America is just 18 days away from our 250th birthday. This is a once-in-a-generation celebration for our country and a golden opportunity for local radio.
If you were around – like I was – for America’s Bicentennial in 1976, you knew it was a huge deal for the country and for event merchandising.
Americans sucked up anything displaying Bicentennial themes.
There were commemorative plates, collectible glasses from retailers, Bicentennial watches (when everyone actually wore one), and reproductions of historical swag from the Colonial era. Many of those items are still being traded today. My mom even bought a line of Bicentennial shirts for me from K-Mart to celebrate the event.
A Golden Opportunity
With our nation’s birthday less than three weeks out, many among us will flavor our brands with patriotic sonics, a few theme-friendly songs, and dress up our digital platforms with America-centric visuals.
However, for radio, the nation’s Semiquincentennial presents a greater opportunity. This is America’s 250th birthday! Most listeners alive today have never experienced a national milestone of this magnitude, and most won’t see another one.
This is the perfect summer to go beyond regular programming and create memorable on- and off-air experiences that grab listener attention, possibly generate revenue, and solidify your cluster as a community leader. Let’s look at some examples.
Branded Collectible Tchotchkes
Offer listeners swag that’s branded and can’t be duplicated. Low-hanging fruit examples are t-shirts, can koozies, and key chains. What about a “collectible” listeners will save for years?
With today’s tech, companies can turn branded trinkets around quickly. The Pin Center – among others – can handle large orders in under two days.
Create a numbered collectible pin and have listeners wear them to your local 4th of July celebration. Then, have staff spot pins on listeners and award them with ice cream gift certificates from your local vendor.
Better yet – challenge listeners to 3D-print a version of a branded collectible. Someone in nearly every neighborhood has a 3D printer, and the technology has come down in price significantly. Entry into the 3D printing world is easier than ever.
Story of Your Town
Every town and surrounding area has a story connected to America’s long history.
Working with your local historical society, develop short daily vignettes that tell the story of local historical landmarks, founding figures, military heroes, and significant events that shaped your community. For example, consider a two-minute feature airing several times throughout the day that educates listeners and creates sponsor opportunities.
Don’t just go back to the Revolutionary War. For instance, a client non-profit station runs a daily feature entitled “Yesteryear” that spans hundreds of years of their county’s history. The local paper does all the heavy research and feeds the information to the station weekly. In your town, there has to be a cemetery containing war veterans or a hometown business that’s been serving your community for a century. Stories like these create programming that differentiates us from satellite and streaming services.
Voices of America
Radio excels at storytelling. Invite listeners to share what America means to them.
Have listeners email audio clips about what America means to them – our freedom, local family traditions, military service, or memorable Fourth of July celebrations. Then, air them throughout the day during the week leading up to Independence Day – which falls on a Saturday.
We have clients that highlight stories about first responders year-round. A Bicentennial feature like this would also give listeners a chance to hear about local teachers, veterans, healthcare workers, and local business owners who do great community service.
American Music
Create a feature spotlighting songs that defined different eras of American music. Also, build montages from the 1970s, 1980s, and 1990s, framed around national events, cultural shifts, and shared American experiences. News clips for major events are readily available on YouTube. Just be mindful of copyright protection.
Listeners love historical trivia, and gold-based format listeners especially love nostalgia. Tying favorite tunes to America’s story creates a strong emotional connection.
The Bottom Line
Treat America’s 250th birthday as more than a one-day event. Integrate the birthday celebration into everything you do through the summer and into the fall.
If you’re of a certain age, thinking back to 1976 is a fun trip. The Bicentennial was a cultural phenomenon. Indeed, retailers experienced record sales of patriotic memorabilia, commemorative coins, and heritage collectibles. You can still find those items in attics and antique stores today. Also, a look back at 1976 shows how much the economy has changed:
- Postage stamps cost 13 cents.
- Movie tickets were $2.
- A dozen eggs cost roughly 83 cents.
- Americans watched Bicentennial celebrations on three television networks – ABC, CBS, and NBC.
Today, we know digital platforms compete fiercely for our listeners. Building events like those outlined above reminds the listener – and us in broadcasting – of the power in local radio.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
