Frost Advisory #688 – It’s Worthless If It Sits On The Shelf

This weekend I saw a display at a sporting goods store in Texas designed to move inventory RIGHT HERE/RIGHT NOW. If not, the merchandise would be out of date.

Or to be blunt, the merchandise would be worthless if it sat on the shelf.

Stores don’t just make money selling stuff, they make money MOVING stuff. That’s why you see holiday items priced significantly lower after the holiday. They’d rather move it than be stuck with it.

Here’s a thought from my visit to the sporting goods store in Texas…

What if we designed every element on our station to “move off the shelf,” and have an immediate impact?

What if every element was designed to help transform a listener’s mood, attitude, or outlook on life RIGHT HERE/RIGHT NOW?

People only listen for a few moments. Don’t allow your programming to sit on the shelf.

John Frost

John has been a successful major market DJ and Program Director for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

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