Chapter 1: The Quest for Recognition

As a modest radio station in a small market, we were always on the lookout for strategies to attract attention. More listeners meant increased advertising revenue.

However, this endeavor turned out to be a complete failure! Our station was rapidly losing its share of advertising income. In a rather reckless decision, I had acquired a small AM station in Maryland, despite having little knowledge about the broadcasting industry—essentially ignoring the fundamental rule of understanding your business.

Mark, our station manager, along with Mike, our primary DJ, and Charlie, our lead salesman, convened weekly to brainstorm marketing strategies.

Some initiatives yielded varying degrees of success. For instance, we hosted classic car rallies from which we broadcasted live from a nearby shopping center. Another popular idea was our partnership with the Maryland Lottery, where we distributed free $2.00 scratch-off tickets to listeners who answered trivia questions about local history. The lottery covered our advertising costs in exchange for promoting their tickets.

It was amid these scant successes that Mark shared the tale of:

The Secret by Byron Priess:

This book features a treasure hunt involving twelve treasure boxes hidden in historic locations across twelve cities in the U.S. and Canada. Clues to their whereabouts are provided in Priess's book (1982). Individuals who discover a treasure box can exchange it for a precious gem from Priess's estate, which remains committed to honoring this promise following his passing in 2019. So far, only three of the twelve boxes have been claimed.

I found the idea intriguing when Mark proposed we organize a similar treasure hunt for our listeners, hoping to establish our station as a key player in community marketing. I envisioned a surge of new advertisers!

In hindsight, however, the planning for the WSER "Treasure Hunt" was a futile effort.

What’s that saying about hindsight being 20/20?

The Marketing Strategy:

1. The event was set to commence on the first Monday in June and conclude the following Sunday.
2. Our newscaster would provide one clue each day, repeating it every hour during local news segments.
3. Each clue would become progressively clearer as the week advanced.
4. Ann, Mark's administrative assistant, would procure the most stylish and durable jewelry box at the best price from Walmart, located in the shopping center where we hosted our car rallies—supporting local businesses.
5. Mark suggested we bury the box in the station's small front lawn, near the building housing our transmitter, marking the spot with a daffodil as a reminder of its location.
6. The listener who uncovered the box would be able to walk right into the station to claim their "GEM," which consisted of 100 scratch-off $2.00 Maryland Lottery tickets!

When the first Monday in June arrived, everyone at WSER was buzzing with excitement. On my way to the station, I heard Howard (the news anchor) announce the first clue: something related to a small white building. The clue was vague enough to keep listeners engaged.

The Surprising Outcome of the WSER Marketing Strategy:

The week flew by. Ironically, our advertising sales did not improve at all. Perhaps it would take some time for the effects to materialize.

On a positive note, no one had claimed the Treasure Chest yet. Surely, things would pick up once we distributed the lottery tickets!

The Phone Call:

On Friday afternoon, our business line rang, but it wasn’t the line a successful treasure seeker would use. Ann connected me to the caller, announcing it was the Mayor.

“Mayor Huddlesack?” I answered.

“What in the world are you people doing down there at your station?” the Mayor demanded, his voice elevated.

I was puzzled, “What do you mean?” I stammered, surprised to be called out by a Mayor!

“There are a couple of high school kids digging up my front lawn, claiming you sent them!” he exclaimed, visibly agitated.

Oh, no!

I ended up paying $250 to a lawn service to replace the sod in the Mayor's yard. In the end, nobody claimed the Treasure Chest.

Our crew scratched off the 100 tickets themselves after extending the contest by another week, only to win a mere $5.00 from the lot.

The Treasure Chest likely remains buried beneath the daffodil, unless the new owners have changed the landscaping service.

Yes, I eventually sold the station, and the subsequent owners sold it again. No matter what we tried, we couldn’t attract many listeners.

Schedule a DDIChat Session in Digital and Content Marketing:

Apply to be a DDIChat Expert here.

Subscribe to DDIntel here.

The first video discusses the "Top 10 WORST Marketing Fails of 2020," showcasing various blunders that can serve as cautionary tales for marketers everywhere.

The second video explores "Top 10 Marketing Fails: Coke, Ford, Netflix," highlighting notable missteps from major brands and the lessons learned.