Promotion Execution

The ratings formula is familiar: It's cume and TSL. Cume is the total number of listeners. TSL is the number of quarter hours they listen. But here's something interesting. Starbucks is more skilled in driving...

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...

Sweepstakes, contests and online giveaways are increasingly popular among marketers competing for attention of their social media audience, and their radio listeners. You probably run several every month on your website. You think you can do them...

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...

The goals of every contest or promotion should be to attract ratings, become more top of mind and create promotion buzz for your brand. A great campaign can extend your appeal beyond the station...

Programmers hate this. A client insists on driving traffic-foot traffic-to a retail location for a prize or event. In a world where everything is at our fingertips, there's still a carpet store, furniture company...

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...

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...