Stop selling ads and start selling integrated solutions. Today’s stations have a lot more to offer than just thirty and sixty second commercials. We’re connecting with listeners throughout their day using several station platforms, let’s bring all of our advertisers along for the ride by moving them into custom, integrated solutions.
Here’s a day in the life of a die-hard P1. They wake up listening to our station terrestrially on their clock radio, get in their car and tune in terrestrially on their way to work, hit that mid-morning wall and check our station website, tune in again at lunch, download one of our podcasts while they decompress from lunch and catch up on emails, listen on our app when they’re away from their desk, scroll through our social sites to stay up on what’s happening locally before leaving work, then listen to us terrestrially again on their way home or to one of our events.
If a station hasn’t built up all of those platforms and created content catered specifically to each one, now is the time to get on that. Stations that are already successfully reaching their audience on each platform should look at creative ways to bring the advertiser along for each step of the process. That way they can also surround the listener throughout their day. Doing this allows us to create multiple, ready-made, integrated solutions for the sales staff to pitch that will demand higher price points and retain advertisers because they’ll get better results. Plus, it makes for an impressive recap with multiple data points to share showing how effective the campaign was.
The best integrated solutions feature a compelling on-air component that is good enough to pre-promote on air, the app and on social media and has enough legs to post-promote on social media and the website and/or extend to an audio/video podcast. Then, all of that is bundled with traditional thirty and sixty second radio ads as well as station events.
If you need help creating integrated solutions for you advertisers, email me at andy@radiostationconsultant.com. Also, if you already offer integrated solutions but you need a media kit that reflects that, we can help with that as well.
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