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Ron Kruse on Radio: Wave Control

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Promotions are a less expensive alternative to radio ads that will get you lots of attention, says Ron Kruse.

Ramping up your radio advertising during holiday seasons is certainly a good idea, but there is another way to get lots of attention without a substantial increase in advertising costs. Promotions. These will help get your name on the air more frequently. 

In small to medium markets, one promotion my clients often use just before Valentine’s Day and Mother’s Day is a pearl-earring promotion. They give away a pair of pearl earrings on the radio station’s morning show for a week to 10 days prior to the holiday. While the perceived value of the earrings is high, the cost is low. Here’s how to set up such a promotion to create maximum attention for your store. 

To start, contact your station rep and tell them you would like to help them promote Valentine’s Day. You will give them 10 pairs of earrings to give away, one pair each day, on their morning show. All you ask is that they provide you the following: 

1. Mention your name each time they mention the earrings on the show.  

2. Run a schedule of promotional announcements during all dayparts promoting the giveaway and include your name as the sponsor. 

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3. You can even ask for a schedule of announcements equal to the retail value of the earrings. You may get this only on smaller market stations, but don’t let your promotion hinge on it. What you’re after is lots of name mentions. 

Rather than give the station the actual earrings, give them a certificate to mail to each winner that must be redeemed in your store. You’ll bring in new faces and you’ll be surprised how often a sale results. 

In larger markets where commercials can be hundreds of dollars each, offer a diamond bracelet or ring. Big stations love to give away big prizes. The name mentions will be worth far more than the cost of prize you are furnishing and you couldn’t buy the equivalent amount of advertising for anything close to your cost. 

Here are some additional requests you can make to enhance the promotions: 

1. If you have a jingle, ask that they use it as a 10-second ?sign off? at the end of each promotional announcement. 

2. Include your logo in a promotional mention on their website. 

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3. Have the morning-show talent call you and do a brief interview with you prior to the start of the promotion. 

4. If you are running commercials in the morning show, have them do the giveaway right before your commercial runs. 

Don’t be afraid to ask for a lot. You probably won’t get it all, but you just might. You’ll be much more likely to get stations to agree to do promotions with you if you are a client. Remember, commercials are still the critical element in your advertising plan. Promotions are just a way to enhance your image and make you more visible. 

One side benefit I love about promotions are those excited listeners they put on the air. What better image than people who are thrilled to be receiving a gift from your store. Powerful stuff! 

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SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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Ron Kruse on Radio: Wave Control

mm

Published

on

Promotions are a less expensive alternative to radio ads that will get you lots of attention, says Ron Kruse.

Ramping up your radio advertising during holiday seasons is certainly a good idea, but there is another way to get lots of attention without a substantial increase in advertising costs. Promotions. These will help get your name on the air more frequently. 

In small to medium markets, one promotion my clients often use just before Valentine’s Day and Mother’s Day is a pearl-earring promotion. They give away a pair of pearl earrings on the radio station’s morning show for a week to 10 days prior to the holiday. While the perceived value of the earrings is high, the cost is low. Here’s how to set up such a promotion to create maximum attention for your store. 

To start, contact your station rep and tell them you would like to help them promote Valentine’s Day. You will give them 10 pairs of earrings to give away, one pair each day, on their morning show. All you ask is that they provide you the following: 

1. Mention your name each time they mention the earrings on the show.  

Advertisement

2. Run a schedule of promotional announcements during all dayparts promoting the giveaway and include your name as the sponsor. 

3. You can even ask for a schedule of announcements equal to the retail value of the earrings. You may get this only on smaller market stations, but don’t let your promotion hinge on it. What you’re after is lots of name mentions. 

Rather than give the station the actual earrings, give them a certificate to mail to each winner that must be redeemed in your store. You’ll bring in new faces and you’ll be surprised how often a sale results. 

In larger markets where commercials can be hundreds of dollars each, offer a diamond bracelet or ring. Big stations love to give away big prizes. The name mentions will be worth far more than the cost of prize you are furnishing and you couldn’t buy the equivalent amount of advertising for anything close to your cost. 

Here are some additional requests you can make to enhance the promotions: 

1. If you have a jingle, ask that they use it as a 10-second ?sign off? at the end of each promotional announcement. 

Advertisement

2. Include your logo in a promotional mention on their website. 

3. Have the morning-show talent call you and do a brief interview with you prior to the start of the promotion. 

4. If you are running commercials in the morning show, have them do the giveaway right before your commercial runs. 

Don’t be afraid to ask for a lot. You probably won’t get it all, but you just might. You’ll be much more likely to get stations to agree to do promotions with you if you are a client. Remember, commercials are still the critical element in your advertising plan. Promotions are just a way to enhance your image and make you more visible. 

One side benefit I love about promotions are those excited listeners they put on the air. What better image than people who are thrilled to be receiving a gift from your store. Powerful stuff! 

Advertisement

Advertisement

SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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