Executing sales promotions can be like pulling teeth - painful. The key to effective sales promotions is to make sure they are simple and easy to execute. Sales and NTR promotions should have four elements:
- Consumer Strategy: Specific action for listeners;
- Continuity: A theme for the program and the promotion;
- Retail Strategy: Incentives for promotion execution at the retail level; and
- Recycling: Traffic to retailers postpromotion.
These three promotions can be used in any market with a little market tweaking.
THE ISAAC HAYES BIRTHDAY CELEBRATION
Isaac Hayes is our new evening personality. To launch his Hot Buttered Love Songs show, we created a birthday NTR program and sold it locally. Hayes voiced the promos, asking his hometown listeners to register at Pepper's Home Furnishings or to listen for the "Shaft sounder" on the air. Qualifiers received an autographed CD of the new Shaft soundtrack. The winner and a guest won an all-expense-paid trip to New York City, chaperoned by the WRBO Morning Soul Patrol?s Mother Wit and Leon Gray. They attended the 4th Annual Isaac Hayes Birthday Salute/Soul Celebration at the Copacabana. More than $19,000 was sold in nonspot NTR. Tony Yoken, CRMC, President/GM, Memphis Radio Group, Barnstable Broadcasting Inc.
HOME FOR THE HOLIDAYS
Turn the holiday into what it represents, the spirit of giving. Six of our stations ran a two-week promotional spot. The spot included a list of sponsor locations at which listeners could submit a letter on behalf of a local family in need. The goal was to give those families what they needed. Sponsors paid to be drop points. Major sponsors gave us product and extra money to make it a success. The contest ended on Black Friday. Winners were contacted by phone in early December, and the goodies were dropped off on December 23rd. We helped 75 families. Cathy Deighan, GM, Great Scott Broadcasting, Georgetown, DE
BRAVES BUS EXPEDITION
The J93.3 Braves Bus Expedition featured a 300- ticket giveaway and six 55-passenger tour buses full of winners who attended an Atlanta Braves game against the St. Louis Cardinals. To win tickets and ride the game bus, listeners had to register at six sponsor locations. The J93.3 sales staff secured six advertisers to sponsor a departure location for each bus. Daily for two weeks, the station called sponsors to collect registrants' names. Then, we called registrants and confirmed winners. Costs fincluded 330
group-rate tickets and six tour buses. The station also paid for approximately 40 hours of a promotions person's time. A music store chain sponsored a new-release video that was displayed on TV monitors in the bus. Soft drink and potato chip companies sponsored snacks given to the riders. All revenue was nonspot. David Koon, SM, WVFJ Radio, Atlanta