Successful marketing of Sports Radio is being able to ‘seize the opportunity’. Take advantage of top-of-mind awareness created by a story, event or a particular situation with an on-air personality.

To maximize these opportunities requires several things. First, the ability to react quickly. Second, to creatively take advantage of the situation. Third, a resource allocation more commonly known as people and budget. Fourth, the ability and passion to overcome the obstacles in seizing the opportunity.

One method that combines the first two elements is having a ‘creative SWAT’ team that huddles for five to ten minutes. The  goal, brainstorming on how to take advantage of the situation.  The purpose of the SWAT team is to generate ideas, not evaluate them. Otherwise the brainstorming session turns into an hour-long meeting with little or nothing accomplished. Put the ideas on the table! Evaluate them after the meeting with the people who have to implement them! 

It is OK to pass on great ideas because they cost too much, take too much time to put together, are no longer timely or are just not practical. However, avoid tossing them away because they ‘take too much work’ or ‘extra effort’. Those are missed opportunities for the station.

Over a period of time, ‘seizing opportunities’ translates into higher awareness of the station and builds stronger entertainment value. Both are valuable in the ratings game.

And make sure the opportunities and the way they are seized fit the target and reflect the personality of the station.