by Tracy Johnson
The Dave Smiley Morning Show on WZPL/Indianapolis has done it again. Not once, but twice.
Smiley and his team have dominated morning show ratings for years. One of the reasons is their engaging, likable good nature. But it’s the way they engage the community from the heart that causes listeners to love them. And that treat was on full display this Christmas season.
The team’s 24th annual Request-a-thon is 36 hours of all-requests, hosted by Smiley. The show will play anything, as long as listeners pay for it. The promotion benefits Make A Wish, the organization that grants wishes of critically ill children.
And this year, even in a pandemic, the show broke the record set in 2019 by going over $1 million in donations.
Let that sink in. $1,000,000.
Here’s how it sounded when they reached 7 figures:
That’s enough cash to grant wishes for over 100 children. Wow.
Note: For details on how to execute this promotion, go here.
As if that’s not enough, the show also took care of families that needed it.
This promotion was on-air concurrently, but that works because it’s a very different type of promotion. Each day for 12 days, the show delivers a Christmas tree, plus at least $500 to a family in need.
Check out how the show surprised a new mom and dad after they had quadruplets:
Both promotions came off well because the show is clearly invested in it. They all love it, and the community loves them back.
There’s never a bad time for a promotional campaign that touches the community by doing good for others. These campaigns are examples of promotions from the heart. They’re a key building block for radio shows as they advance from Stage 3 (Growth) to Stage 4 (Like) and Stage 5 (Love) in the Personality Success Path.
The Smiley Morning Show (with cohosts Nicki, Toni, and Will) should be proud of these amazing achievements. Indianapolis is a better place to live because of them.
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