CPR Promotional Check-Up - Jun 27, 2011
June 27, 2011
The Week Of Pre-Boom
In the states, you are headed out for what SHOULD be the busiest promotional week so far of 2011. If you look at your calendar for the next week, and it's not, then there's a challenge.
Jerry McKenna is the VP/GM for CBS in Las Vegas. I still have a memo he put out to the staff when he was heading up KSFM in Sacramental. It was all about taking no prisoners, death, horror, pain, "decimation at every turn". I imagine this is how Eisenhower talked to the paratroopers on June 5th and about once a year someone would take a run at KSFM and be knocked to the ground, pummeled mercilessly and heaved out of the format in a year.
Two great examples of a mindset for this weekend. From Memorial Day. From Jill Davidson at Cox in Greenville:
HAPPY MEMORIAL DAY WEEKEND!
Hello everyone there are a few things that I need to let you know about so PLEASE READ!!!!!!!
- This weekend pool party patrol- BECAUSE I LOVE YOU GUYS SO MUCH! Steve has agreed to allow us to wear the Black HOT T's and Kakie shorts or a nice long pant leg bathing suit for the guys and Pink Hot shirts and khaki shorts and a bathing suit for the girls. Please continue to dress tasteful and you must look like a representative of the station however I want you to also be dressed in POOL ATTIRE! There will be pizza at every stop, please take plenty of Pepsi and Prizes so you have enough for each stop, be sure to take the beach balls, Frisbees and there are some floats up stairs and Latina has prepared some prize packets for you and they are in the closets. Have a good time with it you are a pool party on wheels we are bringing the party to them. Keep the energy high and the music "E" for Everyone! We are not a ghetto/hip hop radio station please don't portray us as one. Stay consistent to the station playlist and add in dance music.
- POOL PARTY DJ's- Please be mindful of where you set up. DO NOT SET UP CLOSE TO THE WATER OR THE POOL ITSELF THERE IS LIABILITY CONCERNS! We do have a certificate of insurance if any of the properties need one.
- Pool Party Patrol members ride together in the Sprinter and work as a team! You are a Squad that is why there are so many of you on the event.
- Take lots of Great Pictures and be sure to get the property managers in a picture with you all and a HOT sign at every location. Do your best to incorporate their logo as well.
Have a safe and great Memorial Day weekend! Be careful out there the streets will be busy with crazy people on a 4 day holiday. Continue to do the awesome job you have been doing! Don't forget about the "Worm" incentive program someone has to win!
And then there is this missive from Jerry Noble at Townsquare/Grand Rapids to his airstaff last May. Personal opinion? He nailed it:
Do not miss this opportunity.
This is a weekend where people are out going, doing, and getting their summer started. The WORST thing we can do a radio station is not reflect that.
Do not "settle" for simple frontsells and things that do not send the message that this is a holiday weekend. If I can't tell within two breaks that isn't a holiday weekend and not just a random Saturday/Sunday, you're not connecting with the listener. While the other stations do "best-of's", or "this is, that was" generic voicetracking, WE need to get into their heads and sound like we're living the same life they are, or that they wish they were. Be topical, but more important, be RELEVANT.
Hint: It's not about what happened back on Wednesday, something in the news, or something "you read on the internet".