Tag Archives: Jerry Clifton

Guest Column: The 3 Degrees-Off-Center Theory of Promotions by Paige Nienaber

My thanks to promo genius (my words, not his) Paige Nienaber for offering to write a column for my oft-neglected blog. Paige is the absolute BEST at radio marketing and promotions. And, he can be yours for a modest fee, through Clifton Radio’s C.P.R. (radio’s first-ever promotional consultancy). You can reach him at 651-433-4554 or via e-mail at nwcpromo@earthlink.net.

You have to feel a little sorry for teachers, standing up there, day after day, in front of a room of lethargic, somnambulistic kids, fighting the temptation to just nod off and go to the Bahamas for 50 minutes. I knew when Mr. Uhr was drilling us on Trig, that no way, no how, I would ever need it. I felt the same way when Mrs. Radzek was espousing the wonders of Marshall Mcluhan and his theory of the “Medium IS The Message”.

I didn’t get it. I didn’t care to get it. And instead I focused my energies on trying to see between the buttons on Kerry Brown’s top. (They “bunched” a little when she leaned over. I was very immature. Still am)

And then, in a story I have recounted innumerous times, I had an awakening. An epiphany. Mrs. Radzek was right.

I was driving from Birmingham to Huntsville a few years ago. Literally a blur of outdoor for 100 miles. An outblur. And I soon became desensitized to the onslaught of advertising and went off to the Bahamas. With Kerry Brown.

Up ahead was a board and what drew my attention to it was that there was a large bird on it. As I closed in my focus was riveted on it. “That’s one muther of a bird” I thought, as I sped up to 90 and clicked the door locks. (It was THAT big). As I buzzed past, sweating, anticipating it would de-perch and go in search of a meal, say a consultant in an Avis sub-compact, I saw that it was in fact, an eight foot high plastic owl that the client had put on his board to get the attention of drivers.

Some guy who runs a mini-storage complex in Alabama “gets” Promotions more then we do.

Promotions is the Art of getting people to notice you. That’s it. It’s that simple.

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Paige comments

Radio Marketing & Promotional guru Paige Nienaber of CPR responded to my earlier post about Engagement & Loyalty marketing.  Since he’s usually right on the money when it comes to his radio insight, I thought I’d move him comments to the main blog.  Thanks, Paige!

“One of the stations had a massively cool bit this past Fall. Great visual. Live on the website for a week. But to watch it, you had to sign up for their social networking club. As my 16 year-olf niece said “F that, I don’t want more spam”. (Heavy dripping teen sarcasm is implied.)

One of the challenges is that people just don’t care that much about radio anymore. We’ve dumbed it down and surgically removed the creativity and theater and fun to the point that we’re just iPods with commercials. And at most stations the carrots that are dangled through the programs just aren’t worth the time and labor to earn them.

I’m a Points Geek. Super Mega Elite American Status. No real work or effort required except do what I do and get rewarded for it. And we’re all going to China for the Olympics. But even that carrot would b questionable if they made me go through some of the hoops that we do with out listeners.

With a certain company pulling the goalie so-to-speak and effectively removing their stations from the streets and community, I questioned this judgement with one of their VP’s. The database marketing should be a wedge in the pie. Not the pie. I told him that if I called Obama and suggested that he pull his volunteers and stop making appearances and just sit in an office and send emails to people, he’d fall off his chair laughing.

Loyalty is hard-earned. You get it one listener at a time. And you do it the personal way.”


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