5 Ways to Promote Your Show (for NO COST!) | Guest: Mark “Hawkeye’ Louis, KSCS, Dallas-Fort Worth

Hawkeye in the Morning, (Mark “Hawkeye” Louis) has DFW’s longest running FM morning show at New Country 96.3/KSCS.. He’s a Billboard Magazine winner, the Academy of Country Music’s Air Personality of the Year and a member of the Texas Radio Hall of Fame. After years on the air with Dallas legend Terry Dorsey, and now with co-host Michelle Rodriquez, Hawkeye epitomizes how a top-rated morning show can lead in community events and maintain a massive online presence. He’s also a MASTER MARKETEER! In this episode, Hawkeye shares secrets to leverage YOUR media brand into extra income!  

Transcript
Hawkeye:

There are ways to get your audio out there without having a podcast they're absolutely free. And I was suggesting you find what is probably the easiest way for you to do it and biggest bang for your buck. If you're stationed Facebook page has 40,000 followers. Maybe that's the place you should be posting your stuff every day. Welcome to brand with on demand, your guide to rebooting radio. I'm hearing a lot about this one asphalt clubhouse. I've seen some people do rather well with it, but I just don't know how that is going to relate to my audience. Anytime soon, BrandWidth on demand, rebooting radio with a different take on all radio can be now your guides through the media Morphosis, David Martin and author of the book BRANDwidth, media branding, coach Kipper McGee

Dave:

Mark "Hawkeye"" Louis has become DFW longest running morning show on the FM dial. He's a billboard magzine winning the Academy of country music air personality of a year. A member of the Texas radio hall of fame Eastern at all at three years on the year with Dallas legend, Carrie Dorsey. Now with cohost Michelle Rodriguez, in addition to airing a top rated morning show. Hawkeye is also heavily involved in community events, which we link to in the showrooms. But today he's here to share some insights in near and dear to any radio person's heart how you can leverage your radio brand into some extra money. BRANDwidth on Demand is proud to welcome the one and only Mark Hawkeye Lewis.

Hawkeye:

Hey, thank you very much for having me. We are

Kipper:

thrilled to have you and looking at what's going on. I mean, you're doing some very cool stuff at Cassius and the show notes. We, uh, linked to a very cool video that you created kind of explaining how you do some of that, but you're also a top. Five market. I mean your big station, big company. So what would you suggest for the morning host or even a PD who would like to kind of follow your lead on some of this stuff, but might be in a smaller,

Hawkeye:

well, you know what, it's interesting that you say that we're in a larger market because we are a top five market, but we're a very small staff. It is just me on the morning show, along with Michelle Rodriguez. My co-hosts, we don't have a producer. Uh, we don't have even have an intern right now. And so we do it all. We compete against shows that are a lot bigger than ours and we're beating them. And so what we do here at Dallas, you can replicate at any market. And I think the number one thing that we do is tell our own story. And that really is the most important. You tell your own story. So if you're in a smaller market, You, you need to tell your officer now, what does that mean? Well, I can give an example if you a, have you ever seen carpool karaoke with James Corden on the late, late show? Okay. That's a perfect example of telling your own story. I can't really remember if I've ever actually stayed up till 1230 at night and seeing James Corden's show, but I'm very familiar with what's on the show because he's such an expert at telling his own story that the video with him and Adele doing that bit has garnered over a hundred million views. And that's, that's two out of every three people in the U S and chances are, he's not getting 200 million people each night watching a show that would be spectacular. But he tells his own story. So what he does is basically he takes features of his, that have really done well for him and that he repackages them for an audience to find him at another time. And I think that's really what any morning show really needs to do, needs to tell their own story in a variety of ways, but repackage some of your best stuff. And have it out there for people to find every day when we get off the year, we put some of our best bits up on the web in a variety of different matters. We have a YouTube channel. We have a podcast we've gotten over 10 million downloads of our morning show in the past few years. And it, it starts slow, but it builds, but our brand is much bigger than our radio show now. So that's what I would tell someone in a smaller market is you need to tell your own story. Hawkeye.

Dave:

You've had some great experience working in a legendary radio station and with legends like Terry Dorsey in Dallas center, and you've developed some great skills and best practices along the way. One are you focused on visual and what's the first step to show can take to view their branding visually, especially if there's no budget,

Hawkeye:

I would say the very first thing your morning show needs to do. And especially for a smaller market, may not think this is an important thing, but it really is, is you need to brand your show. With a logo. Think of your radio station, your radio station has a logo. Why does it your morning show have one. Can you imagine a radio station that didn't have a logo? You look at all the big morning shows all across the country. They all have a logo and then everything they do be it. A podcast feed, a video they'd make. Via photo that they post anything that they do, their logo is on and it's instantly recognizable to their audience and to energy and people don't normally listen to their show. Now you may say, okay, that's great, but I don't have a budget. Well, that video that we had talked about earlier, actually there's a link to another video on how to make your own logo online really simply. And I show you probably do one an hour. That looks just as good as the logos that Disney makes for ESPN and their shows. Um, so I, I would start with that is get a logo and also make sure. That, uh, your show also is visually prepared for your audience. Your audience is going to want to find out what you look like. Now you may say to yourself, we don't have a budget to get photos done. Well, I'd go back in your archive and find a photo of that. You look great in, uh, my co-host and I, Michelle Rodriguez, the photo that we use right now is us at a radio thumb, and we just have to take a picture. It came out so well, that's our official photo right now. So when people want to see what you look like, you really need something on your website. I'm shocked at really how many. Folks don't have anything on their website when it comes their station website. When it comes to their show, they might just have a picture or there's really very little things there. And you really need to visually brand your show also in everything that you do.

Kipper:

So say that the show is kind of motivated to do this, but their station or the company, maybe even doesn't get it. They don't have the resources to support those online efforts. Or

Hawkeye:

maybe it's both. Well, you know, I have heard that from a lot of people. It's like, yeah, we'd love to do a podcast, but our station isn't going to pay for us to do a podcast. But I was suggested we did this and it works out rather well for us. So we went to YouTube because YouTube absolutely free your show can start their own YouTube channel for free and you can make simple videos. Uh, there's a lot of apps out there. Headliners a great app that you can make a video of an audio file from your show. Use the logo as. The centerpiece. And then it creates a wave file that has a little movement there. There's a whole bunch of different ways you can do it too, and you can post it on your YouTube channel or, you know, what? They actually make templates that you could post that on your Instagram feed, or you can post that on your Facebook page and it fits perfectly. So there are ways to get your audio out there without having. A podcast they're absolutely free. And I was suggesting you find what is probably the easiest way for you to do it. And the most, uh, I guess, biggest bang for your buck. If you're stationed Facebook page has 40,000 followers. Maybe that's the place you should be posting your stuff every day I began. And now it also just made me think about posting it outside your day part, like maybe in the evening when there might not be anybody posting at all, and most people are using Facebook.

Dave:

Right. Yeah. What are some other things that any show at any station can do without spending a lot

Hawkeye:

of money? I think this is a really good thing to do is always look for opportunities to reach out to the local media. And I'll give an example that someone on another station did in our cluster. And I took this example. So he just lucked out and got John Travolta for an interview when John Travolta came to town and he was told, don't ask about the incident where he mispronounced Idina men. I see. I just mispronounced her name to Idina Menzel, her name at the Oscars. Don't ask about that. Well, he asked about it and John Travolta, nobody ever asked him about it because they're told not to ask. He took that little clip. Luckily, he made a video that day. He made a small video and that was on entertainment tonight. That was hunt every one of those entertainment channels in the next 24 hours. And he had John Travolta sitting in front of a banner with a station logo and you know, his, his logo was on there too. The great mega show and this went out. Everywhere. And I thought to myself, how brilliant is that? So a few weeks later we had Mark Cuban on our station from shark tank and we had just had a tornado overnight. And Mark Cuban announced on our show that he was giving a million dollars to a local school that had been devastated by the tornado. He had announced that to anybody, as soon as we got off the air. Luckily we had video that day because we had invited someone in to film that for video, we made that video available. Via our social media. And then we contacted every local TV station through contacts that we had. And that was the number one story that day on the news. How Mark Cuban was on the Hawkeye in the morning show. And he was giving a million. He announced he's giving a million dollars to this local high school that was destroyed in the tornado. So Michelle and I were always looking for ways to reach out in the community. We're always looking for ways to establish connections with local media. And if there's a story that they're interested in, By the way in the local TV stations, they're just as stressed budget wise as you are. So they very much appreciate stories like that. Good

Kipper:

point. So in your video, you mentioned how Google led you to an aha moment. Can you share with you noticed and what you

Hawkeye:

did with it? Yes. So I had heard a story about a person in another market, but went to number one in his date part. In like six months, it was phenomenal. So I wanted to find out more about his show and what he did. So I Googled his name and I Googled a station call letters. And what's the first thing that pops up is his stations website and the page on his website dedicated to a show. So I clicked on that and all that was, there was a picture of him. And his time slot, there was nothing about his show. And I thought that's a shame because here's someone who wants to learn about his show. And you may have fans who listened to his show is obviously doing well. And they might go to his page and want to become a super fan a P one and they can't find anything. And then I thought. I wonder what's on my webpage. Cause I never looked, I know we have an internet department, but I know also our internet guy has got seven stations. So I Googled my name and I Googled my call letters and I encourage everybody to do this exercise. And my found out our webpage wasn't much better because our webmaster is very overworked. Like I said, he's got seven radio stations to work with. So my morning show page really isn't a priority. All it was on our page was our logo. And our phone number and an email address. So, you know, I decided I'm going to be proactive. I went and sat down with our webmaster. I said, Hey, Show me how I can improve my own webpage. So you guys don't have to do this and I can improve it at any time. And most of these webpages now are template. So it was pretty easy to do so if you Google Hawkeye KSCS, you can see what our webpage is about now. And basically it's about telling the story of the show. All our features are there there's links to all the things that we're doing. We have videos up there. Um, if we had a fundraiser or something, the story is there. And it's all there. Interestingly enough, I went to like almost every radio station in our market, and I found that probably 90% of the radio stations, the webpage for the morning shows really had very little it at most. They might have a small bio and they have picture and their time slot, but very few had anything more. And you're really missing an opportunity because if people want to find out about you more than likely, they're going to Google your name and Google your station's name. And even if you have your own web page where they're going to be led to is your radio stations webpage, and it really would benefit you to take care of that. And by the way, ask your webmaster chances are probably, you know, 10 to one that the most viewed page. Is your webpage on the radio stations website. So it really behooves you to really improve that and make that a kind of a centerpiece and go-to place for everything that you're doing on your show and telling you

Dave:

we're with this star of Dallas Fort worth morning radio. Mark Hawkeye Lewis, a somebody you'd like to hear from we'd love to hear your suggestions. Just email us show@wranglerwithondemand.com

Hawkeye:

and

Kipper:

you can hear, hear from other great stars too.

Hawkeye:

Like Helen Liddell from light

Kipper:

FM in New York. Dave Ryan from kidney WB in the twin cities and two men and a

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mom,

Hawkeye:

w R a L plus leading

Kipper:

program directors, brand managers, corporate dudes, and neat, the thought leaders like Fred Jacobs,

Hawkeye:

Sean laws, and

Kipper:

tons more, just cook on the craziest episodes available where it, every

Dave:

get downloaded events coming up. Hawkeye tells us. What do you know he's now, but he really wishes. He knew way back when he started and what he liked to know now about the future. Hi, I'm Jeff McCarthy, vice president of programming

Hawkeye:

for Duke Wright's Midwest communications. So I'm Tony Marinell from throwback nation radio. Hi, this is Dave Tyler from music. Even more raving fans and Bailey program director for KSP and Midwest, family broadcasting and Springfield, Missouri. My name's Jonathan Schaffer. I'm the program director at the legend, 6:50 AM WSM. Ready to join these raving fans. I'm so thankful for music master and the team for helping us grow our. And to what it is today, never stop learning. Using masters educational

Dave:

webinars have helped us to become excellent music

Hawkeye:

schedulers. Visit music, master.com today I cannot thank the music master team enough for radio

Kipper:

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Hawkeye:

stuff we know now we wish we'd known that BrandWidth on

Kipper:

demand. We're with the

Dave:

star of Dallas Fort worth morning, radio Mark, Hawkeye and Lewis from K S C S. Hawkeye. What's the one thing, you know, now you really wish you'd known way back on your first radio job. And then another question, what's the one thing you wish you knew now about the future?

Hawkeye:

One thing I wish no back when I started is how important networking was and getting to know people. In your market, local media contacts, politicians, and so forth. I wish I had done a better job of that. 32 years ago when I started my co-host Michelle Rodriguez is so great at it. And I learned from her all the time. And I'm so thankful that, uh, she's my partner in the morning show because she has connections that I don't have. And I think to myself, I kick myself. Like, I wish it would have done a better job of this 32 years ago. I really kind of started networking more probably 10, 15 years ago. But I think about all the water that's under the bridge that this has gone by missed opportunities. So I wish I had done a better job. I really, if you're in a small market, uh, well, any market really, really reach out to the local media. You know, bill Clinton once said that every time you meet someone at a party, the next day, he finds an excuse to send that guy a note or something. And that's how he establishes contacts. And that's a great way to establish contacts. Uh, what I wish I knew about the future is I kind of wish I knew what this next big social app is going to be. I'm hearing a lot about this one app called clubhouse, and I think that's going to be a big thing, but I just don't know. I've seen some people do rather well with it, but I just don't know how that is going to relate to my audience anytime soon. And I kind of wish I would be able to see how that's going to play out and how my audience, not just industry professionals are going to be using that. And so I could be on the forefront of. Doing something that my audience can relate to our

Dave:

thanks to Hawkeye. He is the star of Dallas Fort worth morning radio on K S C S you'll find his videos, all kinds of other great stuff about his show in the show notes. Just scroll down on

Kipper:

your phone as always thanks to our exec producer, Cindy Huber for her artistic audio stylings and coming up next. Hi, this is Randy

Hawkeye:

Lane with the Randy Lane company. What are the star qualities that go into creating a great personality on radio, and we'll get into how to expand

Dave:

your personality,

Hawkeye:

your brand, across all of the platforms that are

Kipper:

available today. Consultant

Hawkeye:

and Randy Lane next,

Dave:

that's a wrap tipper. Everybody's working from home, but are you working from home or working to be? We'll talk about it in one minute. Martinizing it's in the show notes@brandwidthondemand.com. I'm Dave Mark, and I'm Kipper

Kipper:

McGee. May all your brain

Hawkeye:

be wide.