By Robert Lawrence, President/CEO

I’ve been an Apple fan for almost three years, since I bought my first iPhone and Macbook Pro.  Without getting into the typical PC-Mac war I see so often in blogs, it’s just a matter of personal choice.  For me, Apple is just best at designing sexy, intuitive products with a cool interface that yields a more enjoyable overall experience. If you know me at all…you know that I am big on the “experience” that any brand should bring to the table.

I’m not in the game of trying to get you to switch to the iPhone; frankly, I don’t really care.  The whole point tough, is that Apple pre sold 600,000 units of the iPhone 4.0 on day one!  What is more impressive is that the figure represents consumers who purchased them sight unseen; without so much as a demo or an ability to see a non-working model. WOW!  Now that’s BRANDING!

Why?  Because a brand is “A PROMISE, BASED ON A RELATIONSHIP, WRAPPED IN AN EXPERIENCE!” Apple is King when it comes to using the formula. The relationship is so deep… the promise so trusted… the experience so wonderful… that the consumer literally becomes addicted and not only buys them sight unseen, but has to have it before anyone else. I mean will a week or two later really make a difference? The power of the Apple brand says, “yes…it does make a difference!”

I am going to keep this really short because with 600,000 units sold you get the point!  Apple and AT&T sold so many pre order iPhone 4s that they had server trouble and ran out after only one day; the busiest day in AT&T’s history.

The joke lately is that Steve jobs can just about throw up onto his fan base’s hands, and they would pay to have him do it! But maybe it’s not a joke. Remember – sight unseen – 600,000 units!

What are you doing to create a brand that perfectly follows the formula? Build a PROMISE, based on a marriage-like RELATIONSHIP, and then create an addictive EXPERIENCE.

By Robert Lawrence, President/CEO

I have two teen age sons 18 and 16, and one preteen daughter who just turned 12 this past Saturday. I would have to admit that I’ve been pretty tough on my kids; no doubt tougher on my sons than my daughter.  If you have teenage boys maybe you know why it can be a real battle.

To open up on an even more personal level… in retrospect, maybe I have been too tough; especially with my 16 year old boy who is truly a wonderful young man but who has butted heads with me often over the last two years.

Is it my fault?  Probably so. My expectations have always been high; average has never been good enough – even when sometimes average was probably the best he could do. I am prayerful he will come to understand my fatherly intent as he gets older.

Of this though, I am certain… I may not have always been right but everything I pushed him toward has only been in an effort to benefit his future. I never tried to force him to do something that would benefit me.

Today though, I see that Laurence Sunderland has been shopping a reality TV show about his daughter Abby’s recent failed solo sailing attempt around the world, and that perhaps the entire journey was planned for monetary purpose more than anything.

Trying to be as non judgmental as possible… WTH!!  I can only say that there isn’t a snowball’s chance in hell, that I would ever let my 16 year old daughter embark on such an adventure. I mean my oldest son, who is actually almost 19, made a trek from San Diego to Lake Tahoe and back Friday night by himself and I thought I was going to pass out from fear and anxiety until he arrived back home 6:30 Saturday morning!

I have to give him credit though; he was very understanding and called me every hour from the road to update me on his excursion! Imagine sending your 16 year old daughter on a small boat to sail 24,000 miles around the globe, alone. It is beyond my comprehension.  I don’t care how much she may have begged to do it to compete with her older brother who completed the journey when he was 17.

To just think that not only did her dad approve but according to some reports, it may have been something he actually arranged to make money for himself, raises the question…”Is this child abuse?”  At the least it seems like child exploitation!

Maybe I’m old fashioned. Isn’t a father supposed to protect his children at all cost? Isn’t his job to provide food, shelter, clothing, education, and to teach them the best he can, and perhaps more than anything…to simply protect them from possible harm?

I’m baffled that it’s even legal to allow a minor to embark on such an endeavor and that child services won’t be there to whisk her off to safety at the dock. I really want to know what you think on this? Is this Ok? Maybe it really is just me.

As the General Manager of WPIX TV used to say every night at 11pm in his editorial, “What’s your opinion… we’d like to know.”

Oh…before I even begin, I have to say one thing, please!  Can we all stop referring to those people who give you ratings as, “your listeners”?  They are NOT your “listeners”! They are your “clients”. The difference between a listener and a client is that “listeners” do simply that – they listen! A client is one who not only listens but feels that they are under your careful and genuine guidance.  There is a relationship present and it’s part of your brand. Do you fel like a customer or a client at Walmart? How about Nordstrom? It’s the same reason we at Pinnacle Media despise being called “vendors”.  A vendor is someone who simply supplies a product or service. We truly strive to be your “partner” and no matter what you choose to call us, you will always be considered our “client”.

Ok, now that I have that off my chest…

If you were to ask any sales person in the world – in any business – if they would like the opportunity to have every, single prospective client in one big arena and give them the pitch… virtually all of them would give you a resounding, “YES!” I mean, who wouldn’t just LOVE that chance?  Imagine… at worst, they would simply have to make fewer individual appointments to see all the same people and then have more time for golf.  At best, they might make a sale to 10 or 20 percent of those in attendance.

But how do you take that opportunity and improve the percentages and make a sale to 70-80 percent?  Are you selling or are you educating? Author and business strategist Chet Holmes call it, “The Stadium Pitch”.

Now, three things you should know:

1) If you’re a programmer, you have this opportunity every single moment you are on the air!  You constantly get to make a sales pitch to all of your clients (remember, they are no longer listeners.)  Are you aware that any other person trying to bring in revenue through sales, would give their right arm for the opportunity you have EVERY moment?

2) When a seller (yes, that includes programmers and on air talent) gets in front of their clients, do they treat them more like customers or valued clients? Are you always trying to “sell” them something, or are you truly concerned with what you have that will improve their productivity, revenue, or profits? From a programmer’s perspective that means, “what positive impact will you have and how will you make their lives better?”  The best sales people do not always walk out with a sale, but they will always walk out being a trusted, respected partner.

3) Are you truly prepared to educate, or are you just standing, ready to sell them something? Chet Holmes remarks in his book, “The Ultimate Sales Machine”, that the seller who simply says, “we have the best widgets in the business and I would like to show you why ours are better than theirs”, will be much less successful with this approach then the person who uses education to market his service or product. Compare the approach above to one who uses the ability to empower rather than simply sell.  “We have a new program for businesses like yours that identifies ways to increase your position in the market and we have had great success with this program with many others like you in the same business.” Which approach might get the appointment with you?

The truth is, we use Education Marketing ALL the time. This blog is a tactic that encompasses that overall strategy. Mark Ramsey has always done a wonderful job of education marketing. Education Marketing is a strategy that anyone who is selling anything uses to build trust and confidence.

Sure, we are researchers and brand strategists and we have some great products. But if you know me, or the products we have developed at Pinnacle Media, you also know that we never just pick up the phone to simply sell you any of the products or services we strongly believe in.

4) Finally, are you ready? If you had to be forced to make that Stadium Pitch today, would you be ready? As a programmer, you and your staff have to be prepared at every moment. Just remember, you make a stadium pitch with every song, promo, sweeper, and every break. Many are not truly ready.

So… are you selling your product to your listeners, or are you educating your clients? Are you pounding them over the head with tactics that only work occasionally, or are you building true relationships that foster a brand of trust and confidence with your clients.

You now know why I so often close with my mantra, “Here’s to Ratings, Revenue, and Relationships!”

Yep! I was one of the geeks standing in line at the Apple Store on Saturday April 3rd, the day the iPad was released. I arrived at 7:40am… I waited till 11am… I was 25th in line… I was 4 away from getting my hands on one… and then… “Sorry, folks – we’re all out today”. Seems those iPads on reserve had until 3pm to be picked up by their loving adopters!  I was crushed! Until, one helpful gentleman, walked up and down the line whispering, “They have them at Best Buy!” (I think he works at Best Buy!)

OMG! It was a mad dash by everyone on the line. We each literally, ran to our respective cars to get to Best Buy before they ran out; sometimes racing each other the 6 miles on the I-15 to get from Apple to Best Buy!  When I got inside, the guy behind me said, “nice race! I got stuck at the light you about blew through, or I’d have beat you!” I walked up to customer service, and without even asking for anything she said, “which do you want? We only have 32 and 64 gig left.” “32 gig, please”, I responded hopefully!  “You’re lucky”, she answered, “only two left!”  I thought to myself, “Well, that’s ok.. I would have happily spent an additional hundred dollars on the 64gig if the 32’s were gone!”

Ah! I was in heaven as I plopped down my $641 and out I walked out the door – the prize in my bag!  I was indeed a warrior!  I had the kill in hand; I had defeated others who wanted now, what I and few others had!  But wait… I already have the iPhone. Why did I want this new larger device that did pretty much the same thing? I drove home wondering what compromising photos of me Steve Jobs must have, in order to keep me riveted to any new product he releases?  It seems the man and his cohorts can simply sneeze on their hands and someone will be waiting to buy it; as long as they can have it first!

With too many reasons to even begin listing… I only know one thing! That is the kind of branding that makes Apple one of the best brands in the world! Unique and a Must Have!  A Brand is a promise based on a relationship which is wrapped in an experience!  So, what is your promise, and with whom are you building the relationship that will create such an addictive experience?  Steve Jobs has it figured out!  Do you?

Pinnacle Media Worldwide announces the new option of Computer & Paper Free music test sorting, or CPF! Using new technology and a totally Free iPhone App, you can now sort your music test directly on your iPhone. PMW President/CEO Bob Lawrence said, “If you don’t have an iPhone yet, you may want to run out and get one when you see what this can do!

Now, you can view, sort, scroll, and filter your data right on your iPhone from anywhere without your computer! Once it’s downloaded to your iPhone, it’s there until you want it removed.  Of course, you’ll still also get Pinnacle’s Analyst software installed on your PC the morning after your Digital Music Test!  So, what’s PMW charging for this new, fun, convenient feature? Nothing – Nada – Zilch! All you need is an iPhone. For more information on all the features of PMW’s Digital Music Test, DMT@Home, and iPhone sorting abilities, call Mark Carlson or Bob Lawrence at 760.731.1141

Pinnacle Media Worldwide tested the most-played currents over the past year in nine US radio formats, using our exclusive RadioMusicSurvey.com.  These are the top-testing songs from 2009:

AAA

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Modern Rock

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Country

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Top 40/Dance

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Hip Hop/R&B

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Adult Contemporary

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Adult Top 40

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Top 40/Mainstream

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Smooth Jazz

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By Robert Lawrence, President/CEO

It’s certainly been a rough year all around for many and when the purse strings get tightened on your end, it can feel more like a noose on ours; we know what you’re going through.

But in the end, what really matters most? Is it truly the financial frustrations that can impact the manner in which you do your job that measure your success? It’s always about this time of year I try to put it all into perspective. Men in particular, measure their own value by what they do, rather than who they are. Women are generally speaking, much better off in this area. They are much more in touch with their true value and choose not to use their jobs as a yardstick of purpose. Guys…we need to take a lesson from the ladies and probably in more than just one way.

Believe me, I know it’s difficult, especially when you own a business and not only worry about your own family, but for the many others for whom you become responsible, as well.

In reality, it’s the relationships we build over our lifetimes that matter most. It’s family, friends, and yes, even business relationships, that define who we are. It’s not what we do, or for whom we work, or how much money we earn. It’s the people in our lives who represent our greatest gifts.  I will always remember when I worked for Frank Cody and Brian Stone. Their mantra truly was, “Our assets go down the elevator every night.”  When my 11 year old daughter was born 12 weeks prematurely and was in Neonatal ICU for weeks, they never once balked or complained that I was always with her. As bad as I felt for seemingly neglecting my duties for which I was paid well, they simply said, “family is everything!” I will always love these men for that, and continue to use them as a model of great management style for my own company.

With the holidays upon us again, I force myself to remember, through all the stress and worry that comes with the job, that it’s only a means to an end. Don’t get me wrong…I love my work. I love what the team at Pinnacle Media has built over the last decade, and as blessed as I feel for the successes, if it all disappeared tomorrow, I would hope none of us here would measure who we as men and women, by failure.

So, when you get frustrated and upset with slashed budgets, no salary increase for two years in a row, or what you feel is a lack of support from corporate (who by the way, often deal with the same frustrations on an even greater scale), ask yourself what matters most?  Is it where you go everyday when you leave your home for work, or where go when you leave your office and return home?

For years our slogan at Christmas and New Years has been, “Here’s to Ratings, Revenue, & Relationships!” This year, I want to simplify that, and while I wish you great success in building ratings and revenue… what matters most is the relationships we protect and forge personally and professionally in the coming year!

God Bless you all,

Bob

By Robert Lawrence, President/CEO

Whether your political beliefs lean left, right, or in the middle, none of us will argue the amazing role that our military men and women play to protect us all daily. Not only Americans, but all nations who have brave patriots on the front lines, standing guard on both the physical and virtual walls, defending our freedom.

Many of us have friends and family in the military who will not be home for the holidays this year.  Next year, my youngest son Daniel plans to enlist in the Marines, and while my fears are great, my pride in this young man who is so committed; so willing to stand guard and lay down the precious life that God gave him to simply protect you and me, goes well beyond words.

We’re all so very grateful, yet so busy hustling and scurrying around to find the perfect gifts for those we love, that we rarely consider sending those in the armed forces something from our hearts, as well.

I simply wanted to provide a list of websites that you might consider visiting to offer support and show thanks to those standing on that very wall today; at any moment willing to make the ultimate sacrifice to simply insure that you and yours remain safe at home this Christmas Season.

Here are just a few to consider:

AMillionThanks.org

American Red Cross

lovethetroops.com

Military.com

SendCare.com

From all of us at Pinnacle Media Worldwide, Merry Christmas & Happy Holidays!

By Robert Lawrence, President/CEO

A wonderful woman friend of mine had an awful experience last night! It happens every day and we all know it exists, but we tend to sweep it under the rug.  I can only say that it’s a different world for women in business than it is for men, and it’s about time we men took notice and did something to recognize and correct the problem.

My friend is a working, single mother and is without a doubt, a very beautiful, young, vibrant professional, working outside our industry, in a family owned business; doing all she can to generate revenue during these difficult times.   She does what most do, including taking her clients out to dinner in order to build relationships.  Yet somehow, it’s different for her than it is for men in the same role, and why?  Because she is an attractive, bubbly woman and many men assume that because she is single and beautiful, she can be disrespected and spoken to (by a married man) in ways that most would never dream of and would find simply find abhorrent!

I am not going into great detail because I don’t need to! Most of you, while you would never consider such behavior or language, know exactly to what I am referring.  Needless to say, she was very upset and felt forced to leave the client, before dinner was even ordered.  She remained professional and wasn’t rude (although she had every right to be if you knew what was said to her) but she nonetheless, had to make an excuse and leave.

So, what’s the real impact?  For her sadly, it is great! Most importantly, she felt degraded, and insulted.  Secondarily, she will no doubt lose the business because she refused his advances. But for him? While he disrespected my friend (not to mention his unsuspecting wife at home) probably nothing – at least in the in the short term. He’ll move on and try it again with another unsuspecting woman. But long term?  Well, he’ll no doubt do it again and if he has any sons, they too will probably grow to treat women in the same vulgar manner.

Men truly can be pigs and if you put a bit of alcohol in them, they can be even more so! Gentleman! This is another unacceptable double standard that must discontinue. We must teach our young boys that a woman should be treasured and never disrespected, that her professional qualities should never be looked upon any differently than those of a man, and that they should speak to a woman as they would hope another would address their own sisters or mother.

Look at Mattel, who recently announced the introduction of a “Sugar Daddy” Ken doll. An older Ken, who uses money to have his way with young Barbie dolls?  Ooo, now there’s an example of what we want to teach our young daughters?  And what about them? What does a man like this say as a father of a young woman, when he treats women with such disdain?

As men, let’s be certain to teach our children!  Teach your sons to be men. Teach them to keep their zippers and mouths closed, and that “no” means “no” and that a woman in a personal relationship should be treated as a gift, and a woman in business should be treated with respect!

Let’s work on showing our sons how to be “real” men!

Tis the season for Pinnacle Media’s best testing Christmas songs for 2009. Once again this year, Pinnacle Media Worldwide tested the top 30 most-played holiday songs according to Nielsen BDS in 9 American formats. Radio listeners were invited to rate the songs through Pinnacle Media’s popular OnlineTRACKER™ music research platform. Listeners were recruited through Radio Music Survey.com and completed the survey from 10 November – 15 November 2009.

Formats:

• Adult Alternative
• Modern Rock
• Adult Contemporary
• Adult Top 40
• Mainstream Top 40
• Hip Hop/R&B
• Country
• Dance
• Smooth Jazz

Give your station the gift of knowledge! Learn how your listeners really feel about the music they hear. Discover how your station can harness OnlineTRACKER™ in 2009 for higher ratings and higher revenue! Click here to try OnlineTRACKER™.

Adult Alternative

Modern Rock

Adult Contemporary

Adult Top 40

Mainstream Top 40

Hip Hop / R&B

Country

Top 40/Dance

Smooth Jazz

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