Meet the Market Managers: Steve Wexler, Good Karma Brands Milwaukee
“I think the good programmers have a vision and they have a sense of the brand, but they also want to get better all the time. Hopefully, I help them do that.”
It took Steve Wexler a long time to find the right man for the job when he was looking for a new PD for WTMJ and ESPN Milwaukee. He was in no hurry, and why should he be? The guy has as strong of a programming background as anyone.
Wexler came up in the radio business through the programming side of things. Now, he is the market manager for Good Karma Brands’ Milwaukee stations. He has experienced plenty of wins and a few losses too in one of the country’s most competitive sports radio markets.
In this conversation, presented by Point to Point Marketing, Steve and I talk about losing the Packers, serving advertising categories that have been forever transformed by the pandemic, what matters most in a station’s digital offerings, and so much more. Enjoy!
Demetri Ravanos: I want to ask you about your approach to working with programmers. Obviously that is how you came up in the business. So how do you balance sharing your own knowledge with letting the person you have hired now conceptualize and execute their own vision for a station?
Steve Wexler: Great question. I mean, I guess the quick answer is when I was a programmer, I know that the best dynamic I had with a general manager was somebody that could make me better, not to steer the car necessarily, but to make me better, which might mean ideas, it might mean critique, it might mean praise.
I hope what I’ve done over the years since I came up through the programing ranks is help the programmers around me think critically, evaluate programming, and provide ideas. I’ve worked pretty hard not to grab the wheel because when I was a young PD, I didn’t really want somebody grabbing the wheel, but I sure as heck wanted help driving.
I think the good programmers have a vision and they have a sense of the brand, but they also want to get better all the time. Hopefully, I help them do that.
DR: Because that leap from programing to sitting in the big chair is becoming more common, did you have guys reach out to you from other markets to ask about what the experience was and what it is like to go from solely worrying about programming to overseeing an entire building?
SW: Yeah, I’ve had the chance to talk about that with people at some of the industry conferences. I will tell you that I think that “big chair,” as you call it, has less to do with whether you came up through programing or sales or marketing or whatever. I think it has more to do with whether you’ve got a sense of strategy and at the end of the day, whether or not you’re a leader. There are great leaders in programming. There are great leaders in sales. There are leaders all over our organizations. Really good companies start there and develop and groom leaders who understand our business and aren’t too worried whether they came up as programmers or sales managers.
DR: So as a sports radio market, Milwaukee has a lot of options. Let’s put programming to the side for a second. In terms of standing out with clients, with partners, what is the strategy to make sure that when your sellers are on the streets, they can differentiate or they can tell people what makes ESPN 94.5 different from the Audacy and iHeart brands in the sports radio space locally?
SW: You know, it’s interesting. We don’t spend too much time in our company worrying about or thinking about the other sports brands. We have a ton of respect for them.
Our view is that the boats all rise with the high tide. So we like a very robust, active, successful sports marketplace. We think that’s good for everybody. And it’s interesting. I don’t think I’ve ever spent less time really thinking about my, “competition.”
We know they’re there. We’re aware of things that they’re doing, but our view is that if we overdeliver for our partners, if we give them tremendous value, if we give them great ideas, if we execute and activate seamlessly and flawlessly, then we know we’re going to be successful. So we really don’t spend time comparing ourselves to the others, not out of arrogance, but more out of a real sense of partnership with our advertisers.
DR: Speaking of those advertising partners, I am guessing it is no coincidence that WTMJ and ESPN 94.5 fit together like puzzle pieces when it comes to sports programming. Is that how you have sellers talking about what you can offer new clients?
SW: Well, we definitely like the fact that there’s so much we can offer in our portfolio. I mean, we have hospitality. We have the Tundra Trio, which are homes that we own and operate up in Green Bay. We offer our ESPN Digital exclusive products, our news talk on WTMJ, our play-by-play with the Bucks, Brewers, and Marquette. Of course, we have the talent that’s on these stations that all do the endorsements.
So yeah, I mean, we definitely have a market that is designed strategically to do what you just described, which is to really take partners’ needs and solve them in a big way.
It is our belief that to differentiate today, you better have content that is not easily replicated given the amount of choices people have. I mean, you were talking about competition a moment ago. The competition is worldwide, right? So we have an intensely local focus, a real laser focus on making sure that partners who we work with hopefully come away with such a great experience that they can’t imagine going anywhere else.
DR: Unfortunately, I do have to ask you about the Packers play-by-play deal. Would you mind telling me a little bit about the conversations you were having and the strategizing you did that moment you realized that the door was closed and that the team would not be back on WTMJ? How quickly did you start thinking about what this meant from both a ratings and revenue standpoint?
SW: Look, we’re huge Packers fans and we have been since 1929. We are today. We always will be. And quite frankly, we’re going to be doing some amazing programming around the team this year on WTMJ and on ESPN and with our hospitality at the Tundra Trio. All I would tell you is that the model changed from us running the network a couple of years ago to the Packers, obviously well within their rights, running it themselves.
Our view is that we love sports. We love all of it. We’re obviously going to be all about the green and gold this year. I think at the end of the day, we have to do what’s right for our partners and for our business and frankly, for our teammates. I like to say they lost us, not we lost them because, you know, the big signal is obviously going to be an issue. They’re going to do just fine, and the folks at iHeart will take good care of the franchise. And we’re going to be there with amazing programing, including Brett Favre. We just signed him to an exclusive deal with us for this coming season that we’re very excited about.
DR: So I want to talk to you about another station in your building, 101.7 The Truth. When you launch a format like that, what did you need to learn or maybe understand better before you could properly support that staff as the leader in the building?
SW: Yeah, what a great story that is. I’ve launched a lot of formats over the years in the different stations I’ve been involved in. This one was definitely the most unique for a number of reasons. One is we were right smack dab in the middle of the pandemic lockdown. So, you know, business conditions in the markets were not great. People really weren’t innovating and creating and building. At that time, we were all just sort of holding on for dear life.
We’re very fortunate to have a founder and CEO (Craig Karmazin) who really doesn’t play from a position of defense. He plays from offense and “what’s the best thing for the company long-term?”.
He came to me a couple of days after the George Floyd murder in Minneapolis and said “Wex, shouldn’t there be a really well-resourced, local Black talk station in Milwaukee? There’s some different choices here, but there’s nothing that’s really local that has outreach, that’s resourced to really reflect the community.” And I said, “Well, I know people have tried it over the years.” And he said, “Well, look, we’re a locally owned company. We believe in being here in the long term. Why don’t we do that?”
I’m thinking, okay, we’re in the middle of a pandemic, right? And I’ve never built a Black talk station from scratch.
I said, “Well Craig, we’re going to need to start with a staff. We’re going to have to really get the people who can do this,” because I was concerned, if you do it wrong, it could be worse than not doing it at all. I didn’t want to come up with a poor version of this.
I was fortunate to be able to find an African-American general manager, Cherie Harris, and program director, Kyle Wallace. We went and found talent that we had to recruit either virtually or off-campus.
We didn’t even have a signal! I mean, I said to Craig, “You know, one problem is we don’t have a place to put this”.
DR: It’s just a small problem, right?
SW: Small, a small problem.
Craig said, “Oh, well, I’ll figure that out.” And of course, a couple of weeks later he says, okay, I got a signal. So, you know, we went and built a logo and a brand and we got the team together.
I remember the meeting where we were deciding on the name of the station and the team said, “we want to call it The Truth because we want this to be raw. We want it to be authentic. We want it to be real. Let’s call it the truth.” And I said, “Guys, we can do that, but we’ve got to be careful because that’s a big word. You know, we’re setting ourselves up here with ‘The Truth'”. And they said, “Well, it’s our truth and it’s going to be real and it’s going to be honest.” So we went with it.
That was, gosh, a year and five months now. And the station has grown. It’s winning significant awards locally and statewide and nationally. The business is really starting to gain traction. I couldn’t be more proud of that team and what we built from very, very humble beginnings. We didn’t have a signal, we just had an idea. And here, a year and a half later, we’ve got a bona fide, important voice in our community.
DR: We talk all the time on our site about the lack of diversity in leadership in sports radio. I think you could probably say the same for news talk. Certainly, you want The Truth to be able to continue to serve the Black community in Milwaukee, but I wonder if you’ve had conversations with Ryan Maguire and others in the company about maybe using that station as the incubator to then create that diversity in those other formats.
SW: Yeah, it’s a great question. I mean, we saw not only the opportunity to build that Truth brand, but we really did feel it was important to have a diverse workforce in our building. I’ll give you a great example. Not this season but the year prior, the Milwaukee Bucks go to the NBA Finals. We have a huge championship parade in Milwaukee. Our team, and I’m not sure we would have thought of this a couple of years ago, our team got together and put together a three-station championship parade, triple-cast. We mashed up The Truth talent, the ESPN talent, the WTMJ talent.
So imagine this. You’ve got a program where we’re providing live coverage of the championship parade for the Milwaukee Bucks, and you’ve got the morning team from the Black talk station on the air with the ESPN team on the air with the WTMJ team all at different locations around the city. I will tell you, it was one of the most amazing days that I’ve been part of. Not only did I think we did a really great job and captured the day, but you heard voices you would not normally have heard and perspectives that you normally would not have heard.
Remember when the Milwaukee Bucks wouldn’t come out of the locker room? That one night after the Kenosha police shooting? The perspectives we were able to share were just different from what we normally would have had.
The Truth team, it is not uncommon to hear them on WTMJ. It’s not uncommon now to hear the WTMJ team now on The Truth, which is really fascinating. So I love the fact that we can now, you know, whatever you want to call it, cross-pollinate, inform each other. I think we’re all better for hearing more diverse points of view and we’ve certainly created that.
DR: So I want to ask you about something that your colleague, Sam Pines, has said to me many times. Whenever we talk about ratings and the Good Karma stations, he’s very fond of saying that “a ratings point never bought a cheeseburger,” right? It’s something I’ve heard other Good Karma market managers repeat too. But there’s a difference for you. You guys in Milwaukee do use ratings. I wonder if that changes the standard for what success is at your cluster versus the rest of the company?
SW: You’re talking to a guy who came out of a more traditional world, right? I ran a radio group for E.W. Scripps, a large, publicly-traded company. Things like ratings and being more attuned to cost per point was definitely part of how I grew up in the business.
I do look at the ratings. I’m aware of them. I want to know, at least based on Nielsen’s methodology, you know, whether I’m growing or whether we’re stalling. I’m with Sam though. Our partners do not call me and ask me, “hey, what are the ratings at 3:00 in the afternoon?”. They’ll call and say, “Hey, do you guys have any ideas to help me grow my business or help me solve the problem or help me build my brand?”. And if I could do that and do that really well utilizing our digital broadcast and event assets, I don’t care what the rating was in the afternoon.
You know, I’m a fan of being smart about the market and being well-informed and knowing what the ratings maybe are telling me in terms of which way the wind is blowing, but we don’t rely on them to make our strategic decisions about the things we’re going to do.
DR: So I want to ask you about your advertising partners because a lot of businesses have changed with the pandemic. I wonder from an advertising standpoint, are there any sectors that you see that seem to be changed forever, business categories that you’ve had to completely change your strategy?
SW: I would say the health sector for sure. Not only was there a greater need that is continued, but I think for them that sense of information and helping the public just be smarter was a change that we saw during the pandemic that has continued. You know, what they tell us is “help us inform as opposed to try to sell you a colonoscopy.”
I think this plays to audio’s specialty. I mean, if we’re able to provide information, some of the other categories that are similar are like finance will see the benefits of that model. We’re in times right now where there’s a lot of head-scratching about savings and retirement coming out of the pandemic, especially right now with inflation and the stock market. A lot of our partners are saying, can you help us inform the market and help people be smarter about their money and their health? So I think any partner, any advertising category where information is power is definitely a change we’ve seen and stations like ours are in a perfect position to take advantage of that.
DR: So along the lines of things changing with the pandemic, obviously more and more listening has moved to streaming in the last two years than ever before. Have given any thought to what a station’s app needs to be now? Are there things that we can all be doing better or services that make sense to provide beyond just on-demand listening?
SW: I think I would say that there are always features and I guess other ways to engage that might be good. But I will tell you, sometimes we’re so quick to decorate the tree. I think it was A Charlie Brown Christmas where he’s got a little tree and he puts all those ornaments on it and the thing falls all over.
Early on, I think we all were like, “oh, we can have like instant engagement, we can have polls and we can create fireworks when you hit that button.” And what we’ve noticed is that when you make it really easy, it pays off. First of all, let’s assume the content is compelling and good. I’ve said for a long time, I worry to some degree that we talk a lot about the technology, as well we should, but if we’re not focused on the content, I kind of think the technology might not matter.
You know, a lot of us, years ago, realized that with ad insertion, I think the accountants must have come up with that idea, not the broadcasters in the room. The listening experience, at least in my world, was not very good. You know, shows would get joined in progress and you’d miss 20 seconds because we had these clunky ad insertions.
If I’ve got an hour, I’d rather spend 50 minutes of that on making sure our content is as great as it can be, and we’ll spend the last 10 minutes on making sure it is a great listening experience for the fan.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at DemetriTheGreek@gmail.com.
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 email@example.com 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.