Get To Know Your Listeners On A First Name Basis!
February 15, 2013
“THE NAME GAME”
I've been asked aÂ lot this week about Morning Show benchmarks.....those great daily set time features that drive loyalty and repeat listening.
Here's one that you should consider.
Where it has been run, stations have had immediate results.
The Name Game is the ideal radio contest.
It has social applications and works for any format and any demographic.
Its greatest attribute is that anyone with a name can play.
It's actually an old Australian Radio idea from the Triple M network. I recommended it to Tom Cuddy at WPLJ a few years ago, and they ran it for quite a while I recall.
Simple Contests Always Work Best
A male or female first name is selected, announced and then spelled out on-air. The first person to call with the correct qualifying first name (only) wins the cash/daily prize.
If the person’s first given name does not match exactly the name spoken and spelled out on air, they are disqualified and another caller taken. This process is repeated until a caller’s first given name matches exactly the name spoken and spelled out on air.
Have a “Name Bank” from which the names for each hour are drawn. In addition:
- 1. Invite listeners to register their ‘different or unusual’ name on the Name Game Message Bank
- 2. Email via the station’s website with their different/strange names. Use names from Facebook
- 3. Use themes to add excitement - i.e. this week we are using names from Taylor Swift's little black book.................
(A person’s “first given name” for the purposes of this competition is their first given name as set out on their birth certificate. Winners required to provide photographic and other evidence sufficient to establish that their legal first given name is as claimed by them during the competition.)
Make the Name Game a Winner in The Ratings Game
Taking on board our advice that if you win mid-mornings (9am - 12 noon) you win the workday, one of our clients has applied this thinking to the way they executed the Name Game as a TSL tactic post the morning show. They ran the contest 3 times an hour 9am - 12noon and 4pm - 6pm. There was no contesting between Noon & 4pm, just replays of previous winners. The philosophy was simple â€“ concentration of force!
How It May Play Out On Air
Top Of Hour & Every 20 Minutes
PLAY RECORDED OPENER ...... Then announcer does live set up & instant contest. Include these points live:
- EVERY 20 MINUTES WE PLAY NAME GAME
- WE’RE ABOUT TO SELECT A NAME AT RANDOM /OR EXPLAIN THAT DAY’S THEME .........WORTH $$$$
- LET’S FIND A NAMEâ€¦(CHANGES EVERY CONTEST)
- STRESS IT’S 1ST NAMES ONLY, YOU’LL NEED TO PROVE ITâ€¦AND WE’LL TAKE THE 1ST CALL NOW ON.........
- GO LIVE UNTIL A NAME IS FOUND
IT’S THAT EASY....... ANOTHER SHOT AT THE NAME GAME IN 20 MINUTES.......... JUST REMEMBER OUR NAME............(YOUR CALL LETTERS)
Here are a bunch of scripts to get you started.
Sample Scripts - Production...Teasers
(Station name) wants to get to know you on a first name basisâ€¦And with $$$$$$$ to share around....we’re going to get on just fine.
(Station name) name game....the easiest way to win while you're at workâ€¦starts Monday...turn it up....way up.
From Monday (Station name) has a game the whole family can play A game worth $$$$$$$â€¦and you’ve already got everything you need to win.
The easiest way to win big money (at work)â€¦ (Station name) Name Game starts Monday...turn it up.
At (Station name)....we’re about to launch a game for every Tom Dick and Harryâ€¦â€¦It’ll be the easiest way to win big money (at work.) (Station name) Name Game worth $$$$$$$$$$ starts Mondayâ€¦turn it up.....way up.
Our name is (Station name)â€¦.what’s your name?
From Monday share in $$$$$$$$â€¦.the rules are simple and you’ve already got everything you need to win.
(Station name) Name gameâ€¦tell your friends it starts Monday. Turn it up, way up
(Station name) just loves to play games.
Games with big money.
Games that are so easyâ€¦every Tom Dick and Harry can play.
The (Station name) Name Game has $$$$$$$$ to share around.....all you need is a name.
It’s that easy.
(Station name) name game.....your name could be next.
So that's it - pretty easy and everyone can play ........ a nice twist is to call out a male and female name. You could, like some stations, call the campaign ''Initial Reaction'' and use initials rather than names. Consider alsoÂ how to utilize Facebook .....you win double if you have 'liked' the station perhaps. Take a look here to get a glimpse of how PLJ approached it when they did it.
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