective was to keep it local.
Mackey, his co-hosts Judd Zulgad and Ramie Makhlouf, and other station employees made their goal to grab big names in the Minnesota sports community. Mackey admits that he had no idea if the goal was a realistic one.
“I was honestly a little worried that the Zoom video would wind up being me, Judd, Ramie and like one other person. But as it turns out, people are mostly sitting around their homes or offices looking for other people to talk to! So it worked out well once we started spreading the word.”
Some big names joined the chat. Five-time WNBA All-Star and current Minnesota Golden Gophers women’s basketball coach Linday Whalen, Minnesota Timberwolves coach Ryan Saunders, and Utah Jazz forward Georges Niang all showed up at different times. To Mackey, the thrill wasn’t just that big names showed up, it’s that they were into the idea of hanging out and being a part of something that was so fundamentally Minnesota.
“The best part of the video is that everyone who entered the Zoom chat stayed for at least 30 minutes,” Mackey said.
I asked Mackey if he started the bit with a goal in mind. Was there one person that he needed to see pop up in the chat in order for him to call it a success? He didn’t hesitate.
“Joe Mauer. And we got Joe Mauer! He’s honestly one of the nicest, best humans on the planet.”
SKOR North, being built the way it is, has taken what others may see as a challenging time and operated with a business as usual approach. Mackey will be the first to acknowledge that just like the listeners, everyone in the SKOR North building wants sports back. But he isn’t sweating it.
As the director of content, Phil wants his team to be entertaining first. Do listeners expect them to talk about sports? Of course, but even if everything were normal, he would be telling his crew to make listeners laugh, a quality more important than rattling off stats from the previous night’s action.
“It’s a buzz kill to lose the Twins, in particular, this time of year, but we have had a blast creating new segments like “Name That Viking”, “Vikings Draft Sim”, “Action Movie Rewind”, “WrestleMania Rewind”, “Let Us Not Forget” and a ton more,” he says. “This is the most creative we have been potentially in our entire careers, collectively, and we are having fun with it. Hopefully listeners and viewers pick up the same vibe.”
In a time when so many stations are racing to figure out how to create digital content that they can include advertisers in, SKOR North is doing what they always do. It’s a station that was built to be consumed differently. It’s a brand that walks into every pitch meeting and shows potential advertisers a half dozen different platforms where it has a presence.
That doesn’t mean SKOR North isn’t also swimming in new waters. It’s just more equipped to jump in without floaties. Mackey says just maybe, the pandemic and current state of the world is forcing the brand to up its game in a way that sticks.
“Ultimately, it’s very likely we come out of this a lot stronger in the long run just based on the new tools and muscles we’ve been forced to use,” he says. “Some companies might be nervously biting their nails. I think we take pride in running toward the fire, so to speak, and pivoting as needed.”
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.”
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.
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.
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.
Forget the Email, Just Smile & Dial
“Don’t confuse marketing with sales. We are not human advertisements or, even worse, spam.”
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.
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 email@example.com. Now it’s time to smile and dial!
Media Noise – Episode 33
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.