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Author:	Darlene Evans
Published:	August, 2000

 

Well it's August, do you know what your doing in September? I think of the Fall Ratings Period as Christmas and Promotion Directors as Santa Claus. You know: You better watch out You better not wait Get Good Ratings And you'll be Great The Fall Arbitron is coming to town Have you made your list Have you checked it twice Building CUME Whatever the price The Fall Arbitron is coming to town  Any way you get the idea. Do not let the Fall sneak up on you. It comes the same time every year. Have a calendar that counts down the days until the Fall book. Just like advertisers do: 56 shopping days left until Christmas. Planning is key. Now is the time to execute with precision your plans, not the time to make them. Our goal? The same as always Building CUME and Increasing TSL. Of course this is our mission all year long, however it takes on particular importance during the Fall Book. (Begin even now to think about Fall 2001.) For the Fall Book I like to use Promotions that begin on the first day of the book, and last from 4 to 6 weeks on the air. Building in momentum and excitement. Creating the "water cooler chatter". It is important that the average listener feels that they have a real chance of winning, therefore multi-winners are a must. Give Them What They Want. We know that listeners most want to win, Cash, Trips and Cars. So the Fall Book is a great time to focus in on one of these three most wanted prizes. If you have the budget a great way to support your on air promotion as well as to build CUME is with a direct mail piece that goes into every home in your "Hot Zip Codes". Also consider partnering with a local fast food chain, (for example Chick-Fil-A or Burger King) they have printed tray liners and "To Go" bags that you can use to advertise your promotion. The restaurants are most interested in the media coverage they will receive in exchange for providing in store distribution. Make it substantial. When you consider that a fast food chain may have 100 or more stores in a major market metro area, the exposure is huge! Also, remember that presentation on the air is key. Keep it Clear, Simple and Fun. This is a good time to review the basics of what great promotions will do: This applies across the board as you consider promotions all year long. Great Promotions will: Increase Time Spent Listening Build CUME Recycle Listeners into other day-parts Match the wants and needs of your listeners Target your station key demo Enhance your stations image Create a "Buzz" talk Make money for the station Make money for the clients involved  If you do your homework Santa is sure to reward you with a stocking full of upward trends and a final spike in the ratings.   About The Author Darlene got her start working on the hit network TV series In The Heat Of The Night and Grace Under Fire.  She has led seminars at NCRS and for the Family Christian Stores annual managers' meeting.  One of the most respected Promotions Directors in the industry, Darlene led the promotions team at J93.3 (WVFJ), Atlanta for 5 years, through the end of 2003.

 

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