There is something unique about Promotions at The Radio Agency. Our staff has actual radio experience.  We’ve worked at radio stations…in their promotions departments.  We’re not just pitching your brand and hoping for the best.

We know what can work well with a station’s audience and more importantly, we know what won’t work.  When you’re deciding how the budget should be allocated for your brand’s next campaign, you want what is the most effective for your marketing dollar.  Radio promotions handled by a team who knows the ins and outs of radio is a smart path to take.  There are no surprises here.  We get all of the details up-front.  Not only do we know which daypart is running the promotion, we know what contesting method the personality in that daypart will use.  We even get airchecks in the first 48 hours of the promotion.  All of this ensures your brand is represented properly on-air.  No one wants to learn post-promotion that a family-friendly brand was used in a contest with suggestive overtones.

For your promotional campaign to succeed on-air, we need to speak to the listeners in a familiar voice and offer them something they want.  The familiar voice is easy.  We position our giveaways during prime dayparts.  The DJs of the stations are sharing our message in-programming.  Listeners will tune into their favorite DJs each day to hear their featured contests or just what they might be thinking about at any given moment.  Put yourself in the listener’s shoes.  What would make you sit up and pay attention to a giveaway?  How about a huge 58-inch flat-panel television?  Okay, I’m interested.  But, does that prize fit the promotion?  If we’re talking about promoting Travel Channel’s Man v. Food Super Bowl episode, it does.  MvF’s Adam Richman takes on challenges that would stop the average person in their tracks.  It’s only fitting that a fan of the show would win an insanely large television that will stop their friends and family in their tracks.  (All the better to watch Man v. Food each week.)  If we’re talking about consumer packaged goods, that giant TV doesn’t make much sense.  We’d have more success with a retailer gift card.  We get the listener in the store to purchase our brand AND we give our retail partner a little advertising support.

For your brand, what would be the most enticing prize for a radio promotion?

When would be the best time in the coming year for us to work together to put this plan in motion?

Theresa Russell is Director of Promotions at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com