A couple of weeks ago, I found myself in a spirited conversation about the debut of Nash FM, and why radio start-ups no longer are accompanied by a strong strategy, marketing, and a great plan. Somehow, companies seem to assume that buzz will be self-generating, helped along by social media, the local newspapers, and other interested parties.
And there are times where all of this is true – the right format, good timing, a couple of strong hires, and a good programmer – and it is indeed possible to launch a new station successfully. It happens every month in radio.
But what happened to the days of doing your homework, bringing a strong team together, supporting it all with a multi-tiered marketing campaign, and a message to advertisers that this isn’t just another radio debut – it’s something special.
Every other media vertical does this when a new product launches. From a new TV show to a hot movie to a new phone or tablet, wizened executives realize that marketing your new effort in a time when there’s infinite noise and change is essential.
The fact is that in radio, it still happens. But it’s rare. And rarer still outside of the biggest markets.
That’s why when Connoisseur CEO Jeff Warshaw (pictured) and his team launched The Shark in Long Island last fall, it should have garnered more headlines than it did.
The station is off to a fabulous start, and like that old adage – “Half of my marketing works – I just don’t know which half” – it is impossible to know which aspects of Connoisseur’s plan actually contributed to The Shark’s successful launch.
But consider the following steps the company took and the investment it required:
- Started with research, utilizing Coleman Insights (and later a F.A.C.T. music test) spearheaded by chieftain Warren Kurtzman
- Hired us (led by Ralph Cipolla), but also brought in veteran all-pro Keith Hastings for day-to-day implementation
- Gave the local team (Dave Widmer, Jon Daniels, & others) the flexibility to challenge the strategy, the plan, and the execution
- Brought on Rich Van Slyke to add the voice art
- Had a digital plan in place at sign-on: a solid website, Facebook page, and Twitter account
- Re-designed the existing station van (pictured) to stand out and reflect the brand essence
- Bought, cut, and ran a TV spot that ran immediately after launch
- Developed a pre-launch sales strategy that took a look at the new demographic possibilities and targeted accounts
I may be missing a few of the elements that went into The Shark’s launch, but I have to tell you this old school 360° kick-of was invigorating and challenging. When was the last time someone asked you for some examples of great TV spots for Rock stations?
>EMAIL RECIPIENTS: CLICK HERE TO WATCH 94.3 THE SHARK TV COMMERICAL<
I think the entire team also felt more pressure – that is, good pressure – to be sure we had our bases covered. And perhaps as a result of the investment and care that went into the launch, perhaps we also felt better about its success. And having an involved, enthusiastic owner was a motivator, too.
Many of us have been part of debuts that were simply mailed in. Or we’ve experienced those “Roman candle launches” – a quick run-up followed by the inevitable slide.
I would hope this experience might motivate other owners to approach launches with the story of this proactive, full-scale frontal attack and strategic approach. I have to believe that local advertisers got the message that something special was happening in the market, as well as radio pros around the country who saw what was going on in Long Island and were impressed.
In this case, it was great to be a part of start-up done right. (By the way, the Shark van with the dorsal fin was one of those stylish, cool touches that made this project stand out and reminded us all that it was about the brand.)
I bet many of you might want to have The Shark on your resume.
There’s excitement that comes from a great launch.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Maybe this goes without saying, but it is also important to only embark on a “big launch” in the case of a change that is worthy of such a build up. I was involved in an amazing launch years ago that built for at least a month, maybe more (I came on in the middle of it.)
We produced a TV spot, constant teaser promos, hired a few new people, new imaging… BUT, we kept our syndicated morning show and the music was basically the same format as before, just tweaked. The results were predictable: Big ratings in the first book followed by a sharp drop off when listeners realized that there was no big change —They woke up to the exact same morning show and no music on that show to show them that there was a difference. A new name and logo does not a format flip make.
Fortunately, as people realized that the station was better (if not in a big way) ratings grew organically.
However, in the case of Nash FM, that should have been the even of the decade in my humble opinion.
Thanks for sharing your experience and commenting. I think everyone in radio has been part of launches that have been less-than-spectacular and thus, forgettable. Of course, the memorable ones are the debuts that were smash hits.
WBIG in DC in ’93. Full staff rehearsals for two weeks prior to launch, TV roadblocks, huge direct mail, complete sales strategy, pre-planned promotional events and contesting, etc. But this was before websites so we did not have all the digital tools at our disposal. We took the market by storm and held on for about 10 years.
But, we spent money to make that happen. The one thing ownership demanded was greatness. That was our goal. Sadly, I wonder how many new product launches in radio think in terms of greatness. It seems the team at The Shark did factor that into their process and for that I applaud them!
Steve, thanks for the story. And interestingly, the station is on the air today. Of course, that launch is now 20 years old – and in those days, many stations went all out. Appreciate it.
And isn’t that the point of your post today? Radio does not do that anymore. We do not commit the resources necessary to truly cut through the denser clutter consumers must wade through in today’s culture.
Read your article on the fully staffed launch …it is standard operating procedure for my company …we only launch whole …with a marketing plan ….we have had 3 new launches in the past 4 years, all fully staffed and ready on launch day
Quaker oats would never launch a new product by putting half a box of cereal on the shelf and say “if you like it we will give you the while box…” Why do we think we can?
Thanks for weighing in, Chris, with more ammunition about the importance of a well-supported launch. Thanks for reading our blog and contributing to the conversation.