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How Radio Pivoted From Live Events To Virtual Gatherings.

With radio station event calendars cleared due to the pandemic, sales departments scrambled to keep money on the books and provide the touchpoints that clients like getting from in-person gatherings.

Thomas Hanson, VP, Sales and Marketing of Tuned In Broadcasting adult alternative “Lightning 100” WRLT Nashville, served as moderator and presenter during “Sales Exchange II: Driving Digital” at the virtual Radio Show last week. He was joined by Kelli Frieler, Executive Director of Digital for Leighton Broadcasting and Taja Graham, Vice President of Sales at Emmis Indianapolis for the session, where the trio told stories of how the pandemic affected live events and shared examples of how they pivoted to move them to virtual campaigns.

When national sporting events were starting to be cancelled in early March, the Leighton Broadcasting staff sat down and looked at their upcoming events calendar. “How are we going to stay connected and engaged in the community?” is what Frieler wondered. “How can we plan for opportunities of engagement and potential loss of events? We tried to get out ahead of it.”

“Obviously March gave us pause,” Graham says. “We needed to think differently about how we are going to approach our events across all of our brands.”


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