March 15, 2010

So how do you feel about one-day sales?

I go both ways ... on one hand, I don't like the message it sends about the valuation of your station's advertising and sends a message that "we're needy." On the other hand ... and I believe this trumps the negatives ... it serves several purposes:

1. 1. It rallies your troops on a common goal.
2. 2. It teaches your team about prep and pre-sale because you and I both know most of the sales on one-day sales are "sold" well before...
3. 3. It's a great way to get some good quick cash at a priority time

One option: consider a one-day sale focusing on a specific category:

• * An automotive one-day sale where you target everything from dealers and repair shops to auto parts.
• * A digital one-day sale where everyone is focused on marketing your digital assets.
• * Or to roll-out a key package like a Holiday Sale...

If you haven't done it in a while, give it a shot ... it's tried and true, and if managed properly, doesn't become a negative to your station, but quite the contrary, lots of quick cash!