Why You Should Not Chase Sponsors

This is an archived page from 2019. Find out more

Timothy Craggette is a serial entrepreneur with over 10 years as an educator and consultant for small business entrepreneurship and marketing. He hosts an online small business radio show called The Swift Kick Show on WERA 96.7 FM in Washington, DC, and a podcast, which is an extension of his radio show_._ He has advice for podcasters: Do NOT chase sponsors. Here’s our interview with Timothy and why he throws out that advice.

PBJ: Tell us about who you are and why you podcast? Timothy D. Craggette: I’m a serial entrepreneur with over 10 years as an educator and consultant for small business entrepreneurship and marketing. I’ve trained budding business owners within the Washington, DC, metro area, as well as globally through my online coaching and The Swift Kick Show on WERA 96.7 FM…DC’s #1 online small business radio show. As a member of the National Business Educators Association, I’ve spoken at the University of Maryland, the National Institutes of Health, the Food and Drug Administration, DC Podfest, Colgate University, Daemen College, Mount Holyoke College, Endicott College, and on stages nationally on the topics of business and health. As a member of the entrepreneurship advisory board for the Yleana Leadership Academy, I’ve served as an advisor for the entrepreneurship curriculum and a mentor to teenagers in underserved communities. I’m also a six-time award-winning and best-selling product creator and executive producer/engineer with over nine figures in sales.

I podcast as an extension of my radio show The Swift Kick Show. It provides me distribution around the globe that reaches far beyond the DC metro area.

PBJ: How did your first show go compared to how you sound now? Timothy D. Craggette: Every show is professionally mastered since I’m an engineer. I work diligently to utilize my skills from Full Sail University as an audio engineer, so I’ve been able to task those skills and apply them to both radio and podcasting. Overall, each show sounds radio quality.

PBJ: What is the Swift Kick Show? Timothy D. Craggette: The Swift Kick Show on WERA 96.7 FM/Arlington is a radio show that features some of the most accessible business models online and offline. It breaks down their first steps for the DC metropolitan area and online through iTunes, Stitcher, Google Play, Spotify, iHeartRadio, and TuneIn. With a reach of over 1.4 million people weekly just in Washington, DC, Northern Virginia, and the surrounding areas, SKS has become the go-to show for learning what it takes to start, grow, or scale successful business ventures. Each week, SKS provides tips and tactics from today’s industry-leading entrepreneurs and explores what it takes to go “from wannaprenuer to entrepreneur!”

PBJ: How do you line up your guests? Timothy D. Craggette: Since I’ve built a vast network over the years, I can contact a friend or associate through social and invite them to become guests. Some of my guests encourage their business network to become guests of the show, which helps in the booking process. Having the advantage of my own reach through radio makes it simple to book guests. Overall, I find people wanting credibility and building authority since I have a platform.

Radio Ink: Over the years of being an online entrepreneur and marketer, what type of feedback are you getting, and how are your downloads? Timothy D. Craggette: Feedback is positive. Listeners that comment on our Facebook page or join our Facebook group let us know what they think. Since starting this show three years ago, our feedback speaks to opening minds to new possibilities, gratitude for the information and insight, and becoming an asset in starting or growing a business. Downloads are excellent, not outstanding. The funny thing is that’s by design. Since I’m on the radio, my intention for the show focuses on the digital footprint. While the show’s downloads are moderate, the market penetration has been our best benefit.

PBJ: Why is chasing sponsors a losing battle? Timothy D. Craggette: In my opinion, producers that chase sponsors without consistent monthly downloads of 10,000 or more can’t provide a valid return on investment for sponsors. A show that gets 10 downloads a month can’t offer the type of awareness a sponsor deserves or is willing to pay for. I believe each show deserves profits from their hard work and dedication to the medium of podcasting. I also think each show on the planet, all 750,000+, can create self-funded shows that most hard-to-reach sponsors will never be able to match up with. The thrill isn’t in the chase. It’s in the profits.

Radio Ink: How can podcasters, who do not have Joe Rogan downloads, make money? Timothy D. Craggette: Simple answer. Solve a problem with elegant solutions listeners are willing to pay for. The Joe Rogan Experience is an excellent example of what not to do when you don’t have big numbers. Sure, people buy simple things like buttons and shirts, but the real money is in solutions. When I work with media clients, I recommend information. Simple to create, solves a problem, little overhead. After 10+ years online, information in some form (speaking engagements, information products, coaching, consulting, etc.) has been my best offering, and I offer that through my show.

PBJ: What are other revenue streams? Timothy D. Craggette: The three that come to mind for me are JVs (Joint Ventures), memberships, and affiliate offers (preferably mid-to-high ticket). These are bolt-on opportunities that work great on the back end of an initial offer for a podcast. As long as it fits the theme of a show, they’re great since they all don’t need a lot of babysitting to grow and scale.

Radio Ink: What is your best advice to someone deciding whether to launch a podcast? Timothy D. Craggette: Get started. Don’t worry about fancy gear, listenership, or credibility. What people buy into is unique, contrarian points of view that speak for the unspoken or the voice of the voiceless. You’ll never be as bad as your first time, so just get started.

PBJ: What are your three favorite podcasts and why? Timothy D. Craggette: Your Opinion Stinks – I’m proud of my wife learning how to produce. Her show is fun and informative. Choose To Be Curious – Lynn Borton produces an amazing NPR-styled show exploring the topic of curiosity in its many forms. The Thought Card – I had the pleasure of meeting Danielle at DC Podfest, and I fell in love with her content. Sonically, it’s soothing, but more importantly the travel and budget content are refreshing.

To learn more, go to www.swiftkickshow.com/group

Comments:

Steve Lubetkin - Nov 6, 2019

I’ve believed for the full 15 years I’ve been in podcasting that trying to get sponsors to abandon the traditional fixation on the broadcast CPM advertising model is a waste of oxygen. We just completed a 27 week run of a weekly one-hour podcast focused on news and feature interviews for the commercial real estate market. We couldn’t get a dime from listeners to support the work we were doing (and a weekly feature show with multiple interviews and field reports IS very labor intensive), and despite sending rate cards to hundreds of prospective advertisers, not a single commercial real estate firm or vendor – even the ones who were happy to provide executives as guests on the show (we didn’t charge for appearances) – would come up with any sponsor money. It’s a highly niched market and they would reach several hundred self-selected, prequalified listeners, but it’s just not enough for ad buyers who’ve spent their entire careers joking about how they pay for print or broadcast ads and have no idea if they are reaching the audience they want to reach.

Well, Tim, you are in a unique position where you don’t have to “chase” advertisers, as you put it. Many are not in that same position. My program has advertisers who are very loyal to my program. We are always seeking new advertisers, too. My particular program has a niche audience and the advertisers I have, and seek, sell the goodies to that niche audience. In my nearly 50 years in the radio business, I’ve heard all the consultants. Some have come up with great ideas, most have not. But, consultants always leave a business with something–usually an over-priced bill…

I couldn’t agree more. As much as the general populous thinks a show will generate ROI just because of reach, you can’t predict listener intent. Great reply.

Harry, You are right. I am in a unique position but my position doesn’t negate becoming a self-funded, self-liquidating entity. I’m glad your show has loyal advertisers. If you want to break down probabilities, many shows don’t have advertisers and they don’t have the stats to create a marketing strategy they can sell. So since you have 50 years of radio experience and you can sniff out the BS, lend some wisdom for our readers. Add to the conversation. I’d love to read what you do as I’m sure any other reader would.