Dan O'Day's Radio & Voice Over Seminars
POSITIONING YOUR RADIO STATION
by Randy Michaels

102-Minute Audio Seminar; Instant Download!


Personal recommendation from Dan O’Day:

Dan O'Day

This probably is the best radio seminar ever
presented. Download it now. If you’re a real “radio
person,” I promise you’ll listen to it again and again,
for years to come.

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Click on player above to hear a sample.

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

andy Michaels is the most brilliantly competitive person I’ve ever
met during my entire radio career. He’d rather sever a limb than lose
a single ratings point to a competitor.

He’s responsible for some of the most extraordinary radio successes
in history.

He started in radio as an engineer. Back then, nobody ever heard of
him.

Then he became a disc jockey. Still, nobody ever heard of him.

It was when Randy became a program director that, suddenly, lots of
people started hearing about him.

Incredible, come-from-behind ratings successes against bigger, more
powerful, richer competitors.

His success took him to the top position in Jacor Broadcasting.
Jacor was a name to be feared — unless, of course, you didn’t work
in a market where you had to compete against them.

Example? You might have heard about this legendary feat. It really
happened:

Jacor bought a station in a Top 25 market, and Randy targeted the
Number One, supposedly “unbeatable” heritage station there.

Until then, no other company had even dared go up against that
station.

His station aired promos demanding that the #1 station pay the Jacor
station one million dollars — or Randy’s station would change formats
to compete directly with the #1 station.

Probably they should have paid the million bucks. Randy’s station
wiped out the #1 station in a single ratings book.

Because the leaders at the #1 station didn’t understand the
art of Positioning,
they did pretty much everything wrong in
trying defend against Randy’s attack.

The ultimate result? It was the (formerly) #1 station that ended up
changing its format!

This incident is detailed in the audio seminar that every radio station
programmer and every radio station manager needs to hear.

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

Who Needs To Learn From This Seminar?

Anyone who programs and/or manages a radio station in a
competitive market.

If you have competitors, download this audio seminar right now.

(And hope that your competitors are too complacent, too lazy, or too
busy resting on their laurels to learn the principles of Positioning as
they apply to radio...
from the master himself.)

Who Doesn’t Need To Learn From This Seminar?

If you don’t have any radio competitors — and know that you’ll never
have any competition — then I can’t honestly say that you need to
hear this.

So if you’ve got a guaranteed, exclusive monopoly on your radio
market — no competition allowed — you don’t “need” this audio
seminar.

But If You Have Competitors…

Randy will personally walk you through the building blocks you need to create a winning radio station:

  • Radio: A Zero-Sum Game

  • What Is Marketing? (Very few radio people can correctly answer
    that question.)

  • Consumer-Focused Marketing

  • Radio: A More Difficult Business Than It Used To Be

  • Satisfying Your Two Sets of Customers

  • How (And Why) To Think Like An Owner

  • Fun & Games: The Secret

  • Packaging

  • The Delivery System

  • The Price/Value Curve

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • Your Station’s Unique Selling Proposition

  • Playing (or Not Playing) The Cost Per Point Game

  • Your Station’s Character

  • The Four Positions of War

  • Principles of Defense

  • Principles of Offense

  • Principles of Flanking

  • Guerrilla Principles

  • The Five Elements of Product Adoption

  • Your Quarterly Marketing Plan

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • What To Do When You’re Outgunned

  • Hot Medium vs. Cold Medium

  • Confusion Benefits The Leader

  • When You’re The Little Guy

  • Seizing A Position

  • Art, Science and Research

  • Where your station’s marketing must begin.

  • The importance of understanding your market’s competitive
    matrix.
    (Randy explains the concept and gives concrete, specific
    examples of exactly how and why this is so important.)

  • Why “trying to change someone’s mind” with advertising almost
    never works

  • The intangible element that comprises the majority of the actual
    value of your station

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • Why and how a station manager needs to educate the program
    director

  • Why and how a program director needs to educate the station
    manager

  • Exactly how the use of competitive “fun & games” can damage
    your own station


  • The best position for you to own on the “Price/Value Curve”

  • The four requirements of a successful station’s Unique Selling
    Proposition

  • How to move your station beyond “utility status” in the minds of
    your listeners

  • Your strongest protection against being forced by time buyers to
    play the “Cost Per Point” or “Cost Per Thousand” game.
    (Unfortunately, very few radio salespeople even are aware of
    this concept.)


  • Your station’s Impact Index

  • How and why most positioning statements actually lower the
    station’s impact rating

  • The folly of “sticking your research right on the air”

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • How to educate time buyers and ad agencies. (Note: Although this
    seminar is not devoted to radio sales, Randy does explain some
    key principles that all salespeople should know, too.)

  • How to define your station’s character...and how to determine if
    you’re being true to it

  • The incredibly foolish blunder many stations make when
    choosing to “defend their position”

  • The single best way to defend your position

  • Playing war games within your station

  • The one thing a winning radio station never must allow a
    competing station to do

  • “Covering Your Base” — It means life or death for any leading
    radio station

  • Offense vs. Defense: Which is the preferred position?

  • Playing Offense via chunking

  • The single strongest position

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • The single most important element of a successful Flanking
    strategy

  • Consumer Focus vs. Competitor Awareness

  • The guerrilla format that will attract listeners in almost any
    market


  • The importance of establishing a true Relative Advantage

  • The danger of advertising superlatives instead of advertising your
    Relative Advantage

  • The danger of being too structured in your Production Room

  • Divisibility: What it means, why it’s vital to your success

  • Divisibility: What it means, why it’s vital to your success

  • Compatibility among your cluster of values

  • What your average listener must be able to do for your station to
    succeed

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

  • Your Monthly Marketing Plan Checklist

  • The most valuable external ratings influence for a News/Talk
    station.

  • How too many radio people throw away their money on billboards

  • What billboards can do for your station...And what they can’t

  • Keeping a Competitive Intelligence File on your competitors
    (and what it should contain)

  • What to do if a bigger competitor constantly “covers” your positions
    (i.e., copies your ideas)

  • Best strategy for a small market station that is squeezed in
    between two larger markets

  • Some brilliant examples of a smaller competitor repositioning a huge competitor

  • How to seize a position that a competitor already owns

  • Two very advanced (but easy), very powerful ways to use your
    ratings research

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

Randy Michaels is Executive Vice President and CEO of Interactive
& Broadcasting for the Tribune Company. He’s also a radio legend.
Former CEO of Clear Channel Communications. Former CEO of
Jacor Communications. Strategist behind some of radio’s most
incredible (and most audacious) successes.

Download your mp3 copy right now for just $29.
(102-Minute Audio Seminar; Instant Download!)

© 2016 by Dan O'Day
www.danoday.com