Expert Columns

People “live” online for several reasons. Some binge watch favorite shows. Others enjoy shopping. And others just suffer from Fear of Missing Out (FOMO). They're the ones who are constantly on Facebook/Twitter/Instagram/Snapchat. Their friends are always sharing the details of their lives...and everybody wants to keep up with all the latest details.
Yes, FOMO is a real term. Check out TheGuardian.com's recent article: “I Fall Asleep on My Computer” for a look at the lives of six self-professed Internet junkies.
Not everyone takes their fear of missing out to the extreme...but admit it – we all want to know what's going on. Especially when it's something important.
As radio pros, we talk about important things. Things that affect Mom and her family. So shouldn't we create a little bit of FOMO for our listeners?
What would that sound like? What would it look like on your Facebook page? Would you create something more than a daily show promo? Maybe it means adding something extra. What does FOMO look...and sound like to you?
It takes a lot of effort to create something that people don't want to miss. But maybe...just maybe...it's worth the extra work.

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. He is a Colorado Springs-based morning show co-host and writer. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it..

It’s already August. And soon we’re into September, October, November and December!
If you haven’t yet sat down and looked at fourth quarter promotions, now is a great time to do so. At least grab a 3x5” card and write down a few big events:
• First Day(s) of School
• Labor Day
• Halloween
• Thanksgiving
• Pearl Harbor Day
• Christmas
• New Year’s Day
• Year End Giving
Now that you have the big events, start filling in around them. What will you do to celebrate the end of summer? How will you help mom get the school year off to a good start? How will you have fun with the holidays? What messages do you want to convey? How will you reinforce your brand?
Planning takes time, but a few minutes today means you’re ready for tomorrow’s promotions. So spend time – maybe even just 10 minutes – today and line up your fourth quarter events.

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions.  He is a Colorado Springs-based morning show co-host and writer. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....

Did you catch 'em all? Or did the success of Pokemon Go catch you off guard?
More than 15 million copies of the game have been downloaded and users are spending 33 minutes a day playing it. (USA Today, 7/13/16)
How did your station respond to Pokemon Go? Is it a topic that resonates with your listeners? If so, what did you do about it?
Better yet, how do you catch the next trend and capture the lightning in a bottle that's wowed your listeners? How about this:
1) Know your audience. No surprise there. You probably have a profile or description of your key listener and have researched her life thoroughly.
2) Read what your key listener is reading. Read websites, blogs, Facebook posts, instagram posts, Pinterest boards, magazines at the checkouts, or publications she's reading.
3) Look at the fringes of your key listener's life. What are the top sites her kids are reading? Browse these sites often enough that you recognize what's normal...then, visit occasionally to see what's new. You may want to subscribe to an author's email list or invest in a gaming magazine. But spend enough time browsing so that you know what's normal.
4) When you see something new...something that's gathering interest, check out what others are saying. Does it seem like you're on to something?
5) When you spot a trend that connects with your listners' lives, act fast. Schedule a morning show interview, give away prizes, get involved.
Show your listeners that you're involved in what interests them and they'll keep listening – and keep trusting you.

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. He is a Colorado Springs-based morning show co-host and writer. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it..

Parents...rejoice! The kids are heading back to school! Oh, wait. Maybe you shouldn't rejoice too loudly. There's a lot of activity attached to the new school year.
If you're a parent – or you're talking to parents every day – you'll know that there are a lot of mixed emotions at the beginning of the school year. On the one hand, it means kids are getting back into a routine. On the other, it means a huge commitment of time and money.
Because the back-to-school rush is on mom's mind, here are a couple ways you can help her get ready for the new year:
1) Dedicate a section of your station's website to back to school helps and ideas. Whether you simply post supply lists for various school districts or you whip up some handy shopping list templates, make sure mom knows there's a place she can turn for information.
2) Share some school lunch recipes on your Facebook page. Sure, a lot of kids just grab school lunches, but some still brown-bag it. Dig up some fun, healthy and inexpensive ideas that mom can keep on hand.
3) Talk about safety. We all need to know some safety basics. Ask the local public information officer on your police force to share some common sense safety tips for bus stops, latch key kids and carpool lanes.
4) Give out branded planners. If you have enough time and cash, invest in some school-year planners for mom or her kids.
5) Collect some time-saving and organizational tips. Mom's got a lengthy to-do list for each morning. She's also working, picking up kids and helping with field trips and foodstuffs. Bring in an organizational specialist who can talk about ways to prep for the day and still keep up with kids and their homework.
This is a time of year when you can be mom's hero! Help her plan for – and celebrate – the new school year!

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. He is a Colorado Springs-based morning show co-host and writer. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it..

It’s easy to respond to disasters like the one we saw last week in Dallas. We share our thoughts, tell others how things are supposed to be, and wish the world was right again.
Anyone can do that.
But it’s not always what your listener wants to hear.
She knows that the world is an unfriendly place. That her kids are forced to deal with stuff that no kid should ever deal with.
More than anything else, she wants a place to feel safe.
She wants a refuge.
Seeking refuge doesn’t mean you’re running away from the storm. It means you’re acknowledging that there is a storm and you need to get out of it – even if for just a few minutes - before you get back on the Road of Life and continue your journey.
You can offer mom a shelter. A place where she and her kids can tune in and be encouraged before heading out into the storm. You can be that one bright spot that she looks forward to visiting every day. You can be the one place that says, “Welcome.”
It’s not easy being a shelter. It means putting mom’s needs above your desire to speak your piece. But in the long run, your listeners will reward you by coming back to the one place where they found shelter during the storm.

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. He is a Colorado Springs-based morning show co-host and writer. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it..

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