Expert Columns

What's the first thing that comes to mind when you hear the words “Radio Promotions”? Is it the loud, Monster truck-type ads with screaming vocals, hard-driving music and a lot of hype? Or maybe you think of concerts, the cool-sounding, shades-wearing DJ with the golden voice.

A lot of times when I help people plan their marketing and promotions, I'll hear them say something like this: “Oh, well, so-and-so has great promotions, but I really don't have the money/talent/opportunity to do THAT.”

And here's my answer: You don't have to have all those things to get noticed. But there are some things that you need to know. If you're new to the promotions world, or you're working to boost listenership, here are some things that I've learned over the years. I hope these ideas will be of help to you and your project.

1) Radio promotions isn't about magic. It's about hard work. A lot of hard work. There's no magic potion, no genie in a bottle who can skyrocket your product to number one in the customer's/listeners' minds. You've got to put in effort and earn your audience's attention.

2) Radio promotions is about being consistent. Sure, it's fun to think up a new promotion or ad, but most of the time it's about showing up and being consistent – day after day, month after month. Sometimes it's boring. Or aggravating. You have to tweak copy. Rework the spot for the fifth time. Rewrite announcer copy. Again and again and again. And after your promotional campaign is over, you have to start all over again and earn listener's attention for the next event.

3) Radio promotions start by knowing what it is you're trying to do. A friend of mine always asks clients, “So, what does success look like?” Sit down with your client – whether it's the Program Director, advertiser or concert promoter and ask them what they're trying to accomplish. Be specific. Know exactly what you're trying to do and how to get things done.

4) Radio promotions are audience-specific. You've heard the phrase, “Who's your audience?” It's one of the most important questions we ask our clients. And, just like setting specific goals, you need to determine exactly who you want to target as a consumer. A lot of times when I ask clients, “who is your audience for this product?” I'll get the answer, “Women ages 30-55.” Nice answer … but you haven't told me anything about your target listener. Tell me why a 37-year-old woman wants your product? Does she need diapers for an 18-month-old baby? Does she have cavities and need to brush her teeth with your brand of toothpaste. Get specific details.

5) Radio promotions means knowing your limits and operating within those limits. This means that you need to know exactly who you are, what your station is all about and how much you can or can't deliver. It's also about knowing your audience and delivering promotions that your audience can't resist. And...it means knowing all of this before you say yes to a prospective client.

This is just the tip of the iceberg when it comes to radio promotions. We'll answer some more questions over the next couple of weeks and add more tools to your promotions arsenal. I hope these next few articles will be very helpful to you and your team as you work to reach more listeners in the year ahead.

Bill Arbuckle CMW    

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions.  You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....





What makes a story irresistible? How do you find stories and show bits that keep people listening – and will share with their friends?
Communications and writing coach Ann Wylie says it's best to look for three elements in choosing stories:
1. Is it interesting or entertaining?
2. Is there an element of humor?
3. Is it helpful?
Although it seems like these suggestions are simple and basic, there's truth in Wylie's direction.
People will listen to something that keeps their interest. Whether it's the news of the day or the latest celebrity story, people gravitate to stories that are have a hook and keep their attention. When people tune in to your show, they're looking for something interesting.
What about humor? It's difficult to do well. But something you can do is look for stories that relate and have just enough irony or slice of life humor to elicit a chuckle. It's ok to encourage people to laugh.
Helpful stories are perhaps the easiest to find and share. We all like lists and shortcuts to getting things done. These types of stories are easy enough to share online.
Remember that when preparing your show, it's best to find a mix of stories: interesting, humorous (or light-hearted) and helpful. Listeners will appreciate the variety and will look forward to tuning in.

 

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media
promotions.  You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....

They're irresistible. Those four little words. They tug at our imagination and immerse us in a grand adventure.
“Once upon a time...”
Whenever you hear those magical words, you know there's a castle. A princess. A dragon. Or maybe you think of shipwrecks. Pirates. Treasure. But even more important than the setting and characters, you know you're going to experience something special: a story.
We love stories. We listen to them, we watch them on screens, and we read them constantly. There's always time to enjoy a good story.
As we begin a brand-new year, I invite you to reconnect with stories.
Why?
Because we need stories. Stories immerse people in truth. In the truth that dragons can be defeated. That lives can be rescued. That what is lost can be found.
Stories connect us to each other. There's no better way to build a bridge to an outsider, to convey a difficult truth or to leave a lasting message than to tell a story.
We are made for stories. Our Creator uses stories to reveal himself: a lamb ready for sacrifice, a light to scatter the darkness, a farmer who plants a field. Is it any surprise that He is known as The Word?
If we want to reach our world, we need to re-master the craft of telling stories. The best way to learn is to spend time with some good stories.
So as we start the new year, take time this week to sit down and enjoy a good story – your choice. Relish it. Immerse yourself in it. And rediscover the power of a story.
As you reacquaint yourself with stories, you'll find that you'll want to tell stories.
And our world needs to hear more stories. Especially the one that goes like this: “In the beginning...”
Are you up for the challenge?
What will your story be?

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media
promotions.  You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....

One of the most important questions we as communicators ask is this: “Who is my audience?”
We probably have a thousand ways to answer that question. We name our audience members. We talk to them. We research them. And we build a shared image of that one person we're trying to reach.
The question - “Who is my audience?” - applies across all media, whether on-air, online, or in print. It also applies to telling stories.
If we want to be effective communicators in 2017, we need to work on our basic storytelling skills. Our world listens to stories. It's impossible to resist a good story. And when we take the time to identify our audience – know what makes them tick – we can tell the type of story that connects with their hearts and stays with them.
Ann Wylie (WylieComm.com) is a writing coach and consultant and shares four ways that she identifies and understands her audience:
1) Ask “Who is my audience?” Who are you trying to reach? Who have you identified as your number one priority?
2) What recent experiences are influencing my audience? What's happened in their lives? What's happening in the big picture that will affect their thinking?
3) What is this really about? What story are you trying to tell? Why does it matter? How do I want to affect my audiences' lives?
4) Who is the right person for this channel, this format? In many cases, you are the spokesperson. In other cases, you'll need to determine who will best connect with your audience.
These are, obviously, basic questions. But it's good sometimes to go back to the basics and make sure we've identified our audience and that we're connecting with them. Once we've answered these questions, we can begin telling stories that matter.

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media
promotions.  You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....

It's that week. The week between Christmas and the New Year. All the presents are opened. We're eating leftover turkey, ham and sweet potatoes, and we're dealing with that “in-between” feeling. Now is a good time of year to work on your station's website and social media pages and get them tuned up for 2017. Need help? Here's a quick checklist to follow:

• Make sure your contact info is up to date. Check your site and social media pages. Especially the social media pages. Make sure your phone number, email address and physical address info is correct.

• Are your brand colors and logos current on all pages? Don't stop at your home page. Make sure your brand carries through the entire site.

• Check the staff member/on-air team page. Are the photos up to date? The bios? Email/contact info?

• Check for broken links. There's nothing more frustrating clicking on an interesting article and getting the “404” message. Fix or delete those broken links and missing pages.

• Clear the cobwebs. Does your last blog entry date back to 2015? Earlier? Maybe it's time to update it. Or ask yourself the hard question: has anyone read this and do I need to get rid of it.

• Create an editorial calendar for 2017. If you have events scheduled for the first quarter of 2017, take a couple of hours this week to schedule web articles, social media posts and design needs. Better yet, set up a template for how all of this will look online, then you can fill in the blanks with fresh information throughout the rest of the year.

Your online platform is just as important as your on-air platform. Make sure to treat it with the same care and attention you give to your on-air bits, breaks and programming.

Bill Arbuckle CMW    

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions.  You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it....





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