RADIO PROMOTION DIRECTORS ACADEMY
10 Audio Seminars; 12 hours of World-Class Information!
(Instant mp3 download)
Personal recommendation from Dan O'Day:
Radio station promotion directors and
marketing directors routinely are expected to
accomplish the impossible.
Without enough time, money, or staff.
And while pleasing the Sales Department, the Programming Department...and, of course, the clients or sponsors.
What tools and training are Promotion Directors given to
produce these weekly (sometimes daily) miracles?
Uh..."Sorry, we don't have a training budget for you. You can
figure everything out for yourself. Just don't make any
There is only one place in the world where you can get the
professional-level education, information and inspiration that
every promotion director needs:
Doug Harris' Radio Promotion Directors Academy.
Whenever I have a question about radio promotions, Doug
Harris is the guy I call.
With a creative legacy that spans 25 years in marketing and
a stable of broadcast clients around the world, Doug has
earned a reputation as the world's premiere broadcast
He's worked his magic for radio stations around the world by
creating powerful, promotions-driven dratings & revenue
plans for delighted station owners while keeping their
listeners entertained and their advertisers deliriously happy.
During his 11-year tenure at Houston's KLOL-FM, Harris
demonstrated his startling flair for producing local events
with seemingly global impact.
From a box of autographed photos and albums, Doug
created the KLOL Rock-n-Roll Auction, which enjoyed a 10-
year run and raised over $500,000 for Houston area
The Rock-n-Roll Softball Championship of the World, the
KLOL Street Machine Nationals, and the Houston Music
Awards — all produced by Harris — became revenue
producing benchmarks on the station's promotional
Doug has created spectacular promotion successes for a
wide variety of formats, including Rock, News/Talk, Oldies,
CHR, New Age Jazz, AOR, and Classic Rock.
His professional accolades include Billboard magazine's
Promotion Director of the Year, numerous ADDY's, and
three Promax Gold Medallion Awards for Marketing
In short, Doug Harris (along with a couple of his special
guests) is the guy you want to train your radio station's
UNLEASHING THE CREATIVE ANIMAL IN YOU
Doug Harris's client radio stations around the world pay him
big bucks to teach these to their employees, but in Module
#1 you'll discover the raw power of Doug's systems,
strategies and techniques for discovering innovative
solutions to problems encountered by broadcast marketing
You'll learn how to apply Doug's methods both with small
groups (e.g., in your workplace) and as a solo drill (when the
entire group consists of just you).
Doug doesn't settle for presenting you with a laboratory-style
examination of the science of creativity. To make absolutely
certain you'll start making money & ratings with your own
creativity, Doug illustrates it all with two detailed, real-world
"Really great information I can use in my weekly promo meeting
(and additional brainstorming sessions)."
"A perspective I've never heard. Extremely practical and
applicable. I can't wait to have my first Creative Meeting!"
"It's comforting to have my daily battles addressed with creative
solutions. Very powerful presentation — a breath of fresh air."
HOW TO DEVELOP YOUR 12-MONTH RADIO
PROMOTIONAL ATTACK Doug Harris
Does your radio station have a well-planned promotional
calendar? Or do you often find yourself playing catch-up
with the calendar, feverishly trying to throw together a promotion
at the last-minute?
Doug Harris will teach you how to merge creative passion
A comprehensive overview of planning and budgeting tactics
designed to integrate Sales, Programming, and Promotions
needs for the entire year, plus an introduction to a simple yet
powerfully effective fact sheet monitoring system.
- How to merge the interests of Programming, Promotions
and Sales with your community and marketplace
- How to prepare an annual promotions calendar
- Budgeting maneuvers to put your Accounting Department
- How to prepare months in advance for "unforeseen
- A working file system to keep the Sales Department away
from your front door
- How to keep everyone in the station well-informed
- A Checks & Balances system among Sales, Promotions
- Doug's proprietary Fact Sheet Monitoring System
- How to implement long-range planning sessions
- Self-Inoculation against the Sales Promotion Plague
"Great ideas! Tons of information showing how things should
work. Exactly what I needed to hear."
"Great information and resource material! Brilliant —
"The written guideline system that includes penalties is a great
idea, and I'm going to implement it ASAP! This was just perfect.
The ideas presented have already jump started my thinking for improvement!"
HOW TO TURN THE RADIO STATION'S SALES
DEPARTMENT INTO YOUR MOST VALUABLE ALLY
If you're a radio Marketing or Promotions Director, balancing
the needs of both Sales and Programming can be a full-time
But you should not be spending your valuable time trying to
placate those two different departments.
Jim Taszarek has built a distinguished career by developing
proven methods of getting them to work together
productively, profitably, and with much less friction than you
probably think is possible.
- How to "train" your radio station's Account Executives (or Development Directors) so both of you can get off the
time-wasting, hair-pulling treadmill and onto the fast track
of promotions, ratings and sales success
- 5 ways Promotion Directors can make themselves
indispensable to the entire organization
- Test your own problem-solving skills with four different
problem scenarios. (You'll be amazed how quickly your
skills will improve as a direct result of this session.)
"Great session. Direct and enlightening. Taz has given me what
I need to get what I am worth. I don't hate the sales staff any
"Very valuable session. Great insight into how to position
ourselves inside the station. I'll use this info to close the gap
between Sales and Programming!"
"Fantastic insights and some great suggestions on how to deal
with real-life situations."
CARS, BARS, AND OTHER RETAIL NIGHTMARES
In this idea-filled session devoted to generating retail traffic,
Doug Harris explains exactly what it takes to drive people
And he'll give you special instruction on how to deal with
radio's most demanding "problem" clients: car dealers and
- How to turn your remote broadcasts and on-site events into spectacular attractions
- How to craft a promotional announcement so powerfully
that it sucks every available listener out of their homes
and offices and into the store, showroom or club
- 20 proven nightclub ideas you can start using now
- 25 car dealer ideas for any size budget
"These ideas ROCK! And any of us should be able to adapt them to any other situations."
"I can't wait to use some of these great ideas! Thank You!!"
"I loved the VIPee Pass!"
BUILDING THE PERFECT RADIO SALES
Even when your ratings are high, the quest for revenue
takes center stage with most radio stations.
Keeping up with the demand for client-driven, "value added"
promotions can be a daunting task.
In this session, Doug Harris shares his secrets for creating
sales-oriented promotions that satisfy the client and the
listener, while maintaining the programming integrity of the
- The four types of retail promotions
- The four steps to designing a sales promotion
- The four questions your Account Executive must ask
before you can begin
- Why great ratings aren't enough
- The three advantages your sales promotions should have
over non-sponsored promotions
- Your best defense against bad sales promotions
- How to make money from the "Halo Effect"
- 10 things you can sell instead of a sales promotion
- How to control the entire process (rather than allowing the
Sales Department to control it)
- Marketing to the Influencer, not to the Purchaser
- How to make a big impact by giving away small amounts
- Your Sales Promotion Worksheet Format
- How to take charge and set the rules for all your sales
- How to place a dollar value on all aspects of your sales
- 21 programming-friendly sales promotions
"Really simplified what can become a complicated and
confusing exercise. An incredible list of resources!"
"Great tips on how to handle the beasts of sales promotions.
I've been using Doug's 'Four Questions' for a while, and they
definitely work! Now I love doing sales promos!"
"Great ideas! Great questions for us to ask that will only make
life easier and promotions better!"
BIGGER & BETTER EVENT MARKETING
The ability to conceive, develop, produce, and make money
from station events is crucial for today's Promotion Director.
From listener appreciation concerts to seniors expos and
baby fairs, event marketing has become a way of life. But
what kinds of events are right for your station and your
In this fast-paced session, Doug Harris, the producer of the
world famous KLOL Rock-n-Roll Auction, The Rock-n-Roll
Softball Championship of the World, The Street Machine
Nationals and the Houston Music Awards, shares his
insights on making station events bigger than life while
generating market noise and revenue.
He showcases some of the most successful and profitable
station events from all kinds of markets, sharing his own
inside tips for making money and managing production
And as he gives specific event examples, you'll learn how to
maximize your special station events' impact and revenue.
"I've now got some great ideas for pending events. This opened
my eyes to the opportunities available to events without
cluttering the station."
"Great, great information. Good opportunities for additional NTR
we are not taking advantage of now."
"Great advice for organizing and managing big events!
Excellent ideas - Thank you!"
YOUR RADIO PROMOTION BLUEPRINT
Question: How do you turn a simple promotional request
from a Program Director or an Account Executive into an
attention-getting, revenue-generating opportunity that could
put you on the front page of your favorite radio trade
publication and catapult you to "promotional guru" status
throughout the industry?
Answer: By following Doug Harris's blueprint for promotion
success and by accepting his personal challenge to do
something every station in your market will envy.
Doug will walk you through the process of generating a big,
relevant, moneymaking and/or ratings grabbing promotion
specifically designed for your market and your station, gift-
wrapped and ready to unleash on your listeners, sponsors
Doug will take you, step-by-step, through his own proprietary
system for creating, developing and executing an
Doug's Promise: At the end of this module, you will be
armed with a fully developed promotional thriller to wow
your colleagues, bosses, sponsors and marketplace.
Even More Important: You can repeat this process on your
own for the rest of your career, as you look forward to an
unlimited succession of "How did they ever manage
"Amazing creative process! I can't believe the entire exercise
took only 10 minutes! A great charge to make time for
"Very helpful in giving us specific steps to follow and items to
think about when putting a promotion together. Outstanding
"A great tool for brainstorming and developing promotions."
ADVERTISING YOUR PROMOTION
ON THE RADIO
You probably don't produce the commercials, promos or
trailers for the promotions you create. There's a good chance
you don't even write the spots.
But if your station's on-air advertising doesn't succeed in
motivating people to participate, it doesn't matter how
brilliant your promotion is.
Are you willing to see all your hard work disappear into the
vast hole of Ineffective Advertising messages?
Dan O'Day is internationally known as Radio's Commercial
Copywriting Guru. He'll teach you why most advertising fails
...and the steps you must take to insure that your
promotional spots succeed.
We guarantee: Even before you finish listening to this
session, you'll be fighting the urge to jump up and completely
revise the on-air promos that your station is running right
"Some great info I've never been exposed to! Great
fundamental and essential principles!"
"Writing promos will be much easier! I'll pass the info to our
Production Director. I am in sales as well as promotions and it
was very helpful and a good refresher on writing good copy."
"Good examples and 'eye opener' spots and scripts! Thanks for
the message — very clear!"
EARNING A PLACE IN THE LISTENER'S MEMORY
Terrorist attacks. Wartime coverage on TV. Political sex
scandals. Has the public seen and heard EVERYTHING?
The average consumer is exposed to 3,000 advertising
messages per day. How does a contemporary marketer
capture the interest of today's consumers and keep their
attention long enough to involve them in your message?
Doug Harris explores the dynamics of getting attention in
today's overcrowded marketplace while delivering a
compelling marketing message.
Learn how to apply the SAFO-SHRIMPS method of inspiring
the public from the guy who rented the Astrodome for a
charity softball game...and who once claimed Halley's Comet
as the sovereign territory of the state of Texas!
"Finally, I've heard an explanation of branding that makes sense!"
"Great ideas for top of mind positioning and branding."
"Excellent! Excellent! I love it! God bless Promotions Directors
Academy and you for teaching us."
GENERATING PRESS AND PUBLICITY FOR YOUR
An often overlooked component of your radio station
marketing is generating local, regional and industry coverage
for your events and accomplishments.
In this module, Doug Harris will teach you techniques
(illustrated with real-world examples) for getting your
promotions covered by local TV, industry magazines and
even by national newswires.
"PR issues and suggestions were great. I wish I had these early
on in my career!"
"PR and Publicity always seem to be forgotten in the craziness. Good stuff to know and excellent tips for media relationships!"
"This is great info for those with no background in publicity and media relations! This will help us a lot! Thank you!"
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