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Holland Cooke, News/Talk Specialist,
McVay Media
Holland Cooke has been McVay Media's News/Talk Specialist since 1995. He has advised radio and TV stations in the USA, Canada, and New Zealand.
Cooke publishes a monthly newsletter for radio owners, managers, and on-air talent (click here for details); and is frequently a featured speaker at industry conventions.
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I’m writing this aboard a Northwest Airlines A319, an aircraft which this carrier configures with 16 First Class seats. Only 8 are filled. BIG MISTAKE, after NWA canceled A THOUSAND flights the week before, when PO’d pilots were calling in sick. I’m flying home from The Conclave, which some attendees and speakers ended up missing as a result.
I’m up front, upgraded because I’m WorldPerks Platinum. But there must be SOME lowly Golds and Silvers aft. Even if not, gate agents should be empowered to thoughtfully, quietly, fill otherwise empty First Class seats. I’ll bet NWA’s system indicates which passengers are on the return leg of an itinerary that included an unpleasant surprise on the outbound leg. Or pick a big-and-tall singleton otherwise condemned to the dreaded center seat in Coach…or someone with a tight connection on the other end. It just makes no sense not-to-make-SOMEONE’S-day, when you have the opportunity.
Some folks up front actually PAY to be there, so this is a sampling opportunity for the airline. But when we land, these empty seats around me are opportunities missed.
How you can avoid making the same mistake: Got tickets?
When I was at WTOP, we had great seats for baseball, basketball and hockey games we flagshipped, for Sales schmooze. As carefully as Sales would allot tickets, it wasn’t unusual for plum seats to go uncommitted from time to time. Maybe a client cancelled, or reps were swapping allotted dates, whatever. If you have game or show tickets, you can relate.
If you yourself will be attending, bring along that spare pair. Look around the nosebleed section for a couple who personify the listeners described in your station’s Sales kit…and make their day. “EXCUSE ME, I’M MATT FROM WXXX, AND WE ENDED UP WITH A COUPLE EXTRA SEATS IN ROW THREE TONIGHT. WOULD YOU LIKE TO MOVE DOWN THERE?”
Matt’s a smart-enough guy that he’s paper-clipped his business card to the tickets, and hand-written “ENJOY THE GAME.” And if I know Matt, he’ll even share-the-love with one of his advertisers: “EXCUSE ME, I’M MATT FROM WXXX, AND WE ENDED UP WITH A COUPLE EXTRA SEATS IN ROW THREE TONIGHT. WOULD YOU LIKE TO MOVE DOWN THERE? YOU’LL BE THE GUEST OF [name of advertiser], AND THEY’D ALSO LIKE YOU TO HAVE THIS COUPON.”
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