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The Art Of Post-Promotion - CPR Promotions
Radio has always been awful at promoting our “stuff” and I somehow have to believe that that factors into the ridiculously low percentage of people who play our contests. If I put an ad in my local paper and said “This Saturday at 1 pm, I’m going to give ONE THOUSAND DOLLARS to someone who comes to the Target parking lot” there would be Sky Chopper 5 news coverage of the mobs and the traffic jams. We promise the same amount four times a day and maybe 6% of the audience will pick up the phone and try to win. Great radio stations have great imaging. Not chlorinated 17 second straight-to-the-point copy. They have fun and there are characters and there’s some teasing and alluding and then there’s a pay off. On the other hand, if Radio was Bud Light, we would have shot down the Real Men of Genius campaign. “He sounds awful. Lose the song and the crap about ‘Mr. Banana Hammock’ and just read the copy damn it. And insert some zaps and lasers.” Here’s a great exercise; run a clock on network TV promos over three hours of prime time. It’ll blow your mind at what …