We have talked about this a lot in this blog - the concept of ceding some control of your outside marketing to your listeners. We have seen this work for stations in a variety of different ways. Listener-generated activities not only are the source for great creative ads, but they also whip up buzz. Given the rapid slashing of promotion and marketing budgets, letting our audience do some of the heavy lifting is simply good business.
This was reiterated at a recent advertising conference, where panelists took note of the millions of bloggers, and how they are generating content. Daniel Rosensweig, COO of Yahoo!, noted (subscription required) that online communities have become incredibly desirable because "today, everybody wants to be there because these are the environments personally created by individuals."
The next time you're sitting in a creative meeting, ruminating over what your next billboard will say, think about jobbing that task out to the audience. They'll probably come up with something just as good, if not better, than "inside radio" thinking, and it'll generate buzz when it hits the street.
Whether it's a TV campaign, a "retail radio" program, or anything that requires innovation and fresh thinking, involving thousands of the "creative directors" that are hanging out in your cume makes a world of sense. It's very Neo, it's very smart, and it will pay off.