This is not something you usually associate with Christmas, and this annual promotion isn’t for most stations, but if you are an edgy station that appeals to men and has a personality-based show that pushes the envelope, Toys For Tatas is a big winner.
Here’s how to execute a Toys For Tatas Christmas promotion. Including:
- An explanation of the promotional campaign.
- Examples of how the promotion works.
- Promotion Tips and Tricks.
Toys For Tatas
The name is a clever spinoff of the popular Toys For Tots campaigns. In most markets, someone is collecting toys to distribute to sick or under-privileged children. This concept is the same, but the benefits for participating listeners extend beyond the joy of giving a toy.
- The promotion takes place during the morning show (usually 5:30-10 am) on a weekday shortly before Christmas.
- The show performs live all morning from a strip club.
- The price of admission is to bring a toy for the kids. Come inside and you get lap dances for donations. Everyone wins!
For the right personalities, it’s an ideal way to be involved with a big Christmas promotion without violating character expectations.
I first became aware of the promotion on 93X (KXXR), a rock station in Minneapolis. The Half-Assed Morning Show has been doing it for more than a decade. Even on a subzero morning in mid-December, the show had a full house and performed a great-sounding show.
The success has spread across the United States. Gentlemen’s Clubs across the country have adopted it as a month-long event, so it may already be happening in your market. Check to see if it’s being done. If it is, find a way to be a promotion partner.
Here’s an example from a club’s promo reel:
Promotion Tips and Tricks
- If it’s not in your city, launch the idea and own it. The easiest way to manage the details is to arrange for another organization (like Toys for Tots) to pick up the toys and distribute them. There are plenty of organizations you could find to handle the details.
- This works best as a one-day (morning) promotion. It stands out. Trying to sustain it for multiple days or months is not as exciting and it loses some of the “bigness” of the event.
- Be prepared for backlash. But then, if your station is right for this promotion, you should embrace the controversy. Plan how your spokespeople will respond on social media and television when the attention comes.
Obviously, this promotion only works for a select few stations in the right format. Be careful.