PPM has done a wonderful job of showing us what drives people away. But it doesn’t show us what brings them in. As a Promo Guy I like PPM because we can do something loud and noisy like a stunt and BING watch the meters pop.
This of course elicits a “Duh”. If you do something that everyone is talking about, of course people will tune in. Just like if you talk too long about nothing, people will go away. We didn’t need 1980’s-style drug dealer pager dealies to tell us that.
But even with the tightening of what goes on the air, it’s still easy to find inexplicable promotions and they’re usually client-driven. We are truly the Crack Whore of All Media. Even though we know it’ll suck and be a turn out, if they’ll give us money, we’ll take it.
Here are some criteria that you should use as a litmus test when deciding what to do and how to adjust a promotional request. If even one these applies, you should probably be alright. Read more…