How do you make programming and sales promotions more effective?
Put the listener’s benefit first. You’ll get the listener’s attention by starting with what is in it for him/her. Learn the difference between features and benefits: features are nice, but benefits sell.
Simplify the concept. If you cannot explain the promotion in a sentence or two, it’s too involved.
Avoid jumping through hoops. We’re reminded of a crusty old GM who said, “It’s a big prize, so I’m gonna make ‘em work for it.” Don’t ask listeners to do more than is reasonable.
Promote adequately. Radio is a frequency medium. Frequent impressions sell better. Promote major promotions multiple times an hour with a combination of promos, liners, live sells, and quick name mentions.
Structure contests to stretch listening. Make listener appointments later in the day to get additional tune-ins.
When listeners receive prizes, include handwritten notes from the air talent who awarded the prize. Thank them for listening. It’s an extra touch that lasts!
Qualify Your Sales Promotions
Every client wants a promotion (or so it seems), but how do you achieve your revenue goals without giving away the building? Most companies use a revenue formula in which the promotion will bring in 5-10 times the cost. Those costs should include all airtime and hard costs, as nothing is “free.”
Most promotional campaigns are 2-6 weeks, which may not “match” a 13-week buy in the buyer’s mind. 13-week promotions are too long to be effective for radio, and they tie up promotional time and assets you need for other clients. Promotions and any prizes should also match your station’s audience. Giving away a sewing machine on a rock station is a losing proposition. Talk with your program director to target promotions and prizes to get the most punch for your clients.
2026 Promotions & Marketing Calendar
Make more money in 2026! John Lund lists 32 sales promotion events for 2026.
New Year’s Day, 1/1
MLK Day, 1/19
Grammy Awards, 2/1
Groundhog Day, 2/2
Super Bowl, 2/8
Lincoln’s Birthday, 2/12
Valentine’s Day, 2/14
President’s Day, 2/16 (three-day weekend)
Chinese New Year (Year of the Horse), 2/17
Oscar Awards 3/15
St. Patrick’s Day 3/17
April Fool’s Day 4/1
Easter, 4/5
Tax Day, 4/15
Earth Day, 4/22
May Day, 5/1
Cinco de Mayo, 5/5
Mother’s Day, 5/10
Spring weddings, May-June (and Sept-Oct)
Armed Forces Day, 5/16
Memorial Day, 5/25 (three-day weekend)
Juneteenth, 6/19
Father’s Day, 6/21
Independence Day, 7/4 (three-day weekend)
Back-to-school, July-Aug.
Labor Day, 9/7 (three-day weekend)
Emmy Awards, 9/14
Columbus Day, 10/12 (Thanksgiving Day in Canada)
Halloween, 10/31
Veteran’s Day, 11/11
Thanksgiving, 11/26 (four-day weekend)
Christmas, 12/25 (three-day weekend)
For each sales promotion:
- Assign a theme
- Add sponsor opportunities
- Add digital/social tie-ins
- Add measurable goals
- And sell each promotion
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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.