What the Heck? 2/24

A winning team helps. K-State affiliates shared their success stories with me last week during my travels in Wildcat country. Loyal listeners and satisfied sponsors applaud the K-State program and appreciate local radio for carrying it, stations told me.

Obviously, we have our storied programs whose fan retention is jaw-dropping. And, we have the teams that maintain their fan bases because they’re just that good – always. But where, when and how does the bandwagon affect take place?

With the NCAA Tournament approaching, what fans will come out of the woodwork to support their supposed beloved? More importantly, can we translate any of this into revenue?

I’ll take K-State and Missouri, for example. The brimming excitement and constant buzz surrounding these teams’ tournament potential is undeniable. Plus, the winning records are here to stay. Each team has talented youth, touted coaches and tenacious energy. They’ll be good next year.  

People are paying more and more attention, which means so are your prospects.

Let’s start recruiting. Let’s start recruiting post season billing and annual deals beginning with the 2010-11 athletic season.

A Conference, NCAA or NIT Tournament gives new sponsors a chance to be part of the broadcast. Finally, they can tap into the hype and be the backdrop for something big.   

A post season package also offers the opportunity for your station to demonstrate how radio – sports radio – can achieve marketing goals for clients. Especially in first rounds of the NCAA Tournament. Recall, many games are played during the day while people are at work. Often, entire games aren’t even televised in particular regions. So for fans, loyal or bandwagon, radio is required.

Likely, these four, five, six or more games will give Mr. Sponsor a sweet taste of your station and his future role as a Network sponsor. Now, do you have room in local avails next season? Can you make some? Did your price just go up? The process has only begun.  

Want a post-season one-sheeter to hit the streets with? Ask me. bheck@learfieldsports.com