Radio Promotions that Drive Results

  • We've all heard the old adage that you can't guarantee results from a radio remote or "live radio broadcast." After studying successful live broadcasts, I can tell you that they DO WORK and you can GUARANTEE results. Plus, a live broadcast with the right personality, will bring a lot of excitement to your event.

    1) The first secret is to know the sales goal and attendance goals. I know this seems obvious, but it's a good reminder to help with expectations. If the client has $500 and wants to close 20 sales at the event that will take place next week, we know that we're probably not going to be able to help them. However, if the client has 6 weeks and can make an investment of $3000 - $5000, the chances of accomplishing the goal is much higher.
    2) The next step is to develop a theme for the promotion. A theme makes it interesting and involves the potential customer. Below are listed some examples of themes: "We've got gas and we want to give it to you." "Roll for the dough." "The Dog House." "Polka Palooza."
    3) Step number 3 is to decide on the day of the live broadcast, your advertising campaign and how you will qualify customers.  Typically the best day for a live broadcast is Friday from 4 p.m. to 6 p.m. or Saturday from 11 p.m. to 2 p.m. (When people have more time and money i.e. pay day.) Your advertising campaign will lead into the event for 2 - 3 weeks.  The on-air promotion will start 4 weeks out and you can qualify listeners with a prize on the radio or have them fill out an entry form at a high traffic location. (Gas stations are fantastic for this.)
    4) Then you'll start to qualify people for the event and you'll want to qualify more than the target goal.
    5) Step 5 is to send a special letter from the radio station and your sponsor letting them know they have QUALIFIED TO WIN! Ask them to bring the letter with them and to fill out the qualifier form. Remember to let them know that they must be present to win. Note: Depending on the market, typically 80% of all qualifiers will attend and bring a guest so if you qualify 1000 people, you can expect about 1600 people with guests. (In some markets, 50% of qualifiers will attend. It does depend on the prize.)
    CHANGING THE CUSTOMER'S HABIT IS THE KEY Changing the customer's habit by bringing them to your client's store, interrupts their usual buying habits and will help create future sales as long as they were treated with respect at the event.