Pomp And Circumstance
April 29, 2011
What a novel concept! Tell the people what you're going to tell them. Then, tell them.
And then, tell them what you've told them. Those are the keys to a successful promotion.
I was reminded of this as I watched the Royal Wedding this past week. What in the world was I doing out of bed at oh-too-early thirty, glued to a TV set, watching two people whom I don't know get married?
Because it had been communicated to me, effectively, that it was going to be a big deal. Something huge was going to happen. And they made sure that I didn't want to miss it.
The quotes and comments leading up to the event were many:
"When will this Royal Wedding thing be televised, it's all I'm hearing about?"
"I'll be glad when it's done; then people can get on with their lives".
"I'm not sure if I will even watch it -- yeah, I guess I probably will."
"It's going to be the event of my lifetime."
Really??? What's the big deal? Well, they do have ME out of bed, drinking coffee, watching their shenanigans. And I don't think I could really possibly care less. Yet I'm still watching.
How could we duplicate this effort into our radio station promotions?
By communicating to EACH listener that something BIG is about to happen, and that YOU don't want to miss it. Think of how we word things sometimes: "We're going to be out at the Chik-Fil-A on Saturday from 1-3. Drop by and see us, and get 25 percent off a chicken sandwich." Oohhh! Can I please?!? Sounds simply exhilarating!
What if it were turned into an event? Something like...
We're NOT just broadcasting from the Chik-Fil-A. Something MONUMENTAL is happening this Saturday, and YOU can be a part of it! Everyone who stops by and says "hi" to us this Saturday will receive a very special card. The card is good for one free meal, per week, for a solid year! Give it to the homeless man or woman that you see on your way to work every day. Offer it to your friend who's living on a fixed income. Or receive it as a blessing from God, who loves you and has not forgotten you.
What's your plus? What's your draw? What makes it stand out from the crowd? What will make people remember to tune in? To DRIVE in? To participate? What will cause them to not forget it? A chicken nugget-eating contest? Truett Cathy getting a tattoo? Cows juggling chain saws? "I just don't know what I can do to get people excited about what WE'RE doing."
Maybe a bunch of people wearing silly hats and stuffy clothes, reciting monotone boring vows in a country far, FAR away. What's so incredibly interesting about that? Maybe it doesn't HAVE to be so completely scintillatingly interesting. Maybe it just has to be communicated effectively?
Could it really just be the silly hats? Nah, there's got to be more to it than that.
Tell them what you're going to tell them.
Tell them what you've told them.
Pomp and circumstance.
And then watch as the crowd shuffles in.