"French Bread Hot at 5 p.m. or FREE".
Sounds great, yes?
I live on an island where some six thousand tired and hungry folks get off ferries from downtown Seattle between 4:30 and 6:30 pm. Obviously this offer is a great way to get lots of people to come into the store every single evening, right?
Well, that would be true, until you do it once or twice and find out that most Safeway bakery departments have chosen not to have staff on hand at 5:00 p.m. to ensure that the French bread is hot.
Result: free (cold) french bread for ALL at many Safeway stores!
Which, of course, doesn't actually make folks go to Safeway for hot bread, but instead has made them the subject of ridicule in the coupon blogosphere.
Moral of this story: when you come up with a listener-lifestyle driven "hot French bread" magnet of daily usage to your show/radio station at a specific time, that's an exciting thing.
Unless you stand up your fans one time when they show up for your "date."