By David Kidd, BPR
Station databases and their management have come a long way over the years.
Back in 2004, the Triple M network in Australia was conducting a successful program to grow its listener database via a program called The Freq Club.
Things were going well for one promotion until it came time for the network to award the major prize which was valued at $54,000 and included a Harley Davidson, a laptop and an overseas holiday.
As the network was focusing everything on the database and the interaction with the listeners who had signed up, the winner was to be emailed with the good news with a follow up phone call on air the next morning.
Sounds simple….what could go wrong? Plenty!
Instead of one winner receiving the email with the good news, 50 people on the database received emails telling them that they had won.
Yes, a PR nightmare with lawyers and TV current affairs shows having a field day.
Eventually, one lucky winner was awarded the grand prize.
And what happened to the other 49?
They received a $250 voucher…..and probably unsubscribed from the database.