2-8-2012
The Big Show has come and gone. We all survived the lead up hype, a day of over eating and the half time show, oh and a pretty damn good football game. One newsletter today offered that based on Super Bowl TV rates the half time was worth 91 million dollars. While a single radio station isn?t likely to equal the titanic hype of the Super Bowl, we can learn a few lessons from the Big Show.
The line that was often repeated at promotion meetings that was a favorite for me is ? half time at the Super Bowl.? The line clearly meant, let?s find the largest possible audience that can help us drive a bigger than life promotion home to the greatest number of people. Look to design an event that has synergy with a large established event, and use that event to drive it. The Super Bowl brings a lot of collaboration. We saw that in the half time show with Madonna flanked by artists that brought current appeal. Each new element gave the audience more to talk about. Our promotional efforts need to be clear in purpose but still have a rich multi-layered texture and an element of surprise. Everyone loves a surprise! We need to be sure we delight listeners with something unexpected.
Familiarity provides comfort. The Super Bowl half times always bring artists and themes that are familiar. Our promotions while offering new elements; have to give people something that makes them feel at home and comfortable. Nostalgia is potent so a little goes a long way.
Great promotions give something back. They help those who need our help. When a promotion gives something back, everyone wins and your promotion wins as well.
FUN is a state of mind. Isn?t this what we all live for? Having fun is perhaps one of the most universally sought after experiences. We spend the earliest years of our lives having uninhibited fun. Then, as adults, we miss that childhood fun so we spend considerable time, money and effort trying to capture that fun once again. For goodness sakes, it?s got to be fun!
There are a lot of elements here, and you may not be able to work every element into your next promotion but keep that motto in mind ?how can we make this like half time at the super bowl?? Got a great promotion that is your ?half time at the Super Bowl? Share it here at RadioInk.
Dan Halyburton is EVP McVay Cook and Associates and can be reached at 214-707-7237. Follow Dan @danhalyburton. E-mal Dan at dan@halyburton.com
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