Now that Halloween is behind us, we're officially in the holiday season. Thanksgiving, Christmas and New Year's are coming fast. And that got me thinking about something I've believed for years.
Sometimes the anticipation of an event is every bit as enjoyable as the event itself. Maybe even more.
I'll admit it, I'm a political junkie. I love election coverage. Not just Election Day, but the weeks of analysis, predictions and commentary leading up to it. Who's ahead? What's changing? What are the experts saying?
All of that anticipation can keep me interested for weeks. Then Election Day arrives, and suddenly it's over.
Sports? I'm not really a fan. But even I enjoy watching the Super Bowl pregame shows. I love hearing all the analysis, predictions and commentary about what's going to happen. Who's going to win? What are the experts saying? Sometimes I think the buildup is more entertaining than the game itself!
That's what the buildup does. It gives people something to look forward to. And that's where radio comes in.
Thanksgiving Doesn't Start on Thanksgiving. This whole idea hit me yesterday while I was writing Thanksgiving liners for one of my client stations.
Since Labor Day, we've been celebrating fall. The changing seasons, cooler weather, that unmistakable feeling that the year is winding down. But this week we're shifting our focus to Thanksgiving. Why now? Because Thanksgiving is already happening in our listeners' lives.
Families are figuring out where they'll gather. Someone is deciding who's cooking. Recipes are being shared. Shopping lists are being written. Travel plans are taking shape. And somewhere, someone is already nervous about making the turkey! Before anyone even sits down at the table, there's already a story unfolding in thousands of homes.
That anticipation is part of Thanksgiving. In some ways, it's what makes the holiday special.
If our listeners are thinking about Thanksgiving, shouldn't our radio stations be talking about it? And I don't mean waiting until the Tuesday or Wednesday before.
We Did It With Halloween
This year, I encouraged many of my stations to celebrate Halloween for an entire week.
We talked about costumes, trick or treating, community events and all the fun of the season. Yes, we even played "Monster Mash" a week before Halloween. Why wait until October 31 when people are already enjoying Halloween?
And a funny thing happened the day after Halloween. Suddenly, Christmas commercials from major advertisers like Target, Walmart and others were all over television!
Think about that. These major companies aren't waiting until December to get people excited about Christmas. They understand that the anticipation, the planning and the excitement leading up to the holiday are a huge part of the holiday itself.
If major advertisers understand the importance of the buildup, shouldn't radio? The same thinking applies to Thanksgiving, Christmas and New Year's.
Think about Christmas. The decorating, shopping, parties, music, family traditions and seeing the excitement on kids' faces. For many people, the weeks leading up to December 25 are every bit as meaningful as Christmas Day itself.
The anticipation is part of the emotion.
Make Your Station Part of the Buildup
This isn't a call to turn every break into a holiday promo. It's a reminder to make our stations sound like they're living in the same world as our listeners.
Start now. Let your imaging reflect what's on people's minds. Give your personalities room to share their own holiday plans, family traditions and even a few funny dinner disasters. Talk about local parades, food drives, community celebrations and the events listeners actually care about.
A quick liner, a familiar holiday reference, a relatable comment between songs. These are small touches, but they can create a big connection.
And no, you don't need to change your music format to create that feeling. Sometimes the right words at the right moment are all it takes.
I want listeners to hear something on the radio and think, "That's exactly what's happening at our house."
To me, that's great radio. Not just playing the right songs, but understanding what's going on in people's lives.
Don't Wait for the Big Day
Thanksgiving is one day. Christmas is one day. New Year's Day is one day. But the anticipation lasts for weeks, sometimes months.
If we wait until the event arrives to talk about it, we've missed an opportunity to be part of the excitement.
So, is the buildup more important than the event?
Maybe not always. But for radio, it's every bit as important.
Don't just celebrate the day. Celebrate everything that makes people look forward to it.