Brian Michel - KUUU Editorial
As a radio programmer, it pains me to see just how many old style non-sense so-called "promotional" tactics are used to supposedly support artists. Many of these promotional opportunities sound grand, too; such as xyz label will send one lucky listener and their guest to insert exotic location where they'll see insert under promoted band or artist. That is all fine and dandy for the one listener who wins, but what about the critical mass? The critical mass gets zero time in developing a real relationship with that artist or something even more simple: face time with the artist.
At KUDD (Mix 107.9, Salt Lake), creating solutions that work for all of us in the industry is of the most interest. Instead of dreaming up ways to waste money and send one winner on an expensive trip, our goal is connect the critical mass with not just our brand but the music and more importantly, the artists. One of the most successful ways that we have been able to do this is through our web initiatives. I would rather see a label buy an online ad schedule (which will give face time with artists) in conjunction with a download give-away that many listeners can take advantage of rather than giving away an extravagant prize that ultimately only one person will benefit from.
While contesting is great, there are some realities to on-air contesting. First and foremost, the majority of listeners of any given radio station will never call the radio station. So immediately, the aforementioned expensive fly-away is already out of the picture for the critical mass. The second problem is "win-ability" and what I mean is the listeners perception of the idea that they could or might actually win the prize. As the prize gets bigger and the number of total winners is smaller, another chunk of possible contest players has decided against even getting involved, again, hurting the chances of gaining valuable "face time" for that particular artist.
In contrast to the request lines where many listeners will never call, we have seen that large percentage of the cume will, in fact, use the station's website and online media. Part of this is probably attributed to convenience, the buffer system where they can communicate with us on their terms, and the fact that we provide real value. For example, we have an ongoing contest online that utilizes both on-air and online which is called Mix Rewards. With Mix Rewards, we give out code words every hour on the air and at our various live events where listeners can input these code words, acquire points and then can redeem their points for whatever prize they want.
The win-ability factor is great considering that there are forty plus prizes available (with various quantities) at any given time and range from small to big. But more importantly, we're driving critical mass to our website every hour, where there is availability to create that face time with the artists. To create that face time, we are offering a couple of very affordable web advertising packages that truly assist in developing relationships between artists and listeners. It is a way to deliver impressions both on the artist and the song.
In the two packages we offer, half of the impressions come through the means of visual banners placed at prime locations on the website. These include various sizes, too; 728 X 90, 468 X 60, and 125 X 125. The other half of the impressions come in the form of audio ads on our online stream, visual ads on the streaming player, and then as part of the station's email blasts to the ever growing user database. A typical banner links through to the artist's website where once clicked, begins playing the current single delivering another impression on both the artist and the song. Add a download promotion where, say, the next 100 people to sign up for the station online club will get a free download and you have a created an actual experience for many listeners.
The point is that creating value for listeners is of utmost importance. Reminding them why they like music and encouraging them to buy it is more important than sending one lucky listener far, far away.
