SIX CRITERIA FOR STATION PROMOTIONS by John Lund Every radio-station promotion should fulfill the following six criteria: 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. 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. 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: PLANNING 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. EXECUTION Tease any promotion for at least three days. Promote for at least two weeks before any station-sponsored event. Promote contests on the station website and send e-mail notices to your database. Post-promote each major promotion for at least five days. If your promotion includes on-air giveaways: Make sure prizes are in-house before the event begins. Make the contest rules available to the public by mail, at the reception desk and on the station's website. Post the contest rules in the studio and give a copy to the receptionist to help answer phone queries. Send a memo to all staff about contesting procedures. Include emergency phone numbers for all promotional partners. Place contest-winner sheets in the studio; all vital winner information must be carefully recorded. Tape winning phone calls for later use on the air. Winner's comments build contest excitement. PRACTICALITIES 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. VISIBILITY 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. PUBLICITY 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. AFTER THE EVENT 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 http://www.www.lundradio.com