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How
to Get More Listeners
Is
your Spring Promotion on Target?
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Be
objective -- a promotion is a tactical device that should increase
listening and usually generate revenue. |
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Promotion
and marketing compliment the format and should match the habits
and lifestyle of the audience. |
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If
cume building is a major objective, advertising in outside media
is essential. |
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The
time that listeners stay tuned for a contest is relative to
the prize offered. Virtually all retail businesses from automotive
to fast food utilize contesting to stimulate traffic. |
Make
More $$$ from Promotions!
The
5 Criteria for Every Radio Promotion
Have
a definite objective. Every station promotion should fulfill at
least one or more of the following:
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Increase
ratings -- cumulative audience sampling (tune-in), quarter hour
(time spent listening), and "recycling" (listening
from one daypart to another) |
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Create
"street talk" awareness in the marketplace |
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Establish
a personal bond between the audience and your station |
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Enhance
the station's image and build visibility |
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Generate
additional sales revenue |
Determine
how much extra ad revenue will be generated when the station conducts
a promotion. A price for every promotional announcement can be calculated
and included in the cost to the client. Assure promotions run smoothly.
Utilize a Lund Planner or Check-list:
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Sales
Promotion Planner (lists every element necessary in an effective,
flawless, and profitable sales promotion) |
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Lund
Promotional Events Questionnaire (provides a roster of information
to attain from programming, sales, and the client to assure
every promotion runs smoothly) |
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Lund
Marketing Planner(TM) (plans the station's strategic and tactical
goals, marketing and ratings promotions for the upcoming rating
sweep) |
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Lund
Marketing Checklist (scrutinizes every on-air promotional activity,
promotion qualifiers, essential elements of every remote, personal
appearance, and on-air contest) |
For
help creating great promotions and turning them into revenue, talk
to The Lund Consultants.
Lund
Marketing Checklist
Scrutinize
your on-air promotional activities. Listeners have even "more chances
to win" when the ratings sweep is underway since most radio stations
are engaged in contesting. Your promotion must be designed strategically
to stand out from the pack and accomplish programming goals.
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Step
1.
Evaluate past ratings, determine strengths and weaknesses,
and create promotions (for ratings and revenue).
| Cume
building promotions require extensive external advertising
while TSL promotions are primarily on-air and move listeners
from one daypart to another. This listener "recycling"
expands daily time spent listening and is the result of
airing targeted contests as well as playing locally researched
music. |
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Step
2. Promotion and marketing compliment
the format.
They should match the target demographic of the station, station
image, and listening habits and lifestyle of the audience. |
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Step
3. Design the station promotion.
Create and execute the promotion or contest exclusively for
your station, or use a syndicated promotion (direct mail, TV,
etc.) Design a sales promotion with client tie-in for prizes
and collateral media, or a public service promotion that benefits
a local service organization. |
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Step
4. Select a great prize!
Significant prizes extend TSL. Have one big grand prize to
dazzle the imagination and many smaller prizes that people
have a good chance to win. The time that listeners stay tuned
for a contest is relative to the prize offered; without an
enormous prize, it is unrealistic to expect long hours of
listening for a chance to win. Thus:
-
What prizes are suitable for the promotion?
- What
prizes would stimulate listener participation?
- When
and how often should contests be scheduled?
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Step
5. Contest design and execution
While some believe that contesting may
only attract 20% of all listeners, others consider this figure
low. What station would not relish having a 20% increase in
cume?! While some broadcasters question contesting because of
the hype associated depending on format and target, virtually
all retail businesses from automotive to fast food utilize contesting
to stimulate store traffic. |
Developing
customized promotions is one essential role of The Lund Consultants.
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