WGFB The Driver’s License
One of the few kinds of content which cannot be duplicated by a competitor is personal experience content. It also might be the best content to do because it defines the characters on the show and is the most authentic to creating loyalty and an “I feel like I know them” vibe between the talent and listener. Sean and Michelle, on Lite Rock B103, Rockford, IL did a simple, yet highly effective character-building break when they talked to Michelle’s son about getting his driver’s license. How many moms do you think were in the audience nodding their heads up and down laughing at this exchange?
How better to use as content a guy’s inability to buy anything other than roses and chocolates for his wife on Valentines Day than by doing a custom song from him to her? Dave and Veronica on WQYK, Tampa invited in couples looking to celebrate the holiday. We found out lots of personal stuff about the wife from the couple and then did a very custom song as a Valentine’s Day gift. The break below is a great example of how you do unique and innovative content that is both memorable and cannot be duplicated.
What radio has over all other forms of media is that it’s personal. That level of intimacy helps create a bond with the audience that makes them loyal. Recently, Cassidy, on Drex and Maney, KISS 95.1, Charlotte, admitted to the audience that she was not being invited to the wedding of a close friend. The honesty and vulnerability of that story defines Cassidy and creates a level of empathy from listeners that is very valuable. Here are the two breaks they did – one the story, the other listener’s reaction.
The morning of the Vice Presidential debate in October, Rob and Joss, Froggy 92.9, Santa Rosa, CA did something very clever. They gave a political civics quiz to two people who were second-in-command where they worked. This works because it plays off the theme of the day, uses appropriate trivia, and is done in a way where listeners can play along in their cars on the way to work.
The goal of any interview with a celebrity is to humanize them from the start. Stars come on because they’re promoting something. Humanizing them makes listeners more receptive to the sales job at the end. Jimmy Rollins plays for the Philadelphia Phillies and is a huge local star. Coming on to promote his charity event, listen to the things Tiffany and Michael, B101, Philadelphia talk with him about to create fun and make him a real person.
The audience does want to hear about the lives of the people on the show. Especially when their experiences are very relatable. Rachel, from Kyle and Rachel, Radio NOW, Indianapolis, recently went to the dentist. To have the work done, Rachel had to get the laughing gas. They could have just talked about it. But the break got good because Kyle went along and recorded a conversation with Rachel while she was loopy. This is fun and very memorable.
The best ideas tend to come from real life – developing ideas from things that happen to you shift the perception from it being a “bit” to something more organic. Karson, from Karson and Kennedy, MIX 104.1, Boston, walked in on his mother-in-law while she was visiting with him, when she had no pants on. Oops! To give out some concert tickets, the show did “Beat That”, where the listener with the best story beating his won.
One of my all-time favorite holiday bits is “Scared Straight Santa” as done by Karlson and McKenzie at WZLX, Boston. In this feature, Pete McKenzie calls a kid who’s been naughty as Santa Claus to call them out. It’s after the holdiays, but the execution of this is flawless. From the fun audio segments they use up front to set the tone to the call with the kid (who was obviously having a good time with all of it), this bit has just enough attitude and fun to make people talk. Hang on to it for next year (or for July when Santa has a lot of time on his hands!).