Does This Story Have Any Air?

I finally had the chance to see the highly acclaimed movie “Air” that tells the story of how Nike signed Michael Jordan to a shoe deal that changed the sneaker industry forever. Starring Matt Damon, Ben Affleck, Viola Davis and Justin Bateman, it’s full of lessons that can be applied to the radio industry right now (or any business, for that matter!). These are lessons that we should be incorporating every day. Among them:

1. Be observant. This means paying attention to details and being able to see patterns that others might miss. Sonny Vaccaro, the Nike representative who signed Jordan, saw something very special in the athlete that others apparently missed. When looking for programming talent, pay attention to the intangibles. For Jordan, he wanted the big shot amidst several other seasoned all-Americans – not some of the time, but ALL the time. No one saw it except his coach (who designed a final play for him) AND Vaccaro. They both could see that intangible of putting the team on his shoulders and letting it go. There are some special personalities out there on TikTok, podcasts and your own promotion crew. You can find them in so many places these days, the ones who always “want the ball.” Like Jordan, there will be a few misses, but there will also be some BIG moments that will stay in the memory banks of your listeners.
2. Believe in your product. Vaccaro was passionate about the Air Jordan shoe. He believed that it was the best basketball shoe on the market, and he was able to convince Jordan and his family of that. If you don’t believe in your product, it will be hard to convince anyone else to buy/use it. If you just rely on “#1 for Today’s Country” or “New Country” to brand your station, it tells me you don’t know what your product stands for. It’s when you go that one step further, as Sonny did, that you make something happen. You can only do that if you are 100% all-in on the station.
3. Take risks. Nike took a big risk by signing Jordan. He was a talented player, but he was also a bit of a risk-taker. But Nike saw something special in Jordan, and they were willing to take a chance on him. If you want to be successful, you need to be willing to take risks. Whether it be a special prospective on-air talent, or an unusually creative promotion, or a specific programming move, if you feel it in your heart first, and then your head, go for it. Affleck’s Phil Knight character said it best – “You’re remembered for the rules you break.”
4. Be creative. Nike was creative in their marketing of the Air Jordan shoe. They created a unique marketing campaign that resonated with young people. They also made sure that the shoe was available in a variety of colors and styles. If you want to stand out from the competition, creativity is the #1 consideration, in marketing and branding the station, hiring the right talent, programming your music, etc. Let’s stop being sheep and let’s start standing out. I can listen to two stations in the same market and, in most cases, NOT be able to distinguish the two. Dare to be different!
5. Never give up. Vaccaro faced a lot of obstacles in his attempt to sign Jordan. He was told that Jordan would never sign with Nike, and he was even threatened by Jordan’s agent. But Vaccaro never gave up. He kept working hard, and eventually he was able to sign Jordan. If you want your station to make a difference, you need to be persistent and never give up on that goal. There will be roadblocks both internally and externally, but do your homework – for a talent, a programming change, a new marketing plan – and be ready to get the station where you want it.

The movie “Air” is a great story about how a shoe company and a basketball player changed the world. What’s your “story” going to be?

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com