The Four Criteria of a Sales Promotion

Have a definite objective for every promotion under consideration.  All promotions on your station should fulfill at least one or more of the following:

1. Grow the cume
2. Expand time spent listening
3. Enhance the station image
4. Generate sales revenue

Determine how much extra advertising revenue will be generated when selling a sales promotion to the client.  Many stations calculate the price of every promo mention into the sales promotion package.

Screening Sales Promotions

It’s no surprise in today’s business environment that clients want added value to their advertising investment …… often in terms of sales promotions. Use a simple screening process for all proposed sales promotions before signing off. Ask these questions:

1. What are the client’s goals? Whom are they trying to reach with their message? Do they plan on using other media for a total campaign?

2. What are your station’s goals? Every promotion needs a defined objective and should fulfill these basic “A.I.R.” needs: Audience (attracts new listeners or expands TSL), Image (complements or enhances station image), and Revenue ($!).

3. How many promos are needed? Conduct a reach-and-frequency study. Don’t just assign a random number of promos. Find out how many times a promo actually has to run in order to effectively reach the target. Don’t over-promise.

Featured Promotion: The Black Box

This is a terrific audience and sales promotion that garners new cume, builds intrigue, and drives appointment tune-in and TSL, as well as sales!  The concept is simple:

1. Get a large black box – 10 feet x 10 feet x 10 feet. 
2. Paint the black box with the station logo.
3. Put it on a trailer and ride it around town or hang it above a major road or expressway for all drivers to see.
4. Place a number of winnable items inside and provide clues from participating clients.  Take calls on the air, via text, or social media asking listeners to name each prize – winner takes all!

John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.