CPR Promotional Check-Up - May 29, 2015
May 29, 2015
How We Perceive Our Listeners
This is amazing. A presentation on how we perceive our listeners. I actually followed this guy at a seminar in Denmark. I will never EVER make that mistake again. It was like having the Rolling Stones warm up for your bar band.
Why You Should Have "Prize Criteria"
Repeat after me: we do not give away fast food or prizes that the cost of gas to pick up the prize is more expensive than the prize itself. There is always a way to fix this request. As seen on a competitor's Facebook page -
It's all new at Wendy's! The New Jalapeno Fresco Spicy Chicken Sandwich! Wendy's signature spicy chicken topped with fresh jalapenos, ghost pepper sauce, and Pepper Jack cheese! Listen this hour to win lunch for two!
The truly great stations in diary, meter or cave drawings, always have an overwhelming presence on the streets. They look like and sound like they are everywhere.
Giving the keys to the SUV to a street teamer and telling them to go and drive around is still better then vehicles locked up in the garage, but the great stations always have a plan to what they're doing. They know where the listeners are and they go there. Even if that means leaving Philly and going to the Jersey Shore for the weekend, or, in the case of WIOG, hitting campgrounds up near Bay City on the 4th. That's where the listeners are so it'd be stupid to ignore them and their migration north.
One of the large market PPM stations is putting together a list of the hot zips and then will be coordinating vehicles and bodies to flood them this Summer.
When you do your first meeting with the Summer hires, ask them, "Where can we go and find listeners?" and put together a master list. Beaches. Parks. Pools. Clubs. Wherever. And post that list and make sure you do drivebys and get audio and posts frequently.
When we launched WiLD in Tampa we narrowed it down to a list of about seven beaches where their listeners could be found. Not tourists from Ohio or in the case of Beer Can Beach, the hillbilly hard rock crowd. And they went out regularly to get in their faces and spread the word about the station.
In the case of Wired in Philly, that station beat Q-102 in PPM in a year primarily with Buzz Content and a street assault. They had the vehicles dayparted and broken up into regions of the market and days of the week. And then they hired a new GM and, well, she pulled them off the streets. And they never fully recovered.
It's a great list to have and it will help when we go out and fish for meters and diaries.