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Preparing for a Successful 3rd Quarter

Ideas for Generating Rapid Results and Maximizing 3rd Quarter Revenues

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RAB Radio Training AcademyRAB Radio Training Academy

Preparing for a Successful

Doc HollidayAcademy Training Specialistdholliday@rab.com

3rd QuarterIdeas for Generating Rapid Results and

Maximizing 3rd Quarter Revenues

RAB Radio Training Academy

Consumer Marketing

But first, a word of caution...

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Consumer Marketing

Suppose you are a doctor.

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Consumer Marketing

Suppose you are a doctor.

Your job is to meet with patients, discuss their health issues and

goals, and then prescribe a regimen that will help them

achieve optimum health.

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Consumer Marketing

Now let’s suppose that your clinic has run out of all

medications...except one. But you have an abundance of it.

What would happen if you were to just prescribe that medicine to all your patients regardless of

their symptoms?

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Consumer Marketing

A small percentage of your patients would actually have an illness for which that medicine would work.

They would get better.

The rest would fall into one of two categories...

A. Those who take the medicine and get worse (or worse)

B. Those who realize that your prescription isn’t working and

look for another doctor.

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Consumer Marketing

Always remember...

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Consumer Marketing

Prescription

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Consumer Marketing

Without Diagnosis

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Consumer Marketing

Is Malpractice

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You should have as many medicines for your advertising patients as they have problems

and objectives.

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Prescribe the RIGHT medicine for each of your advertising

patients and they will be your patient for years to come.

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• The needs analysis meeting is for diagnosing the advertiser’s situation.

• It requires an in-depth dialogue about their business, their objectives, and their problems.

• Once that is completed, it is entirely appropriate to prescribe a package...as long as it’s the RIGHT package. Consumer Marketing

Diagnosis

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Let’s talk ideas!

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Virtual Used Car Lot• Create the page on the

station website• Video tape 30 second

descriptions of featured cars at your car dealers

• Upload the videos to You Tube

• Create the link to your website

• When a visitor clicks on the picture of the car it opens the video clip Consumer Marketing

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July 4th Salute to American Heroes

• Callers call in to recognize a firefighter, a police man or woman, or a service person

• Station selects the best calls and plays one per hour during the week leading up to July 4th

• Sponsors get a :10 open and close and a :30 or :60 adjacency

Consumer Marketing

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Back-to-School Bus

• Station secures a bus to be used for duration of promotion

• Station sells a series of on-site events at which the bus appears

• At each event listeners are invited to drop off school supplies

• The goal is to fill the bus with supplies to be donated to the local school district

Consumer Marketing

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100 Days of Summer (or whatever your dial position is)• Monday Sept. 1st is Labor Day.

Count backwards from that date for the promotional kick-off.

• Station sells a title sponsorship, sponsorships to daily prize give-aways, and remotes.

• Categories include travel, outdoor furniture, outdoor cooking, pools and spas, theme parks, water sports, and food & beverage

• Each daily prize winner is qualified to win a grand prize.

• Station sells sponsorship to online summer guide.

Consumer Marketing

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Dog Days of Summer

• Pet Expo• Daily Adopt-a-Pet on-air

segment• Remotes with stupid pet

tricks, ugliest dog, biggest & smallest dogs, and pet/owner look-alikes

• Website pet photo of the day

Consumer Marketing

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Great Gas Give-Away• Station sells title sponsorship to

C-Store • Listeners go to station website

to register• Station mails special car window

sticker to everyone who enters• Station sends daily spotters to

gas stations and convenience stores. If they see someone filling up with a sticker on their car, the station buys their gas.

• All daily winners are registered to win free gas for a year

Consumer Marketing

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Health Fair• Tons of co-op• Health screenings• Categories include nutrition

& dieting, insurance, pharmaceuticals, hospitals, exercise, and assisted living services

• Can be oriented toward children, families, seniors, or everyone, depending on your station format

Consumer Marketing

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Virtual “Taste of_____” Festival• Restaurant dining guide

and coupon downloads• General market and

specialty grocery stores• Recipes and cooking tips• Information on locally

available and seasonal foods

• Featured restaurants visit morning show and personalities sample menu items Consumer Marketing

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DIY Home Improvement Expo• Station sells a title sponsorship,

booths, and website sponsorships

• Expo features booths, demonstrations, and workshops

• Categories include decks, home exterior repair, plumbing, electrical, landscaping, painting, woodworking, and gardening

• Website features DIY Tip of the Day and downloadable coupons for home improvement products and services

Consumer Marketing

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Recession Buster Auction Site• Station sells a daily online auction

featuring a great deal on a product or service offered by a local merchant

• The auction can have a limited number available but the offer has to be very good (example- 50% off MSRP)

• Any category is good but products or services targeted to your station’s P1 listeners is the best

• Auctions can continue until economy turns around

• If you do not have auction content built into your website, RAB offers EZ Auction.

Consumer Marketing

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Summer Reading Program• Station sells sponsorship to a retail

partner and weekly co-sponsorships to manufacturer partners

• Parents go to retailer, look for special display, and pick up a contest bookmark

• Front of the bookmark has spaces for 10 book titles and the back is a registration blank

• The child reads 10 books, fills in the names, and the parent fills out the registration blanks on back

• The bookmark is then dropped in the entry box at the retailer.

• Winners drawn win a computerConsumer Marketing

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Ride for the Cure• July is Women’s Motorcycle Month• Women are the fastest growing

segment of the motorcycle industry ($9.7 billion)

• Sell title sponsorship to a local motorcycle dealer

• Involve the Susan G. Komen Foundation

• A portion of the proceeds from all motorcycles sold during July goes to Race for the Cure

• Sweepstakes to give away a pink motorcycle and pink motorcycle accessories Consumer Marketing

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Employment Ad-Vantage• Combine on-air schedule, online

job listings, and job fair to get recruitment advertisers maximum results

• On-air schedule should be 8 to 12 spots per day to run Sunday, Monday, and Tuesday

• Allow plenty of time for selling and promoting the job fair

• Make your online recruitment site larger than just your station and promote it on the air

Consumer Marketing

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?Let’s Open The Lines For

Questions

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Feel free to use these ideas.Feel free to adapt them to your specific station and your clients specific needs.Don’t forget to visit www.rab.com for more creative and promotional ideas.

3rd Quarter Ideas

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Thank You For Attending Today’s Webinar

RAB Radio Training AcademyRAB Radio Training Academy

Preparing for a Successful

Doc HollidayAcademy Training Specialistdholliday@rab.com

3rd QuarterIdeas for Generating Rapid Results and

Maximizing 3rd Quarter Revenues