Tag Archives: message

Revamped Radio

March 18, 2017 by
Photography by Bill Sitzmann

When the band Train came to Omaha’s Baxter Arena for a concert in December 2016, there were plenty of flashing lights and excited fans. “But when the lights go out and the audience starts screaming, there’s no rush like it in the world,” says Andy Ruback, general manager of NRG Media. Ruback knows a great deal about screaming fans—when a big concert comes to town the likelihood is that Ruback had his hand in the planning. His role as general manager has evolved over the years from managing radio stations to include managing events brought to town by NRG Media Live.

The business is a natural fit for NRG, which owns stations ranging from Power 106.9 to 1290 KOIL. The company was looking to the future for broadcasting and leaning toward live shows as a way to increase profitability. NRG used their strengths in connecting people to music to expand into the business of concert production. With the radio stations’ on-air talent knowing their listeners’ preferences, the media company naturally knew what acts had potential to bring in revenue, and which ones might not.

Ruback came to Omaha from Lincoln, where he served as general manager for their NRG stations. Upon his arrival at the NRG offices in Omaha in 2012, Ruback went full speed ahead. He says the intention was never to focus on live shows over radio shows; rather, he called his plans a method for “diversifying for growth.”

Concert production is a challenge that Ruback gladly accepted, but in it, found unique bumps in the road. Some of those bumps included special requirements, such as permits, that needed the legal team’s help. Shock rocker Alice Cooper, for example, required the team to acquire special insurance because of the pyrotechnics involved with his show. Ruback and his team figured out how to get the right insurance, and now know who to ask the next time someone wants to light up fireworks onstage.

Ruback says some of the more surprising challenges he and his team have faced come from smaller, more routine details.

“I would say it’s more about the crowd experience logistics,” Ruback says. “How do we try to work with the arenas to make sure there’s enough concessions on the floor? What should be the entry ticket price? What should be the price for the front row?”

Logistics is the simplest description for the business of producing concerts. Is the specific artist available at the time? Is there enough interest in this artist to fill the seats? Is a venue available on the day needed?

“We could have the great idea, and the right price, but there could be a UNO hockey game and a Lancers game on the night we want, and we’re out of luck,” Ruback says.

It is a revenue stream in which many community businesses desire to participate, and there are many ways for them to participate, including attaching their name to experiences such as meet-and-greets with the band before or after the show, and attaching their name to souvenirs. Attendees at the Train concert, for example, vied for flashing bracelets and cups branded with a sponsor’s logo. Signage prominently displayed throughout Baxter Arena featured sponsor logos.

The scenario is beneficial to everyone involved: the band gets to play to a well-attended venue, the fans get to enjoy the band, and the sponsors get to present their message in an effective way.

“On that day, no other media group is producing a concert,” Ruback says. “So you’re looking at content that advertisers want to be a part of, but no other client can do.”

The diversification proved wildly successful. Ruback says that since 2014, more than 100,000 people have attended an NRG Media Live event. Associate athletic director for University of Nebraska at Omaha Mike Kemp enjoys his business dealings with NRG Media Live and says that when Ruback puts on a concert at Baxter Arena “… it’s not just a concert—it’s an event. He has great vision and ideas and that’s the true charm of what he does.”

“I think NRG Media does a great job of engaging the community to get behind the events,” adds Kemp. NRG Media has the ability to promote coming shows using the radio stations on their roster and their strong social media presence. This equals solid attendance numbers at concerts and happy sponsors.

“Andy’s full of energy and great ideas,” Kemp says of Ruback. “He’s an honest guy with great enthusiasm for what he does.” Rubak’s vision has evolved NRG Media into much more than an organization simply running local radio stations. In fact, the next time there is a popular concert in town, there is an excellent chance that Ruback can be found there, smiling and enjoying the rush.

Visit nrgmedia.com for more information.

This article was printed in the Spring 2017 edition of B2B.

The Brand Brief

February 23, 2017 by

I have good news and bad news. The good news is that greatness is a state of mind. The bad news is that others’ minds decide your state. As with many things in life, this is true for people as well as brands. A brand is, in its most basic description, what people believe, feel, and think about a company. Companies like to think that their brand (or “brand image” if you’re old school) is whatever they’re currently telling the public it is. Which is rare. However, that is the goal. Because when what people think of you matches up with what you claim to be, you’ve hit the branding bull’s-eye.

Great branding is built on a solid foundation. This foundation is commonly referred to as a “brand platform.” Used correctly, a brand platform can act as a launching pad for your branding efforts. Conversely, it may resemble the 10-meter Olympic diving platform, except, instead of water, the pool is filled with buy-one-get-five coupons that cause financial ruin and death by a thousand paper cuts.

A brand platform defines who you are as a company in a way that everyone in the organization can understand—even Chuck in H.R.—by codifying beliefs into a framework that doesn’t change with the shifting winds of accounts receivable. The platform becomes the guiding document in how you speak about the brand and how the brand acts. It is no use marketing something and then failing to live up to those promises operationally when people finally find time to “act now.”

There is no standard template for a brand platform. Most advertising agencies that deal in branding have developed their own process and format. I prefer a classic format that defines a brand purpose (why you exist beyond making money or even your current product), brand position (who you are relative to your competition and audience), brand personality (five or six adjectives, none of which are “sleepy”), and brand affiliation (the type of people your brand wants to attract). Feel free to Google these terms. Other platforms include brand archetypes or variations on all of the above. The important thing is that the platform brings clarity, unity, and direction. So beware the agency attempting to sell you a process that they themselves don’t seem to fully understand—just because it comes with a cool infographic doesn’t make it actionable.

I do not recommend trying to create a brand platform on your own. Anyone inside the company is too close to the situation to be completely objective. Nonetheless, you should be actively involved in the process. An agency that insists on doing everything themselves before delivering a final document fait accompli is probably doing a lot of finding and replacing on a platform they first wrote in 1998.

Once your platform is in place, use it. This is not as obvious as you would think. Weigh marketing decisions against it. Use it to filter operational objectives. Spread it throughout the company so that when an employee gets asked about where they work, they give an accurate answer. Eventually, because branding is a long game, your brand will be cohesive and consistent. And all your marketing will automatically be strategic in tone and message (and media, too, if you’re paying attention).

You will still need to decide on creative directions and tactics, of course, but you won’t have to do the heavy lifting of figuring out foundational principles every time you write a new tweet. Because you will know who you are. And, more importantly, customers current and potential will, too.

Jason Fox is a freelance creative director and writer. He can be found at jasonfox.net and adsavior.com.

This article was printed in the Spring 2017 edition of B2B.