CPR Promotional Check-Up - Jun 12, 2012
June 12, 2012
Getting People To Stop At Your Remotes
First, we have to dispel the myth that they "come" to remotes. They don't. They're driving by, see "something" and make an impulse decision to stop. So...having the van parked back next to the clients' front door and nothing happening out at the street will insure that they'll drive by.
Was just at a station where they were doing a remote in a mini-mall. I took a street teamer and we bannered for two blocks, each way, down the road. And cars and people flowed in. The regional guy for the client actually stopped by and commented that no station had pulled like that before. What had we done on the air? Nothing. We bannered. Wow. It IS rocket science.
One of the companies was soliciting from the stations this week, asking what they've done with the promos or the set-up or how the jocks sell it, to make their remotes work. My contribution? Multiple "things happening" that create a semblance of activity, and massive and creative signage. To that end:
- If you lined the road for one block in each direction with these, people would see you and if they had the inclination, they would stop. Seeing you is Job #1. http://www.nextlevelcustomsigns.com/Outdoor-Advertising-Sign-Spinning-p/os-461.htm
- Chet Buchanan at KLUC in Vegas does his scaffold sit for toys every Christmas. And nothing that Radio does, can match it. It's that big. Last year they hired a company of sign spinners to create attention out on the nearby street corners. If sign spinning has NOT come to your market, get some street teamers and train them.
Slip A Garter That Could Win A Diamond
One of the stations has a jewelry store that wants, wait for it, foot traffic. The idea was that everyone who comes in mentions the afternoon guy would get something. What if you got a mannequin and on its leg were a hundred garters? You come in, say you heard it from your station, and you get to slide off a garter. Written UNDER the garter is a discount or the name of a prize.
Half Way To Christmas Day Sale
June 25th marks the half way point. One of the clients here at Wired is doing a Halfway To Boxing Day sale with half off and other discounts. The station has given them the 40 Santa costumes they used to launch Wired, so the clients sales staff will be in full regalia and they're even bringing in a snow making machine for thematic fun in the parking lot.
Guess What's In It To Win It
The car dealers are all throwing everything but the kitchen sink at people to get them to buy cars, as witnessed by the gas discounts. One of the stations has an auto mall. My suggestion, since gas IS so huge a hot button, to either hang a giant replica red gas can or an actual tanker from a crane. Come by and guess the exact gallons, quarts and pints of fuel in it to win. Closest without going over, wins.