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POSITIONING YOUR RADIO STATION (video download) Randy Michaels

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$49.00
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Product Description

 This Product Is a 1-hour, 46-Minute mp4 Video Seminar,
which you can download immediately upon purchasing.
(1.46 GB)

Personal recommendation from Dan O’Day:

This Probably Is the Best Radio Video Ever Recorded.

If you’re a real “radio person,” I promise you’ll view it again and again, for years to come.


Randy 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..and his incredible, come-from-behind ratings successes against bigger, more powerful, richer competitors.

His success took him to the top position in Jacor Broadcasting (which grew into Clear Channel Radio).

Jacor was a name to be feared — unless, of course, you didn’t work in a market where you had to compete against them.

Here's an Legendary Example of Randy Michaels’ Mastery of the Art of Positioning.
This is a True Story.

Jacor bought a radio 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 Randy's station one million dollars — or Randy’s station would change formats to compete directly with the #1 station.

Probably the other guys 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.

Who Needs to Learn from this Video 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 Radio Seminar?

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

If you have a guaranteed, exclusive monopoly on your radio market — no competition allowed — you don’t “need” this video 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
  • How to spot opportunities in crowded markets     
  • How to take advantage of the competition's weaknesses
  • How to exploit your station's strengths   
  • How to position your station effectively     
  • How to define a station attribute that's valuable, easy to understand...and compatible with the rest of the station  
  • Positioning statements: smart & dumb     
  • What makes your station "someone's favorite"  
  • The five stages of product adoption
  • Consumer-Focused Marketing
  • Satisfying Your Two Sets of Customers
  • How (and Why) to Think Like an Owner
  • The Secret Behind All the Fun & Games
  • Packaging
  • The Delivery System
  • Playing (or Not Playing) the Cost Per Point Game
  • Your Station’s Character
  • The Four Positions of War
  • Principles of Defense
  • Principles of Offense
  • When & how to launch a direct offensive attack 
  • Principles of Flanking
  • When & how to launch a flanking attack
  • Guerrilla Principles
  • The Five Elements of Product Adoption
  • Your Quarterly Marketing Plan
  • What to do when you’re outgunned
  • Hot Medium vs. Cold Medium
  • Why Confusion Benefits the Leader
  • What to Do 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
  • Why and how a radio station manager needs to educate the program director
  • Why and how a program director needs to educate the station manager
  • How the utilizing 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 radio 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, 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”
  • 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
  • The 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
  • The power of Simplicity
  • Compatibility among your cluster of values
  • What your average listener must be able to do for your station to succeed
  • 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 do
  • 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

Running Time: 1 Hour, 46 Minutes

Download Directly to Your Computer.
After you submit your order, we’ll send you your own private link to download this mp4 video directly to your computer. 


Other Details

Product Type:
Downloadable Video

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Product Reviews

  1. Very enlightening

    Posted by Kyle Guderian

    The video was very enlightening and contained some amazing information to help guide my radio station in the right direction.


  2. EVERY STATION SHOULD HAVE THE ENTIRE STAFF VIEW THIS VIDEO

    Posted by Jaye Albright

    If you want a sample of what PD GRAD SCHOOL is all about, call Dan O'Day and order the video POSITIONING YOUR RADIO STATION by Randy Michaels. EVERY CLIENT STATION SHOULD HAVE THE ENTIRE STAFF VIEW THIS VIDEO PRIOR TO EACH RATING PERIOD.