My local commercial radio station (Wave 105) keeps me company during the working day, although my favourite DJ starts his show at 5.30 am so I find it hard to catch it all as I’m not often awake at that time!
Another of the shows I like is the ‘Golden Hour’ which starts at 9am. The idea is to guess the year from the tracks played, and further clues are given about what was happening in the world during that year. It’s very popular, great fun and lots of nostalgia, even if I hardly ever get the year right!
This Golden Hour used to be just from Monday to Friday, then they extended it over the weekend. And last week they started holding 2 Golden Hours each day by adding another one from 7pm.
What strikes me as strange is that, although I’ve really enjoyed listening to the morning show and trying to guess the year, I’m not at all enthusiastic about going through it all again in the evening.
It’s a bit like only having a favourite food as a special treat. If you were to eat it at every meal, some of the enjoyment would eventually go, and you might even tire of it (although the exception that proves this rule has to be chocolate!!).
I think there’s an important lesson for small businesses here. Just because a particular promotion works well, don’t rush to extend or repeat it. Part of the reason it worked so well is because it was ‘different’ the first time around. From the second time (and third, fourth, etc), the novelty wears off very quickly.
That’s why we need to keep thinking up new and different ways to attract business, rather than simply copying or repeating what’s gone before.
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