Big Mac to General Manager: The Values That Stuck

What can flipping burgers at McDonald's teach you about leadership?

A lot, according to Amy Dillon, General Manager of Kicks 96. In this episode of the Hoel Truth Podcast, we sit down with Amy to talk about her journey from entry-level marketing to leading one of Richmond’s most recognizable radio stations — and the lessons learned along the way.

We dig into why consistency and humility still win in business, what it really takes to work your way up, the power of small-town relationships in a big-tech world, how Kicks 96 is adapting through digital and community-based marketing, and why local businesses can thrive without going corporate.

If you’ve ever questioned whether it’s still possible to build a meaningful career without moving to a big city — this one’s for you.

🎙 Guest: Amy Dillon, GM of Kicks 96
🌐 kicks96.com
📍 Richmond, Indiana + Surrounding Counties
🎧 Listen on Spotify, Apple, or iHeart podcasts! (or watch on YouTube!)

Transcript

Amy, what values did you learn from your first job at McDonald's to propel you to the general manager of Kicks 96?

So much, giving back to community, have strong systems and work with consistency.

A Big Mac here and a Big Mac in Dayton, Ohio tastes the same, but it's done with tenderness and care and with people.

Welcome this edition of the Hoel Truth Podcast! Today, our special guest is Amy Dillon from Kicks 96. And, just wanted to take a time jump on here with her in this kind of chit chat. We've just, joined, partnership with him to do some marketing to continue our brand in Richmond. But, the podcast will be, you know, quite a bit bigger than just that partnership.

But take a second. Introduce yourself.

Born and raised in Richmond. Started my marketing career based on an aptitude test in high school, and it pointed me towards PR and marketing. And so I went to IU East, stayed in town, got a job with the local McDonald's franchisee, started doing some entry level marketing and worked my way up with him.

Went to the radio stations, took the sandwich of the month and all these fun things that we got to do with the media as well. And then came the day that I crossed the desk and work for the radio station, started out helping people with their marketing. Worked my way up through radio, worked in a couple other larger markets, and then ended up having the team to come back and be the general manager of the station where I started.

So I'm nine minutes from the house. My family's all in Wayne County. And life is good.

So how long have you been with Kicks 96. And so I've been back ten years, and I was there eight years prior. Took a 15 year hiatus at other stations. Okay. Did you always live in Wayne County or did you?

Okay, I did that. Commuted to Muncie, commuted to Indianapolis. Did two years on the weekend, Warrior Drive to Terre Haute, and then came back to Richmond ten years ago. So what, what did you learn from them other experiences? I tell you what, any time that you can pick the good, the bad, and the ugly from experiences, you know, I, learned some systems that I just treasured and developed further.

And they've really helped us. You also pick up on what not to do sometimes. So I think it's really helped me be well-rounded. Built my leadership skills. And I've got a lot of good mentors that I model what I do in my decisions and behaviors after.

So, how long? Because, like, one thing that I feel like the internet's a beautiful thing, and the cell phones and everything at the touch of our hands.

But if there's one downfall, it's the younger generation. Just expects, like, oh, I should be the general manager of this, or I should be, you know, I should make twice as much money. So, like, I feel like that's just something that I know it's it's a lost art, but it's something that we struggle with and our current society maybe so like tell some of them stories of like, I mean entry level at McDonald's marketing, which, you know, oh.

It was doing birthday parties, right, for little kids and putting up the window displays. Very entry level. Yeah. And there were about we had five McDonald's in there, about three of us at each McDonald's. And then when the marketing director moved unexpectedly, I applied for her job, which is really why I went to work there. I wanted that job right.

And eventually got the job and then supervised the people that were doing what I was doing prior. Yeah. But yeah, the art of working your way up in a company, I'm not going to say it's lost, but it's more rare than it used to be. Well, and, you know, and another thing is, like, we have this conversation of, like, sticking to something.

You know, once again, we've became an overnight success at Whole roofing Remodeling at almost nine years old now like, you know, but it's overnight success. But it's, you know, that's, that's something else that I just, I get the opportunity to talk to a lot of kids, a lot of high schoolers. We support a lot of, different high schools with the Dave Ramsey curriculum.

And it's like I try to go in there and I feel like I there's been a dead horse every single time I walk in there. I'm just like, show up early, like, stay off your phone, do your job, do more than you get paid for, you know? But I guess like that other thing, I was like, try to stick with something.

Well, I also always tell them they're 16, 17, 18 years old. They don't know what they want to do when they grow up. That's okay. Also, you know, but don't go get a job here for three months and then over here for three more months because I said eventually people gonna make up, they're going to work for me for about three months.

And, you know, that's it. Now, we're very fortunate with our team. We've got, several people that we'll have for years end with us this year. One guy just, one young man just had five years. I mean, he's still in his 20s and he's worked here five years, you know, so we've been fortunate to kind of find a attract find kind of that people that are looking for a little more commitment, I guess, you know.

But yeah, I guess that's one thing that, you know, especially if we're going to talk marketing, like you've got to be able to try something and stick to something, you know, for a little bit also.

So you're singing my language there. But I know what you're saying. The days of going to work for a company and retiring 40 years later, you don't see a lot of that anymore.

I think part of it, you see it some, it depends on. I think, the culture of the company and if they're truly developing leaders or if they're developing workers. Dan Mills, you know, the Buddha has been with us for 42 years. Well, he started his job here at 18 years old and has been here since, Laura Bailey has been doing the marketing for her clients.

She's in her 22nd year. Yep. I was, you know, 13 years plus the ten that I've come back to. But I think it's the culture that we have, and we try to develop leaders and help people know their importance and that we value and appreciate them. As the economy has shifted, people are wearing more hats and stretching themselves over more departments, and different jobs are combining into one.

Now. It's harder, I think, to for the general business world to instill those values. Well, and, you know, I guess another thing that you kind of brought up, you know, another thing is that stuff changes so quick now and businesses have to continue to change or they might not be in business like, I mean, I think of before I got into construction, I was in environmental, consulting.

And I mean, that company is either completely dissolved or all but dissolved. And it hasn't been that long ago that I was there, you know? So it's like, you know, but I could look back and see some things that they were doing that they weren't evolving. They weren't changing enough, you know. So I think when I look at the radio industry, you know, the technologies allowed us to be on people's cell phones, on the computers.

You know, I walked through my house, I've got five Alexa devices in my house and one radio in the garage, but I can walk in any room with the hey, Alexa, play kicks, 96. And there's Sean and Dave in the morning. Right. And I think that type of staying with technology is what's helped radio still thrive.

So what? So what are some new things? Or like what are some challenges with radio? What's sometimes that Kix 96 does different? You know, and you know, what challenges do you have being in a market the size of Richmond and not being in a market the size of Indianapolis?

I've done both. And I think it's a blessing to be in the size market that we are in Richmond, in Wayne County, we've got a 50,000 watt transmitter, so our stations go all the way down to Cincinnati and up to Fort Wayne and over to Indianapolis and almost not quite to Columbus, but not that we're anybody's favorite radio stations in those towns, but we are able to talk to businesses, between Indianapolis and Richmond. 

For those listeners, that could go either way and do business. Our rates are affordable. When I was working in Annapolis, the local business owners, unless you were a car dealer or had a lot of corporate backing, it was difficult to market yourselves. So we're able to offer rates and, media product, whether it's Kix 96 or 1 one seven, the point or 95 through the legend or the hometown headlines.com, or some digital products that we have at our fingertips now to to really be able to develop a custom marketing plan for a customer based on the resources that they have to put towards it.

What why why do you come back to be general manager? You know what makes Richmond, Wayne County, you know, full disclosure, my wife's, you know, grew up from Centerville. So we build on her over, over to Rice County. But, you know, I joked with you when, me and Adam came up there and met with you guys is like, my wife always has cakes 96 on.

And it's like, as, like, I don't know, she, like, signed something at birth, but she couldn't listen to anything else because it's like not even coming in because we're so far away and she's still trying to get Kix 96. I just, I just think it's funny, you know, it's it's a great community. Like I say, I've lived there all my life and I've worked in other communities and see how they operate.

But I tell you, Richmond and Wayne County, we do a lot of business and, Union County and Liberty and Greenville, and I think I'll say not just Richmond, but the footprint that we have. Are people that do have access to making decisions. They are the heart and soul of their companies. And the more that we can help them grow and sustain, the better.

Everybody is. Right. I just started a message, that started this morning that talked about by local just isn't a slogan, right? You know, it's it's critical. Support the local businesses, help them grow. They're the ones that are giving our kids their first jobs. They're the ones that are sponsoring the prom and helping the kids be out on the T-ball fields.

And every dollar that we spend locally helps repair a truck. Right. Helps hire a new person, helps replace worn out equipment, whatever the case may be. Fix their roof. Right. So, yeah, I think I think our size communities in Rushville included, they get that.

Well, and it's like. And I kind of had that uphill battle or not really uphill battle because I had my mind made up that we were going to start a business here.

But people are like, why, why, why? And I just like it's just a rural community just to raise your family to, to do business, like, you know, people. And it's just there's this something special with that, like when you get in the big city and, you know, it's just there's this. No, I don't know, like, we're in the process of trying to hire or we're in a process of hiring another office person.

And like, I love when we interview people from around here because I can just get on Facebook, look them up and, or call so-and-so and be like, hey, what what is your opinion here? You know, or ask in the office like, hey, do you know this person? And you know, the trick there is like, I want to hire within my sphere of influence, but I also don't want to narrow it down.

I, you know, I want to be open to, you know, to other opportunities also when it comes to that kind of stuff. So, I mean, we're family owned and operated just like your company is. I mean, you know, I saw the kids over here asleep on the floor, you know, and restocking the bathroom when I walked in today.

You know, that's because my girls this morning decided that hitting each other. Let's go to solve a problem. And their dad, full disclosure, probably shouldn't make this on there. He's working on his discipline there with his kids. And I said, so you girls are going to do nothing fun today. I said, I want to whip your butt, but I said, we're just going to go with, you're going to read a book and you're going to be productive.

However, they are good kids. They oh yeah, they treated me and smiled and looked me in the eye. Yeah, I'm really good kids. I mean, and much like, you know, you're bringing your kids in. Shoot, one of our air staff had a baby. We had a bassinet in the station for months. Right. You know, it's what you're able to do, and you can't do those things.

You can't operate the same in the larger markets or the publicly held company. There's just too many rules yet, you know, we don't even have a handbook. Right? Right. We have guidelines. We have procedures, we have systems. But we're small enough that we're able to take each situation on its own merit and make human decisions. Yeah.

Just like you and bring my kids in today. Yep. So, how how old is it. Is it, do you consider it case 96 or what's the. I'm sure there's probably a mother company. We're Brewer broadcasting okay. And we're owned by Jim Brewer. Jim lives in Chattanooga. Okay. His brother, lives in Carmel. So they own Brewer Broadcasting and their nephew as well.

Jim has stations called Brewer Media Group in Chattanooga that have a common owner, but we're separate company. Okay, okay. But his daughter, has my role in Chattanooga. Okay. So. And I feel like he's family. I've known him for 30 years now. Did they ever live in Richmond? They started out in Tail City, Indiana. Okay, okay.

And then, about the stations up here and a couple of their staff moved up here. Okay. Matter of fact, the guy that hired me years ago in radio came from Tail City, okay? And he's the gentleman whose chair I sit in now. Nice, nice. So nice. Evolution. Yeah. So there definitely is some strong roots here. Okay. Okay.

Yeah. No, I mean, it's just, you know, like I said, like I remember Kicks 96 from, from a kid. And we kind of had that conversation, when we met a couple weeks ago at the office is like, you know,

Some of the other stations, they've just they've shifted, you know, yeah. It's just once a that evolution of business and you've got to stay relevant, but you still got it.

Like you said, they are human decisions. And I think that's the that's the thing that corporate America struggles with. I feel like maybe they're starting to get back to maybe trying to do some more of that, you know, because like, I'll be honest, in our world, private equity is trying to buy every service company that they can. Right?

And I mean, coming in offering money that would make you blush, right. You know, and it's like, you know, and then, but I've watched them companies like, become almost nonexistent or like a friend of mine in Ohio picked up and opened a different office in another location because there was such a big group of people from that company that private equity bought that was ready to leave, and they wanted to stay together in.

He had an office practically overnight, you know. So yeah, but we've seen that. Yeah. Yeah. So I it's kind of the love hate relationship. Like, you know, some people say, you know, what's too big, what's too small, you know, that kind of stuff.

But what what are some cool things that maybe Kix 86 does for the communities?

That, you know, you know, kind of like why you get up every day and do what you do. I think everybody wants to like, they make a difference. And we encourage our staff to find their niche that matches with their personal goals and their values in the radio station, and then serve the community as well.

We're coming up on a busy weekend in Richmond with the Richmond Meltdown Festival, and I'm the marketing chairman of the Committee to Volunteer Peace. I volunteer with the Boys and Girls Clubs of Wayne County. I am on the United Way board. Billy, our program director on Kicks 96. He's part of the historic depot district's committee.

Cindy. And, I mean, everybody's involved in something, whether it's for age or a BMI group or to help give back, and stay connected again, something that was harder to do in the larger towns, like, we can do here. And our company supports it. I mean, the historic Depot District meets every once a month on Wednesdays at 930.

Well, that's during Billy's shift, right? Go right. Do it. So very supportive, supporting local and making a difference. As well as with our customers, we really take take the cookie cutter stuff and pitch it out the window. We want to sit down with somebody and find out what they need to have happen, what unique about them, and then customize marketing plan for their goals and their resource to help them grow.

I had a when I first got into radio, one of my early clients was a tanning bed, and this guy was, I don't know, 23, 24 years old, and I wasn't much older. And he said, I want to be a millionaire, but I'm. I'm 30. Help me.

Oh, no pressure, you know? But back in the day when we had those, pagers, I would get a page from him with the 911 afterwards.

And if I was anywhere nearby, I called or I stopped in and we had developed the relationship that any marketing decisions that he made, he asked my advice on it. And so I'm like, yeah, do it. Or others. Well, let's see if we can do this instead. And you know what? He made his goal, and now he's a president of a large company, in the tanning industry.

So it feels cool to. I don't think I helped him get there, but I may have played a small part, and I think that's pretty fun. Yeah. And I mean, that's that's the part of leadership. That's the part of ownership, you know, of, like, how do you just like the everybody around here is probably tired of me. Like, but what's your goal?

Like what what are you aiming for? You know, because like, you really want to have happen in your life. Yeah. And you know, and 

I'm a big believer that we create things and, you know, like, yes, we serve a God. God is in control of everything. I'm not acting like I'm above God or anything, but I'm just saying, like, you know, we create a lot of stuff and whatever that is, our relationships, our health, our, our finances, like whatever that looks like.

You know, like I was telling the kids the other day, and I mean, my oldest will be 11 here pretty soon. And he like sitting in meetings and, you know, and and we're just talking like, guys, you got to do something today that's going to make an impact. And 4 or 5 or 6 or 7 years. Like it's to me, what I really enjoy is like having a hometown kid like Adam behind the camera that is gifted in videography and that stuff that he can serve a local company and he doesn't have to drive to Indianapolis to have a job, you know.

So he is passionate about. Right. And he'll do good. Right. And he's just and he's that's his calling. He's he's he's good at it. You know, it's like sometimes he tries to explain stuff almost like, Adam I trust you. You're doing it like you're hurt my head even trying to figure this out. You know, surround yourself with others that.

No, no, no. And you've got to be smarter people, you know, around you and, but it but it is also like he's on a health journey right now and he's like, practically at 100 pounds lost. Passed it this morning. So like, and to watch him over the last six months, it's kind of cool because my dad is also, very close to 100 pounds and my dad now semi-retired.

So he pretty much comes in, bugs us too much here. But it's good. He's my dad. I love him, but I heard him the other day. They were kind of having a conversation about who was going to get there first, but, like to watch that. Like, to me, that that's a lot of fun. You know, if it's a sales manager, Chris is at home.

Had a baby a week ago today. Like to me, that's what gets me excited. Like to get up and, you know, to watch young families and, you know, just mentor and just help as many people you know as possible. And, you know, I hate to say it, I've come to the point, though, that I've realized that you've got to help the people that want help, right?

Because I guess early in my career, I thought I could help everybody. Everybody. Yeah. I'm like, nope, be the one to do it. Yeah. You know, so yeah, your ear lenses and your get a little more clear as you get it into this. 

Well, and then like my kids like they, you know I said that I'm working on like how I'm discipline that I mean that like I'm really trying to focus on like the kids like they're seven, nine and ten right now.

Like, I know in a blink of an eye they're going to be out of the house. And, you know, my son's, like I said, almost 11 now, and he's starting to be like the kind of side hug the side of the big, you know, and I'm like, hey, punk, you can still give me a real hug, you know?

Yeah, yeah, but it's but it is fun that they get to come in here, be around the team, you know, meet celebrities like you that work for Kicks 96. Reagan's all excited, you know? So, I mean, it's it, you know, it is a lot of fun there. So what, is there any really big changes? Anything new coming from Kicks 96?

That you could talk about? Yeah, well, I can, I can tell you about, towards the end of last year, we launched a new product. We saw a gap in, good news and so. Hey, so some of my radio friends have e newspapers, that are community based, that are all about good news and stories about difference makers, stories about nonprofits.

Sorry about people's business successes. And we launched ours at the end of last year. It's called the Hometown headlines.com. Real proud of that. It's infant in its infancy. But the indicators show that we hit the nail on the head as far as filling a gap. That's not being served here. You know, when people look at moving to a small company, I I'm sorry, to a smaller community, they look at everything, right?

And so much of what is so readily available. I'm not blaming social media, but that's a whole 'nother story. Yep. So much of what's readily available, isn't necessarily the attractive news. And we have a news product. We do morning and afternoon news on our stations as well. And it's 5 or 6 stories a day. And, we do cover some hard news, but also some light news.

So this was an opportunity for us to showcase the really good things, in our footprint, we are about 12 counties, that I know we post stories about already. Health, education, government, nonprofits, all have such good stories to tell, right?

Well, and I mean, unfortunately, good news doesn't necessarily sell, if we're just being honest, because I get it.

Yeah. As as a country, like, it's, you know, the bad news or the expose, this person, you know, this business guy did this wrong. Okay, how about we how about we, you know, splash it everywhere, show the five guys that did it right? Yeah. Like, you know, like there's there's good business people. So this is available, right? For when you need that pick me up.

So how do you guys push that out. Like is it email. Is it like. So it's on the hometown headlines.com. Okay. We have a social media page that we post the stories and shared among ourselves. And we've got three radio stations that we promote it on as well. So I think that's part of what the, fast start has to I mean, we have over over 700 Facebook followers in just 6 or 7 weeks.

Awesome, awesome. But as we have the media power behind it ourselves. Yeah, but also, like, people are tired of the bitching and complain and like, I'll just say this my podcast, like, you know, like, yeah, you want, you know, give me a dose of good news. Yeah, you can waller and poop all day and in some plane.

Why does it smell? Or you can go find the roses and enjoy the smell, you know? So, no, I mean, it's just once again that goes back into that leadership thing, like, you've gotta you gotta, gotta look at the bright side. You know, you gotta love your kids not to whip them, you know, and just make them read for a couple hours.

Sweep the floor. Yeah, sweep the floors. Yeah. So, Yeah. But anyways. Choices. Yes. Yes, absolutely. So. But kind of, What what is our partnership look like? You know, and what are some things that, you know, we can work together moving forward, like. Yes, I understand we're we're on the radio. I think the first day they ran, I got a friend that reached out to me and was like, hey, awesome job.

I heard you guys. So, that was that was fun. So that is fun. You the main thing is open communication. Keeping your message fresh, but keeping that whole riff in the only hole your roof needs. Yep. Prominent in there. I love the fact that we got the music hook. Right. Every time I hear it, it's like, oh, yeah.

Yeah. It's good. But I mean, I'm going to connect you with people, and build the relationship with your folks, and help each other grow and get again, one of the beautiful things about a community our size, right? So we can help each other grow and make contacts and, spread the love. Right? Right now. I mean, I just I want to thank you for your time today, Amy, and I appreciate it.

And, just looking forward to our partnership. Absolutely. Thank you so much.