Jacobs Media’s Bill Jacobs shares a client promotion that has garnered national attention:
Stations are constantly on the lookout for ways to garner attention and make some noise in their markets. If you take enough shots, every once in a while something breaks through in such a big way that it takes on a life of its own. And usually it does so in a way that couldn’t possibly have been predicted beforehand.
Case in point is our client station WKLC, in Charleston, West Virginia. Like many stations, they were looking for an impactful promotion for Valentine’s Day, and they came up with the concept of giving away a free divorce to one “lucky” listener. It’s hardly a new concept, but with some planning (and a little luck), this seemingly small and basic promotion exploded to levels we’ve rarely seen (and they received around 2000 entries).
It started with the local newspaper, The Charleston Gazette, picking up the story and giving it some attention. And you know the old adage: “The harder I work, the luckier I get.” Turns out that the Gazette's reporter is a stringer for the Associated Press, and the decision was made to put it up on the wire. And from there, it took off.
While this doesn’t encompass everything that’s happened over the last several days, Program Director Jay Nunley has, among other things:
- Been interviewed by over 30 radio stations
- Been on the front page of the Gazette (along with GM Steve Z)
- Made it into USA Today
- Been contacted by Dr. Phil’s people for a possible future appearance
- Made it into newspapers in Asia, Africa, Europe and Australia
- Been interviewed live on Fox News by Sheperd Smith
This is a great reminder that it’s not about the size of the budget or the size of the market. You don't even need a local morning show (Jay's the afternoon drive jock). But a little imagination, some effort, a local contact, and some luck can move the needle in a huge way. It's also another great story for local radio's ability to still be the big story - even in a world of iPods, Facebook, and XM. Congratulations to Jay and Steve for helping turn “just another promotion” into the kind of breakthrough event that every station dreams about.