Remember when in-house marketers were primarily focused on traditional media and needed help navigating the digital and social media landscape? Well, the tables are turning! 

The rise of digital-savvy in-house marketers is opening up exciting opportunities for radio ad salespeople. As local businesses increasingly invest in digital marketing, some are fiding they need your expertise in radio advertising.

Borrell Associates has released their latest Business Barometer, and included in the findings was a slight but noticeable shift favoring traditional forms of broadcast media. Let’s dive into how sports and news radio ad salespeople can leverage this shift to target businesses with proficient digital marketing people on board who may need to know more about the potential of radio advertising.

1. Digital-Marketing Trending UP!

Borrell Associates’ recent findings indicate that businesses are increasingly proficient in digital marketing. They are adeptly managing their websites and social media channels, driving results through online campaigns. However, this digital surge doesn’t necessarily translate to expertise in traditional media, such as radio. Hey, do you know a business like that? And make sure you know of an outsourced digital agency you can refer who can handle your clients’ digital and social media for very few dollars. You can help manage the rest of the budget! 

2. Target In-House Buyers

Make a list of businesses you know that have in-house people who are digital-oriented or younger owners who handle mostly digital advertising independently. Or, how about the in-house marketing person who only takes on marketing initiatives like events or sales promotion and knows nothing about advertising? Get ’em! 

3. We create demand

One of the unique selling points of radio is its ability to generate demand and send more customers to Google or your client’s website. Digital marketing can often direct buyers seeking a specific purchase but can’t create lasting impressions and build demand and loyalty like your station. Use this advantage to demonstrate how radio can reinforce the brand story and enhance the effectiveness of digital campaigns.

4. Surround the listener

Recognize that businesses with digital marketing expertise may want holistic solutions. Sell packages that combine digital and radio advertising. Include your streaming endorsements with social media and geo-fencing. They get it and will be impressed with reaching their target audience across multiple touchpoints.

5. Be the Teacher

Your prospects may be experts in digital marketing, but they might not fully understand the potential of radio advertising. Take on the role of an educator. Provide resources, case studies, and success stories that showcase how your station and radio have boosted digital-savvy businesses’ results.

6. 1+1=3 for Creativity

Collaboration is key when working with clients with a digital marketing team. Involve them in the creative process of writing and producing radio ads. Creativity could be their strength, and they will bring fresh perspectives to your production.

The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU. Maybe your client is struggling with their digital strategy. Imagine that now they may be seeking you out to help them understand what they have already read about buying radio advertising. It’s time to adapt your approach and position radio as a complementary and powerful tool in the digital marketing person toolkit.

Two of the most talked about media stories of the past couple of weeks intersect in the form of one legendary NFL head coach – Bill Parcells. 

In the wake of Aaron Rodgers’ potentially season-ending Achilles injury in Week 1 of the NFL season, many media pundits harkened back to 1999 when then-Jets quarterback Vinny Testaverde suffered a similar injury in the first game of the season. Like Rodgers, Testaverde was a veteran signal-caller looking to bring the long-suffering Jets to a Super Bowl. 

One week after Rodgers’ injury, Los Angeles Chargers Head Coach Brandon Staley was in the media mechanism for an exchange with a reporter after his club fell to 0-2. Staley took issue with a query about whether the team’s monumental playoff collapse last season versus Jacksonville has carried over to their slow start this season. 

ESPN’s First Take included video of Staley’s comment on their September 19 show building it up as some rash, heated interaction between coach and press. It was not. In fact, Staley merely directly answered the question asserting this season has nothing to do with last season. 

Both of these headlines find common ground in the person of Bill Parcells. Parcells was the head coach of the Jets in 1999 when Testaverde’s season ended in that fateful game vs. New England. In addition, he was notorious for some truly vitriolic run-ins with post-game reporters. 

Forget about Staley or even the infamous press conference rants of Jim Mora (“Playoffs!?”), Herm Edwards (“You play to win the game!”), and Dennis Green (“Crown ‘em!”). To the media, Parcells was Armageddon, Three Mile Island, and Hurricane Katrina rolled into one. Never has there been a football character so inexplicably loved and despised. 

In New England, Parcells’s arrival as head coach of the Patriots in 1993 signaled the turnaround of the franchise, but fans refuse to vote him into the team’s Hall of Fame because of his unceremonious jump from to the Jets after the 1996 season. 

When that happened, Parcells again grasped the media spotlight stating, “If they want you to cook the dinner, at least they ought to let you shop for some of the groceries.” He was referring to new owner Bob Kraft taking final say personnel decisions away from Parcells.

Like him or not, Parcells, known as The Tuna, rejuvenated five NFL franchises. The New York Giants were a mishmash of Joe Pisarciks and Earnest Grays before Parcells turned them into two-time champions.

Patriot fans actually cheered for the likes of Hugh Millen and Eugene Chung until Parcells came to town and brought in players like Drew Bledsoe, Ty Law, Willie McGinest, Adam Vinatieri, and Tedy Bruschi, laying the foundation for a dynasty.

And the Jets? They were living off the fumes of Joe Namath’s Brut 33 until Bill Parcells constructed a team that went from 1-15 in 1996 under Rich Kotite to 9-7 and 12-4 in 1997 and 1998 respectively with Parcells. 

The Cowboys were 5-11 under Dave Campo in 2002. The next year, they went 10-6 with Parcells. Miami was 1-15 in 2007. The next year, with Parcells as executive VP of Football ops, they won the AFC East with an 11-5 record.

The Catholic church has its Apostle’s Creed. Those who follow the gospel of The Tuna have A Parcells Creed, and it goes as follows: I believe if a reporter asks Parcells if he outcoached a colleague, that reporter will be called a “dumb ass.” I believe that the media are “commies” and “subversive from within” as Parcells once labeled them.

I believe in using the media to denigrate young players to keep their egos in check. After Jets QB Glenn Foley had a solid preseason performance a few years back, the New York media surrounded the redheaded QB as if he had won the Super Bowl. 

Parcells walked right in front of Foley and sarcastically asked, “Do you mind if I get past Sonny Jurgensen over here,” referring to the similarly redheaded Redskin quarterbacking legend.

In 1995, when all of New England was agog over a rookie running back named Curtis Martin, Parcells slyly commented to the press, “Well, we’re not carving his bust for Canton just yet.” And of course, there was the late Terry Glenn. When asked how the former Patriot wideout was recovering from an injury, the Tuna spouted, “She’s doing just fine.”

Parcells’ stints as a studio analyst on ESPN, although insightful, seemed out of place. He would sit there, dressed in a dark blue suit talking strategy with fellow ESPN gabber Steve Young. Honestly, he looked like a rotund funeral director searching for someone to embalm.

Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter. 

I interviewed Boston media personality Steve DeOssie about Parcells. DeOssie was the defensive signal caller for the New York Giants (1989-93) when Parcells was the team’s head coach. He again played for Parcells in New England in 1994.

He told me, “Parcells realizes that the media is the enemy. Let’s face it, the media cannot do anything positive for a team, but they can put stuff out there that could lose a game. The bottom line with Parcells is whether it helps his team win.”

“He loves the camera and the camera loves him. He enjoys that part of the business. The media can spin it any way they want. Parcells does not suffer fools gladly and a lot of media types don’t like being called out in press conferences.”

Another Boston media legend also gave me his reflections of Parcells. Bob Lobel is the most revered sports anchor of all-time in New England. He stated, “I did a one-on-one interview with Parcells awhile back. He is so down to earth yet has this aura. It’s easy to be in awe of him.”

The national perspective is similar. When Troy Aikman was an analyst for FOX Sports, the current Monday Night Football color commentator credited Parcells with restacking the Cowboys’ roster and bringing winning back to Dallas.

When asked about playing for Parcells with the Jets, FS1’s Keyshawn Johnson offered, “He taught me how to do things, how to pay attention.” 

Even people whom Parcells fired maintain a respect for him. Sirius NFL Radio’s Pat Kirwan was the director of player administration for the Jets when Parcells arrived in 1997. 

Kirwan told me, “Parcells rebuilds a franchise from top to bottom. He evaluates everyone from the trainers to the doctors to the equipment guys. In 1997 when Bill came to the Jets, I knew I was qualified, but I also knew that Bill would let me go.”

In a September 12, 2023 story, New York Post reporter Brian Costello interviewed Parcells about the Rodgers injury. 

This master of media mind games famous for the quote, “You don’t get any medal for trying,” revealed his visceral core telling Costello, “You are charged with winning games under any circumstances … They’re not canceling the games. They’re not canceling them. You’re coaching them. It’s your job to get your team ready to play to the best of their ability.”

The internet was abuzz last Sunday when CBS NFL play-by-play guy Ian Eagle dropped a tremendous pop culture reference on air. During the Kansas City/Jacksonville game, Travis Kelce of the Chiefs caught a touchdown pass like he normally does. You’ve probably heard by now that Kelce and Taylor Swift have been linked romantically and Eagle took full advantage after calling the touchdown. 

“Kelce finds a blank space for the score,” Eagle said referencing the song “Blank Space” from Swift’s 2014 album 1989.  

A timely reference in the sense that the possible relationship is fresh in people’s minds and Swift has been top of mind recently with her ERAS Tour. It was a mention of something that many, many people would understand. Oh, and Kelce catches a lot of touchdown passes too. 

“Clearly it pays to be a Swiftie.” Eagle told me via email. “My phone blew up after the Kelce touchdown grab, and the last thing I wanted to be was the ‘Anti-Hero.’” clearly Eagle can’t help himself.   

I asked Eagle if that was something he specifically prepared for that moment? 

“After all of the Swift/Kelce gossip last week, I knew going into the Chiefs/Jaguars game antennas were up.” Eagle said.  “I don’t plan on anything specific but I do come prepared if situations arise, and when Patrick Mahomes hit his TE in the endzone it felt like an opportunity to tag the call.”

For those that watch Eagle on a regular basis, be it on a basketball or football telecast, this isn’t something new.  

“I’ve always tried to sprinkle in some pop culture references when appropriate and have learned to trust my instincts.  Of course, you run the risk of alienating a segment of your audience if you go the esoteric route, but this felt like the right line and the right time.” said Eagle. 

Every play-by-play announcer tries them, to varying degrees of success. If it’s a good reference, the internet will explode. Conversely if it is not, you guessed it, the internet will also explode. The professionals know when the time is right and clearly Eagle was spot on. 

“When I heard from my sister (who is not a big sports fan) I realized it had crossed over into the mainstream, a reminder that you never really know what’s going to resonate with viewers,” he said. “At this particular moment you can’t go wrong with Taylor Swift.”

That is very true. So, when should you try it and when shouldn’t you “go for it?” It’s not a cut and dry case. I like it when I hear a really good reference,. There is always room in a broadcast for a little levity, but don’t let the comedy overrun your broadcast. Pick and choose the moments carefully. 

It’s also different when you’re broadcasting a game than it is during say, a television or radio sportscast. There is no script when it comes to play-by-play. 

I’ve tried it in both roles. In 2015, I was doing television games for the University of Wisconsin-Milwaukee. Before the game the crew and I were talking about the movie, The Big Lebowski, a cult classic. 

They dared me to work in as many lines of the movie as I could in the broadcast. I thought, “yeah, this is going to be easy.” It really wasn’t, I worked in 8 lines and to tell you the truth, I’m not sure how many landed. 

It’s hard to really know. The crew laughing in your headset is not a true indication, because they were in on it. Viewer feedback was non-existent. Would I try that again? Probably not. 

Every year for the last 4, on Oscar Sunday, I do an “Oscars themed” sportscast at 11am. I work in the titles of all the movies up for Best Picture into the framework of my sports. For example: 

• “The Madness of March continues today with more automatic bids going out with EVERYTHING EVERYWHERE ALL AT ONCE on the line to get to the NCAA Tournament.”

• “Cubs faced the Dodgers and beat them 5-2…the win helped Chicago sports fans avoid a TRIANGLE OF SADNESS after the Hawks and White Sox lost their games.”

I do this ONCE a year and the feedback from listeners has been great. It’s a nice challenge and change of pace for me. It entertains the audience as well. It’s current references tied to an event that is watched by many, many people. 

Eagle, in his CBS broadcast, didn’t force the reference in there. He picked a spot, knew the relevance and went for it. That’s another key. Make sure the reference fits the moment. Don’t just go using pop culture just to use it. We’ve talked a lot about that in previous columns, regarding other things as well. Make sure the reference isn’t coming at a critical time in the game. 

Some broadcasters make pop culture part of their play-by-play calls. Randy Moller did it with the Florida Panthers several years ago. He spent 8 seasons with the Panthers and would yell out references to movies and television shows on some goal calls. 

• “Mommmmm! The meatloaf! Panthers with a power play goal they get a 1-0 lead!”

• “Another shot by Moore! He shoots he scores! Time to make the donuts!”

Moller is now the team’s television analyst, but he would delight fans with those radio calls. But Moller was also careful. He wouldn’t fire off a Wedding Crashers line on every goal. No, the pop culture references were uttered after a goal when the Panthers were out of a game. Makes sense. 

Don’t overload a broadcast with the things not everyone in your audience will understand or appreciate. Don’t overload the broadcast if it overshadows the game you’re broadcasting. 

I mentioned earlier about it being a little easier to work in movie lines, television show lines and song lyrics into a scripted sportscast on radio or television. Some local tv anchors have had ‘theme’ nights over the years. Where they try to work in references to a movie or a show, in the flow of that day’s sports news. In scouring the internet, there was one example that I had forgotten about but is worth remembering. 

In 2016, then Louisville sports anchor Adam Lefkoe (now of TNT) worked in 41 “Seinfeld” classic lines in a 5-minute sportscast. He used Twitter to crowd source the lines and he wove them in as easily as George double-dipped his chip. It worked. It was funny and made sense even within the framework of the cast. It was a bunch of ‘mainstream’ mentions. “Seinfeld” was one of the most popular sitcoms of all-time. Pretty much everybody, young, old and in between saw the show in first run or reruns. All of the references landed because it was familiar and known, not stuff buried in a ‘cult classic’ that only a handful of people would understand. 

Comic references can be a great thing, but as I’ve pointed out, in the wrong hands, can flop in a big way. You have to know your audience. You have to make sure the reference is clear and known by a large amount of people, otherwise it’s useless. Don’t drop lines to amuse yourself or your crew, the game is not there for only your entertainment. Make sure the viewers will find it funny too.  There is room in a sports broadcast for comedy. Just don’t go overboard. Have a feel for the game and the situation. Understand your audience as well. If comedy is your thing, remember just like in stand-up, timing is everything.