(By John Shomby) “If you do the same old thing, then that’s what you become!” These profound words are from Mike Veeck, the son of legendary major league baseball owner, Bill Veeck, and a baseball “lifer” himself. I highly suggest you watch his Netflix documentary, The Saint of Second Chances. The show details Mike’s life as a creative, yet somewhat offbeat, marketing exec. It’s about taking risks and bouncing back from failure.
Mike Veeck’s main claim to fame, or should I say “infamy”, happened on his dad’s watch while doing marketing for MLB’s Chicago White Sox. It was a night that almost, singlehandedly, dismantled a musical genre along with a career. Have you ever heard the story of Disco Demolition Night? (Read all about it here).
It was an absolute disaster and Mike was out of baseball before he even really got started. He did what a lot of us in radio do after a big failure – he took a step back to take two steps forward. He wound up working with and then, owning several Independent minor league baseball teams. He became known for making minor league baseball games a memorable fan experience. From having a pig who delivered balls to the umpires, to installing an outfield hot tub, to some crazy theme nights like “Nobody Night” (check out here), he took chances to create fun events for the fans.
Not only that but he took some risks with people including hiring a BLIND play-by-play announcer and signing former major leaguer Darryl Strawberry after he was banished from the big leagues for drug use. Go back to that quote at the beginning of this column and you’ll understand even more.
There is lots to learn from Mike Veeck. Let’s just summarize the four most important points:
- Don’t ever be afraid to take risks. Mike V was not afraid to explore something new. Hot tubs, pigs, signing the first woman to play pro ball……whatever it was, he wanted to be different, and he wanted the fans to have fun. For your station/cluster, it’s easier said than done BUT take the chances with those things you can control. If it’s not the music, then how about some creative events (The famed Redneck Olympics from one station comes to mind)?
- Focus on the LISTENER experience. This is where radio wins every time when it follows this mindset. Mike V knew that if he made the fan experience memorable, fans would return for another game. Make your listeners part of your programming process. Whether it be music surveys, listener groups, listener parties, social media “gatherings”, get them involved. Radio is, and will always be, a trusty companion if we entertain.
- Be Authentic. Mike V was always himself and fans appreciated that. Know your station’s brand and core values and reflect them every day. “Today’s Best Hits”, “#1 for New Country” no longer cut it. What’s your station’s personality? That’s what you should be selling as often as you can. Slogans are just that and nothing more.
- Don’t let failure stop you. Disco Demolition Night resulted in a riot at Chicago’s Comiskey Park that night in 1979. Game 2 of the doubleheader was canceled and Mike Veeck’s career as baseball marketer appeared to be over. Through some tough times, Mike re-invented himself and is now a very successful independent pro baseball owner. He did not change who he was. He just changed his circumstances. If you experience failure, learn from it, and move on. Mistakes are part of life but, remember, so is success. I don’t know about you, but I’d rather be in the game than watching from the dugout.
Pretty simple stuff but easy to forget. Take some chances. Resolve to have some fun. Who knows, you may wind up doing a Slip ‘n Slide night with your station and some minor league baseball team.
Based in Nashville, TN, John Shomby is the owner and CEO of Country’s Radio Coach. He is focused on coaching and mentoring artists, radio programmers, and on-air talent to help them grow and develop inside the radio station and the industry. Reach John at [email protected] and 757-323-1460. Read John’s Radio Ink archives here.
