For decades, Beasley’s KKLZ Las Vegas has presented the “Jingle Bell Rock.” Somewhere in the Las Vegas valley, the station has hidden the rock, a 20×15 flat slate that weighs around 25 pounds. It looks normal on one side, and on the other are the directions to claim the $10,000 prize.
Listeners get clues on air five times daily. This is a great example of setting appointments and getting another listening occasion.
Another way to execute something similar is virtual. When I worked at the legendary News/Talk WHO Des, Moines, then morning show, Van and Bonnie would virtually hide a prize somewhere in the metro. It’s the same thing; people just don’t have to search the city.
Both make for great promotions.
iHeartMedia’s Lite 106.7 WLTW is hosting a Virtual Toy Drive. On the station website, a page gives you a click-to-donate page that redirects to Amazon and a wish list for three local Children’s hospitals.
This one is easy to execute, and with the proper associated promos, sponsored of course, it becomes turnkey year after year.
If you ever watch WWE, you know that the fans love to get attention by making signs to taunt the heel or cheer on the babyface.
Encourage listeners to creatively display your station’s call letter or slogan at a concert. I’ve seen some creative, not always PG-rated, ways the listeners tried to get the station’s attention.
Pick the best or most creative and upgrade their seats to the front row.
My Promotion Director, the late Ken Kohls, brought this to me when we launched 97.3 The Brew in Milwaukee. Kohls had a way of doing things that got under the competition’s skin.
When your competition has its Christmas Show or any other exclusive event, rent one of those mobile sign boards that you see that are typically used to announce, “This ramp will be closed Monday at 7:30.”
He called the city, paid for, and reserved a street parking spot right in front of the competitors’ event, with a sign that read “97.3 The Brew welcomes you to the show.”
Brilliant.
Let Barrett Media showcase you best. Email me here, jeff@barrettmedia.com
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
