CPR Promotional Check-Up - Apr 4, 2012
April 4, 2012
Thanks to Live 88.5 in Ottawa for reminding us that it's April 22. Like I lobbed out last week, "Green" is the new catch term. I'd re-do the website so that it appears to be "printed" on a tree. Or the background scheme is green. Or the template is a long view of the earth from space. Maybe rotating. Google changes their logo for pretty much every opportunity that comes along. Last Saturday they went all black because of the Power Hour campaign.
Want to get on CNN? Find a company in your market that does solar panels and set up an array for the day in the parking; run on the sun all day.
Training Your New AE's
I'm not a socialist. We need to meet money. And just as you take your interns out for Street School, you also want to take the AE's out and give them some programming edyoukashun. I know: the GSM will give them manuals and material and send them to seminars. But seriously? At every radio station I've ever worked at there was one, maybe two, AE's who just kicked ass. And usually these were the men/women who "got" the station. Who were fans. Who lived the lifestyle. Who had met, shudder, actual listeners. At Wild in Tampa, that would be Michelle. Lifers who love the station and go to all the promotions, whether they need to or not.
Get Them On The Streets Wild 94.9 in San Francisco did a thing where new AE's spent their first week on the job as members of the street team. They went out, they bannered, they listened to the station, they met listeners and they bonded with the promo kids and airstaff. In-freaking-valuable.
Here Is What We Are I worked at a station once where, on any given day going on Sales calls with the AE's, I would hear the station described as Urban, Top 40, Churban, Rap, and Dance. None of which were accurate. The AE's clearly didn't listen or applied their own musical tastes to what they believed we were. Get the new AE, sit down with him/her and give them a crash course in who you are, what the format is, and the history of the format. Where it's kicking ass in other markets.
The Ten Commandments Lay down the law in no uncertain terms. Whatever your rules are. No more then two remotes on Saturdays. No clients-cutting-their-own-spots. No use of rotated music in spots. No client trivia. No Family Four Packs. No prize giveaway from a client that is not incorporated into a station prize. No contesting that gives away discounts. Let them know the boundaries up front.
Question #1 What is the clients' goal with this added value request? What are they trying to achieve besides getting free spots? If your AE can't answer that, then how can we be expected to create something that works for the client?
Question #2 Does your client have a charitable hot button? Many national clients are involved with campaigns or organizations. Pizza Hut supports reading. As an example. If you know what their hot button is, then you can innocently go to Meineke with a plan to help collect and distribute cars seats to low income families....which is their big thing.
Next week? Getting them to use the paper.