I was recently kicking around some ideas with our sales team and came up with 2 we really liked for this time of year in Australia (it’s almost summer here). I have mentioned something similar once before with the Shop Local campaigns – HERE
Summer Safety – Sell 15 second spots for a limited time leading into the school holidays or major holiday day/event – usually for a couple of hundred dollars, for ‘Best Time and Day’ placement/during BMAD with a guarantee of a minimum of 2 spots a day, for 10 days.
These are feel-good messages, either recorded by the client or a produced station voice for a slightly higher cost – with a call to action at the end, either website, or address – one or the other NOT both!
E.G.: “The team at <BUSINESS NAME> would like to remind you not to drink and drive this holiday weekend. The life you save just maybe someone you love. <BUSINESS NAME/or/BUSINESS WEBSITE>.” or “The team at <BUSINESS NAME> would like to remind you to make sure you apply sunscreen, Slide on a shirt, wear a hat and spend no more than 30 minutes in the direct sunlight. Slip, Slop, Slop, Slide and Seek. <BUSINESS NAME/or/BUSINESS WEBSITE>.”
These are easy to sell and low on production (you could record a client saying their message right on the spot, or voice it with a station voice).
You would be amazed at how many of these you can sell at such a low price, and, while serving the public interest, they make a nice sum for your station.
You could do the same thing with Holiday Messages running from 10 days out from Christmas to the weekend after the new year.
We have done these at another radio station I have worked at, for the entire month of December – but it was too much on air, even with 250 businesses – it drove everyone – listeners included, CRAZY – stick to a 10 day run for better results and less angst.