{"id":1765,"date":"2019-08-29T11:03:02","date_gmt":"2019-08-29T01:03:02","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1765"},"modified":"2019-08-29T11:03:02","modified_gmt":"2019-08-29T01:03:02","slug":"the-secret-to-naming-a-promotion","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/the-secret-to-naming-a-promotion\/","title":{"rendered":"The Secret to Naming a Promotion"},"content":{"rendered":"

By Tanya Simpson<\/em><\/p>\n

With a career spanning over 25 years in the radio industry, most recently as Brand Partnerships Director for Nova Entertainment, Tanya Simpson is one of Australia\u2019s most experienced radio promotion and marketing professionals. Tanya is now offering her considerable expertise as an independent consultant and BPR is delighted to welcome her as a contributor to the NUDGE.<\/em><\/p>\n

 <\/p>\n

Big. Fact. Hunt.<\/strong><\/p>\n

Say it loud but say it fast.<\/p>\n

Here’s another one for you.<\/p>\n

Make an Aaaaaarse of Yourself.\u00a0 <\/strong><\/p>\n

How about …. Tossers.<\/strong><\/p>\n

Okay. Sorry. Not trying to get you thrown off public transport or fired, these are actually all names of radio promotions that I\u2019ve run as a Promotions & Marketing Director.\u00a0 Not joking.<\/p>\n

It was quite a few years ago when media had less restrictions and people weren\u2019t as afraid of offending anyone.\u00a0 This was also a station that launched as a challenger brand, breaking the rules and doing what it could to be anything but a \u2019traditional radio station\u2019.\u00a0 Those days were a lot of fun and we skated the edges at lot.\u00a0\u00a0 Especially with the names of our major station tactics.<\/p>\n

The name of your promotion is often the last piece of the puzzle when you\u2019re designing a tactic, but it\u2019s also one of the most important.\u00a0 Your station can become famous for it \u2013 and if it\u2019s good enough, it can live for years and be played over and over again.\u00a0 Just think about the ever-popular Battle of the Sexes and the contest that will never die:\u00a0 The Secret Sound.<\/p>\n

A few things to consider when you\u2019re naming your next promotion \u2026.<\/p>\n

\u00a0<\/strong>Make it memorable <\/strong><\/p>\n

If your market is rated on a recall survey system then an easy to remember name is mandatory.\u00a0 Keep it short and sweet so that the average person will be able to recollect the name when they\u2019re filling in a survey diary.\u00a0 Given how much information we all take in each day, two to three words maximum is best.\u00a0 (Like, oh, Secret Sound<\/strong>).<\/p>\n

\u00a0<\/strong>Use humour, rhyme or alliteration<\/strong><\/p>\n

We recall names or phrases that flow nicely and have a little bit of personality.\u00a0 Consider a fun title that will make people smile, without being too clever.\u00a0 One that rhymes always works – the classic Phrase that Pays<\/strong> is a great example of this.\u00a0 And of course, alliteration like our friend the Secret Sound, so the name rolls off your tongue.<\/p>\n

\u00a0<\/strong>It tells the listener the basic mechanic<\/strong><\/p>\n

A great name can also a general explanation of what a promotion is or how it works.\u00a0 Beat the Bomb<\/strong>, Live in it to Win It and Write Your Own Cheque<\/strong> all give a basic idea on how the contest works.\u00a0 Again, this helps with recall and sets a listener\u2019s mind on what they need to do to play and win.\u00a0 (Hello, Secret Sound, you\u2019ve done it again).<\/p>\n

\u00a0<\/strong>Attach your station name to it<\/strong><\/p>\n

With many listeners choosing more than one station to listen to, make sure your station is associated with the contest by always mentioning your name alongside the name of the promotion.\u00a0 For example, say K-Rock\u2019s 10k Workday in everything you do (not just The 10k Workday) so that if another station has played it before \u2013 or uses it at the same time \u2013 listeners will give you credit for it.\u00a0 You want to really own this contest in the market, even if someone has run it before and you want your listeners and P2s to know that this contest is yours and give you credit for it.<\/p>\n

\u00a0<\/strong>It fits the tone of the station <\/strong><\/p>\n

Obviously, a talk station with an older demographic shouldn\u2019t run a contest with a name like Big Fact Hunt or Spank the Veggie (another favourite from my early Nova days), but it could tweak the mechanic of a similar promotion and give it a more suitable name.\u00a0\u00a0 Big Fact Hunt involved listeners answering questions and winning cash for each question they correctly guessed, before passing onto the next person, with the aim of getting through 100 questions.\u00a0 An oldies station could run this trivia mechanic but call it 100 to 1 or Mastermind Marathon to make it more palatable to their audience.<\/p>\n

So, let\u2019s really consider the power of the Secret Sound.\u00a0 It says what it is and how it works, the name rolls off your tongue and it\u2019s super easy to remember. Stations have tried to rework the title of this popular contest a few times (think The Ultimate Ear Test) but the term Secret Sound addresses the key areas required for a great promotion name.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

By Tanya Simpson With a career spanning over 25 years in the radio industry, most […]<\/p>\n","protected":false},"author":3,"featured_media":1766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/08\/battle-black-blur-260024.jpg?fit=3089%2C2114","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=1765"}],"version-history":[{"count":4,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1765\/revisions"}],"predecessor-version":[{"id":1776,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1765\/revisions\/1776"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1766"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=1765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=1765"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=1765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}