CPR Promotional Check-Up - Jun 12, 2015
June 12, 2015
They all look the same, except for maybe this one. http://www.wror.com/inside-wror/personalities/julie-devereaux-bio.aspx
Why would you want to do something that everyone else is doing or that looks like something that could be on any other station in town? What if you did video bios and have just random people on the street talk about the talent and how she cut them off once in traffic and she was texting and what kind of psycho does that? Etc.
What if you outsourced the bios and had Getty images of Indian telemarketers and the info is straight and factual about the talent, but written in very broken English.
One of the companies is doing this campaign where the PD's are going to be doing video testimonials about some feature that all the stations share. Very exciting. One of the PD's is going to have a Chippendale dancer do his.
The $5000 Call
The reason promotions like Beat The Bomb work is that they play to the non-contest players too, and there are losers. That's fine. Nothing wrong with an occasional zonk prize like on Price Is Right which has proved for over 40 years what actually works when it comes to engaging people and giving stuff away.
This contest from Y-94 in Fargo is exactly that. You're going to stay listening because you want to know if the contestant's gamble paid off. http://y94.com/5000-call
Slip A Garter That Could Win A Diamond
One of the stations has a jewelry store that wants, wait for it, foot traffic. The idea was that everyone who comes in mentions the afternoon guy would get something. What if you got a mannequin and on its leg were a hundred garters? You come in, say you heard it from your station, and you get to slide off a garter. Written UNDER the garter is a discount or the name of a prize.
Getting People To Stop At Your Remotes
First, we have to dispel the myth that they "come" to remotes. They don't. They're driving by, see "something" and make an impulse decision to stop. So...having the van parked back next to the clients' front door and nothing happening out at the street will insure that they'll drive by.
Was at a station where they were doing a remote in a mini-mall. I took a street teamer and we bannered for two blocks, each way, down the road. And cars and people flowed in. The regional guy for the client actually stopped by and commented that no station had pulled like that before. What had we done on the air? Nothing. We bannered. Wow. It IS rocket science.
One of the C companies was soliciting from their stations, asking what they've done with the promos or the set-up or how the jocks sell it, to make their remotes work. My contribution? Multiple "things happening" that create a semblance of activity, and massive and creative signage. To that end:
- If you lined the road for one block in each direction with these, people would see you and if they had the inclination, they would stop. Seeing you is Job #1. http://www.nextlevelcustomsigns.com/Outdoor-Advertising-Sign-Spinning-p/os-461.htm
- Chet Buchanan at KLUC in Vegas does his scaffold sit for toys every Christmas. And nothing that Radio does, can match it. It's that big. Last year they hired a company of sign spinners to create attention out on the nearby street corners. If sign spinning has NOT come to your market, get some street teamers and train them.
AE's are all assigned other stations to monitor. I used to assign street teamers other station remotes to monitor. Because we need to be up-to-speed with what they're doing at their sales appearances. Have them each bring in a photo of another stations remote to the weekly promo meeting.