The IEI formula is a shortcut to promo effectiveness. It starts with a premise that no promo can convince listeners of anything they have already decided against. It’s not about an argument because the audience will make up their own mind regardless of how much your promo shouts at them. However, promos can persuade and shape attitudes and behavior, which informs decisions. That’s critical.
IEI is an acronym that defines three key goals for radio promos.
I = Imaging. Stations should always strive to deliver powerful messages that communicate brand values, reinforce desired perceptions, and support the station’s market position.
E = Educate. Great promos provide reasons to listen more. Promos should coax additional occasions or appointments beyond reinforcing the brand images. This aspect of the formula is about the things you do. It could be a feature, game, contest, extended music sweep, or any other important element that supports the brand position. Think of it as a specific, demonstratable justification that supports the decisoin listen.
I = Influence. Promos without a call to action are mostly clutter. The primary goal is usually to cause additional tune-in occasions or extend a current listening session, but other options could be to drive traffic to an online video, participate in a contest, download a podcast, attend an event, or listen to audio on demand.
