Welcome back to the busy season! Kids are starting back to school, football season begins, Labor Day is a few weeks away … and then there's Thanksgiving and Christmas. Are you ready for it all?
The good news is that you have some time to plan. So grab a pen and paper or your favorite note-taking app and start thinking about all of the fourth-quarter promotion opportunities. Here are a few ideas to help you get started:
1) Choose an end goal. Promotions are fun … but why do you run promotions? To get exposure? To get people connected? To sell ads or raise operating funds? Pick an end goal and stick to it. Example: If you want to get people connected, make sure every promotion drives connectivity. Capture email addresses. Capture home addresses. Find ways to get people to link to your Facebook and Instagram feeds. Be intentional about moving toward your goal.
2) Don't do everything. There are a lot of good promotional opportunities available in your community. But will every promotion help you reach your goal? As hard as it is to say “no,” you will need to say no to some good opportunities … because they aren't the best opportunities for your station.
3) Write down two or three “dream promotions.” What is that one big promotion that you've always wanted to do? Can you make it happen this year? How about the next big promotion? Give yourself some space to try something different this year.
4) If it ain't broke, don't fix it. Just make sure to keep it fresh. Maybe you have some annual traditions that listeners look forward to. Do they work? Good! But put some extra energy into them to make sure that people are excited and connected to your station. One of the worst “sins” you can commit in media is to be boring. So keep things fresh!
5) Set your schedule. Have you chosen an end goal? Looked for opportunities that will help you reach that goal? Now you're ready to plan. Take a look at your station calendar and start putting your fall schedule together.
Fall promotions can be a lot of fun … so choose your opportunities and enjoy!
Bill Arbuckle CMW