Your station is no doubt inundated with network ads touting the benefits of investing in various stocks, funds, or even gold. They all promise big returns and stability. Listeners respond to such ads because no one wants to feel they have not gotten the best value for their money. We don’t like to lose.
For the on-air personalities, digital content creators, news teams, and on-air performers, being recognized by your peers is an invaluable morale booster. The daily grind can get to everyone. The question that enters nearly everyone on the content side at some point is, “Is what I’m doing even getting noticed among all the noise?” Placing in an awards category says, “Yes!” Having your staff compete in the WBA Awards for Excellence might be the best single thing you can do all year to boost morale.
I know. The GSMs out there are saying, “Sure, that’s great. But does it make us any money?” Let me offer you that your WBA Awards entries are wise investments that have the great potential of benefiting both the revenue and performance sides of your company.
With today’s ever-increasing number of options for advertising dollars, I can guarantee that your clients want to go with a winner as well. In my history with WCLO, there was a time when we were able to arm our account representatives with a selling point unrivaled – that WCLO had been selected as the number one news/talk station in the state for five consecutive years.
The WCLO example aside, a winning commercial, feature, morning show, news team, etc., gives your clients the confidence of knowing that your team works hard. They are winners. And who doesn’t want their message in that type of environment?
If your team is lucky enough to capture one of the commercial categories, even better! You can claim direct credibility to your group’s understanding of how to create commercials that work as judged by other media professionals.
I have had conversations with people who believe that making a big deal about the awards is too “inside baseball” and the clients don’t care. I strongly disagree. Clients want to win. We are in front of them every day telling them we know how to help them win. What better proof can there be?
So dig up that 2023 Awards brochure and look at all the possible investments under $50 that could bring you client contracts in the thousands, just because they will always go with a winner!
The entry deadline is Jan. 10, 2024. Good luck, and good selling.
Tim Bremel
WBA Awards Committee
