Comments on: WHY YOU SHOULD AVOID “RADIO COUPONS” http://danoday.com/blog/2009/09/radio-coupons/ Straight talk about radio programming, radio advertising, radio production...Well, you get the idea. Mon, 21 May 2012 13:47:49 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Dave Walters http://danoday.com/blog/2009/09/radio-coupons/comment-page-1/#comment-16916 Dave Walters Thu, 23 Sep 2010 12:50:28 +0000 http://danoday.com/blog/?p=1673#comment-16916 I'm stuck with this issue again today, and between AE and the PM, this production/copywriter is being ignored. It's possibly borderline tho, the restaurant is offering to knock R100 off your bill if you mention you heard it on the station. To try n make sense of the currency exchanges, Beloved and I recently had a lovely, indulgent lunch there (including a middle-of-the-winelist bottle of bubbly) and the bill came to R600. So it is a fairly substantial discount he's offering. Sadly it is going thru, and only as a tag at the end a Live Read commercial. Sigh. I’m stuck with this issue again today, and between AE and the PM, this production/copywriter is being ignored.

It’s possibly borderline tho, the restaurant is offering to knock R100 off your bill if you mention you heard it on the station. To try n make sense of the currency exchanges, Beloved and I recently had a lovely, indulgent lunch there (including a middle-of-the-winelist bottle of bubbly) and the bill came to R600. So it is a fairly substantial discount he’s offering.

Sadly it is going thru, and only as a tag at the end a Live Read commercial.

Sigh.

]]> By: Chad Peery http://danoday.com/blog/2009/09/radio-coupons/comment-page-1/#comment-3740 Chad Peery Wed, 23 Sep 2009 17:49:10 +0000 http://danoday.com/blog/?p=1673#comment-3740 I'd recommend sales training. Start with how many weekly spins a spot needs to get one P1 impression. Couponing isn't evil, but it belongs in a printable or text form, and never on the air, it's not what we do. I’d recommend sales training. Start with how many weekly spins a spot needs to get one P1 impression. Couponing isn’t evil, but it belongs in a printable or text form, and never on the air, it’s not what we do.

]]> By: John Pellegrini http://danoday.com/blog/2009/09/radio-coupons/comment-page-1/#comment-3730 John Pellegrini Wed, 23 Sep 2009 14:55:48 +0000 http://danoday.com/blog/?p=1673#comment-3730 Radio coupons don't work for one primary reason: Customers could not possibly care less about the stores they shop. They don't care about where they heard or saw the advertising that got them to purchase from any given business. And - more important - they will outright lie if pressed on the information. Two actual cases from my history: A client ran a radio coupon in a commercial for a week. Then they called and cancelled the rest of the advertising schedule. Why? Because their customers told them that they saw their ad in the newspaper. The station sales rep said, \But you're not advertising in the newspaper - you're advertising only on our station\. The client's response: \Yes but if our customers tell us they think we're in the newspaper then that's where we need to be.\ Case #2: I was working at a rock station as production director and got a call from an irate religious bookstore owner. \HOW DARE YOU RUN ADVERTISING ABOUT MY STORE ON YOUR FILTHY STATION!\, he yelled at me. \We're not running anything about your store,\ I replied, \we don't run ads from stores that aren't paying us to be on.\ \WELL YOU MUST BE BECAUSE MY CUSTOMERS SAY THEY HEARD AN AD FOR MY STORE ON YOUR STATION! YOU TAKE THAT OFF THE AIR RIGHT NOW OR I'LL TAKE YOU TO COURT!\ After a little more yelling from him I was able to discern that some teenagers had come in and told him they heard an ad about his store on our rock station. It was a lie, but the guy refused to believe that customers in a religious bookstore would lie to him. Moral of the story: Until Intellectual Capacity Becomes A Federal Requirement To Own A Business, This Is What We Get. Radio coupons don’t work for one primary reason:

Customers could not possibly care less about the stores they shop.

They don’t care about where they heard or saw the advertising that got them to purchase from any given business. And – more important – they will outright lie if pressed on the information.

Two actual cases from my history:

A client ran a radio coupon in a commercial for a week. Then they called and cancelled the rest of the advertising schedule. Why? Because their customers told them that they saw their ad in the newspaper. The station sales rep said, \But you’re not advertising in the newspaper – you’re advertising only on our station\. The client’s response: \Yes but if our customers tell us they think we’re in the newspaper then that’s where we need to be.\

Case #2:

I was working at a rock station as production director and got a call from an irate religious bookstore owner. \HOW DARE YOU RUN ADVERTISING ABOUT MY STORE ON YOUR FILTHY STATION!\, he yelled at me.

\We’re not running anything about your store,\ I replied, \we don’t run ads from stores that aren’t paying us to be on.\

\WELL YOU MUST BE BECAUSE MY CUSTOMERS SAY THEY HEARD AN AD FOR MY STORE ON YOUR STATION! YOU TAKE THAT OFF THE AIR RIGHT NOW OR I’LL TAKE YOU TO COURT!\

After a little more yelling from him I was able to discern that some teenagers had come in and told him they heard an ad about his store on our rock station. It was a lie, but the guy refused to believe that customers in a religious bookstore would lie to him.

Moral of the story: Until Intellectual Capacity Becomes A Federal Requirement To Own A Business, This Is What We Get.

]]> By: Blaine Parker http://danoday.com/blog/2009/09/radio-coupons/comment-page-1/#comment-3728 Blaine Parker Wed, 23 Sep 2009 13:52:53 +0000 http://danoday.com/blog/?p=1673#comment-3728 When confronted with RCI (radio coupon insistence), here's the only way I've made it work: a) insist the coupon be worth at least 15%, b) make the entire commercial about the discount, and c) make it fun to participate. Had a furniture store promote a "Super Secret Sale." The only person who knows about this sale is you, and when you come into the store, quietly say "Super Secret Sale" and you get 15% off. Worked like a charm. (Until, of course, the client decided to make his spot "better," but that's another story.) When confronted with RCI (radio coupon insistence), here’s the only way I’ve made it work: a) insist the coupon be worth at least 15%, b) make the entire commercial about the discount, and c) make it fun to participate. Had a furniture store promote a “Super Secret Sale.” The only person who knows about this sale is you, and when you come into the store, quietly say “Super Secret Sale” and you get 15% off. Worked like a charm. (Until, of course, the client decided to make his spot “better,” but that’s another story.)

]]> By: Greg Carter http://danoday.com/blog/2009/09/radio-coupons/comment-page-1/#comment-3716 Greg Carter Wed, 23 Sep 2009 13:28:47 +0000 http://danoday.com/blog/?p=1673#comment-3716 What about online coupons from the station's website? Better approach? What about online coupons from the station’s website? Better approach?

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