Promo No No’s
Apple has new devices for sale. Even though they’re one of the world’s most recognizable brands, they’ll still market the hell out of them.
This week, let’s tackle marketing your morning show. No, I’m not gonna suggest you buy a TV campaign and billboards (even though they could probably use them). You don’t have the resources, and I know that. So, I’ll save the space.
But let’s engage on how you use your station to promote your premiere talent and their shows. Namely, promos.
I love when brand managers decide to run promos. The question I always ask is: what are you going to promote? What’s our marketing message? I tend to get back a mish mash of everything:
“Let’s promote their next day’s content.” Or “we’ll talk about the prizes they have to give out.” Or “we should do some character development outside the daypart, so the audience knows who’s on the show.” I get several other suggestions. None with a strategic theme that helps the show win.
I’ve learned much over the years about show promos. My thinking on this has evolved more than anything else associated with its success. Let me wade through all the options. Most of them are promo no no’s. I’ll land on the one I think is most viable.
- Let’s promote the plot of the show. This is a “promo no” because this is too esoteric for the audience to get. It’s just words to those hearing it. They must consume the plot in action to feel it. Think: if you saw a promo that Seinfeld was “the show about nothing” you’d scratch your head. But watch it and you get it.
- Let’s promote our characters. This is a “promo no”, even with clips. It’s so hard to feel someone in the short time allotted to promos. How can I get what you’re all about in a 20 second clip from the show? I really need to hear the story or break in real time to get a sense of who you are.
- Let’s have the station voice tell the audience how fun and real the show is. This is a “promo no”. I worry all the audience hears is hype and hyperbole.
- Let’s tell the audience the content they’ll do tomorrow. This is a “promo no” because free flowing content breaks are not appointment listening. One minute after you’ve told them, thousands of other messages bombard their brain and they’ve forgotten what you said. And anyway, it’s not likely I’m coming back tomorrow because you’re doing a phone topic at 7:30 or will read that letter about the relationships drama at 8:15. If you’re really, really, really doing something unique and special tomorrow, this doesn’t apply – promote that!
- Let’s promote the prizes you can win tomorrow. This is a “promo definitely no”. That promo talks to only contest players, which is about 2% of your audience. We need to worry about earning images with the other 98% and that’s about content.
- Let’s run clips of the show to reinforce images. Hmmm…I’ll take it. Any promo that proves via clips how fun things are, how real the talent is, how relevant the content is, or how unique/different the show is will work.
- Let’s promote the show’s signature feature – the guaranteed moment everyone loves and is entertained by. Ding, ding, ding, ding, ding. We have a winner! Every show needs to be known for something. If your signature feature works then promote the hell out of it every hour. Burn it in further. Make sure 100% of your cume knows of this fun daily benchmark. The more who know, the better your images, the more tune-ins.
Promos can play to one’s head (“we’re going to do this thing tomorrow at this time”) or one’s heart (I have an emotional reaction). Play to their hearts with promos. Make them feel something so it resonates: I don’t like the brand of car I drive. I love it. My laptop doesn’t just get the job done. I love my MacBook Pro. Go for that.
Human beings are not logical creatures. We are emotional beings. Emotional attachment forms relationships. Continue to build your one thing and make me feel it. I promise it’ll work.
Number seven is the smartest route because every positive image earned from a signature feature transfers to the show. If the feature is fun and relevant, so is your talent.
Good things come to people who focus. If we do a combo of the above, none of it will stick (and much of it is non-strategic). But if we put all the klieg lights on one thing (your big thing), then it stands its best chance of cutting through, being remembered, and having a positive impact for you and the show.