You will learn:
- Why so many brands fail
- How to build your own Cult Brand
- The Seven Golden Rules of Cult Brands
- How your brand can (and should) sell lifestyles
- How to create Cult Brand Evangelists
- How to create Customer Communities
- How your brand can draw power from your enemies
- The behind–the–scenes stories of some of the greatest Cult Brands
Attendee Reviews:
"Probably
the best session EVER at PD GRAD SCHOOL. I loved that BJ showed specific
examples and tied it directly to radio."
"BJ's knowledge and experience made every single point stick with
me. This session will, without a doubt, change my job!"
"Wow! What a great presentation! Lots of light bulbs going off.
Awesome!"
"A whole new way of thinking about programming and marketing my
station. I'm really going to be able to change the dynamics of my
station!"
"This session gave me a clear outline of what to do to know my
customers and what I need to do to make my customers love my
station."
"BJ's a branding genius. His rules make it easy to go back home and
transform our station."
THE PROGRAMMING M.A.P. (Mastery Action
Plan), PART TWO
(Mike McVay)
Running Time: 2.5 hoursIf you attended or heard the CDs
from PD Grad School 2005, odds are you're ready to stop reading
this and place your order right now. If you were lucky enough to
experience Part One of Mike McVay's Programming M.A.P., you know
that "Part Two" alone will be worth the cost of this entire CD
package. And if you missed Part One, you'll still benefit from every
moment of this session!
You will learn from one of radio's most accomplished
programming consultants:
- How (and why) to measure your Target Audience Efficiency
- Measuring your Cume Rating
- Measuring Audience Turnover
- Calculating Quarter–Hours by Daypart
- Building your Music Clock
- Building your Format Clock
- Step–by–step instruction on how to apply OES to your music
rotation
- Effective Reach
- Creating a news structure for your station
- Managing Airshifts
- Scheduling Talent
- HD Radio and Your Future
- Profiting from "Less Is More"
- Maximizing the jockless Adult Variety format
- Internet Radio vs. Broadcast Radio
- iPod, You, and Your Audience
- Satellite vs. Terrestrial Radio: Born Enemies or Potential Partners?
- OES for Promos/Trailers
- Marketing strategies & tactics
- The Sales Secret: What Every PD Must Know
- Production Standards for your station
- Imaging & Production: The Big Picture
- The Perfect Promo
- People Management
- The Over–Programming Trap
TEACH YOUR TALENT WELL
(Dan O'Day)
Running Time: 75 minutesDan O'Day doesn't think
of himself as an air talent "trainer." He's a talent coach.
The difference? You "train" people (or even animals) to
perform tasks according to a routine of systemized behavior. O'Day sees
his job — and every PD's job — as helping people perform to their
maximum abilities. He'll share with you some of the key principles and
techniques he teaches radio personalities around the world — and he'll
teach you how to teach them to your own staff!
Attendee Reviews:
"As
a PD, no one critiques you. It was a pleasure being reminded what I may
have taken for granted because 'I'm the boss.' "
"Dan's tips will help me to work better with my own talents. "
"Dan's advice is 100% correct, timeless and exactly what will
directly affect a station's programming."
"Very worthwhile, will greatly impact positively on my job!"
"Excellent, practical information. I caught myself writing down
ideas I want to start implementing right away."
"Great advice on getting jocks to see beyond the liners."
"This session should be used not only as a 'PD Bible' but also in
broadcast courses."
"Old and new PDs should review this material regularly!"
"Real, practical ideas for me to go home and
apply. Loved the audio clips to back up the specific
points."
LIFE IS A CONTACT SPORT:
Real–World Strategies For
Taking Your Career And Your Station
To The Top of The Mountain
(Ken Kragen)
Running Time: 1.5 hours
Do you think the guy who managed the careers of Kenny Rogers,
The Bee Gees, Olivia Newton–John, Travis Tritt, Trisha Yearwood and
Lionel Richie....Who created the "We Are The World" and
"Hands Across America" projects (the latter for which he
received the United Nations Peace Medal)....Who is one of Hollywood's
most accomplished and respected managers and marketers....Might be able
to help you achieve more in your own career and for your own radio
station? Ken Kragen will teach you his own 10–Point Strategy
that has worked for himself and for his clients.
You will learn:
- The 3 Event Strategy (This one tip is worth the price of this entire
audio package!)
- How to harness the "The Magic of Threes"
- How to create your Personal Balance Sheet
- How to play (and win at) Life as a Contact Sport
- How to turn Negatives into Opportunities
- How to get caught Telling The Truth
- How to master the Art of Timing
- How to succeed via Backward Thinking
- The best, most reliable career "gimmick" of them all
Attendee Reviews:
"Wow!
Worth coming all this way for this session alone! Ken explained why
sometimes things haven't worked out for me and WHY the things that
worked well did. His '3 Event Strategy' is a technique I will use as
soon as I get home."
"Great lessons from a man who's been there! I'll put his '3 Event
Strategy' into effect immediately."
"Very worthwhile, great advice. Planning to implement all this info
into my work AND into my life."
"After being exposed to his '3 Event Strategy,' I wound up revising
our direct mail plans for the year to deliver a more concentrated blow
in a shorter period of time."
"All the skills he taught are useful for both everyday life and
career."
"Really good ways/ideas/systems to promote the station and also to
achieve personal goals."
"Ken knows how to market and has the experience and track record to
prove his strategies work."
"New perspective on making career moves."
"I liked his use of real life examples to help put the theory into
real terms for us."
YOUR RADIO PROMOTION BLUEPRINT
(Doug Harris)
Running Time: 2 hoursQuestion: How do you turn a
simple promotion request from an Account Executive into an
attention–getting, revenue–generating opportunity that could put you
on the front page of Radio & Records and catapult you to
"promotional guru" status throughout the industry? Answer:
By following Doug Harris' blueprint for promotional success and
by accepting his personal challenge to do something every station in
your market — every station in your format — will envy. Doug
personally and in painstaking detail walks you through the process of
generating a big, relevant, money–making and/or ratings grabbing
promotion specifically designed for your market and your station,
gift–wrapped and ready to unleash on your listeners, sponsors, and
competitors. Doug leads you, step by step, through his own proprietary
system for creating, developing and executing an unforgettable
promotion. This experience will leave you armed with a fully developed
promotional thriller to wow your colleagues, bosses, sponsors, and
marketplace. Even More Important: Doug teaches you how to repeat
this process on your own for the rest of your career, as you look
forward to an unlimited succession of "How Did They Ever Manage
THAT???" promotions. Attendee Reviews:
"As Doug spoke, I was already redoing
current and past promotions!"
"Terrific tools to use to build great promotions!"
"The 29 steps to use to come up with a promo were great."
"Amazing! A great point–to–point blueprint
to a very successful promotion. Great stuff to start implementing
immediately."
"Made me think more about gearing promotions to the listener in
more detail, looking more at their lifestyle and attitudes."
"Great session! Those 29 steps will be on our office wall Monday
morning."
"Loved every second! The step–by–step promotion walk–through
was priceless!"
"Great plan for developing killer promotions!"
"Wow! Solid, step–by–step strategies
for creating a promotion and following it through to execution. In fact,
this answered my nagging questions about how to execute a particular
promotion I've been working on."
"Doug is a master at getting you to think beyond the obvious. His
'step method' of designing a promo is priceless."
"Doug is awesome. I just hope the other PDs in my market don't do
what Doug says, because I want to have that edge!"
"His checklist/filter for creating a great promotion is
great!"
PODCASTING FOR RATINGS, PROFIT,
AND SURVIVAL
(Presenter: Holland Cooke)
Running Time: 1.5 hoursHolland Cooke always
offers the brutal truth, stripping away the warm cloak of denial that so
many radio people wear. Here's what he has to say to radio people about
podcasting: "If you're not podcasting, you should have your head
examined." (Diplomatic enough for you?) Cooke walks you through the
six reasons you must podcast...including teaching you a podcasting
business model that already is working. Increase your
ratings....Increase your revenue....Deepen (and derive more profit from)
your existing advertiser/sponsor relationships. Bonus: EXCLUSIVE
RESEARCH — Results of the first national perceptual survey of iPod
owners, delivering to you a virtual "podcast playlist" (with
some very surprising discoveries). Attendee
Reviews:"Great stuff on how to get with our
technology and make it work for us instead of against us. We need
this to survive & compete."
"Refreshing. We already are podcasting, and this gives me ideas to
grow it."
"Excellent new information which can be used right now!
Fantastic brain food, great ideas for making money."
"Lots of great ideas. I'm very excited to get back home and
implement them."
"He made it clear to me what we MUST do!"
"Oh...my...god! What a session! My boss needs to hear this...and my
boss's boss, too."
"I got a ton out of this. I love podcasting; I download them; I
have no idea how to DO them, though. This session got me a lot closer.
It will help me create a financial plan to present to my GM to get it
launched. Great work!"
"I'm leaving with ideas to enable us to make $$$ using the Web and
podcasts. My GM will be pleased."
"Great information! Ideas I've never thought of. Definitely gets
you thinking about more to offer your listeners and to tighten the bonds
of companionship & on–air community AND increase revenue!"
"Thank you for giving me so many clear–cut plans for using a
podcast and the appendages available for making more cash tied to
radio."
120 NEW RADIO IDEAS IN 120 MINUTES
(Dan O'Day)
Running Time: 75 minutesUntil now, Dan O'Day has
taught this only to his client stations: A uniquely powerful method of
devising a virtually unlimited supply of original, fresh ideas
tailor–made for your station. You'll learn the method. You'll hear
some of the astounding results that were instantly created by our
"live" attendees. And, most importantly, you'll be able to use
this method repeatedly with your own programming and promotion
staffs...and for your own career success. Attendee
Reviews: "Loved it!! Dan is good at making
us PDs try something out of the box. I'll probably do this exercise at
my meeting on Wednesday. I've learned there are no
excuses for no new ideas. "
"A tremendous help! We are very short–staffed. I'm serving as
PD/MD/Promo Director, you name it. So I'm kind of burned out on ideas.
But with this method I'll always be able to come up
with something great!"
"Fantastic, the first thing I'll do with my promotion people!"
"Usable info & techniques I can apply right away. Awesome
'ideas' exercise."
"Great exercise. Something I can apply to my staff or use
personally."
"Will do wonders at my station.
Showed me how to come up with NEW ideas — and that good ideas are
everywhere!"
"What an incredible tool for on–air talent and even for on–air
promotions!"
"A great technique to get everyone thinking. I will definitely be
using this in the future when looking for inspiration and content for my
show. Whoever said creativity in radio is dead
never did this exercise!"
"A solid idea for talent searching for the next bit idea. Also will
work well with promotions."
"I've got 10 great ideas I could put on–air at my station next
week!"
"Fabulous ideas! You really made me think about this 'secret
resource' in a whole new light."
"Very helpful ways to come up with unlimited radio ideas. Loved
it!"
"What a great reality check! On the days when I'm feeling
uninspired, this will be an excellent tool to use. This was worth the
entire price of the event."
"Easy to take back home. I'll use this at my
station right away!"
"Incredible way to generate new ideas."
BONUS: "Radio Promotion Blueprint"
Worksheets (PDF "e-book" format): Your own
detailed, six-page Blueprint to use in creating your own fresh, original
promotions.
YOU SAVE $1,800! PD GRAD SCHOOL 2005
attendees averaged $2,000 in out-of-pocket
expenses (seminar, travel, hotel). But now you
can experience every moment and every
piece of information for 1/10 what they paid!
10 Compact Discs (11 hours!)
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