A radio station’s database is a powerful weapon. Some clients have fan databases worth well over $1 million per year. But a smart database that delivers ratings and revenue doesn’t happen by accident. It requires management and curation. And that starts with entry forms.

Entry forms are common, but there’s an art to making them inviting enough to get the most response without putting up a barrier by asking for too much information.

This has significant ratings and sales implications. Radio stations traditionally rely on ratings information for data about the audience. But with the growth of hyper-targets marketing, advertisers expect more information about consumers. As broadcasters compete with Google, Facebook, and Pandora for ad buys, we need to offer more detailed data about the audience.

Here are some important factors to consider when building entry forms.

Best Practices For Online Entry Forms: Basic Info