Going Up Against The Big Dog

You're going up against one of those stations in a market that has been the #1 Country station for a very long time – The Big Dog, so to speak! How, in heaven's name can you get any traction against one of these perennial giants? For a task that may seem insurmountable, there are six steps to take that could help you become more than just the second Country station in the format.

First: Do what they don't and, most of all, do what they can't! If they are a strong, personality-driven radio station, unless you steal one of their personalities, you should stay out of that lane and concentrate on creating a STATION personality from the start. This starts with your music. I'm not talking about "commercial free hours" or "10-in-a-row" sweeps. Find a most creative and unusual way to present your music. Create a hook of some sort. Maybe it's a massively advertised 50-50 split of male/female artists. Maybe it's the new '90s Country presentation that's starting to emerge. Regardless, find one or two main music programming features that make you stand out and cause market talk … and make sure you are all over your socials with this direction.

#2: Make every on-air promotion/giveaway sound big, whether it is or isn't. You may only have five pairs of tickets to a big show, but make it sound as if you have 500 pairs. Be ultra-creative about how you give them away. In my Boston PD days, we did just that up against the "Big Dog" Rock station. We turned five pairs of U2 tickets into a massive crowd of 5,000-plus in front of the old Boston Garden watching out for our "Ticket Phantom." Oh, and to be eligible they had to wear our call letters somewhere on their person. This at a show sponsored by our "Big Dog" competitor. TV news crews showed up, and newspaper ran stories about it for two days. Everybody knew who we were after that! As a postscript, we beat the "Big Dog" the next two ratings periods (quarterly in those days). Definitely NOT a coincidence.

#3: Find a local cause and own it. One of the reasons your big competitor got to where they are was because of a strong community presence. That's hard to top, but you should look for that one cause that really resonates with your target audience. Gen-Zs and Millennials (35-44) are all about being involved, and they want to see the products they use do the same. Engage with your staff and find that one local cause, and get behind it 100% as often as possible!

#4 – Make every appearance a marketing event. This not only creates talk with listeners, but also with clients. Be ready to do that "little bit extra" for client appearances. Instead of the usual "spin the wheel" for prizes or simple registrations, create an event. "Redneck Olympics" and cornhole tournaments come to mind right off the bat. No matter what, just make sure it's something fun to play AND watch.

#5 – Be the station that creates FOMO. Stay on top of what's hot in your market and pop culture, and create events/promotions/charity events, etc., that always have the market buzzing with anticipation. Find those creative geniuses on your staff to help you and the rest of the group come up with some fun stuff.

#6 – RESPECT the "Big Dog!" As much as you may be tempted, stay away from taking shots at your competitor. In the past, that has been highly recommended, but now, with the larger audience being Gen-Z and Millennial, I'd avoid any of that. These generations don't take kindly to "trash talk," and will not support anyone who does. That, plus, you must understand that the "Big Dog" got to where they are because of their listeners and the market. You may be alienating more than you're attracting with this tactic.

Finally, understand that market leaders do not last forever. Stay focused on your strategy. Involve your entire staff in the process. Stay strong in your effort. You may one day be the NEXT "Big Dog."

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