KBA'S WEEKLY NEWSLETTER

JUNE 3, 2021

IMPACT BROADCAST AWARDS

WATCH LIVE ON TUESDAY, JUNE 8TH AT 2PM EDT

Join us next Tuesday, June 8th at 2:00 PM EDT for KBA's first annual Impact Broadcast Awards (formerly the KY Associated Press Broadcast Awards). A decision was made months ago to hold this years event virtually with a return to an in-person awards show in the spring of 2022.

To watch the Impact Broadcast Awards, either subscribe to KBA's YouTube channel using the link below or wait for viewing instructions that will be sent on Tuesday morning.

SUBSCRIBE TO KBA YOUTUBE CHANNEL

RAB'S LEADERSHIP MASTERCLASS

FREE FOR KBA MEMBERS - NEXT CLASS BEGINS JULY 8TH

RESERVE YOUR SPOT NOW

WHAS CRUSADE FOR CHILDREN

68TH ANNUAL EVENT IS THIS WEEKEND

The 68thWHAS Crusade for Children is scheduled for June 5-6, 2021. Communities throughout Kentucky and southern Indiana have been a key part of the WHAS Crusade for Children since 1954. Crusade supporters come together each year to help make life better for children with special needs who are among the most medically fragile citizens we have in our communities.

This year’s telethon will feature a virtual style WHAS Crusade for Children Variety Show beginning at 7pm (EDT) on Saturday, June 5, hosted by WHAS11’s Shay McAllister and 840 WHAS Radio’s Terry Meiners. This show will bring the same great entertainment of the traditional Crusade Variety Show right to viewers’ homes with performances from JD Shelburne, magicians Lance Burton and Mac King, The Louisville Leopard Percussionists, virtual singing sensation DCorey Johnson, and many more. There will also be some live jaw-dropping magic from Magician David Garrard.

Crusade history

Since 1954, the WHAS Crusade for Children has hosted an annual radio/telethon. Over the years, it has moved around the calendar having been held in November, September, May and June. In 2020, it was moved to August due to the impact of COVID-19. A year-by-year history can be found at WHASCrusade.org/whas-crusade-for-children-history.

QUICKSIE'S SIGN WARS

COMMUNITY GETS INVOLVED IN THE BANTER

Businesses banter back and forth with ongoing...

ELIZABETHTOWN, Ky. (WDRB) -- Businesses in Elizabethtown are sharing quite the conversation through an ongoing "sign war." The battle started with an idea from Trisha Caudill and Brian Walker, two local radio on-air personalities for Quicksie...

Read more
www.wdrb.com

KBA's Awards Committee is now accepting nominations for the 2021 Legacy Awards. The awards will be presented as part of the Excellence In Broadcasting Awards ceremony on Monday, September 20th at the Bluegrass Music Hall of Fame & Museum in Owensboro. The deadline to submit a Legacy nomination is July 9, 2021.

KBA LEGACY AWARDS:

Al Temple Award

Kentucky Mic Hall of Fame Award

J.T. Whitlock Life Service Award

Ralph Gabbard Distinguished Kentuckian Award

To submit an online nomination and learn more about each award, please click the link below.

LEGACY NOMINATION FORM

LBS WEBINAR FREE FOR KBA MEMBERS

TUESDAY, JUNE 8TH @ 12:00 PM EDT

ADVERTISING IS A BAR WHERE NOBODY KNOWS YOUR NAME...

3 Epically Tragic Mistakes that Make Advertisers Anonymous and Profitable Ways to Avoid Them

TUESDAY, JUNE 8TH @ 12:00 PM EDT

Anonymity is great—unless youʼre trying to sell something. Then, itʼs just an expensive explosion in an advertiserʼs face and nothing that means anything to the person who matters most: the customer.

We have seen billboards that are cleverly drafting off of an advertiserʼs TV—but mean nothing to anyone.
We have heard pointless and forgettable radio commercials from otherwise brilliant companies— their joy is not up there on display, just the white noise of pricing and features without personality or benefit.
We have offered strategic, personalized solutions to anonymous advertising messages that are a miscarriage of marketing—only to be told, “No, we donʼt need to do that.
Everyone already knows who we are.” Human beings crave relationships—and too much advertising avoids making friends in favor of massaging someoneʼs ego somewhere in the marketing food chain.

We are going to examine three ways we have seen this happen across the country and share simple solutions that can make the marketing stand up on its hind legs and make friends with customers hungry to spend money.

JEFF SCHMIDT'S SALES TIP OF THE WEEK

THIS CAR IS A LEMON

Imagine your local car dealer taking out a full-page ad with the picture of a car on the lot and the single headline: Lemon. It’s what Volkswagen did in the 1960’s with great success. Some hailed it as creative genius, ushering in a new era of creativity in advertising thanks to Bill Bernbach.

In Luke Sullivan’s book Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads he shares that Bill Bernbach founded the New York agency, Doyle Dane Bernbach (DDB) on the then-radical notion that customers aren’t nitwits who need to be fooled or lectured or hammered into listening to a client’s sales message. Here is Bernbach’s take on advertising:

The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.

In our hast to get copy on the air we often don’t take the time needed to really uncover the interesting truth about our clients. It’s not a lack of skill. Many salespeople “think” they are not good at copywriting. If you’ve ever told a friend or colleague about an experience you had buying something, or visiting a store, you can write commercials. They key is not to write copy. What? The key is to tell stories, tell the truth, but tell it in an interesting and emotionally engaging, memorable way.

In our Radio Sales Essentials course next Tuesday, (click on the title to register) we will be sharing the rules of advertising. One of those rules is that people do not respond to ads, they respond to needs and the purpose of advertising is to help your clients become known before they are needed. This concept and many other advertising concepts are inspired by pioneers like Bill Bernbach.

Your client’s messages are not going to be memorable unless they are interesting, emotional, and imaginative. We try not to be directive, but rather, suggestive in these sales tips. In this case allow us this indulgence: Please stop writing copy. If you want your clients to get better results, the evidence is clear. Stories with emotion, imagination and truth will resonate with your audience and help your clients become known before they are needed.

Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn.