SIX CRITERIA FOR STATION PROMOTIONS
Every radio-station promotion should fulfill the following six criteria:
by John Lund
When you've decided what your promotion can do, consider if there is enough lead-time to stage the promotion and achieve your goals. For a major promotion with multi-media involvement, like an outdoor festival, allow three or four months. For a smaller promotion, like a talent appearance or ticket giveaway, plan two to three weeks of lead time.
- It will increase ratings by generating more tune-ins, extending Time Spent Listening, or carrying listeners from one daypart to another.
- It will create awareness, thereby enhancing street talk in the market.
- It will help establish a personal bond between the station and its core listeners.
- It will enhance the station's image.
- It will generate additional sales revenue.
For each planned promotion, determine how much extra ad revenue will be generated. A price for every promotional announcement should be calculated and included in the cost to the client. Then do what you can to assure that the promotion runs smoothly. Use a planner or checklist to plot every aspect of the promotion and track critical steps for success.
From Promotion Creation to Implementation, try this step-by-step checklist:
- Set your promotional goals and target air dates.
- Determine the promotion budget.
- Write promotional framework and any contest rules. Acquire event insurance, if necessary, and check the legalities.
- Send a memo to the entire staff about the promotion.
- Write and produce promotional copy and media advertising.
- Acquire contest premiums and prizes.
- Keep a large promotional calendar to track every station promotion, from giveaways to major events. Using the calendar as a marketing flow chart can help build staff awareness, prevent over-commitment, and benefits the sales department to generate additional dollars.
- Take a cassette recorder to all events. Tape listener comments about the event, and use the clips for post-event and station promos.
- Ask winners to claim their prizes at the station in person; use the mail as a last resort. Each winner should sign a release form, and give the station permission to use his or her photo and info in press releases and promos.
- Get pictures of big winners for press releases and the station's website.
- Event staff and station personnel should wear station "uniforms" - an identifying T-shirt, jacket, badge or cap.
- Banners, signs, balloons, flyers and the station booth should display the station's calls or nickname.
- Station personalities should appear at events, and do live remote broadcasts from the venue.
- Stage premium giveaways at the event location. The station's name should appear on every item awarded.
AFTER THE EVENT
- Mail, email, or fax press releases to all media several weeks before the promotion. Follow-up the press release with calls to key contacts.
- A professional photographer should shoot pictures for trade publications and sales pieces.
- Hire a professional videographer for trade press, sales presentations, the station's website and television.
- Send pictures or videos to trade press and use them in sales presentations.
- Send thank-you cards or e-mails to promotional partners, and ask for testimonial letters.
- Review the promotion in a staff meeting to determine if all the station's goals were met. Note any improvements that can be made the next time a promotion is staged.
- Create a file with promos, press releases, contest rules, and post-event info.
- Prepare a review that summarizes the promotion's goals, accomplishments and costs, including a costs vs. sales analysis.
- Air promos celebrating the event and telling listeners what the station has done for them. Adding listener comments recorded during event enhances the station's image.
- Display pictures and a summary of the event on the station's website.
© 2002 by John Lund