PROMOTION • A campaign that gets the audience directly involved in an activity or event that enhances the advertiser’s business and your station 3 TYPES OF PROMOTIONS • Audience Promotion Brings new viewers/listeners to your station • Sales Promotion Attracts buyer’s attention to advertiser’s business. Creates in-store traffic/sales • Community Promotions Helps solve a community problem An audience promotion can involve one or more advertisers and become a sales promotion, building store traffic and new viewers or listeners at the same time SALES PROMOTIONS • Station designs a • Station may provide special promotion air personalities, and helps advertisers station mascot, execute the campaign promotional vehicles, • Station may provide inflatable attractions. prizes, print flyers, • Extra costs of entry forms, boxes, promotion must be and use of other built into the cost of media. the promotion. Planning a sales promotion • Is primary purpose of promotion to project station image or sell time? • Will promotion be sold to existing advertisers, new advertisers, or both? • What benefits will the client receive? New customers? New Image? New positioning? • What media will be used? • What are the total expenses or prizes, supplies, airtime? • What is the most effective date to schedule the promotion for advertiser and station? • Will the campaign be evaluated on the basis of dollars generated or on the basis of getting and keeping new advertisers? • Does the promotion conflict with plans by the Non Traditional Revenue team? Synergistic Promotions Joins compatible advertisers Dinner,movie Software + A uto dealer club = A Hardware + + bank = Night to web site = new car for a Remember year Hardware + Bakery + A irline + Bank = Make coffee roaster Hotel = your home = Office V acation of a like new! Coffee Break Lifetime Join Compatible Advertisers into one exciting promotion • Great restaurant and • Auto Dealer and dancing at the hottest bank = “Drive a club in town = “A BMW for a Year” Night to Remember” contest. contest • Travel agency, • Hardware dealer, airline, hotel = “Your contractor and bank Vacation of a = “Live in The Home Lifetime”contest. of Your Dreams” • No lotteries!