The Fall Book starts in less than one month for our radio clients. From a marketing perspective, you probably have a lot happening right now. In all the hustle, don’t forget to put your audience database to work for you. You don’t want to leave one of your most powerful guns in the holster as you fight for higher ratings this Fall.
Here are the two most critical areas to review:
1) Set Listening Appointments – your database program can help drive thousands of additional appointments with your broadcast this Fall. Make sure you set up at least one appointment per daypart in your program. As long as you can ask a question about what occurred on-air, you can create an appointment for it through your program. An appointment can be announced (where the connection to your database program is explicitly mentioned on-air) or stealth (where the appointment is only promoted on-line through your database program and no mention of the appointment is made on the air). Announced appointments will have the biggest impact as they include a direct call-to-action for your entire audience.
2) Fully Integrate your Fall Contests and Promotions - Every time you run a phone-in contest, or a direct mail campaign, or an online contest with no tie to your points system, you are wasting a chance to build more time spent listening, and you are getting a lower return on your marketing investment. Your rewards program can work hard for you, recycling your audience to the broadcast over and over again, driving more and more tune-ins. But it won’t have the impact it could unless you spend the time to make sure it’s fully integrated.
Take a few minutes to review your Fall promotional calendar. If you are not positive that you have fully integrated your StickyFish program, give us a call or email us at success@enticent.com with a description of your upcoming Fall contests and we will follow up with suggestions to help you maximize the impact on your Fall book.
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