Empowering listeners isn't just smart radio - it generates buzz. A couple of months ago, WMMR's Preston & Steve ran a contest where listeners were asked to come up with the slug line for their upcoming billboard campaign. Over 800 entries later, the winners were posted.
Looking objectively at this promotion, several things jump out:
1. The boards the listeners came up with are no worse than what MMR would have done on its own.
2. The boards the listeners came up with are no worse than what MMR's high-powered agency would have come up with.
3. Unlike the options above, these boards create buzz.
People talk about them because they were designed by listeners. Witness that the "No Subscription Required" board (a BIG topic in Philly where Howard Stern has dominated the market) was referenced in an article that ran in The New York Times. As Dave Beasing pointed out in a client memo a few weeks ago, this is a great NeoRadio application that's fun, creates talk, and turbo-charges an ordinary ad campaign into something special .
Trust your listeners. They are great reservoirs of ideas, and they have a stake in your station sounding and looking better.