Every programmer and promotions/marketing person knows exactly where I’m headed – especially at heritage stations where annual promotions get locked in. The challenge is how to make them better, more compelling, and more profitable every year.
That’s why while reading Mr. Prep (the prep service put together by our good friends at Mr. Skin), one of their items caught my attention. It’s the “Home Run Derby From Hell” (my name for it) put together by the wizards from the Reading Phillies (the Philadelphia Phillies’ Double A affiliate).
In the video you’re about to see, GM Scott Hunsicker takes up nearly 5½ minutes to explain how their Home Run Derby and party actually works.
In a PPM world, this is a nightmare. But beyond that, it is a testament to where brainstorming can go wrong. There really are bad ideas – lots of them. The key to running a great brainstorm session is to collect as many ideas as possible, but then narrow down the best of these.
>EMAIL RECIPIENTS: CLICK HERE TO VIEW HOME DERBY VIDEO<
For the Reading Phillies, it looks like they did a good job on the quantity side, but dropped the ball (literally) when it came to focusing on identifying the quality ideas. As we’ve learned in both PPM and Twitter, it’s not an effective concept if you can’t explain it in 140 characters or :30 or less. Hence, the notion of the “elevator pitch.”
Guy Kawasaki preaches the “10-20-30 Rule” for presenting new ideas in PowerPoints – no more than 10 slides, no longer than 20 minutes, no smaller than 30-point font. While these are guidelines, they also serve as necessary editors. Every time we take that virtual red pencil to our ideas, they get sharper and better focused.
In the case of the “All-Star Home Run Derby & Autograph Party” (the name alone is a mouthful), it takes Hunsicker a long time to explain how it works. And even after you’re done watching the video, you’ll scratch your head.
As a result, some of the best parts of this promotion may be lost in all the features, bells, and whistles. For example, the autograph session with all the players or simply the chance to roam around the field at a party – good ideas that get smothered by the endless activities and chaos.
But I must admit that there are a few aspects of this promotion that do work:
- Sponsors are well-integrated and plentiful.
- This is a great example of thinking BIG.
- It sounds like fun.
And these points are key. Because after I watched the video, this promotion is so outrageous that I’d actually like to be one of the 500 guests – just to see if it turns out to be successful or ends up being a train wreck. Sometimes, things that are the “est” – in this case, perhaps the “insanest” – capture our attention.
Thanks to Mr. Prep for turning us onto this promotion. This is a great service geared at stations with male-based audience demographics. Their companion service – The Hookup – is aimed at female-targeted stations. At one time, we worked for the “parent company,” but no longer do. For more information about each, please click here.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Good reminders to keep in mind, but I winced when you gave Guy K. authoritive credibility.
Andy, thanks – I do like the 10-20-30 Rule. Appreciate you reading our blog.
Brainstorming keeps genius lone wolves in their caves.