Monday Memo: Ask the CVS Question | TALKERS magazine - talk media trade : TALKERS magazine

Monday Memo: Ask the CVS Question

| November 8, 2021

By Holland Cooke


BLOCK ISLAND, RI — “Supply chain” is something CNBC talks about all day and your listeners and advertisers suffer every day.

To be useful and relatable and relevant and SOUND LOCAL – and to have listeners quoting you to each other – ask the question the CVS clerk asks when you bring what you’re buying to the counter: “Did you find everything you’re looking for?”

No matter where your listeners are shopping, they likely didn’t.

  • Previously here, we’ve detailed why, a perfect storm. There are weak links all along the chain; and if Santa is smart, he’ll shake-a-leg.
  • Sales reps help local retailers use the station to tell consumers what IS in-stock.
  • Programmers can support that opportunity, and deliver something listeners won’t get from radio’s digital competitors or robotic AM/FM competitors.

How? Do what makes your station special: Make listeners the show.

  • Remaining local news people: Ask shoppers leaving the supermarket The CVS Question. They’re already seeing bare shelves in some aisles. Some will tell stories that harken back to a March 2020 everyone remembers.
  • Montage the best replies, alternating male/female voices, so the ear can sort-it-out.
  • Name the store, something network-fed, man-on-the-street sound can’t do. Listeners can visualize.

Next best thing if you lack local news staffing to do this: Make it a (ongoing) call-in topic.

CNBC is talking to, and about, Wall Street. Local broadcasters’ opportunity is helping locals navigate Main Street.

PS: If you’re still reckoning adequate social distancing, simply tape three CVS register tapes end-to-end-to-end.

Holland Cooke is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks.” On page one, he writes” Stop reading,” and links to a document that “explains the sweet spot between superstardom and obscurity, using the tools already at your disposal.” HC’s E-book is available exclusively from Talkers books(click the banner on this page). Holland is a consultant working at the intersection of broadcasting and the Internet.  And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Follow him on Twitter @HollandCooke

Tags: , , , , , , , , ,

Category: Advice