Q: What is at the top of your to do list?
A: In the last month since taking on the role, I've managed to sort out a number of fundamental issues to help lay a solid foundation with promotions across both stations. My focus now is to meet more of our talent and get to understand their concerns and the challenges they face. I'm streamlining operational processes, and that helps producers and presenters make 'radio magic', and of course I'll be meeting and delighting more of our clients.
Q: What is your main business challenge?
A: It's creating the most effective (on-air and off-air) radio promotions and competitions. Just one competition must simultaneously achieve one or more of the strategic programming goals at each radio station. These include: positioning the format of the station and defining the station and the client's USP.
Promotions also help in setting tune-in appointments, boosting audience and driving market share. The client plays a pivotal role in every promotion and must stand out as the hero. Radio promotions generate publicity, create brand awareness, and increase the clients brand recall. Yes, radio is still a mass media, but it's still really good at mobilising audiences, entertaining listeners and in turn supporting local communities. Another challenge in radio is consumer data and how we use this intelligence to understand the audiences we broadcast to and entertain, both mass and niché.
Q: Most important attribute needed to do your job?
A: Being organised. Radio is fast-paced, and quick turnarounds are not just a norm, but expected. Radio is agile and creating effective promotions for clients is vital. You have to be an exceptional planner, because it's important to know what campaigns are on-air, what's coming up and what could potentially be booked, so that we can make each promotion stand out and be of maximum benefit to the client.
Q: The biggest trend to note in your industry?
A: The biggest trend right now is gaining audience insights. Radio has huge data at its disposal. East Coast Radio and Jacaranda FM are working to analyse our audiences that engage with us, from individuals that attend our events, to someone who takes part in our promotions. This information becomes invaluable in targeting niché audiences. Video is now a substantial component of radio, and there is a massive increase in our audiences who want to see what happens 'behind the scenes' at a radio station. Video has become a key component for most campaigns and its convergence with social media and radio is vital to our clients. Our proposition of listening to the radio, watching the content and sharing it, is an important filter in all that we do, including promotions.
Q: Is there still a future for radio?
A: Without a doubt. Radio isn't going anywhere and because it's so agile, it's adjusting all the time. Apple wouldn't be working so hard on setting up their own radio stations on iTunes, like Beats1, if there wasn't a future. Radio is now fighting in the same space as Facebook, Google and Amazon in terms of targeted advertising, but it's still strong and highly relevant.
Q: What do brands need to know about radio in the digital-dominant communications landscape?
A: Simply, that it all works so well together. The old adage that "radio is the only medium you can use while doing other things" still rings true. The position of social media and mobile is such that the screen you are faced with is the screen that demands your immediate attention and focus. You can't do anything else. Radio is incredible at amplifying all sorts of messages, and because of its immediacy, it's the only relevant mass media. It enhances social media, directs audiences to view websites and really does mobilise people to take immediate action. Radio integrates with digital, and it's the reason radio is also working in the app space on mobile platforms. Digital isn't taking over by itself, people still need direction, they still need to be disrupted. Radio and digital work hand in hand in achieving this.
Q: How will you make an impact?
A: My passion for radio will definitely impact my team and the group. The two radio stations are poised with massive station promotions that will be rolled out over the next year. I am planning and implementing these carefully with the clients concerned. They need to cut through and stand out, I'm here to help maximise their campaigns.
Q: What inspires you?
A: I'm a little obsessed with radio, I really am... I get excited about the sound and execution of a radio promotion or a competition. I love the way an audience responds to the offer, how they react to a call to action and a prize, and what people will do to win. In all honesty, the work I do inspires me.
Q: What are you currently reading for work?
A: 'Lessons from the boot of a car' by Reg Lascaris.
Q: At the top of my 'bucket list' is...
A: I really need to travel more with my family...
