One Part Recorded Promos, Zero Parts Creative

I was having an exchange with a friend of mine who works for a company that advertises on radio stations and also partners with them for promotions. I had been the conduit that connected him with some radio station folks I know. It turns out that the new business relationship is going well. It was nice to receive a complimentary note, but it was depressing to read of the grim reality of the radio business today from someone who is an advocate for our business.

Here are the germane parts of that note:

...they at least make the effort to be creative in their promotion proposals...no one has the time to be creative. I miss seeing what fun things radio is going to do with [events]...yes, I care how many recorded promos I'm gonna get, but I will always believe good creative sells more than frequency...these days, because everyone is so cookie cutter, any sign of creativity in a proposal TOTALLY stands out...good promotion proposals, we talk about 'em, play the airchecks for each other, and wish our [others] would be a 1/4 as creative.

Need I say more?

Free Pizza on Facebook?

How do you make friends and fans? Give away free pizza. Of course Papa Johns is trying to get pizza-eaters in the habit of ordering their pizza on line. Click on the photo to go to the Papa Johns page.

What could you give away on your Facebook page? What client partnerships could be developed by using on-line tools like Facebook? You have a facebook page right?

Traditional advertising is in a world of hurt right now. I certainly don't need to tell you that. I am wondering out loud whether it will ever come back to previous levels. I will only say maybe, with a hint of doubt thrown in.

Whether it's programming trying to connect with listeners in different ways, or sales trying to find solutions for clients looking for new ways to reach customers we must look past traditional spots and promos to compete in our tech-crazed 21st century world.

Z100 in New York has:

Free For A Day

***UPDATE***

Turns out the devil is in the details and it's illegal to give gifts for voting; KIRO-TV in Seattle has the details:

SEATTLE -- Seattle-based Starbucks is making fast changes -- after being accused of breaking the law with an offer to voters.Prior to Monday afternoon, Starbucks was promoting an ad that said anyone who says enters a Starbucks on Election Day and says that they voted would get a free cup of tall coffee.RAW VIDEO: Starbucks' Election Day AdElection officials for the state of Washington told KIRO 7 that rewarding voters with free coffee is illegal."No good deed goes unpunished," said Nick Handy, director of elections.Handy said there is a federal statute that prohibits any reward for voting.Starbucks' good deed can be perceived as paying someone to vote, and that’s illegal, Handy said."The way it is written, it expressly prohibits giving any kind of gift," Handy said.Handy said the intent of the statute is aimed at special interest groups trying to influence who and how people vote.To fix the situation, Starbucks had agreed to give a tall cup of coffee to anyone who asks on Election Day.A statement from Tara Darrow of Starbucks says, "We've been excited by the number of positive responses received about our free coffee offer. To ensure we are in compliance with election law, we are extending our offer to all customers who request a tall brewed coffee. We're pleased to honor our commitment to communities on this important Election Day. We hope there is a record turnout on Tuesday and look forward to celebrating with our customers over a great cup of coffee."

That's the message from Starbucks--as long as you vote. Anyone who stops by a Starbucks coffee shop tomorrow, election day, who's voted will be given a free "tall" brewed cup of coffee.

Seems like a great way for Starbucks to rebuild some of the lost foot traffic that has hit many of their stores over the last year or two.

Here's a promotion that gives it away for free with the hope that a renewed exposure to the taste, experience, and community of Starbucks will rekindle peoples interest in the now aging brand. Of course, keeping with Starbucks socially conscious motif they have tied it into election day--a good hook!

What "free for a day" styled promotion could radio be doing to rekindle interest in our aging brands?

Radio's Split Persona

The pictures and news accounts of the Iowa floods got me thinking...

Radio, as always, in times of need and disaster steps up and provides information, help, and aid. Competing groups find common ground in order to help the communities they serve--even loaning studio space and technical assistance to competitors to help keep them on the air as was done this week in Iowa.

During disasters radio becomes relevant for both young and old. Raging waters and floods know no age. Radio is vital in times of need and that's been the case since the beginning of wireless broadcasting. This too shall pass--as the flood waters reseed and the process begins to return ones city, neighborhood, and life back to normal; radio will reseed back to "50 minutes of music this hour" with fewer interruptions and less relevancy to listeners both old and, especially, young.

So while parts of the country are trying to cope with the intense challenges put forth by Mother Nature, the rest of the country is knee deep in the summer season. Let's compare how radio stations act in times of need versus more normal times.

I am not one to live in the past, however, I can't help remembering how active radio stations used to be during the summer in years gone by. Now, before you jump on me about all your station does...I know there are active stations, very active stations, out there making friends and connecting with listeners in your part of the world. But more and more, aside from showing up at one big summer festival or event, it's business as usual for radio stations around the country.

Whether it was beach patrols, station branded ice cream trucks (still a great idea!), free weekly car washes, fireworks shows, community pool tours, or even a dopey morning show promotion I was involved with many years ago--Burgers For Breakfast! Dopey or not, it drew a lot of people, attention and listeners felt a bond with the station.

Being out in the community--shaking hands and kissing babies, as we used to say, will not be the savior of radio especially with younger listeners. But let me suggest, if your STAR talents (you have local stars on your station, right?) meet listeners face-to-face those personalities will mean more in your city.

Anyone can play songs. You don't really even need jocks to do that anymore. But personalities that communicate well, tell entertaining, funny, or meaningful stories of interest to the listeners (good enough to podcast) have a chance to go beyond being an anonymous voice on the radio that nobody cares about or relates to.

What is your station doing?