Promoting your Morning Show - A Waste Of Airtime Or A Wasted Opportunity?
May 15, 2012
On my travels, one of the questions I get asked the most is.........'have you heard any great morning show promos lately?'
I'm talking about the promos most stations run across the workday to promote their number one 'property'.
Seriously, when was the last time you built/heard a great morning show promo that stood out, let alone really forced you to make a mental note to tune in at a specific time?
It's amazing....most morning shows still run promos like these...
"This is what we did today ......grab .......this is what we are doing tomorrow...tag out."
If we are lucky, the insert will be audible, and although taken out of context so one no-one but the absolute P1's will get it, maybe it will also be humorous.
It probably won't be engaging or compelling though....because it needs to run just 20 seconds!
Why is it that most good radio stations worldwide don't run great, good or even effective morning show promos?
Why is this, given the critical importance of the Morning Show? "Win mornings...win the day"...and all that!!
What is worse, though, is that most radio stations admit they don't run effective morning show promos, are frustrated with what they run, and are fed-up with their lack of 'cut through'.
Given that on many stations up to 40% of the daytime listenership does not cume the morning show....there is an easy win to be had here.
It's far easier to get current listeners to tune in one more time than to entice a new listener.
This fact gives us an insight into some of the secrets of morning show promotion.
Firstly, who are you targeting?
Of course it's both fans and non fans, so perhaps you need more than one promo?? Increasingly, the great programmers are cutting two:
A Cume Promo...........for those who listen to the station but not the morning show.
A Core Promo.............for your real fans.
UKRD Group Program Director Phil Angell ...
"Breakfast/Morning Show promos should leave you with the feeling that you've got to listen to that show tomorrow. They should jump out and grab you by the throat. If all you are doing is lifting a clip then saying "we'll be back tomorrow" then you're letting down the show and yourself. Just like radio itself, breakfast promos offer a whole world of opportunity."
In 2012, success needs to come faster than ever before. Programmers need to .....
Speed up the future.
Force listeners to become engrossed in the soap opera that is their morning show.
Help listeners form quicker bonds with Morning Shows.
Fast track compelling and engaging content that demands talk and recall.
Create soap operas with cliffhangers that listeners become addicted to.
Your morning show promos can really assist here. Consider ......
".......the x things you didn't know about (station) morning show" as an on air campaign tactic. It's a great way to fast track listener knowledge.
For instance, here are some sample scripts you may like from 98fm in Dublin:
What do you love about .............
Comment from talent............. reinforcing the listeners comment
(Station) listeners talk about (morning show) .............
So what do we know about (morning show) .............
(grabs) 2-3 link lines
And its full of fascinating facts
If you've just made the switch to............. here's some important info you need to know.............and here it is, direct from the people that matter to you.............
Congratulations you've discovered the one morning show that............. (point of difference)
Summary...............Think about your goals. Here's a quick thought starter list:
Cume and Core promos??
Branding or appointment setting or both??
Can I run a "movie trailer" campaign (check out the Mix 101.1 promo below for an example) in conjunction with daily spots?
Would listener testimonials work?
Can I push forward effectively to tomorrow AND beyond?
Am I fast tracking listener knowledge of the team?
Some Morning Show Samples From Around The World
Journey ... Does Maz get her man?
From Irene Hulme at Nova 919 in Adelaide , Australia.
A great example of a "story arc" promo with a cliff hanger ending that sets the scene for the next installment. This morning show, "Maz, Dan and Shane," has only been on the air for a short time, but it is getting traction because the audience is really beginning to care and engage with them.
Meet Sam and Amy
Here's a great "getting to know you" example. PD, Mike Newman, runs these frequently across the workday to fast track heritage.
Mix 101.1 Movie Trailer Promo
We are using this approach in a few markets at present.........building movie trailer style promos that really introduce the cast, sell the show, its proposition and point of difference. These are backed up with more functional spots.
BRMB Listener Testimonial
A nice promo from Birmingham, UK. Another approach would be to run a "first impressions listener campaign".
Mix 102.3 Back Monday
Fun and appointment setting from PD Chris Cotton in Australia.
The Complimentary Breakfast
A fun promo from Jacaranda FM in South Africa. This works because it emphasizes the fun quality of the show. This is the point of difference in the market.
Life Without Nick
From LBC in London. The idea here is....Imagine life without the host Nick Ferrari...............here's some think music whilst you contemplate that thought.............
Good luck...........and feel free to email me if you'd like more morning show imaging.