30 Under 30 Honoree Profiles: Carly Laskey
Written Jun. 6, 2008 by Edison in 30 Under 30 with 1 Comment
Title: Director of Marketing & Promotions for Clear Channel Raleigh, WDCG/WRDU/WKSL/WRVA
Who is Carly? "When Clear Channel Raleigh Marketing Director Carly Laskey joined G105 in 2004, she brought a revolutionary approach to marketing a female targeted CHR...something that had not seemingly been done in the format before. That approach? Giving women what they REALLY want. From t-shirts that women would actually WANT to wear, to chotchkies they would actually want to use, to one of a kind designer purses, little black dress parties, top of the line shoes, her approach to marketing the G105 brand to women seemed to be ripped out of the pages of today's most popular fashion magazines. The results helped catapult the heritage CHR to the top of the ratings and made their promotions among the most imitated in radio across all formats.
Introduced to radio marketing while managing music event and pro sports promotions at the St. Pete Times Forum in Tampa, Florida, the University of Florida Marketing grad got her first taste of radio promotions while helping heritage CHR WFLZ promote their summer show. Connections made during that experience led to her landing a post as a Promotions Coordinator in Clear Channel's Tampa cluster, where she worked with the now-defunct WSSR. In 2003, when the Modern AC spun the format wheel, she was instrumental in coordinating the marketing surrounding the launch of new urban WBTP while she added responsibilities at sister AC WMTX to her plate. She joined WDCG in 2004 as Promotions Director and was upped to Cluster Director of Marketing in just under a year. Under her watch, WDCG pioneered the Pick A Purse promotion and the Little Black Dress party, which have been duplicated nationwide."
What would your dream job be? "Being a mom :) "
Who has been your greatest influence? "Definitely my parents. My father is a brilliant businessman, and an even better dad. My mom is my best friend...she is my biggest supporter and the best shopping buddy! In radio I've had the good fortune of working with so many talented and all-around good people, people that have taught me about the business and about the kind of person I want to be. To name a few that stand out...Randi West, Toby Knapp, Rick Schmidt, Bob Dumas and Kristy Knight. These people have not only influenced my life, they have changed it. I am better in every way because of them."
What is the one format that you can't believe nobody has done? "Girl FM"
How could radio do a better job of attracting younger listeners? "We need to study what it is that has given Disney a monopoly in this category. We need to target them in a way that they don't feel is obtrusive, and in a way that won't make mom and dad worry about the content they're being exposed to. The invitation has to come from the audience...we need them to invite us into their creative space and when they let us in, we need to really listen to what they say they WANT -- or HAVE -- to have and then deliver it to them, rather than it being as it is now, US assuming what they want or US telling them what they HAVE to have. This demo can see right through it, much like 18-34 females can do when they're hit with messages from some CHR's today telling them what it is they "have to have," when in reality it's the furthest thing from what they really do want. If we can find the way to let them get involved, through promotions they're passionate about with rewards they really want -- and if we can let them feel they really do own a piece of the brand, we'll win them over. They want to be won over. We can do it if we're willing to listen to them and not to what we think they want."
How will radio remain relevant in a digital world? "It's all about content. Free, local, tangible, real, believable and super-serving content from real personalities who are connected with the communities they serve, who can tell you about American Idol in the same breath that they tell you about a tornado warning that was just issued in Wake County, NC while live from an appearance at the local mall. Being local, and being live, real, and in touch with the local community...with amazing content...if we can do these basic things, we'll always be relevant no matter how the delivery platform evolves."
Reader Comments
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I'm glad we have some fresh blood. But what I notice often about the under 30 movers and shakers is their lack of wide-ranging-experience in the business. Many simply parked at a single radio station. First as an intern, then were promoted within the same cluster. Many are used to only one way of doing things. They are lost without their political allies and mentors. Believe me, I've hired plenty of them, I know.