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PROMOTIONS ON A JOCKLESS FORMAT
- Thread starter RadioAMFM
- Start date
I would think doing it all thru the web would be easiest. That is if anyone listens to the station....
Already this is an amusing thread, and it is just getting started.
But while we snicker, you have raised a question that is hard to answer. Now I am not sure what you are saying when you say "a jockless format". Does that mean basically un-interrupted music with a stop-set every so often? Is there "noise and distraction" mixed in with the music?
There was a time in radio when contests and promotions were really big events, noisy events, with lots of hoopla. In the cities it meant rating season was taking place. Out in the small markets it meant we nabobs were playing monkey-see, monkey-do. Radio overall was much more subdued in that era (I'm talking several decades back) and I worked for a very successful operator who refused to run any stunts, contests, give-aways, etc. He forced us to think about "what do our listeners tune in for; let's do that well, do that better."
The next guy I worked for ran a lot of quiet little games and contests. Events that rewarded the listener with, with, well.... chicken feed. His attitude was that some people like puzzles and games. Quietly give them something to feed their habit but do it without stirring up the people who look upon a promotion as a noisy, obnoxious interruption of their listening pleasure.
Do you begin to get the drift of where I'm going? Look at the rest of what you do on the air. Your promotions should simply be appropriate for "all the rest of the decors in your room" to use a home decorator's concept.
But while we snicker, you have raised a question that is hard to answer. Now I am not sure what you are saying when you say "a jockless format". Does that mean basically un-interrupted music with a stop-set every so often? Is there "noise and distraction" mixed in with the music?
There was a time in radio when contests and promotions were really big events, noisy events, with lots of hoopla. In the cities it meant rating season was taking place. Out in the small markets it meant we nabobs were playing monkey-see, monkey-do. Radio overall was much more subdued in that era (I'm talking several decades back) and I worked for a very successful operator who refused to run any stunts, contests, give-aways, etc. He forced us to think about "what do our listeners tune in for; let's do that well, do that better."
The next guy I worked for ran a lot of quiet little games and contests. Events that rewarded the listener with, with, well.... chicken feed. His attitude was that some people like puzzles and games. Quietly give them something to feed their habit but do it without stirring up the people who look upon a promotion as a noisy, obnoxious interruption of their listening pleasure.
Do you begin to get the drift of where I'm going? Look at the rest of what you do on the air. Your promotions should simply be appropriate for "all the rest of the decors in your room" to use a home decorator's concept.
I think that I remember seeing this thread's first poster asking in another forum about doing a jockless AC format. One thing to keep in mind is that a format of this type already has some difficulty in getting listeners out to remotes. If your main draw is women 35+, the likelihood of getting them to come out to a station event would be low (especially when there are no well-known station personalities). In this type of situation, I would try to go after local businesses that cater to adults and see if they can offer some kind of 'listener discount' or 'reward' during the time that you're there. Say, promote a day when W--- listeners can get 30% off at a spa or a local clothing store. How about half price lunch for your listeners one day at a popular workday lunch place. No station employees needed...just take the station vehicle and park it out front. That'll be enough visibility.
I definitely think that if I was going to do a jockless AC format, I would get the ball rolling on a larger 'listener rewards program' that includes the web and visibility at local businesses/hot spots. Your primary weakness--no jocks--can actually turn into a major advantage with this audience. Your remotes come off as non-threatening (unlike some stations I've seen that show up at remotes with bells and whistles on, which freaks listeners out and defeats the purpose of the whole thing), yet listeners still benefit from the great offer you've put together. Who cares about free stuff for the next 5 people who show up. Team up with some businesses and get the creativity ball rolling.
I definitely think that if I was going to do a jockless AC format, I would get the ball rolling on a larger 'listener rewards program' that includes the web and visibility at local businesses/hot spots. Your primary weakness--no jocks--can actually turn into a major advantage with this audience. Your remotes come off as non-threatening (unlike some stations I've seen that show up at remotes with bells and whistles on, which freaks listeners out and defeats the purpose of the whole thing), yet listeners still benefit from the great offer you've put together. Who cares about free stuff for the next 5 people who show up. Team up with some businesses and get the creativity ball rolling.
When Jack Toronto (Canada) was a Jockless format the sister station (Fan 590, sports radio) showed up at events with their promotions team handing out fancy cards that read on one side
"when you want sports you want the Fan 590"
AND...on the other side:
"We play what we want...but sports is not music" (or something like that, telling people to flip over for more info...)
Very creative indeed.
(I'm forever thankful jockless Jack failed in the ratings, forcing them to get djs in the end.)
"when you want sports you want the Fan 590"
AND...on the other side:
"We play what we want...but sports is not music" (or something like that, telling people to flip over for more info...)
Very creative indeed.
(I'm forever thankful jockless Jack failed in the ratings, forcing them to get djs in the end.)
Define jockless...
JACK-FM jockless? Jack is the non-radio radio, so may not be necessary.
Jockless "radio" format? Very simple...
I'll post what I mean soon... after my plan is being executed (July 1st)
JACK-FM jockless? Jack is the non-radio radio, so may not be necessary.
Jockless "radio" format? Very simple...
I'll post what I mean soon... after my plan is being executed (July 1st)
Well it sounds like you mean a radio station with out Jox so who will tell the listeners to call and win or be listening for __________ to win...blah blah..blah... Record everything, promos...part timer or receptionist answers the phone and takes the winner...promos...easy enough.
Because most of our stations are partially voice-tracked, we contest by running promos 
30's & :60's) that chase listeners to our website/s where they can enter to win merchandise, trips, etc. When they enter their entry is sent directly via email. We can easily identify what the email is all about and drag it into a folder designated for that contest. Just before the grand prize drawing we sort the emails from that folder to eliminate dupes. We then count them up and draw a number. You can find a random number generator on line.
It's great way to contest...we generate website traffic overall; the listener can see pics of the merchandise, trip, etc.; and there is usually a link/s that will take them to the prize provider's site: Joe's Furniture, Mickey's Restaurant...
30's & :60's) that chase listeners to our website/s where they can enter to win merchandise, trips, etc. When they enter their entry is sent directly via email. We can easily identify what the email is all about and drag it into a folder designated for that contest. Just before the grand prize drawing we sort the emails from that folder to eliminate dupes. We then count them up and draw a number. You can find a random number generator on line. It's great way to contest...we generate website traffic overall; the listener can see pics of the merchandise, trip, etc.; and there is usually a link/s that will take them to the prize provider's site: Joe's Furniture, Mickey's Restaurant...
That's nice but be aware that the "entire" audience no matter the age group may not have access to the net or email so not everyone can participate. Maybe not many but anyone unable to participate that ends up with a diary or gets a phone call won't recall your station as his or fave because they were unable to take advantage of your bribe!
Just sayin...
Just sayin...
This really is an interesting challenge with few answers. I understand what postmaster is saying, however, it's unheard of that an entire audience is willing to participate on any level in any contest or promotion. With today's technology, the Luddites, in this case the listeners with no Internet/email capabilities, generally have no interest in participating anyway. In most all of the contests we devise and implement across five different stations, inevitably there are a core group of hardcore listeners (playahs, yo) whose names appear almost every time...trips, money, merchandise, etc., their names are always in the final drawings. We always hope that one or a number of them will end up with a diary.
Like everything, you can outsource promotions to companies that provide services like answering the phone, recording the conversation with the winner, and uploading the call to an ftp site that is inserted in the station's automation. Listeners call a local number that is forwarded to an answering center. It's all very simple. The service either gets a fee or a percentage.
M
MsMusicRadio
Guest
WDUV in Tampa and WJQB have one jock. He does all the promotions
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