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Networking, Notes, And New Ideas At The BSM Summit

“I came back with a thousand ideas and I sat down with the program and sales director when I got back and went over everything with them that I learned from the conference. All of it was discussed.”

Tyler McComas

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In one week, the greatest sports radio event of the year will take place in New York City. I can say that because they’re not my words. They’re the words of several talented hosts across the country that will come together in The Big Apple next week for the two-day BSM Summit. 

There will be familiar faces that will recognize each other from last year’s summit in Los Angeles, as well as new faces from several markets across the country. Whichever you fall under, everyone attending is coming with the same two intentions: To learn and to network. 

Image result for bsm new york

“What Mel Kiper is to the NFL Draft is what Jason Barrett is to sports talk radio,” said Marc James of WEEI in Boston. “Really, when it comes down to it, this is Radio Row on steroids, because there’s opportunities with industry people and decision makers to get one-on-one time. You can actually talk to some of the big wigs out there and people don’t have to necessarily worry about their live show going on.

“This is like what the National Association of Broadcasters do every year in Vegas with the TV side. That’s what Jason has done for sports talk radio. This will be my first time here, but from everything I’ve heard about it, to me, it’s not why should you go, it’s why would you not want to go?”

Like James mentioned, this year’s summit will be his first. But regardless, his expectations are still high. Mark Zinno of Atlanta Sports X also has high expectations of this year’s event, because of how much he took back to his station from last year’s summit in Los Angeles. 

“Why do people in radio love going to the Super Bowl?” said Zinno. “I know it’s not because they love interviewing people with Campbell’s Chunky Soup, razor companies, deodorant and everything else. They go there because they’re around everyone else in the industry. It is the prime networking event for people in the industry. It’s the same with BSM. But it goes beyond that. When I first went I didn’t know what to expect and I took a ton of notes on everything. I came back with a thousand ideas and I sat down with the program and sales director when I got back and went over everything with them that I learned from the conference. All of it was discussed.”

So in those two quotes you can sum up most of what talent can get out of the BSM Summit. One, the most prime networking opportunity of the year. Two, a chance to learn from the best, hone your craft and even take new ideas back to your station. If you’re in New York City next week, that should be your focus. 

But admittedly, it’s not easy to just walk up to someone and start a conversation with someone that’s a well-known executive in the business. Yes, Bruce Gilbert may be one of the nicest guys in the business, but it can be intimidating to try and rub elbows with the best sports radio has to offer. So how do you approach it?

“Just let them get to know you,” said Zinno. “Joke, laugh and hangout. It’s those type of things that puts you in mind when someone needs something. Let’s see if he’s available. That’s the type of relationship you’re hoping to create there.”

“My advice would be to do it in a way that isn’t ‘I want this from you.’” said Heath Cline of 107.5 The Game in Columbia, SC. “Make it feel more like, hey, we’re colleagues and we’re talking. It gives you a chance you’re not normally going to get to build a relationship with somebody.”

“I think it can be a little intimidating when you first step in because you see all these people running major radio stations, corporations and companies,” said Jim Costa of 1130 WDFN The Fan and 96.1 ESPN. “But it’s done in a way that’s pretty laid-back and it’s done in a way that everyone is very approachable and wants to be approached. Last year in Los Angeles, that second day, I was much more self-aware that I needed to go up and talk to more people and they were very receptive to it. I would tell anybody attending the conference the first time to just shake hands and start talking radio. People who are at this conference eat that stuff up.”

Though networking can lead to opportunities down the road, it’s not the only way it can be beneficial at The BSM Summit. In fact, many, if not most, of the people who attend are perfectly content with their current hosting roles. Networking can mean different things to different people. 

“I think when people hear networking they automatically assume your future,” said Brady Farkas of The Game in Burlington, VT. “But for me it’s gone a long way towards meeting people in the business that have helped me exchange contacts for getting guests. I’m looking forward to meeting some of the talent that are speaking at the summit to hopefully get to know them and establish a relationship. I’ve met people on Radio Row that have turned out to be recurring guests on our show. If I could just pull out one person from the BSM Summit I think I’d be amazing for our small station.”

“I was just chatting it up with John Goulet at the mixer,” said Zinno. “After a couple of minutes I said I’m Mark Zinno by the way, he looked and said, I know who you are. I was like, how does he know who I am? He works at a national radio show with Colin Cowherd in California and I’m in Atlanta, how the hell does he know who I am? But it’s those kinds of things where they see your work and say, ok, I know that guy.”

 “For me, it’s about furthering the connections that I have and to also make new ones,” said James. “And here’s the thing: you get a chance to have face time with so many people. It’s one thing to send an email and say, hey, I haven’t seen you in a while. It’s another thing to talk to someone where it’s off the record and so much more personal and casual.”

“For me it’s not about going to look for other jobs,” said Zinno. “I’m content with where I am, but it could be one of those things where I run into Justin Craig and he says he has some weekend shifts coming up with people out and he asks if I’m willing to do it. Absolutely. Its things like that, which can make all the difference in the world.”

If you don’t walk out of the two-day BSM Summit with several ideas on how to improve, it’s your own fault. The opportunities are endless and the insight is second-to-none. Spending money out of your pocket and showing up is only half the battle. Make a plan to take notes, ask questions and be as engaged as possible. What’s great about this event, is even though you walk-in with a certain level of expectation, you’ll walk away with something you never previously considered, be it on the social media, talent, sales or management side. 

“There were conversations about Twitch last year,” said Cline. “And it got me thinking, not so much about Twitch, but technology that you’re not thinking about that can apply to something else. So for the South Carolina spring game, we did a Twitch stream of us in the booth, which, wasn’t some sort of monster hit, but it just shows that you always need to be trying new things. It can’t be like, well, I’m not on Twitch because I’m not a video gamer. If your listeners are on Twitch you better at least try to see if you can meet them on their turf.”

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“It was really cool to see the camaraderie the industry has,” said Costa. “Whether it was someone from Cumulus or iHeart or Entercom, they may be rivals outside of that conference, but inside those walls it was about collaboration. Just seeing how established people still wanting to learn and grow, I mean that’s why I was there, to learn and grow.”

“I have a unique role, and one that a lot of people in small markets have, as a host and a program director,” said Farkas. “I’m really excited about the fact there’s something for everybody, especially since I fall into a bunch of different categories. I’m looking forward to learning from some of the top programmers in the country about managing a staff and talent. Working with the sales team better, coming up with better promotions, how to operate a budget better and stretch it farther, things like that. And then from a talent standpoint, just looking forward to learning about social media and what we can do to engage the audience.”

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How to Help Your Clients with Low Website Conversions

Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Jeff Caves

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Graphic for how to increase website conversions
Credit: WPDesigner.Biz

Are your clients dealing with low website conversions? Whenever a marketing campaign is run, and the goal is to convert website visitors into leads, the temptation is to blame low traffic, amongst other issues, for low form fills or appointments being generated.  Just spend more money, you may think! Sometimes, you must look at at least four other potential issues to tackle poor conversion rates. Here are some actionable steps using the IT services industry to increase website conversions.

IT Solutions specializes in providing products, services, or solutions related to technology, particularly in areas such as software development, hardware sales, IT consulting, cybersecurity, cloud computing, networking, and digital transformations. They faced challenges with their website conversions. Despite driving substantial traffic through Google Ads and other SEO tactics, they struggled to convert website visitors into form fills for appointment requests. A 2% to 5% conversion rate could be considered reasonable. Of course, conversion rates can vary based on various factors, such as the competitiveness of the local market, the quality of the website (and radio stations help most to fix that) and its user experience, the effectiveness of marketing campaigns, and the reputation and offerings of the IT solutions business. Focusing on improving the quality of leads and providing exceptional customer service can be just as crucial as achieving high conversion rates. Don’t blame EVERYTHING on the marketing tactics! 

The Diagnosis

Upon thorough analysis, several critical issues were identified with IT Solutions’ website:

1. High Bounce Rate: Nobody was checking out the business. If 70% or more of website visitors only visit the landing page, that is an issue.  It could be slow loading times, irrelevant content, poor user experience, or unclear calls-to-action that prevent them from wanting to know more about IT Solutions. You can check the bounce rate on the Google Analytics page for the website in the left-hand sidebar, click on “Behavior” to expand the menu, then click on “Site Content,” and finally, click on “Landing Pages.” You’ll see a list of landing pages and their respective bounce rates.

2. Complex Navigation: It was hard to move around the website to find relevant information about IT services, and it was unclear who they were initiating contact with and for what purpose.

3. Unclear Calls-to-Action (CTAs): The website lacked clear and compelling CTAs guiding visitors toward requesting an appointment. Simply stating “click here for an appointment” is like asking for a meeting whenever or without establishing value. Here are 28 CTAs for free.

4. Lengthy Forms: The appointment forms were long, without qualifying information, and requested excessive information upfront, deterring potential leads from completing them.

Action Plan

1. Optimize Landing Pages:

   – Redo high-traffic landing pages with clear messaging and compelling CTAs.

   – Showcase IT Solutions’ services as benefits, making it easier for users to request appointments, thereby increasing user engagement and conversions.

2. Simplify Navigation:

   – Reorganize the menu and add more action-oriented links.

   – Provide additional options for users to access relevant information, such as “Get a free IT Solutions 15-point checkup NOW” and “Take this 5-question survey to diagnose your IT issues,” motivating them to book appointments.

3. Enhance CTAs:

   – Utilize concise and persuasive messaging throughout the website.

   – Encourage visitors to take action, whether requesting a free download about “5 things you can do to solve your IT issues on your own” or “get a free pizza for booking an appointment.”

4. Improve the Form Fill:

   – Add a further line about the number of employees who qualify for incoming leads.

   – Highlight the value of leads based on company size, prioritizing forms with higher potential impact.

Review landing pages, navigation, CTAs, and form experience to address website conversion issues. Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

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‘NHL on TNT’ Gives Hockey Fans the ‘NBA on TNT’ Treatment

Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

John Molori

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NHL on TNT studio

Let’s play a little word association, sports media style. If I say TNT, what is your response? Chances are it will be a three-letter abbreviation of your own, namely, NBA. Over the years, TNT has built a reputation as arguably the premiere network to telecast the National Basketball Association.

The NBA on TNT pregame and halftime shows have become the gold standard with stars like Ernie Johnson, Jr., Kenny Smith, Charles Barkley, and Shaquille O’Neal. Still, it’s not just this quartet of roundball royalty that has fortified TNT’s hoops coverage.

The rep was also built on tremendous play-by-play announcers like Bob Neal and Kevin Harlan, color analysts like Doug Collins and Reggie Miller, and courtside reporters like the late Craig Sager and current sideline star Allie LaForce.

Indeed, TNT and the NBA have become synonymous, but I have some news for you. This network is not just about professional basketball. This past week I went off the grid with TNT looking at their in-game and studio coverage of the NHL.

On March 24, the NHL on TNT provided coverage of the Pittsburgh Penguins at Colorado Avalanche matchup. Kenny Albert did play-by-play with Eddie Olczyk on color. Albert is not as noted as his legendary broadcasting father Marv Albert, but he has certainly staked his claim as one of the best in the business – able to cross over to multiple sports with equal aplomb.

Hockey is a strong suit for Albert. His rat-tat-tat, drama-building style draws viewers in and keeps us on the edge of our seats. Similarly, Olczyk is one of the top four or five NHL game analysts in the business. His style is understated, providing calm and clear analysis of key plays. They work really well together.

Albert eschews any kind of hackneyed and trite catch phrases for his goal calls. An emphatic, “He shoots and scores!” is plenty enough.

Hockey is a different beast when it comes to play-by-play. Unlike basketball, baseball, football, or even soccer and tennis, there is a minimum of breaks in the action. With hockey, a play-by-play announcer has to know the names of the players like he or she knows her kids’ names.

To me, it is the hardest sport for play-by-play and equally difficult for a color analyst. In basketball, after a team scores, the play-by-play announcer will keep silent and give the color analyst time to talk until the play crosses center court. In baseball and football, there is ample room for commentary.

Hockey does not offer such space, but Olczyk gets the most out of the minimal amount of time. Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

Coming back from a break in the game, Albert and Olczyk provided on air commentary and then tossed to ice level reporter Brian Boucher who has grown into a tremendous asset to the TNT broadcasts. Boucher provided real talk about Colorado’s objectives of staying on top of their division and vying for the top seed in the Western Conference.

The Penguins, squarely in a rebuilding year having dumped talent at the NHL trade deadline, surprisingly jumped out to a 2–0 lead in this game, and the TNT between periods studio crew was all over it. The excellent Liam McHugh hosted alongside Colby Armstrong, Anson Carter, and Keith Yandle.

Armstrong was especially entertaining. With Pittsburgh outshooting the Avs 16-4, Armstrong noted that it’s the best he’s seen Pittsburgh play in a long time. His reasoning was that teams get geared up for playing Colorado even if it’s out of fear. Great stuff.

Both teams tallied two goals in the second period giving Pittsburgh a 4-2 lead heading into the final frame. When Colorado’s Nathan MacKinnon set up Jonathan Drouin for a goal to make it 4-3, Albert and Olczyk showed their strengths.

Albert called the pass from MacKinnon and one-timer goal from Drouin, and immediately noted that MacKinnon now had a point in all 34 of Colorado’s home games this season. On the goal replay, Olczyk showed how the play developed pointing out how McKinnon allowed Pittsburgh’s Evgenii Malkin to come in close before making the past to Drouin.

The TNT production team then showed a graphic displaying that McKinnon is now second all-time in longest home points streaks trailing only Wayne Gretzky. This was a sublime sequence of symmetry between talent and technicians like a songwriter, musician, and singer creating beautiful music.

What was supposed to be a blowout win for Colorado had now become a hockey barn burner, and the TNT crew was up to the task. Every goal and key play was followed up with replays from multiple angles showing the genesis of the action.

TNT has certainly taken to the velocity of the hockey broadcast with movement that challenges directors, graphics professionals, and videographers.

When there were breaks in this non-stop action, Olczyk was at his best. No hockey analyst draws on his experience as a player and explains that experience better to viewers. The TNT broadcast also lets Boucher freewheel and join in the flow of discussion without having to be introduced.

TNT does not merely rely on the traditional wide shot of the entire rink. We see close-up shots of each goaltender after a great save and the sweat of players on the bench or in the penalty box.

When McKinnon tied the game at 4-4 with 4:38 left in the third period, we got a series of tremendous crowd shots showing the Colorado fans going absolutely berserk. The sage Albert and Olczyk wisely remained quiet for several seconds, letting the cheers do the talking.

When Drouin scored the game winner at 4:06 of overtime, Albert exercised controlled enthusiasm, raising his voice on the call of the goal, but not becoming the show and overshadowing the play itself. He is definitely in the mold of Dan Kelly, Gary Thorne, and Sean McDonough, announcers who enhance but do not supersede the game.

Putting a cherry on top of this hockey Sunday, TNT showed a graphic that the Avalanche now led the NHL in comeback wins this season with 25 and that they were riding a 9-game winning streak. In analyzing the goal, Olczyk opined that the altitude of playing in Colorado was prevalent as the Penguins seemed to tire as the game progressed – really interesting insight.

In the postgame show, Anson Carter made a great point that the chemistry between Drouin and MacKinnon stems from the fact that they have been playing together going back to junior hockey. McKinnon joined in from the arena for a postgame interview. The analysts asked solid questions and even did a funny MVP chant together as the interview ended.

The NHL on TNT takes no back seat to its elder NBA sister. The broadcast provides viewers with flash, dash, and serious hockey talk from every angle – in studio, from the broadcast booth, and on the ice.

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Kim Mulkey Now Has Everyone Anticipating Washington Post Story

I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it.

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photo of LSU women's college basketball coach Kim Mulkey
Credit: Dailymail.co.uk

The Washington Post, you might’ve heard, has a story coming out about controversial LSU women’s basketball coach Kim Mulkey. The reason you might’ve heard is because Kim Mulkey told you. The Tigers coach read a fiery prepared statement just before her team started the Women’s NCAA Tournament. In the statement, Mulkey threatened to sue The Post for defamation before the first word was even published.

Now, I’ve never run a public relations firm but that did not seem like a good idea. The Washington Post story on Mulkey is one of the bigger stories in sports right now and nobody even knows what’s in it. The reason the story, apparently unflattering to Mulkey, is even on anyone’s radar screen is Mulkey herself.

It all started with an innocuous social media post by Sports Illustrated’s Pat Forde right in the middle of the most anticipated two days in sports, the NCAA Tournament Round of 64. On his X account, Forde posted: “Hearing some buzz about a big Washington Post story in the works on LSU women’s hoops coach Kim Mulkey, potentially next week. Wagons being circled, etc.”

You know what generally will go unnoticed at 4:00 on the first Friday of the NCAA Tournament? A post on X about a women’s basketball coach. But don’t tell Mulkey, she saw Forde’s post and decided to fight fire with nuclear weaponry. The result: the average person like me now is really interested in what has Mulkey so incensed. By “average person like me” I mean that I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it. Maybe:

“LSU Women’s Coach Discovers Ark of the Covenant”

Or:

“Mulkey Reveals True JFK Assassin(s)”

Perhaps:

“Famed Women’s Basketball Coach Reveals the Mystery Behind Slow Drivers in the Left Lane”

Literally any of those catch my attention more than whatever will likely be the Washington Post headline about Mulkey. But now Mulkey is “Mad as Hell and is not going to take this anymore” so I now have an interest I would never before have had in this story. It has been fascinating to watch the online speculation about the subject of the article and all we really know, as of now, is that it will be written by Kent Babb. This is a dream come true for Babb; he writes an article that is, presumably, not flattering about Kim Mulkey and, before it is even published, she gives the article the greatest commercial anyone could give it. Babb couldn’t have entered into a business agreement with Mulkey and had this turn out better for him.

For those who don’t follow Babb, he is a former NFL reporter who now is an award-winning writer for the Washington Post. In his 14 years with The Post, he has written sports features and authored a couple of books. One of those sports features stories was a deep dive into what he viewed as a large inequity in the level of pay for LSU head football coach Brian Kelly and his LSU players. It is this piece Mulkey described as a “hit piece” and, based on that piece, referred to Babb as a “sleazy reporter.” Babb, and many others, resented the fact his story was labeled as a hit piece. In fact, Babb essentially confirmed he was the author Mulkey was referencing when he shared the original article on X with the comment: “Hit piece?”

Whether a printed piece or a recorded interview, I can’t imagine a better promotion for it than the subject of the interview threatening a libel/slander lawsuit, especially before it is even released. That simply screams “This piece is salacious!!” Also, libel and slander suits get settled all the time, right? Of course they don’t, they seem to never even get filed. That little thing called discovery is a scary thing for most public figures.

The NCAA Tournament has been very entertaining, and I think the Sweet 16 and Elite Eight will be terrific. For only the fifth time ever, the top two seeds have advanced to the third round which sets up for a remarkable weekend. For me, I guess it will now include a Washington Post article, not a sentence I’d normally say.

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