Make It Personal
Much like comedians tend to find the humorous side to any situation, creatives look for inspiration at every turn. Take, for instance, Carolyn Goodman, managing partner for San Rafael, Calif.-based direct marketing company Goodman Marketing Partners, who came up with an idea for a personalized T-shirt premium for her client, greater San Francisco/Bay area jazz radio station KCSM-FM, at her children's swim meet.
"I was at a swim meet last summer, and there was a vendor selling T-shirts about the event. And he had taken every kid's name and created a piece of artwork on the back and was selling them," Goodman rehashes. "All the kids wanted them because, of course, their name was on the back of the shirt, and I was standing there looking at all these kids clutching their $20 in their hand line up around the block ... It struck me as a marketer, ‘Oh my God, people love having their name on things!'"
With that, KCSM-FM's jazz T-shirt premium test package was born. To get past donors to give to the station again, Goodman Marketing Partners wanted to engage them further, so it took its cue from PBS, which typically offers donors something in return for their donations. Last year, Goodman Marketing Partners and KCSM-FM did a small test campaign offering a jazz mouse pad as an incentive to respond and saw a small uptick. To see even better results, Goodman and company wanted to find the most fitting premium for the station's donor base-no small task. KCSM-FM's donors do not fit into any simple, defined demographics other than being jazz lovers who mostly reside in the San Francisco Bay area.
"There are no income requirements to love jazz, and there's certainly no age requirement ..." points out Goodman. "So we said to ourselves, ‘Look, a T-shirt is that one common element that everybody can appreciate and wear.' From there, we said, ‘Yeah, but a plain, old T-shirt, you know, what's the big deal? How do we make this sort of sexy and fun and different?'"