CPR Promotional Check-Up
January 5, 2011
Generating Buzz, Loyalty & Facebook Hits
The best way to get the audience to notice you is to do the unexpected. Flip the billboard (The River in Nashville). Fall asleep on the air (102 Jamz in Orlando). Get stuck in the elevator and do your show from their on the live security cam. (Wild in SFO). The regular stuff just blurs together eventually. The curveballs are the stuff that might sneak through their radar. (Your audience gets hit with 2500 advertising messages a day in a 2002 study. Perhaps three impact and they're rarely traditional)
Another way to get attention for what you're doing? Sue yourself. Yep. Hot in Ottawa created a guy named John who sued the station to halt the Fugitive. It was the catalyst that lit a fire under the thing and gave them some juice to end it strong. KUBE in Seattle? Created "Stop Hurting Innocent Turkeys", gave interns signs and picketed the station to get press for a Thanksgiving bit.
One of the competition night guys who goes back away with me has someone crazy who is hounding him on the air and especially on Facebook. And, as you would expect, the listeners are coming to his defense. Not mean or a jerk...just nuts. And people have stopped "using him" passively. They're coming to his defense. They're activated.
Is this real? I think so. But...it doesn't have to be. Create someone crazy and give the audience an opportunity to rally 'round you. Though, FB posts about club gigs and rehashed celeb news that you could get from 28,000 other sources on line is pretty cool too.