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 or auto dealer that wants listeners to drive across town to fill out an entry form for a chance to win a prize in a drawing. And it’s up to your station to put some sizzle into sales promotions.
It’s increasingly important to all departments of your station because more advertisers are measuring the value of your radio station based on results they feel are generated by advertising. Evaluating exactly what causes response is inexact. In fact, it’s nearly impossible. Yet, clients attempt to place a return on investment for every dollar they spend. It’s hard to blame them, but it puts a lot of pressure on radio stations.
Still, being judged by the number of people who take action by physically going to a store is the time to break out the antacid.
Hopeless? Not always. Here’s a simple solution, but it only applies in certain scenarios.