I can think of two ways. Have it set up as a subscription service, and/or have sponsors. "Today's scores are being brought to you by...."
First of all Rebecca - great idea! You're combining the demand generation of radio with the micro-targeting of digital. Use Tiny URLs in each message to offer value to turn subscribers into advertisers' customers. Rather than percentage discounting cutting into advertisers' profits, have the Tiny URL offers create more value and create more customers, e.g. $12 gift certificate per party of two or more at XYZ restaurant any Mon.-Wed. after 4 pm. Valid til Sept. 30, 2016.
Frankly - it's just stealing money from your traditional radio advertising unless there is a way to tie texting into a client's radio campaign and plan. But as with most things digital we need to better charge for the services...
We have found texting gets about 4-5X the number of callers when we do contesting. People never believe they can win using the phone apparently and they feel they have a better chance with texting. Pretty much true and it frees up air talent who no longer have to monitor a phone to take calls. And really...how uncool can you be to be using a PHONE to make a call...I mean how 2000s can you get?
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