Notwithstanding the dire predictions of a rodent in Punxsutawney, PA, spring is just around the corner. It is a time traditionally seen as a refresh and renewal for everything from your wardrobe to your radio station.
In the not-so-distant past, I had a market heritage morning show. One that had soared to tremendous heights in the 80s. The problem was that three decades later, they were still stuck there.
They were fortunate to have still a halo effect that allowed them to escape it. I kid you not; they were still doing bits blatantly “appropriated” from Scott Shannon.
Try as I might, I could not get them to update the show, and sadly, they chose retirement over updating—riding off into the sunset on Mr. Ed.
At a minimum, spring and fall, sit down with you on air teams in a room with a whiteboard. Encourage a hard and honest look at what is and isn’t working. Everyone gets a say, and everything gets written down. You might be surprised that the weekend guy who rarely sees the morning show in person might have a nice twist on a bit that needs refreshing. Take the time; it might be time to retire Gnarly Charlie and Mr. Leonard.
Eggcellent
Seize the moment. People are talking about the price of eggs. Even a beloved institution like The Waffle House has added a 50-cent surcharge per egg served.
Create a Gas Buddy-type page on your website where people can report the location of the cheapest dozen eggs. It’s not so much about expecting people to rush across town as it is to sound like you are plugged into what’s going on.
Bring it on the air for a segment where people can call in and report on the egg market. It will drive interaction and is fresh in the moment content.
It would be even better if you could trade or find a grocery store that will give you certificates for a dozen eggs.
The Beltline
Speaking of grocery stores, this is one of my swing-and-miss marketing ideas from my programming time in Milwaukee. I had a station that had established a marketing mascot that was so polarizing that everyone talked about it with either great love and amusement or complete and total disgust.
The mascot was on billboards, TV, station vehicles, everywhere.
One day, it occurred to me how cool it would be to see my mascot and logo on the belts that moved your food toward the cashier at the supermarket. This was before the days of self-checkout, so there were more belts.
With a bit of persuasion, a substantial check, and a bit of trade (I had a great sales manager who could see the big picture and agreed as long as it was incremental dollars), I had a deal in principle with the biggest supermarket chain in Wisconsin.
A company spending freeze and a round of RIFs followed, and it never happened.
Whenever I am at a grocery store, Walmart, Target, etc, I think about what might have been. I might have a reward for someone who could pull that off. With advertising everywhere we look, I’m still surprised no one has ever used that space.
Prom
Last week, I wrote about ideas for prom promotions.
I love the Second Chance Prom for non-high school students. Have your staff DJ the event and act as chaperones.
Sponsorship opportunities include many things: photo booth, food, title, and more.
Let Barrett Media showcase you best. Email me here, jeff@barrettmedia.com
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
