Planning a Promotion 2012
August 7, 2012
When planning a promotion, what happens off the air prior to the first promo teaser going to air will determine your success or failure. When planning a promotion the strategy always comes first. So what is our strategy??? What do we want a promotion to do for us right now? We must know the answer to this.
THE 6 BIG STEPS
- HAVING A GOAL OR STRATEGY
- DECIDING ON A TACTIC/ CONCEPT
- OFF AIR PLANNING
- EXECUTION ON THE AIR
- THE RESULTS
- DEBRIEF-WHAT WE LEARNED
- What tactic should we select?
- What is the competition planning?
- Should it run in the morning show, across the day or both??
- How long is the active campaign?
- How long is pre-promotion/teasing?
- How many times a day?
- What is the prize? The Payoff?
- Can we involve a current client?
- Revenue opportunities?
- What is the contest formatic?
- Will it cut through all the other stuff we have on the air?
- What can we take off the air?
- Has it got synergy with anything else on the air?
- Any Music Links?
- What is the Creative?
- Where is the creative?
- Briefing production/Imaging team.
- Do we need a unique voice over talent?
- Will we get the credit for it?
- Will it impact on The Polls (results)?
- What is the success criteria?
- Who will manage it off the air?
- Who will manage it on the air?
- Who will design the Critical Path?
- When do we present the plan to the team?
- What can we plan now to freshen the promo?
- When do we monitor after the campaign commences?
- Can we research the Promo?
- Social Networking, how does this fit
Finally... just for fun... 3 cool ideas/thought starters for you... 50 Shades of Grey just does not seem to be going away...
(1) 50 Shades of "Grey... hair" with granny's reading excerpts on the air.
(2) Invite a Police Artist into the studio and with the help of listeners construct an identikit photo of Christian Grey.
(3) "50 Shades of Grey" Sparks Sex Bootcamp, Erotic Festival... a nice angle for client based activity...
Apparently, everyone wants a piece of the S&M action described in the erotic novels and retailers, sex experts and others are all cashing in. Just this weekend, there was a festival held in Ireland which was called "50 Shades of Bliss". The festival featured a wide array of things from massage and tantric sex workshops to a sex boot camp just for guys.
Is this where men learn to be more like Christian Grey? Hopefully not, as that would be quite scary to have thousands of men all trained to please a woman the same way. The goal of the festival is to "move from a guilt and shame filled perspective on sex and sexuality, to one that allows sex to be a path to enlightenment as well as personal and collective freedom and empowerment."
All of that sounds pretty good, but can "50 Shades of Grey" really break so many boundaries? Will people actually try out these workshops? What do you think? Would you go to this festival if you were in the area?