Finney Fast Five Flash – May 2018

Summer Time is Radio Time

Planning for a summer promotion?   Here’s eleven ideas you can add to your box of ideas for creating new and engaging listener experiences.

But first, a couple of reminders.

With the onset of summer, listeners adopt a different mindset. They’re likely to be hot, sweaty … maybe more relaxed.  Schedules have changed. The pace has changed. Activities are distinctly different. Summer audiences are likely to be more mobile. Travelling, camping, hunting, out of town listening on your app, all increase in summer.

While winter affords broadcast media a more captive, cuddly audience … summer sets the captives free. TV shows typically won’t launch new episodes in the summer. Summertime is radio time. As the previously home-bound winter prisoners venture out into a warmer world, radio accompanies them with song, inspiration, and the evergreen plethora of summertime radio promotional activities.

Sunny time is the perfect time for a radio station to get to know its listeners even better and make a ton of new friends. Seize the opportunity. If you plan in advance and execute rightly, your station won’t ever have to mention the words, “Summer Slump”.

SLAM DUNK SUMMER IDEAS:

You can and should start planning your summer promo right now, as parents begin to set up summer plans for their out-of-school kids. Here’s a list of fun, effective (slightly different) ideas for radio stations of every size and budget:

Rummage Sale: Who doesn’t love a gigantic yard sale? Invite listeners to register and set up a super huge rummage sale! All proceeds will go to a local charity. Promote the sale citywide.  A couple of balloon artists, face painters and a jumping castle might be just enough to attract younger families. Everybody wins! Don’t forget to record soundbites or if you can afford it, broadcast live from the event. Be sure to promote it on the “mom’s sale” type social media pages.

Mountains and Valleys Hike: Parts of your audiences would love the opportunity to bond with your morning show team on a hike and picnic! This could be in the form of a contest, ticketed event or a free for all. Offer branded hats, water bottles, Frisbees hacky sacks and sweat towels. Broadcast live to give your fans an added thrill. Make sure and keep track of the event on social media.

Fundraisers for other Organizations: The possibilities are endless when radio stations forgo raising money for themselves and raise money for local charity instead. By partnering with other non-profit organizations, you have the opportunity to network with untapped sponsors while gaining possibly an entire new fan base.

Random Acts of Coolness: Surprise local businesses, first responders, homeless park dwellers and summer camp attendees with Popsicle treats, ice cold drinks, free drink holders, ice cream and free beverages.

Christian Movie Night: Families and local churches will appreciate the fellowship opportunity when your station hosts a free movie night. Partner with a local popcorn sponsor or other food vendor. You can even create a series by bringing this event to different churches and venues in the area.

Local library activities: Libraries already have activities in place for families and students in the summer.  You can double their fun by getting in the game with a live broadcast. You may even consider hosting your own class about Audio Editing, “Create Your Own Radio Ad” or Voice Acting!

Summer Holidays: Parents of young children love events that teach their kiddos about history. For Memorial Day and Independence Day, partner with local acting groups from around the area (or incorporate your own on-air staff) and host a live enactment of a historical presentation.

Farmers Market: The sale of healthy, organic, locally grown foods is on the rise. Why not set up a booth during your local Farmer’s Market and share space with some local food producers? Or if that’s not possible, you can actually sponsor a Farmer’s Market. Some Farmer’s Markets feature music, and sponsoring one may be a great way to get your station heard.

Branded Frisbee or Hacky Sack: Got a Frisbee Golf Park in your area? Got a youth group? Need we say more?

Pre-Movie Slides: People flock to movies in the summer. Many theatres feature pre-show slides, some of which are reserved for local businesses to purchase. This is a perfect way to introduce your radio station to a brand new audience.

More text-in Promotions: Make sure to include text-in and social media check-ins as part of your promotional event. Remember, your audience is on-the-go this summer! Reward your listeners for checking in or for sharing a photo of their experience at your event.

TURN UP THE HEAT, DON’T BURN DOWN THE HOUSE:

As you plan your summer promotion, remember that your goal is to inspire and encourage your audience into attending your event … not to interfere or interrupt what they’ve already got planned. Your summer tactics should match their personality. Like a family friend, your event should be a welcome, non-invasive addition to their summer.  It should be something they look forward to. Something that captures their imagination and benefits their well-being. Something that offers a nice cool refuge from the heat. Most importantly, your event should have the over-arching goal of drawing them closer to the “Son”, and drawing them into fellowship with your radio station.

Have an amazing summer. Go out and make some friends.

ONLINE REFERENCES

byrnesmedia.com

morebusiness.com

vanwagneraerial.com

So something happens, or is going on, that everyone is talking about and aware of. A Presidential election. The Olympics. The death of Billy Graham.

So how do we talk about those things in a Christian radio format? Do we talk about winners and losers, and the details of a life and funeral?

Well, we start with – and stick with – who we are and why our format is here.

Our format is about the things that are most meaningful to people. Not facts and information and news. Not scores. Not entertainment. We can need and enjoy those things, but for us those things are secondary.

In this format, we know we’re a family. A family with a common faith. A family of believers. From that faith we share a strong set of common values – love, grace, second chances, redemption, forgiveness, a God named Jesus.

We see the world not as filled with information, but as filled with things that can connect us to each other and God.

The facts and information matter, but the MEANING of the facts and information matters more.

So, when a news event occurs that everyone is aware of and talking about, we can simply ask:

Why does this matter? What does this really mean? What part of this thing is meaningful to US with our shared perspective and values? Where is the hope?

When Billy Graham dies, these simple questions don’t lead to “Pastor to Presidents” or “He spoke to millions around the world.” Sure we mention those things. But that’s not what his life and death MEAN.

With a story like Billy Graham, these simple questions lead to:

The family of believers has suffered a loss. It’s as if our patriarch – as much as we can have an earthly one – has died.

Because of what we value, we dwell on what kind of man he was.

We dwell on the IMPACT of his life, not the facts.

We marvel and are inspired by what God can do through one person.

We share our own stories – and our listeners’ stories – about people we know who show us what a well-lived life looks like. We tell THEIR story, inspired by Billy Graham’s story, and we tie it in with his life and passing.

We ask, “Who else do you know who God is using to make a meaningful difference with others? Would you share their story?” “Who do you know who has a well-lived life?”

We let those stories inspire more stories, and our radio stations sound unlike any other media – we sound like real life.

No matter who you are or what you believe, everyone is drawn to the idea of grace and second chances and forgiveness and hope. And the idea that one well-lived life can make a difference.

So when the next current event happens and you know it’s on everyone’s mind, and you want to have a meaningful way to talk about it that is worthy of your station and listeners, ask:

“Why does this matter?”

“What does this really mean?”

“What part of this thing is meaningful to us with our shared perspective and values? Which shared values are in this?”

“Where is the hope?”

Answer those questions with others at your station and put what you learn on the air. Your show or your station will sound unlike any other media – you’ll sound like what people really care about.