CPR Promotional Check-Up - Jul 6, 2018

Pops, Colas, Softdrinks

The greatest clients known to Man. Lots of money. Lifestyle. Product for sampling in the summer. Here is about 1% of the potential stuff you can do with them. And again, you should never ever send your vehicles out during the summer without coolers of iced-down product.

• Some kind of charity tournament. I did a volleyball tourney with Pepsi. Each DJ recruited a team of listeners to play with him/her in an elimination tourney against the rest of the airstaff. Each DJ was playing for a different charity and the winning charity got $1000 from the station and RC. Did it with Coke and softball. Same premise; DJ's recruiting listeners and playing for charity
• Cheerleading competitions. Great NTR events that I've seen venues and multiple other clients sold into.
• You should be doing sticker stops and any sticker stop campaign needs a soft drink sponsor. How about sponsoring the stickers and giving them coupons on the back. Sampling ops at the events are great. Pepsi debuted several brands in Tampa at Wild Sticker Stops. I have a one sheet if you'd like to see it.
• If the local highschools don't do grad parties (the lock-in, all-night variety) then here's an opportunity for the station and the client to step in and host one.
• Ditto with giving away a prom dance. Hot in Houston had Taco Bell sponsor Last School Standing and the web hits they generated were historic.
• Draw a circle of about 150 miles around your market. EVERYTHING that falls in that circle is fair game. Skiing. Tubing. Concerts. Music festivals. Theme parks. Party busses are great, old school promotions at its best.
• Quite a few of the stations go out on ridiculously hot days and do Road Crew: they hit people working on road construction and other places where seasonal workers will be sweltering, and hit them all with cold sodas and water. That's how you get loyalty; not spamming people on Facebook.
• We used to do the Saturday Night Party Patrol that had us out live on the streets every Saturday night, crashing parties, mini golf courses, movie theaters, basically wherever the kids were. Sponsored by Coke in Minneapolis. Done as Friday Night Live by WPGC and KSFM.
• On three day holiday weekends during the summer, you'll want to be out in the parks and wherever people are recreating and barbecuing. You'll want to have ice, soft drinks and chips to drop off. Taking over a highway rest area on the busiest road out of town and filling coolers with ice, is great. Done by Q-102 in Philly halfway to the Jersey shore.
• I did a Father/Child mini-golf tourney sponsored by Pepsi for Fathers Day.
• Where is the big fireworks in town for the 4th? Doing a VIP Party "highup" in a suite or rooftop so that people can watch them without having to fight the crowds is always cool. Done on a boat on the Potomac by WPGC, on a bar roof in Austin, at a roof top pool in Orlando.....people love to have exclusive VIP-like experiences. These things qualify.
• In Charlotte, the big place to hang out on weekends was apartment complex swimming pools. There would be hundreds of people hanging out and tanning because frankly, there wasn't much else to do. So we did the Pepsi Pool Patrol and went out, played music, dropped off Pepsi and politicked the client and the station. Done as Lake Patrol by Z in St. Louis. Every market has a specific venue for hanging out on the weekends. Beaches. Boats. Lakes. Very lifestyle and you can't get more lifestyle then a softdrink.
• What does the client want? Thousands and thousands of free mentions. Orange Crush sponsored the 102 Jamz street team in Orlando. It was the "A" Promotion. It owned the station. And consequently, so did Orange Crush.
• Wild in OKC sold the afternoon shift to Pepsi. Pepsi Radio. And they get a sick amount of money for the naming rights
• Just about every market has a place the residents flee to on holiday weekends in the summer. If everyone goes to the lake, then why are you still sitting in a studio? You should be at the lake. This isn't expensive and it's not rocket science. You take some DJ's up there and all the breaks are from the beaches and the boats and the bars and wherever else the listeners are. Sponsored/owned by a softdrink. About to happen "somewhere" for the 4th with a Lake House that will be the broadcast venue for the holiday weekend. I have an amazing sales package from a CC market if you'd like to see it.
• Hottest Lifeguard. It's been done a few times and is always huge and always drives webhits. You take photos of community swimming pool and beach lifeguards, post and vote.
• VIPee. Getting back to the Porta Potty thing, what if you had a soda sponsor a private, invite-only bathroom at your biggest fair, festival or concert? KUBE did this at Sea Fair, took a Porta Potty, laid some astro turf and a little white picket fence around it, and stocked with with cut flowers and nice soaps and Designer Imposter fragrances...like the bathroom at Planet Hollywood. You won your laminated VIPee Pass on the air.
• Sand Castle Building Did this in Charlotte. Rented a truck load of sand and had five offices of listeners compete in a four hour castle building contest. Had an architect be the judge. Sponsored by Coke.
• Most stations that do large outdoor concerts have a special VIP area for listeners. What if you erected a little stage off at stage right, put a potted palm and a hottub on it and let half a dozen winners watch the show from there. While being served soda and wings. The Zone in Sacramento actually used a hottub on the side of the stage as their broadcast booth. That's where the jocks sat and watched the show.
• The stations in Baltimore and San Francisco have done weekly events where they go and take over a street in a hot zip, set up a stage, mix, cook hot dogs and hang with the listeners. Big block parties. Jammin' in Portland did it with family movies in parks on Friday evenings.
• Many hundreds of years ago we did something at the Minnesota State Fair with Pepsi where we filled our inflatable with empty cans and the person who guessed the total number of cans, won a concert trip. People stopped. They filled out registration forms and moved on. But at least they stopped. Which is the whole basis for marketing at fairs and festivals.
• Several of you have station teams, whether it's softball or basketball or hockey or whatever. And they go out and do games and charity events around town. How freaking sponsorable is that? It's your "in" to pretty much every community event and festival and as long as there's one DJ playing, it's a station team, even if everyone else is the morning guy's drinking buddies.