Labor Day is behind us, and it’s time to plan for the fall holidays. This is my public service column for programmers and promotion departments. Consider it your reminder to get to work on the important holidays that occur during the fall rating book. Gone are the days when you could walk over to the sales department and ask for a turkey giveaway on two weeks’ notice. It’s also the time of year when your charitable efforts are needed most. Whether it be food for the hungry, toys for the kids or coats for the needy, it’s time to button up your community efforts. Those campaigns add a huge halo to your station’s image.
But first, I would be remiss if I didn’t mention how important this week is. Friday is the 25th anniversary of the 9/11 attacks. As a native New Yorker, I was programming in New York City when the twin towers fell. Perhaps you already saw the moving show on ABC-TV last week. Like most who lived through the tragedy of that day, I don’t feel like 25 years have passed. I know New York radio will reflect the mood of the city this week. Wherever you are, I hope you have some sort of acknowledgement.
Halloween Delivers Weeks of Morning Show Content
Since radio, and morning shows in particular, should be fun, no holiday reflects that better than Halloween. There is also no holiday that can carry as many promotions without offending anyone. As a result, it would be beneficial to establish a relationship with the leading haunted house in your market. While it might not translate great on the air outside of ticket giveaways, the social media aspects are huge. For example, Karen Carson’s New York show had a nurse accompany her elderly father to keep an eye on his blood pressure as they toured the house. Social media promotions also range from best carved pumpkins to scariest decorated homes.
Morning shows have content for weeks. Halloween confessions past and present, voting on the best candy and costumes, and the scariest thing you’ve ever seen at work all work well. In addition, you can look for homes that people believe could be haunted. Since some costumes today tend to be a bit riskier, you could do Spooky or Sexy and post pictures. I’ve even seen a station sell a local car dealer a promotion where listeners brought their pre-school kids for their first Halloween. Meanwhile, the station talent bonded with parents while the kids ran around grabbing goodies.
Because Halloween is a Saturday this year, feel free to hit the Halloween songs hard. If your format allows, Thriller should be in power rotation for the day. Have fun with this one. From Ghostbusters to Back in Black to The Devil Went Down to Georgia, there’s someone for everyone.
Veterans Day and Thanksgiving Need Your Attention Now
Some stations will devote resources to honoring veterans on November 11 this year. For instance, I heard a classic rock station record actual veterans shouting out their branch of service and the company where they served. They then introduced the next set of music. This was done throughout the day. It’s also a great time to raise money — and it takes a lot — to train a vet dog. Use imaging and talent to thank these men and women for their service.
You need to start working on Thanksgiving now. If you don’t have a budget, you will need your sales department’s help. Prices are high, and there’s no sign of things costing less soon. Not only did families find gas prices higher this Labor Day than any other, but diesel fuel prices hit an all-time high. As a result, costs will rise for everything transported by truck. That includes almost everything in the grocery store. Therefore, you need to find ways to make Thanksgiving free for your listeners. Turkeys, yes, but go even further and try to give away supermarket shopping sprees. With Black Friday following Thanksgiving, perhaps you could even tie in a mall. Since so much shopping is now done online, use a local pitch this year to shop “a store with a door.”
Your morning show talk topics leading up to Thanksgiving are gold. Which food do you secretly hate? Who is the worst guest at the table? There are also some dumb family traditions to talk about, and don’t forget the debate over who is hosting. From Thanksgiving travel nightmares to those that happen in the kitchen, stories emerge anytime lots of people gather or travel. As I always say, great stories are the key to engaging your audience and Nielsen success.
Plan in September, Enjoy the Fall
Time flies when you’re doing several jobs, as most of us are these days. If you’re a parent, school activities are taking up time right now as well. Use September to plan what is ahead. Then you will be able to enjoy the fall holidays as much as your listeners do.
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