We’ve all had new clients who are keen to do something (and some who will do anything) to get their name out there when they come to radio for the first time – after you talk sales with them, you might mention promotional activity – and they get excited – so how do you pitch this to them without overwhelming them?
I break it down to 5 simple one or two sentence explanations as I count them off on my hand. Usually saying something along the lines of…
1. On-air Contests: On-air contests are a great way to increase listener engagement and promote your business. You can sponsor contests, provide prizes, or even participate in the contest themselves. This type of promotion can generate excitement and attract new customers to your business. But the prize must align with the station, be valuable for the average listener and fill a need or gap in our schedule (this way you are saying that the competition is on your terms, not the clients).
2. Live Remotes (Outside Broadcasts): The simplest one is to do a live remote involving the radio station broadcasting from your business location or an event that they may be sponsoring (that’s a great way to tie the 2 in together). Businesses can choose to sponsor live remotes, or host the radio station at their location for a short time, or a longer remote – the costs go up the longer that the station broadcasts from there. This type of promotion can increase visibility, attract foot traffic, and create a buzz around the business.
3. Traffic Reports or Similar Style Sponsorship: Sponsorships of Traffic Reports are a popular feature on many radio stations, and businesses who sponsor them increase their brand awareness by being associated with the segment. This type of promotion can help businesses reach a large and diverse audience, especially during peak commuting times. One client I had sponsored the daily horoscopes for 10 years, when they stopped they noted their business dropped to half of what it was within the first month, they quickly came back on board as sponsors.
4. Community Events Sponsorship: Radio stations often sponsor and promote local community events, such as charity runs or festivals. By having the businesses co-sponsor community events, participate in them, or even host them – they will gain more brand visibility and goodwill in the local community.
5. Co-Branded Promotions: Co-branded promotions involve a business partnering with a radio station to create a joint promotion. For example, a restaurant could partner with a radio station to offer a special promotion or discount to listeners. This type of promotion can increase brand awareness, generate sales, and create a mutually beneficial partnership between the business and the radio station. If you have a lot of businesses wanting to do this, then you can produce either a card, coupon, desktop blotter, app, or something similar that gives listeners the chance to get their hand on the station or business brand name, and then use it at the businesses involved.
In summary: All of these promotions increase their brand awareness, reach a larger audience, and generate sales. It depends how we approach them, what type of investment they commit to, and if the message we put out is enough to hook the public in to react.
