If you get a bunch of Programmers together, inevitably someone will bring up the time some AE agreed to do something atrocious or committed the station to doing something that, well, was a really bad idea. It can be soul crushing to see a station just waste a million dollar prize for a seemingly tiny sales opportunity knowing the insane lengths that people will go to try and just PURCHASE concert tickets.
“Creating” a contest or an event or a promotion is an exercise in problem solving. Facebook is a great facilitator of research. It makes focus grouping 30 non-Radio friends with “Hey, Brad Paisley wants to do something creative on Zoom” instant and easy. We’re only as good as our ideas and there’s a whole resource for them that we’ve never tapped.
2020 is going to be The Summer Of Outdoors. The summer when people are going to find every excuse imaginable to be in their gardens or pools or biking or hiking or walking their dogs or grilling in their driveways. So, nice, concise, sterile breaks aren’t going to reflect that.
Promotions is often the Art of being relevant, topical and in-the-moment. Between Chases Calendar of Events and social media, it’s pretty easy to gauge what’s trending and what kind of stupid holiday like “Talk Like A Pirate Day” might be fodder for doing something with it. Sometimes you don’t even need matrices and algorithms to know that there’s an opportunity, like, when, everyone in town is losing their minds about your team making it to the playoffs. That’s a given.
Radio contests NEED sizzle and excitement and pending outcomes. So, with the $1000 Free Money Cash Hook Up, ask yourself, is anyone going to remember that contest 33 years from now? 33 minutes from now?
It’s fun to watch the competition, locked into a national contest, just get pummeled with promotions.
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