The question is almost always: what did you do with your content choice that defines the show, proves its sense of humor, and provides a payoff or destination no one else can. Oftentimes, shows find lists or statistics they think will keep the audience engaged. Mark and NeanderPaul, KSLX, Phoenix found one such statistic about holiday heart attacks – and the prime time around Christmas that most happen. As is, it’s a tad boring, even leaning to the morose to note this to listeners this time of year. Sharing this with the audience, opening the phones, or even doing a serious interview around the topic doesn’t fit our goal of creating humor. But, they did. We pick our moments to do parodies on this show – they did one here by choosing an iconic Christmas carol, doing a re-lyric to have some fun, kept it short and efficient, and effectively used what was a small stat and walked the audience to laugh about the topic.
Archive for month: December, 2019
Each of us has at least one person on our holiday gift list who is impossible to buy for. Grab that person, introduce them to the audience this week, let the audience get to know them, and then get listeners to solve your problem by suggesting gift ideas.
Oftentimes, we hear from talent that length of break equals its value. In other words, the longer the break, the more they got done. This is wrong many times. A shorter break plays to listeners’ attention spans, which compels all of us to prep harder to earn images and strategic wins. Here’s a new feature from Two Men and a Mom, WRAL-FM, Raleigh called Know This or Sing the Chorus. Great new features sometimes come from quirky names. Bryan Lord’s wife is a teacher at an area school and he went to their yearly talent show. Finding both a willing and fun fellow attendee, Bryan played around with him to do this version of the feature. Listen to this break below and see if you don’t agree that the show accomplished the following seven items in this break: it was topical (the trivia question was about a Christmas tree); it was local (Bryan talked about where his wife is a teacher); there was character development (I learned Bryan is married); it was music-based (listeners tend to evaluate having fun around the music higher); it was a different way to present content (so the show is perceived as fresh and new); it was fun; it was short (everything accomplished here was done in under three minutes).
No doubt people are talking about the Peleton ad. Time for your version of this – which would be especially powerful on social media given it’s visual. Re-write the ad, find an exercise bike, put your least in shape cast member on it who’ll draw attention to himself (choose a guy), and watch it go viral. Ryan Reynolds did to promote his brand of gin. You should do it to promote your show.
You probably saw the video of the guy at game 6 of the 2019 World Series carrying two beers to his seats in the outfield when a home run hit him in the chest. (If not, you can see it here.)
He never went to put the beers down (probably because they cost $14 each). Almost immediately the short video was everywhere on the internet. The guy was awarded with a ball, and Budweiser came through with a ton of beer.
Budweiser seized the moment and made a 15-second ad of it that appeared in game 7 of the World Series the very next night. It’s quite powerful to be in the moment and seize opportunities when they appear.
Think about it. Doing all of this required someone at Budweiser seeing it happen, acting on the opportunity to tap into it (pun intended) that night, and mobilizing forces almost immediately to change lots of people’s schedules to create an ad that ran only once or twice. That’s impact. (Oreo did something similar during the blackout at the Super Bowl a couple years ago.)
One of radio’s great strengths is how nimble we can be. Something happens in the news or pop culture cycle, and we can immediately insert ourselves into it to get attention.
So, ask yourself: how much content on your morning show is truly of-the-moment? Also, how fast acting are your people to create something from those moments that makes the content big (bigger) and distinctly theirs to create talk? (Need some of-the-moment content? Check out my Weekly Hot List.)
The very best morning shows are perishable. In other words, if you played what they did in a certain hour today in two weeks, it’d feel stale and old. That’s being super topical, and that’s good. Think about how much different this ad feels in game 7 (the very next night after it happened) than it would in a week or two. That’s what every show should sound like.
Seizing the moment sometimes requires money. Oftentimes it requires innovation. And all the time it requires initiative. How much time do your personalities spend on seeing and seizing these moments so that fans have a fear (and expectation) of “missing out” if they don’t tune into your show for your funny and entertaining take?
Need help getting your morning show to seize the moment? Let’s chat!
We’re entering the season where radio stations and shows do their annual community service projects to rally the listeners to give back. One of the most unique is what we do on The Josie Dye Show with Matt and Carlin, Indie 88, Toronto. Each year, there are 5000 homeless people on the streets of Toronto. What do the shelters need? Socks so the homeless don’t get frostbite. In two years time, the show has rallied its listeners to donate over 320,000 pair of socks which are turned over to the shelters. To kick things off this year, the station put on an event called Heroes for the Homeless, where we honored those workers who’ve dedicated their lives to help these less fortunate people. This last week, they gathered the group for dinner and some speeches. Here is a break from their show the day after, with a story told by someone who was once homeless, but now lives every day to help others who have no where to sleep at night. Listen as this gentleman tells his most powerful story to move the room, and spur the audience to jump start this year’s campaign. Make me feel for the cause and listeners will step up to help – our name for anyone who helps this year (Heroes for the Homeless) is aspirational and positive.
Now that Frozen 2 has been in theaters for a couple of weeks, let’s place their music to the test. It’s been said that every mother can sing near any song from the first movie, because they’ve had to see it hundreds of times. How about the same for fathers? Walk around your building and challenge moms to sing any song from the first Frozen – and then challenge any co-workers who are fathers to see if there is a disparity!