Meet The Market Managers: Allison Warren, Cumulus Media Nashville
“We really felt like we wanted to build a radio station and find a PD for what was around the bend. We think we accomplished that.”
Nashville is a loud place. Most people either love it or hate it. Allison Warren loves it.
To her, loud doesn’t just mean there are bachelorette parties and pedal pubs clogging Broadway. It means that the place is dynamic. It means Nashville is always changing and never sitting still.
Allison Warren had her eyes on a market manager role for a long time. It’s why she made the move from programming and promotions to marketing and then to sales. When the opportunity in Nashville presented itself, the only question she needed to answer is “is this the right place?” It was, and since 2014, she has been the leader of Cumulus’s cluster in Music City.
In our conversation, presented by Point-to-Point Marketing, Allison discusses the challenges of making major personnel changes during the pandemic, Nashville’s unique competitive landscape and how it forced her brands to evolve, and why 104.5 The Zone is as welcoming to transplants as it is to lifelong Tennesseans.
Demetri Ravanos: When I was growing up in Alabama, I used to joke that you graduate from an SEC school and the first thing you do is decide if you are going to Nashville, Atlanta or Birmingham. Nashville’s transplant base has grown way beyond that though. I wonder how that has changed things in terms of the city’s sports culture and the standing of 104.5 The Zone with citizens that come here from all over and may not care about the Titans or the Vols.
Allison Warren: I can tell you, I have learned sports fans are sports fans. They like listening to and talking about sports no matter what. What the Zone has been able to do is create a sports ecosystem. That’s kind of been our goal from day one.
We’re proud to be the rights holder for the Tennessee Titans and the UT Vols, but we talk about all sports, from top to bottom and side to side. We have a heavy influence for the SEC and certainly the Tennessee Titans. Really though, we look at ourselves as being able to provide a real pulse for what’s happening in sports in general. So regardless of where you come from, you’ll find something that’ll appeal to you on The Zone.
DR: In addition to The Zone, you have Super Talk 99.7. That gives you the market leaders for both sports and news talk. I wonder in your position, do you see a different ceiling for each format here in Nashville or different paths for each to get to a similar ceiling in terms of what is possible for ratings and revenue?
AW: We’re a five-station cluster, and so in general, I think we mirror the market beautifully. We’ve got a great news talk station, which you mentioned. We’ve got 104.5 The Zone. We’ve got two country stations and an urban station. So we think we represent the population of Tennessee exceedingly well.
We’re looking at an entire ecosystem, when we talk about what makes any of our stations strong. We don’t just look at a Nielsen performance to decide if the station has reached its highest level of performance. We look at total audience engagement. That means we’re looking at all of our socials, our Zone TV channel, and all the aggregate views that it garners. YouTube, obviously, and Twitch being our largest volume producers of engagement.
We look at all of those metrics and decide, “is the station healthy and reaching the audience that we want it to reach?” I don’t think either of the stations you mentioned has reached its full potential. We’ve got some pretty strong, healthy great ratings and levels of engagement, but I think both Dan Mandis and Paul Mason would say that there’s still work to be done and still ground to make up. That’s what makes it exciting.
DR: Let’s talk about total audience engagement. Nashville has become a hub for new media brands in both the news and sports spaces. That forces everyone in town to pay attention to what they are doing as you compete for both the audience and talent. I don’t want to assume it is a if-a-than-b situation with the launch of The Zone TV, but clearly this market forces you to think in a different way about being available wherever the audience is.
AW: You said it right there at the end. The Zone went through some significant changes as we watched where and how the audience consumed sports. We brought Paul Mason onto the team during the pandemic, which you know, is always interesting to onboard an employee during a time when nobody’s in the office. It’s like “Best of luck meeting your team! Everybody’s at home.”
He did a phenomenal job of creating a solid culture of what’s next, engagement, and where are we going. He really challenged the thinking. I’m kind of an entrepreneurial spirit, so when Paul knocks on the door and says, “Hey, I think we could try this,” of course my answer is “alright, let’s look at it.” To his credit and the credit of our engineering and IT teams, they figured it out and it’s been really successful. I think that mindset from 18 months ago or so, when he started, has been for us to dominate the sports universe and to put blinders on. That way we can just do what we felt was right to serve the sports audience and not think about it as what the traditional line for what radio might do or who it may serve is. We really tried to break the model and Paul’s leadership in that space has been second to none.
We looked everywhere when it was time to hire new talent. We looked at the entire sports universe and we landed on a great podcaster with Buck Reising. He’s been fantastic and adds a kind of great, new energy to the station. We’ve had a lot of other great new hires as well. Paul’s really pushed the station forward in that way. I don’t think we’re done either.
DR: You mentioned hiring Paul during the pandemic. Talk to me a little bit about finalizing a PD search in that time. It had been a long time since there was a leadership change at The Zone, and then all of a sudden, in the middle of this search, here comes this once-in-a-lifetime event where we don’t know what we can do when. What sort of conversations were you having with those involved in this process? Was there ever a moment where you were wondering or considering just shutting things down?
AW: Our interview process had happened before we really knew what was what was coming. It’s always hard when there’s a leadership change, but we had some pretty amazing candidates to choose from. There are some really phenomenal sports programmers in the country. I was blown away in the conversations that we had with some of the individuals that applied for this position. It really encouraged me for what’s to come in sports media. There’s some really, really great talent out there, some phenomenal thought leaders.
Paul just had just the right marriage of temperament and ideas for us. It was a good fit. So we had firmed our deal up. We had a little bit of a wait for him, but he was worth it. He was wrapping up a job in another market. We always believe all tides rise and we wanted to honor that time that he needed to give his previous employer. So we had some runway between when we inked a deal and when he was able to start with us.
So for him, when we went into the shutdown, it was like, “am I still moving there?”. I said “yes, please get the moving truck. Get Sarah. Get in the car and drive”. It was pretty stressful, I think for him. We had dinner together, and then I didn’t meet him again in person for three months while we were all dealing with the lockdown.
I think the first opportunity for us to get our broadcasters back into the building, he and his team were first in. A lot of our broadcasters were remote. For a while it was really 104.5 The Zone and a handful of other people on each station that were in the building. I joked that when I went in, it was like a locker room. I swear it smelled like a locker room up there. There’s like pizza boxes, socks doors were just propped open, people were milling. I was like, “This is the place to be. I want to move my office upstairs! Y’all are having fun.!”
Bear in mind, everybody’s masked. Everybody’s got seven inches of like hand sanitizer on them, so things weren’t exactly “normal,” but yeah, they were having fun and connecting. We felt that, so we worked really hard with Cumulus and our safety protocols to bring more and more of our shows back earlier than most because we just noticed the connection was there and that it was working. We were hiring a lot of new people and we just felt like that was really important.
So I don’t know if that answers your question, but I do know that it was hard for Paul to connect with people, because you’re trying to do it from far away and follow safety protocols. Paul’s a true professional. As soon as we started bringing people back, he was in the building. He was there with his people. I think his commitment to that made a huge difference with his team as he really led from the front.
DR: Brad Willis was obviously really popular with his crew and had great relationships across the building. I wonder when he tells you that he is going to take this job at the Tennessee Sports Hall of Fame, as a market manager, what exactly are you bracing yourself for? Do you start to think about every problem you might need to address or are you already formulating your answers to those problems?
AW: You know, I think it’s a little bit of both. I think whenever a key member of your leadership team decides to go in a different direction, you have mixed feelings. First, for Brad, as a person, I always support somebody’s desire to grow and explore something new. He was very transparent with us. We had a lot of very honest dialogue, so I can’t say that I was surprised.
Brad’s a class act. Even in his desire to go in a different direction, he handled things with absolute total grace and gave us a very long window of time to be on call and available. He knows where the proverbial bodies are buried, and so he was a terrific resource for us. Heck, he started with Titans radio. I mean, he’s a staple and extremely well respected. That’s a hard thing and guy to lose.
Now for us, we had Bruce Gilbert. He is just a phenomenal resource and leader. We couldn’t have been luckier to have somebody like him in that critical moment. It was really getting on a call with him and agreeing that these opportunities are rare. While we don’t like to lose someone as great as Brad, let’s wave a magic wand and try and figure out first what exactly is the station that we’re building for the future and then two, who do we think can take us there? Let’s go see if we can find that person. To Cumulus and Bruce’s credit, we were able to take our time with the process. We felt like we wanted to build a radio station and find a PD for what was around the bend. We think we accomplished that.
DR: I want to talk about some of those lineup changes. Some of the folks that exited obviously had been well-entrenched at the station for a long time. So what role were you taking in terms of talking to clients? How were you acknowledging their concerns while also assuring them that the next chapter of the station is going to be exciting and have even more value for them as your partner?
AW: Those conversations are always challenging and opportunistic at the same time. What I think makes radio so special is the connection that our talent have with our fans and our clients are often our fans. Those are very deep, emotional connections. Our broadcasters are with them, some of them endorse products. Those are always really delicate conversations.
I think you do the best you can to lean into what change feels like. Those things can be hard Those relationships are important. You’re asking clients to lean into trusting that we understand the sports universe, and that we’re going to bring things to the station that are going to help move it forward.
I’m kind of an earnest person. I asked people to give me a week. Listen for a week and tell me what you think. Send me an email. Tell me what you like. Tell me what you don’t like. And people actually take you up on that. We got a lot of emails from a lot of people giving us their thoughts, which was great. I read every one of them and we heard every client and took it all in.
We take the responsibility of building a brand really seriously. Our clients invest a lot of money with us. It’s our responsibility to our fans and our clients to put the best products forward. That’s what we tell them, and we hope we deliver on that. We get a lot of positive feedback, but those early phases of change are always hard, but our clients are our friends. They’re are advertisers, and they gave us a tremendous amount of grace to do what was right for the station. We’ll always be thankful for that.
DR: You mentioned Buck Reising earlier. Not only did you bring him in, but you also brought in Ramon Foster to be part of a new morning show. Then you added Ron Slay to 3HL. When hiring new people to a brand like The Zone, how long do you give them on the air to figure out what it is their show is going to be before you start talking to clients about, “hey, would you like to do business with these guys? Would you like for these guys to be the voices telling the listeners to come do business with you?”?
AW Well, it depends on who you’re talking to you. For Dave Elliott, our general sales manager, this conversation started on day one. He’s hustling, and he’s got his team out hustling.
To the credit of everyone that joined us, they made themselves extremely available to clients, whether it was on the phone, in person, or through virtual meetings. It was fantastic. They kind of understood what was ahead, and they wanted to meet our clients and customers because they knew that those are their fans as well.
The ask is somewhat immediate. It doesn’t always happen immediately, but our desire for our clients and fans to know anyone new to the staff is fairly quickly. Letting those hosts and their shows grow is a different answer, but I think that’s also a different question.
DR: That’s totally fair. So we talked about the fact that The Zone is not just a radio station anymore. What did that partnership with A to Z Sports do for the brand? How did that push The Zone TV forward in terms of getting that message out, not just to listeners, but to those advertisers as well, that this is more than just a radio station now?
AW: I’m glad you mentioned that. That was a really progressive strategic partnership at the time that intrigued us. We’d been following A to Z fondly from their launch. People tell me all the time “Oh, you’ve got to look at this” or “you’ve got to watch that”. Buck was on A to Z. Before we had decided we wanted to add Buck, we’d had some soft conversations just in general with Austin and Zach, who run that brand. Through our discussions about wanting to bring Buck on, it deepened our discussions about how similar yet different our business models were. Paul and I thought we could lean into this and work together.
Those early days of a partnership that is not normal are always interesting, because you’re just trying to figure it out. What’s right for them? What’s right for us? They brought some real value to what we were doing. They’re very pro radio in general. They both were on the other FM station, so they get what we do and there is some fondness for that. We just kind of carved out a lane and that really works well for us.
We think that the partnership’s been really good for us. We like to believe that we are everywhere where sports is happening. If there’s a major sporting event happening, we’ve got at least one of our shows or a correspondent there to bring that firsthand experience back to our fans, and they actually help us in that space because they are also everywhere where sports happens. So it really deepens our bench for what we’re bringing to our fans.
It’s been a good partnership. I think Zach and and Austin would say the same. It’s fun to watch them grow. They’re great. They’re a great duo.
DR: You have been with the cluster now long enough to see the Titans rise to this point. They are a very good team, but not a championship team, yet they’re at that bump in the road. Looking at it from a radio station perspective, what would it mean for the Titans radio network, for Cumulus, for The Zone, for them to get over that hump? I mean, forget winning the Super Bowl just to make it. What sort of different stratosphere would that put your relationship with them and your clients’ relationships with them in?
AW: For the town, for the station, for the team it’d be electric. I was in Denver when the Av’s won the Stanley Cup the first time. I was 20 years old, driving a promo van down a street while the van was rocking back and forth. I thought, I’m never going to get this honey back to the station. We just had to lean into it. We popped the Marti and just went live from the middle of the street. That was hockey! So, football in the South? Come on!
Listen, the Titans radio broadcast crew is second to none. The voice of the Titans is Mike Keith. He’s a staple for Tennesseans. He’s absolutely fantastic. That entire broadcast team works really hard to deliver a quality broadcast to their fans.
The team itself works exceedingly hard to create a fan experience that is second to none. What they’ve done over the last couple of years has just really improved the overall experience. I think it’s deepened their fandom. I mean, obviously from a revenue perspective, that’s always a win. But from a content perspective, you know, listen, I had my tickets to LA bought. We know we’ve got a great team, and great leadership. We know they care. We’ve got great ownership. They’re invested in the team and they’re going to do the things they need to do to get us where, where we need to be.
It’s our job to cover the team, and we say what we see, but as residents of Tennessee, we are 100 percent behind the team hopefully making it to that that Super Bowl. Listen, you saw what we did with the draft and that was the draft, right? Can you imagine a Nashville party when we win the Super Bowl? Broadway is going to shut down from Murfreesboro to Cookesville.
We’re very proud to be the the the rights holder for the Tennessee Titans, and that makes it sweeter for us, but I don’t think that there’s a person in the city that didn’t catch the fever when we were making that run last year.
Ian Rapoport Is Competing Against Everyone
“When I’m working, when I’m not working – my brain is still going on overdrive.”
The 2023 NFL Draft was a weekend filled with speculation, intrigue and musing among football fans and experts alike. After two quarterbacks were selected with the first two picks – C.J. Stroud by the Jacksonville Jaguars; and Bryce Young by the Houston Texans – Ian Rapoport had the inclination that something was about to break at the event in Kansas City.
The third pick of the night was held by the Arizona Cardinals, but through previous intel, Rapoport knew there was a chance the team would trade it. His phone then lit up with a text message from a source that simply read, “Texans trading.” Receiving a message of this magnitude takes years of networking, credibility and immense trust from the people you cover. Rapoport has worked hard to attain all of them.
He replied by asking, “Did the Texans trade up to three?,” as the team was not set to pick again until No. 12 overall. Once he got confirmation of the scenario, he began to visibly shake in excitement and captured the attention of the NFL Network team.
“I sit there with a camera in front of me that’s not always on air – this is during the Draft – and the producer gets in my ear and he goes, ‘Can you go on air with whatever you have?,’ and I just say, ‘Yes.’” Rapoport recalled. “And then I hear Rich Eisen go, ‘Ian, you have news,’ and I was able to break that the Texans have traded up to three to go get Will Anderson.”
This is the craft through which Rapoport has cultivated a successful journalism career, ultimately distinguishing him as NFL Network’s goto insider. He hardly ever separates himself from the job, equipped with an unparalleled work ethic to ensure he can communicate messages accurately and in a timely manner. While some people may argue that he is in direct competition with others in his position, such as Adam Schefter of ESPN, Jay Glazer of FOX Sports and Mike Florio of ProFootballTalk and NBC Sports, the reality of the situation is that it is Rapoport vs. the world.
“It’s such a small world now and everyone is interconnected – and with Twitter, literally anyone could break a story and have it go viral,” Rapoport said. “Obviously, you want everything first, but really you’re competing against everyone that exists because anyone could get the story at any moment.”
Work-life balance in such a role is usually quite insurmountable in today’s dynamic, interminable breaking news environment. Rapoport strives to find some level of normalcy in his life by playing golf and attending his sons’ sporting events. In the end though, he knows the world of football never sleeps, and it is up to him to remain in the know at all hours of the day, essentially always on standby to break the next big story.
“I do not turn my phone off because that’s actually way more stressful,” Rapoport said. “At least now when my phone’s on and near me, if something crazy happens, I can react rather than having a fake relaxation moment and then being caught off guard with something.”
Rapoport recognized that journalism was the field for him almost immediately after stepping onto the Columbia University campus. He worked his way up at The Dial to ultimately become its associate sports editor. In the summer preceding his senior year, he landed a coveted internship with ESPN where he gained invaluable experience in the world of television production.
By the time he graduated, Rapoport envisioned himself becoming a nationally acclaimed sportswriter, but he knew it was going to require he start small. Three hundred eleven job applications and two interviews later, he landed a part-time role with The Journal News in Westchester, N.Y. covering high school sports. It gave him a start in the highly-competitive business – and kept him close to home while trying many new things.
Two years later, he found himself moving from the bright lights of New York City to the quaint town of Starkville, Mississippi for a notable opportunity. He had landed a job covering the Mississippi State Bulldogs for The Clarion-Ledger in the nearby capital city of Jackson and was under the direction of sports editor Rusty Hampton.
“I knew how to write, but I really didn’t know how to report,” Rapoport said. “He was probably the best [at] showing me, ‘This is all about reporting. It’s all about telling people something they don’t know rather than how well you can pen a sentence.’ To be really valuable to society or your newspaper, you really need to inform rather than entertain. I think he was probably the first and best person to teach me that.”
After spending two years in Mississippi, Rapoport became a beat reporter for The Birmingham News tasked with following the Alabama Crimson Tide. Just months into his new role, the program made a coaching change and hired Nick Saban, who has since led the program to six national titles.
Rapoport learned the thoroughness necessary to cover the Southeastern Conference as he rapidly watched the program become a perennial contender. In turn, he became an eminent college football reporter and his work began to be consumed nationally.
Simultaneously, Bill Belichick, another accomplished football head coach in his own right, was in the process of trying to lead the New England Patriots back to championship glory. Known to be stoic and restrained in his press conferences, reporters asking him questions knew extrapolating answers was not the easiest of tasks.
When Rapoport saw a job opening to cover the team with the Boston Herald that required NFL experience, he knew that he was not qualified verbatim per se. Yet he figured the experience he had in covering Saban and Alabama would serve him well in the role, and articulated such in a protracted email to the newspaper’s editors. His strategy worked, proving why Rapoport is considered one of the industry’s best communicators at the micro and macro levels.
“You don’t see a lot of sources within the Patriots or sources within Alabama – there’s not a lot of that,” Rapoport said. “So I learned to report despite that and kind of work the edges and get the information I needed, despite head coaches who weren’t always the most forthcoming with information.”
NFL Network oftentimes has local beat reporters on the air to interact with studio talent and give their perspectives about teams, and it was something Rapoport did while at the Boston Herald. He had no television experience outside of other appearances he made on Comcast New England and certainly no intention to pursue the medium as a career.
In Super Bowl XLVI, the New York Giants overcame the New England Patriots, who were undefeated for the year entering the game. Rapoport was on hand for the proceedings, and shortly afterwards was called into a meeting with NFL Network executives.
He didn’t know he was interviewing for a job until he asked just why he had been summoned. He expressed his lack of television experience to the executives, who said the network would teach him everything he needed to know.
Once the meeting concluded, Rapoport called his wife, who he had met while living in Starkville, Mississippi, and told her what had just happened. She tempered his expectations, warning him not to get his hopes up as he remained optimistic. One month later, Rapoport received a job offer and found himself moving once again – this time to the Lone Star State.
“I hired an agent and moved to Dallas and basically spent the next year reporting on the Cowboys and some other things being very, very bad at TV, but learning and eventually figuring it out,” Rapoport said. “At the time, this guy, Eric Weinberger, who was our boss, kind of mentioned to me the possibility of transitioning [me] from reporter to insider.”
Rapoport acknowledged that he did not have the contacts necessary to effectively work as a league insider for a national outlet, but through his years of experience, he knew how to network and he was ready and willing to take the challenge.
Once he began the new position, Rapoport, along with reporter Michael Silver, was on the road for Thursday Night Football and contributed to its pregame and halftime coverage. While his television skills improved, Rapoport was hard at work bolstering his contacts and took somewhat of a geographical approach.
Every time he arrived in a new city, he would contact anyone and everyone he could conjure up, including general managers, scouts and head coaches. If he could not schedule a meeting time with them, he would introduce himself by roaming the sidelines at practices and before games. He engaged in a similar practice before the NFL Draft Combine, training camps and the Super Bowl along with other premier events, always staying focused on the task at hand.
“It probably took me five or six years to get a baseline of sources where if something happened, I had someone to call,” Rapoport said. “And then it took me a couple more years to get to the point where I would know before a lot of people when something was about to happen. It’s all a multi-step process, and just [the] layering and layering and layering of sources is really the sort of engine that drives this thing.”
Ian Rapoport always attempts to triangulate his sources to verify information before he releases it publicly. There is no guarantee sources are always truthful or acting in a professional manner. Therefore, it is incumbent on a journalist to ensure the validity of content before publishing it themselves.
“If you’re only right some of the time, then none of it is really worth it,” Rapoport expressed, “because then you say something and they’re like, ‘Well, wow, that’s a big story if this is true.’ The whole point of doing this is when I pop up on TV or when people see my Twitter alerts or whatever, they have to know that it’s true – they have to know.”
One day, Rapoport was having a conversation with a source and discovered through their conversation that Rob Gronkowski had informed the New England Patriots that he would return to the game of football under the stipulation he be traded to the Tampa Bay Buccaneers to reunite with quarterback Tom Brady. There had been much speculation pertaining to Gronkowski’s future after he had worked as an NFL analyst with FOX Sports, and now Rapoport realized he had a monumental scoop – that is, if it was true. Within six minutes, Rapoport verified the story with three sources, contacted his editor and reported to the world Gronkowski’s intentions. The story was picked up virtually everywhere.
“I just think about the job all the time, and I make little lists for myself of things that I need to track down, and I just make a lot of phone calls for it,” Rapoport said. “When I’m working, when I’m not working – my brain is still going on overdrive. It ends up just a brain full of football thoughts, and then I spend the rest of the time trying to figure out what I can learn from it.”
Working for a league-owned entity can sometimes epitomize an inherent conflict of interest. For Rapoport however, he has found working at NFL Network to be hassle-free. He knows, however, the nature of his job means he will not be universally liked.
“Whatever you do, you’re going to report and the people you report on are going to be happy or upset or neutral – or whatever it is,” Rapoport said. “I’m never going to criticize a referee, for instance, because that’s a nuanced thing and people might say, ‘NFL criticizes referees.’ I’m never going to do that, but I wouldn’t do that anyway.”
Rapoport continues to appear on a variety of external media outlets, perhaps most notably The Pat McAfee Show, which recently concluded its “Up to Something Season.” The grand conclusion of the proceedings was McAfee announcing he would be bringing his show to ESPN’s linear and digital platforms starting in the fall.
While McAfee is retaining creative control and has expressed on multiple occasions that his show will not be changing, many have wondered whether insiders employed by other networks will be able to continue making appearances. It is an answer Rapoport himself does not know, nor has he asked about.
“When the news broke, my phone blew up with all sorts of people saying all sorts of different things,” Rapoport said. “I have no idea. I really don’t.”
Even so, Rapoport is elated for McAfee and his team taking the next step in their show’s journey and is genuinely glad to see them succeed. He does not think McAfee’s goal was to reshape sports media, but rather to cultivate a distinctive sports talk program built for fans and today’s generation of consumers.
“You get to know someone and you think they’re a good person and you respect the way they work. Some people have success and some people have a little success and some people don’t. It’s really rare to see someone who has every bit of success that’s essentially possible and deserves every bit of it, and that’s kind of how I thought about Pat. It’s really cool, honestly. He’s built it himself.”
It was on McAfee’s show where another prominent football insider – Mike Florio of ProFootballTalk and NBC Sports – said it would be a matter of “when,” not “if” the NFL would have games seven days per week. While devoted football fans like Rapoport are open to such a proposition, he is not sure the league would ever go that far.
“I don’t even know that it would affect my schedule that much,” he said. “It sort of doesn’t matter. I’ll report all year round anyway.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
Face-to-Face Sales Meetings Have Never Been More Valuable
“With the increase in virtual meetings, new buyer preferences, limited time, and better tech, we have our work cut out to get the F2F.”
When did you last attend a face-to-face (F2F) in-person sales call? Let’s imagine for a second.
In New York, Sarah, a determined sports radio salesperson, got tired of chasing a major client for months. Despite her calls, emails, and text, she couldn’t break through to get a meeting.
Throwing caution to the wind, Sarah decided to go for it. She loaded her deck and took her burning desire via airplane to Florida to make the pitch. She showed up unannounced at the client’s office and startled the decision-maker. She was given the meeting and won over the client, getting a substantial annual contract and a movie deal in Hollywood.
We have all seen that storyline. F2F meetings used to be the obvious choice over a phone call, and most buyers were open to that idea. We even conducted market trips to meet our buyers in person and create better relationships.
With the increase in virtual meetings, new buyer preferences, limited time, and better tech, we have our work cut out to get the F2F. Lots of us work and listen from home.
Gartner Research points out that live, in person selling is superior to virtual selling in financial services or, as I think, in radio sales. Now, prospecting new clients F2F is much more difficult. You have never met them, you don’t know who you are looking for, and gatekeepers and remote decision-makers make walk-ins more challenging.
How about getting out and seeing your current or former clients F2F? 65% of outside account executives attain quota, 10% more often than inside reps. Here are some simple strategies to get outside and F2F:
STAY IN TOUCH
Turn the sales faucet on ‘drip’ and contact your current clients with whatever works: phone calls, emails, or texts. Tell them you are checking in to see if anything has changed, give them a local business lead, or share your latest insight on their favorite team. When doing so, tell them you want to meet F2F and go deep into the next quarter’s ad plan or a new idea to get them back on the air. They may start looking forward to your communication.
Schedule an annual review ahead of their busiest time of year to review the upcoming messaging in ads. Go over what worked or didn’t last year. Share a success story of a similar advertiser in another market or show them a new opportunity that fits.
Be upfront that with F2F, we can get more specific, work with better feedback, and partner on hitting their goals. Be the person who looks ahead and helps keep your client focused.
Organize workshops for your current clients. Teach that about streaming, OTT, or Google ads. Get your digital person involved. Let them know you are bringing in other local businesspeople they may want to know or network with and meet F2F! A Mortgage broker may want to meet a realtor who wants to meet a wealthy local businessperson interested in meeting the local head coach. Stand out as a leader in the industry and watch clients brag about working with you.
HIT A TRADE SHOW
Attend trade shows where your current clients will be. This will show you are serious about their business and want to stay current so you can learn and earn. Set up a meeting over coffee or a drink. Share what you learned.
Client Appreciation Events held at your town’s most meaningful events or places. Do whatever it takes to get hospitality tents at big games and concert suites to show appreciation and bond with your current clients. Host a luncheon at the hottest new local restaurant. Focus on providing an atmosphere or experience everyone wants, but not many can attend. Be the exclusive person in town.
GET PERSONAL REFERRALS
Leverage your existing client relationships to seek referrals. Do it in person. Tell them you want to see them and ask for help and advice. Ask for introductions to potential new clients they know, and you will be surprised how much they like working with you.
Bring your Digital manager to them and do a free review of their SEO, PPC, whatever. Working off your client’s pc and bringing them an expert at no charge or obligation is much easier. Watch your partnership grow by providing so much expertise at no extra expense.
Don’t forget the value of F2F meetings. It’s a great way to build trust, connect, and unlock new opportunities. We are in a people business doing business with tons of local directs who still make most of their money serving retail customers F2F. Let’s get out and sell!
Jeff Caves is a sales columnist for BSM working in radio, digital, hyper-local magazine, and sports sponsorship sales in DFW. He is credited with helping launch, build, and develop SPORTS RADIO The Ticket in Boise, Idaho, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at firstname.lastname@example.org or find him on Twitter @jeffcaves.
All Jason Timpf Needed Was A Moment of Clarity
“I didn’t know it until after I was hired, but they said they played my video for Colin and he knew right away that I could do this.”
There was once a time when Jason Timpf always included Colin Cowherd in his commute to work. As he made his morning drive to a sales job at Verizon, The Herd was appointment listening each morning for Timpf. The ex-college basketball player would marvel at Cowherd’s ability to make relatable references and break down all of the same basketball games he would watch the night before.
One of the unique things Timpf can remember from listening to The Herd during that time was Cowherd saying if FOX ever put someone in front of him, he could tell in five seconds if that individual had the skills to be a host. It was far from a hot take on the Lakers, but still a distinct moment that stuck with Timpf for many years. Little did he know at the time but Cowherd would soon give a five-second evaluation of Timpf’s career.
Jason Timpf was a late-bloomer in basketball. He played college hoops at an NAIA school in Utah, but not until his third year, after being a regular student the first two. After graduating, he pursued a basketball career overseas in India. However, after the league folded, he left the game for a normal job in the States.
There was a real desire for Timpf to get into the sports media business, but he was having difficulties finding the right fit. He wanted advice on the best way to start, but the tips he received just didn’t feel like the right initial path.
“I’d hear, hey, go bang on a radio station’s door and ask if you can work the soundboard,” said Timpf. “Or, try to go to a journalism school. Another big one that everyone was doing was the SB Nation blogs and FanSided blogs. I briefly tried to do that a little bit. But none of it was materializing the way that I had hoped.”
But then the lightbulb went off for Timpf and it happened during the middle of a podcast interview. In October of 2020, Jason Maples of Blue Wire reached out to Timpf to talk hoops on his podcast. It was in the middle of that interview when it all made sense. It felt exactly like the camaraderie he enjoyed with his old teammates and friends talking basketball. It was relaxed, fun and what he used to do for enjoyment. The perfect fit had just found Timpf organically.
“It was, ‘this is it,’” said Timpf. “‘This is how I want to do it.’ It was like a moment of clarity. Like, this is the way I want to talk about the game. Fortunately, I was working in real estate at the time, so I was super flexible, so I literally was just trying to fake it until I made it.”
While Timpf was grinding away on his new platform choice, he was constantly putting out his content on social media. For a handful of years, he had used Twitter as an outlet for basketball talk – not because he was trying to build his brand, but because it was his preferred method of sharing his takes during and after basketball games.
“My wife actually played basketball in college but she, like a lot of people, got out of it and was like, ‘actually I’m so sick of basketball, since it’s all I did growing up, that I’d rather not talk about it,’” laughed Timpf.
As Timpf had built up years of basketball takes on Twitter, he also built up followers. Not a crazy amount, but enough to have regular interactions with several basketball fans. He had no idea at the time, though he remembers occasionally interacting with him, but one of his followers in the beginning was Logan Swaim, who just happens to be Head of Content at The Volume.
Being such a huge fan of Cowherd, Timpf was absolutely familiar with The Volume, a company started by the FOX Sports Radio host. In fact, during his first plunge into podcasts, he quickly took note of how much success The Volume was having with instant reaction and video content. He wanted to emulate what they were doing and would host a Twitter Space after each Lakers game.
Swaim kept up with Timpf’s journey and continued to be impressed with what he saw. He was so impressed, in fact, that a video eventually made it in front of Cowherd’s eyes. It was the moment Timpf had always heard about while driving to his job at Verizon. Cowherd was about to make a declaration on Timpf’s abilities.
“I didn’t know it until after I was hired, but they said they played my video for Colin and he knew right away that I could do this,” Timpf said. “That was a huge boost of confidence for me, because it meant somebody I deeply respected believed I could work in this business.”
Timpf made his dream come true. He was offered a job by The Volume hosting Hoops Tonight. As much of a dream as it was when he was initially hired, the experience since has been nothing but ideal for Timpf. He gets to cover his favorite sport the way he wants to cover it.
“When I first started and Logan and I were structuring out the show, he kinda viewed it as my show would be the slower, more methodical pace, where I work through my thought process of a game. And also that I’d be a guest on other Volume shows for more conversational podcasts. I really wanted to break down pick and roll coverage. It’s just going to take me a while, so trying to do that in a debate show format or conversational format can get hard. It’s a place where I can let more of my crazy depth out. And I can also have a side format where it’s more conversational.”
Timpf has learned prep for podcasts is one of the biggest elements to being successful. As Hoops Tonight continues to draw impressive numbers over audio and YouTube, he’s figured out the best method to prepare for a long-form podcast where he’s hosting solo.
“I digest the game from the simple concept of how the game was won,” said Timpf. “Where was it won? There’s 100-something possessions in this game, there’s seven different storylines and several runs and sequences and sways in momentum, but what’s the one? Usually I’ll target that first in the opening segment of the show.
“While I’m watching the game I’ll take ancillary notes. About five minutes before I record, I sift through everything I’ve written down and limit it down to the things I think are most important. But generally the flow of the show is how the game was won.”
The whole experience has been gratifying and a full-circle moment in many ways for Timpf. Not only has it been vindicating to do things his way and see it become a success, but he’s gotten to do it with someone who he considers an idol.
Sure, Timpf always envisioned growing up he would be talking to Cowherd as a pro athlete, but talking to him as a colleague is certainly the next best thing. So when he got the call to talk with Cowherd during last year’s West Conference Finals, he didn’t hesitate.
“I was so incredibly nervous, as you could imagine,” laughed Timpf. “But I immediately remember him making me feel comfortable and confident. It immediately calmed me down.
“This is probably my favorite part of the entire experience, I think a lot of people think that these networks try to shove people in certain directions and The Volume has given me such freedom to cover the game exactly the way I want to and nobody is telling me to say crazy stuff. Nobody is pushing me in certain directions, it’s like total creative freedom. The way that Logan and Colin have been letting me do me, so to speak, has been so cool. To see my version of what I want it to look like makes me feel vindicated for talking about it the way I want to.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.