“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.
As some semblance of what is and what isn’t normal returns to our lives, we need to look into the near future and start ramping up plans for the summer. Knowing that people are going to be “out” (safely and distanced) at every opportunity, maybe that’s your Summer umbrella: Get Out, And Stay Out. And the focus is all of the stuff above and more. Boating. Golfing. Backyard gatherings. Barbecues.
4% of people play contests so really, the only true purpose of a contest is to add excitement to the overall presentation of a brand. We can’t manage our winners like a game show but we can create platforms that might elicit that visceral response. We can do promotions that will get “live” winners. Because nothing sounds like paint drying more than awarding a trip to the Superbowl to someone who cashed in VIP Club points.
With all of the talk about “live and local” we have an opportunity to really step-it-up in that department.
There are an increasing number of brands that you can listen to for an hour and literally have no idea where they are. So, there-in lies the opportunity. What features or promotions are there that you can add a local spin to?
Here’s what you should do while everyone is cleared out and on vacation after Christmas; write “1%” on a sheet of paper, run off a bunch of copies and post it around the station. Why? Because that’s your goal for 2020. To get just 1% more of your listeners engaged, activated and playing your contests.
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