CPR Promotional Check-Up - Dec 9, 2013
December 9, 2013
A Morning Show Post-Promotion Of A Bit That Never Happened
Regular readers of this email (overnight hotel employees, the indigent and people who sell plasma for a living) know that I hold Dave Ryan at KDWB in pretty high regard.
Dave is amazing at theater and buzz with just semantics. He was the first person to kill off a fake celebrity. He was one of the first to kill off a boy band with "Our thoughts and prayers...". He was among the first to drop the nuke known as "We Apologize". He was the second morning show to fly a cat. He caused a run on local toy stores and malls for people trying to score the last Phlarmmy in the Twin Cities: a HOT Christmas toy...that didn't exist.
So I was dropping one of the Paigettes off at school at 8:50 and heard Dave recap the 8 o'clock hour with "Here's what we learned so far this morning" and started talking about Intern Laura and a demonstration on how to stop bleeding. From Dave:
It was awesome. We had a medical student from the U come in and cut her in different places, and cut her pretty deeply. Then we tried different methods of stopping the bleeding, direct pressure, elevation, pressure points and finally a tourniquet. Actually the best thing about it is it was a total joke that you apprarently thought we actually did as a fake bit, but all we ever did was make that one reference to a fake bit that we never did.
Tats 4 Toys
Thank you to Jay Kruz with Rewind in Cincinnati for spotting the following radio news. Now, think....money to buy toys:
L&L Broadcasting's Savannah morning host Tim Leary finished his month long "Tats for Ta-Tas" campaign, and ran his first ever 1/2 marathon with more than 530 logos and names tattooed on his body. Leary finished the 13.1 mile race in just 2 hours and 15 minutes. In a little over 4 weeks, the campaign raised more than $5,300, and all the proceeds were turned over to Susan G. Komen.
Leary says in October he asked listeners for a $10 donation and a name of someone they know affected by breast cancer. "We began to tattoo (not permanent) all the names and logos on my body. I then ran my first half marathon ever as a human billboard honoring and remembering those names. I met the most extraordinary people during this," stated Tim. "This woman Betty approached me one time we were out collecting, and handed me $10. She was bald, and her eyebrows drawn on. She handed me the bill as she welled up and said, this is from my husband for me, I just finished my last radiation."
The process to tattoo Leary took more than 13 hours. He had an artist free hand paint the names on and they'll last for another two weeks.
Event Ownership, 102
It's SO easy when a venue or promoter tells you what you're not allowed to do at an event, to just cave and play by the rules and not find loop holes or ways to still steal the thing without pissing them off. You just need to be creative.
There was an artist event at The Mall of America and the edict from MOA to the Country stations was "One banner, stay at your booth, don't hand stuff out!"
So...how do you win with that kind of directive? 1. Temporary tats. People love them. 2. More bodies than the other station. One station had two interns. K-102 had 13 interns, two assistant and the Promotion Director.
The Justin Timberlake stadium tour had a Bible of Don'ts. Most stations had a canopy and that was it.
Carlos Pedraza at 99.7 NOW in SFO poked holes in the Bible and found wiggle room so that he could do this and NOT piss anyone off. Except for all the other stations:
The JT / JZ show in SF had lots of restrictions set by Live Nation, but they were in reality just within the venue (Candlestick). So we keep our promise within the on-site constraints and what we committed to on paper as part of that.
Keeping that in mind, we found a way & I read in between the lines & interpreted their words to "find a way".
Here's what we did to make that happen.................the only cost involved was labor hours & printing of fliers.................
1) Set up 2 additional locations that were not within the venue - full set ups (tent, tables, staff, etc)
a. In a surrounding parking lot - distributing TWIX & mixing it up
b. In a neighborhood parking establishment - mixing it up "on the way to the show"
2) We hit up & had presence at all the transportation options being offered
a. Bus shuttles
c. Public Buses
d. 3rd Street Muni
g. We had staff "welcoming & thanking them for coming to the show" at key hot spots
3) We flyered the hell out of any possible, physical options in the area
a. Promoting the JT in RIO Double Play - that aired on Saturday @ 4:15P (artwork attached)
b. Parked Cars, hand to hand, public transportation, EVERTYTHING - 15K Fliers
4) We had vendors (hot dogs, pretzels, churros) wearing shirts, placards on the "stand" & helping us distribute our flyer with each sale
5) Put stickers & placards on traffic cones - some of our own acquired ones too ?
6) We had 3 photographers in & around the venue snapping photos - with a goal of 1K total photos - posting the best 100 - 150 of them
7) Any bottle neck opportunity - we targeted - highway exits for cars, bus stops for mass transpo, walking to the venue
8) On the night prior - we parked our vehicles on a couple of highway overpasses on the 101 - 2 of them in all - clearly visible to all traffic. On the route there were only 3 options. We owned BOTH of them.
9) Banners on the highway exits & parking lots - staff waving & present before & after the show
10) We had nearby homes place banners in their windows & campaign style / stake signage in their yards - for free
What I wanted to do in addition, but didn't have the budget...................
1) Rent a "99-7 NOW welcomes you to the JT / JZ Show" blinking traffic / highway sign
2) Advertising In the Air - Plane Overhead flyby
We owned it. WiLD only had a set up inside the venue & a after party that was already part of their weekly night club promotion.
I think they did slightly better on the web photos, but on-site we killed.
This JT / JZ attack plan was part of a BIG one week concert strategy for us as we had Bruno, JT/ JZ, and 2 One Direction all sold out shows within a 7 day period.
On all the other shows we also had the labels print up artist specific shirts that we distributed prior to each show.
We had 1D shirts & did 2 pre-concert targeted events - each had over 1,000 people come out
We had Bruno Shirts and did 1 pre-concert targeted events
At the 3 shows - EVERYONE wore the shirts & had 997 Concert Fan Signs that we distributed at & prior to each.
The moral of my email - anything is possible if planned in advance.