Tuesday, September 09, 2014

"What’s Happening?" Still Works

Reduce the clutter generated by sales value-added by making use of a weekly promo from sales inventory to group together a lot of smaller sales promotions on air.

These promos are :30 seconds in length, have a standard music bed behind them, run as a normal commercial unit, as read by your station’s “Fun Finder” personality under the umbrella of “here’s what’s happening at (brand name).

Place all sales events that appeal to the mass audience including remote broadcasts, personality appearances, concerts, et al.

These “sales promos” generally run once per daypart.  It’s tempting to bump them when you’re sold out, but don’t do it. 

If you promised it and got a “buy” as a result of that promise, you’ve got to deliver on ‘em and that’s another reason to count them as commercial inventory.  You can even affidavit them as long as you keep a good paper trail of everything you run.

If a client doesn’t want their mention included in a carry-all like this, of course, you’d be delighted to sell them their very own commercial to say whatever they like!

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