Promotion Execution

When planning and preparing a promotion campaign, stop and think: What is the goal? What are we really trying to achieve? There are only 4 reasons for a station promotion. And the fourth reason is...

You saw it, remember it and probably participated in it. The ALS Ice Bucket Challenge was a worldwide phenomena, earning the ALS organization nearly 40 million dollars. It's one of the greatest stunts in...

This is brilliant marketing. It's the type of thing that radio stations should specialize in. WestJet captured the moment with a brilliant promotion that reached consumers on an emotional level at Christmas. Consumers typically don't have warm feelings...

One of the most difficult decisions for programmers, promotion managers and air talent is timing. Since listeners don't pay much attention, it's easy to assume a promotion campaign should be longer. But what about...

When planning a major cause marketing promotion, it’s tempting to simply partner with an existing campaign, add your call letters to it and run promos. That’s fine, but it’s doesn’t build brand equity like...

Regardless of best intentions and detailed planning, sometimes things don't go according to plan. When promotions or stunts go wrong, listeners remember. And it can be hard to overcome. The Sacramento station that conducted the...