CPR Promotional Check-Up - May 4, 2012
May 4, 2012
Cry For The Camera, Honey
Looking beyond prom, when is your next opportunity to do a great warm and fuzzy for teens? ("warm and fuzzy teens" is the ultimate filter tester) Graduations. It's an Ode To Parenthood to throw a great party for your graduate. But for some families, this might not be possible. So play off Christmas Wish. Find a parent who would love to surprise their kid with something that the kid is not expecting: a big ass grad bash.
Playing To The 2%
A familiar mantra of mine is that the reason less then 2% of the audience will play contests is that:
- We do a crappy job promoting them
- They're boring
- We make them too difficult to play
It's like asking people to listen at "the :08's". We should be happy if they listen at all. Now you want them to actually adjust their schedule to play something that no one thinks they can actually win?
My other fave? Only contesting on Thursdays. Like On-Star, this was an actual conversation I had with my neighbor last year. He asked why (station) only did contests on Thursdays. I tried to explain Arbitron and about 30 seconds into it his eyes got glassy.
"So they only want us to listen Thursdays?"
No. They want you to listen all week.
"Then they're cheap?"
No. They're Radio People. And they seem to think everyone thinks like them.
On the road and heard a station doing gas cards on the air. It sounded, well, dull. I totally and absolutely understand that these cards are how most of you are going to get the gas that you are going to giveaway. But don't call them gas cards. Say you won 25 gallons of gas. A hundred bucks, honestly, isn't much nowdays. It's a pretty good night out. But 25 gallons of gas? Good God. That is how people will get to work for a week and be able to keep their jobs and feed their families. The one thing that corporate can never cut out of the budget is your ability to be creative. And we're in an allegedly creative industry. To take something that has terrific value but is about as sexy sounding as winning turf, and make it sound COOL, is how you earn your paycheck.