|
Sales & Promotions: Don’t just spend money on OTHER media.
Fully-exploit YOUR OWN media...every external transaction at your disposal.
What station DOESN’T wish they had more money for outdoor or TV or direct mail? But are you overlooking FREE opportunities right under your nose?
Example: Fax cover pages. Most faxes that leave your station go to workplaces; some of which could be advertisers, others are opportune listen-at-work venues. And faxes get passed-along, like stations want to be. So, in addition to the usual To, From, Date, number-of-pages, etc., consider including copy such as the following on your station’s fax cover sheet.
News Headlines: You’ve already created this content for use on-air. Use it again, to take your brand and advertisers into workplaces where AM radio doesn’t penetrate.
Sports Headlines: Ever notice that coaches always seem to get fired ? and blockbuster player acquisitions tend to be announced ? at 11AM? News-that-the-coach-is-fired or what-Johnny Damon-said-as-he-donned-the-damn-Yankees’-jersey is newer news than listeners heard before they left AM radio earlier in the day.
Traffic information that won’t date for several hours: Think construction advisories, not moment-to-moment jams or fender-benders. “IF YOU’LL BE DRIVING THROUGH THE I-94 CONE ZONE, LISTEN FOR TRAFFIC-ON-THE-5s...”
Weather: “MORE SNOW OVERNIGHT? MAYBE LOTS MORE! SET YOUR CLOCK RADIO FOR AM 860, AND HEAR WXXX ACCUWEATHER AND SCHOOL CLOSINGS, FIRST THING TOMORROW MORNING.”
Contest Promos: “LISTEN FOR YOUR CHANCE TO CALL-IN-AND-WIN TICKETS TO [event], TOMORROW MORNING!”
Next-daypart call-in topics or midday or evening music imaging (i.e., All-Request Lunch Hour or evening Love Songs).
Sales: Sell a coupon on the page described above.
For instance: If you fax in the morning, you could include restaurant advertiser’s coupon for a lunch special. Or an offer from an office supplies retailer. What products and services are pertinent to people at work?
Best regards,
HC
www.HollandCooke.com
|
