A bonus from the recent Albright & O'Malley client teleconference with Graham Knowles and Ivan Braiker of www.hipcricket.com:
Know why you're running the promotion - Establishing a well thought out promotion strategy including objectives; will ensure that the promotion is correctly targeted and matches the image both the client and the radio station are trying to project.
Keep it simple and user friendly - The best promotions are simple, simple to enter - simple to win. Promotions should be understandable by the youngest and least sophisticated members of your audience.
Design promotions so everyone has fun; don't try to trick listeners.
- All messages received by listeners must be:
5. and Anticipated
Do… provide value
Do… tailor content to target market
Do… personalize the message
Do… make the response method clear
Do… use humor and entertain
Do… create a way to drive usage
Do…state the coupon value clearly
Do…seriously consider actual money value rather than a % off
Do…show clearly the period for which the coupons are valid
Do… make offers appear exclusive
Do… target by time: day segment, events etc
Do… messages of urgency, such as dollars off NOW
Do… make offers viral - forward this to your friends
Do… make it easy for people to Opt-In and Opt out
Don't…use the medium to advertise without delivering value
Don't …use to sell the mundane - keep it exciting
Don't…bombard the listener - keep interaction timely and relevant
Don't…forget to measure performance
Don't…repeat the same message to a listener
Don't…overcomplicate the message
Don't…make offers that are vague and ambiguous
They were telling us about the basics of mobile messaging, but - truth is - these tips apply to everything we do on the air, don't you think?
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