Take Me Backstage
Does your station have a tchotchke budget? Typically, I have seen it budgeted for, and then it is the first thing cut each year when sales get tight.
I worked for a company that routinely allowed me to budget for t-shirts, staff clothing, etc. Then in March they would delete the line and take it back.
Of course, the outcome was that I had to plan the entire year and buy everything in January. Why that was better I’m still not sure.
What is the most asked question at a remote or an appearance? Most of the time it is, “Do you have any t-shirts?” Listeners have been conditioned to ask for them and expect you to have them.
Most of the time I hear talent say something to the effect, “All they do with them is sleep or mow the lawn in them.” That’s where it’s up to you to add some value. Instead of just blindly handing things out, what if you create a value proposition for wearing them.
WQMX in Akron, OH has the Blossom Music Center, a fantastic outdoor venue carved into the middle of the Cuyahoga Valley National Forest. Each summer, they present several Country concerts.
WQMX uses a different color of WQMX Take Me Backstage T-shirt each season. Sales sells remotes to distribute the shirts, which are a must-have for Country fans. Then, they wear them to the shows at Blossom for a chance to be seen and taken backstage.
It creates a value proposition for the shirt and eliminates the problem of people wanting them but never wearing them. The other good thing is that the shirts can most likely be traded or liquidated through the cost of the remotes.
One of the best tchotchkes I ever had was when I was the promotion director for Rocker KGGO, Des Moines. Rocker is the key word to this one. It’s not for an AC station, and given the changing climate since I did it, it comes with a word of caution.
We purchased condom keychains similar to the ones pictured, with the message “If You’re Gonna Rock, Roll This On” and the station logo. Not surprisingly, we had to order a second run, and they were very popular.
Fifteen Seconds of Fame
Here’s an idea to tap into the popularity of TikTok, Instagram, and local influencers: Offer listeners their “Fifteen Seconds of Fame.” Encourage listeners to send or upload videos of themselves, something from their life, their pets, or anything PG-rated.
It will drive web and social media traffic and likely raise awareness to people beyond your cume.
Cinco De Mayo
Fill a big tub with mayonnaise and put plastic eggs in it, with slips of paper inside designating a prize. Contestants have to dig around in the gooey mess to retrieve the plastic eggs. It’s messy and fun. It makes a good Cinco De Mayo bar promotion. It’s best executed when every contestant has to go at the same time. Be sure to put down plastic.
Pay Your Bills
There is nothing ground-breaking here, but with concerns over inflation, egg prices, and groceries in general, it may be time to bring this back. There are many ways to execute this. The only caution is to not make listeners jump through hoops.
This really goes for any promotion. Make it easy and, when possible, on demand so that people can enter and win while navigating their busy lives. Please don’t make this or any other contest caller number nine.
Gone are the days when you could force listeners to do anything. You are far better off dragging them along than pushing them where you want them.
If you are doing a Pay Your Bills type promotion, I would love to hear how you execute it and highlight your station. Email me jeff@barrettmedia.com.
Use that same email to send me any of your station promotions, and you might get them featured in an upcoming Promo Meeting column.
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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.
