Opening Your Promotional Tool Kit

An Example Of Each Implement:

• Build awareness.  Million dollar cash grab.
• Force listening.  $1,000 song of the day.
• Create sampling.  Premiums:  t shirts, stickers, refer magnets.
• Packaging.  Thousand song weekend, lunchtime requests.
• Loyalty/regularity.  Points program.
• Coupon/Discounts.  Commercial free Monday, at work kickoff.

Before employing these tactics, always ask yourself what your competition will do to top it.

Be prepared for that response and decide if you will have to top IT as well as how and when you'll do so.

Horizontals And Verticals

There are two ways the average radio listener makes use of the medium:

1. How many times (and how long each occasion) did they listen to their favorite station today (vertical listening)?
2. How many days a week did they do so at the same times (horizontal)?

If in your station imaging you only promote one of the two, you’re not maximizing your time spent exposed.

It's twice as much to sell, but today it's important to find ways to do it in half the time.