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You are successfully signed into the Radio Advertising Bureau webinar: Preparing for a Successful 3rd Quarter Ideas for Generating Rapid Results and Maximizing 3rd Quarter Revenues For audio, dial into the conference center: 1-800-244-2500 anywhere in the USA 1-212-786-7191 outside the USA, tolls apply PIN code: 993851# For technical assistance call RAB Member Response at 1-800-232-3131

3rd Quarter Preparing for a Successful Ideas for Generating Rapid Results and Maximizing 3rd Quarter Revenues • Doc Holliday • Academy Training Specialist • dholliday@rab.com

But first, a word of caution... Consumer Marketing

Suppose you are a doctor. Consumer Marketing

Suppose you are a doctor. • Your job is to meet with patients, discuss their health issues and goals, and then prescribe a regimen that will help them achieve optimum health. Consumer Marketing

Now let’s suppose that your clinic has run out of all medications...except one. But you have an abundance of it. • What would happen if you were to just prescribe that medicine to all your patients regardless of their symptoms? Consumer Marketing

A small percentage of your patients would actually have an illness for which that medicine would work. • They would get better. • The rest would fall into one of two categories... • Those who take the medicine and get worse (or worse) • Those who realize that your prescription isn’t working and look for another doctor. Consumer Marketing

Always remember... Consumer Marketing

Prescription Consumer Marketing

Without Diagnosis Consumer Marketing

Is Malpractice Consumer Marketing

You should have as many medicines for your advertising patients as they have problems and objectives.

Prescribe the RIGHT medicine for each of your advertising patients and they will be your patient for years to come.

Diagnosis • The needs analysis meeting is for diagnosing the advertiser’s situation. • It requires an in-depth dialogue about their business, their objectives, and their problems. • Once that is completed, it is entirely appropriate to prescribe a package...as long as it’s the RIGHT package. Consumer Marketing

Let’s talk ideas!

Virtual Used Car Lot • Create the page on the station website • Video tape 30 second descriptions of featured cars at your car dealers • Upload the videos to You Tube • Create the link to your website • When a visitor clicks on the picture of the car it opens the video clip Consumer Marketing

July 4th Salute to American Heroes • Callers call in to recognize a firefighter, a police man or woman, or a service person • Station selects the best calls and plays one per hour during the week leading up to July 4th • Sponsors get a :10 open and close and a :30 or :60 adjacency Consumer Marketing

Back-to-School Bus • Station secures a bus to be used for duration of promotion • Station sells a series of on-site events at which the bus appears • At each event listeners are invited to drop off school supplies • The goal is to fill the bus with supplies to be donated to the local school district Consumer Marketing

100 Days of Summer (or whatever your dial position is) • Monday Sept. 1st is Labor Day. Count backwards from that date for the promotional kick-off. • Station sells a title sponsorship, sponsorships to daily prize give-aways, and remotes. • Categories include travel, outdoor furniture, outdoor cooking, pools and spas, theme parks, water sports, and food & beverage • Each daily prize winner is qualified to win a grand prize. • Station sells sponsorship to online summer guide. Consumer Marketing

Dog Days of Summer • Pet Expo • Daily Adopt-a-Pet on-air segment • Remotes with stupid pet tricks, ugliest dog, biggest & smallest dogs, and pet/owner look-alikes • Website pet photo of the day Consumer Marketing

Great Gas Give-Away • Station sells title sponsorship to C-Store • Listeners go to station website to register • Station mails special car window sticker to everyone who enters • Station sends daily spotters to gas stations and convenience stores. If they see someone filling up with a sticker on their car, the station buys their gas. • All daily winners are registered to win free gas for a year Consumer Marketing

Health Fair • Tons of co-op • Health screenings • Categories include nutrition & dieting, insurance, pharmaceuticals, hospitals, exercise, and assisted living services • Can be oriented toward children, families, seniors, or everyone, depending on your station format Consumer Marketing

Virtual “Taste of_____” Festival • Restaurant dining guide and coupon downloads • General market and specialty grocery stores • Recipes and cooking tips • Information on locally available and seasonal foods • Featured restaurants visit morning show and personalities sample menu items Consumer Marketing

DIY Home Improvement Expo • Station sells a title sponsorship, booths, and website sponsorships • Expo features booths, demonstrations, and workshops • Categories include decks, home exterior repair, plumbing, electrical, landscaping, painting, woodworking, and gardening • Website features DIY Tip of the Day and downloadable coupons for home improvement products and services Consumer Marketing

Recession Buster Auction Site • Station sells a daily online auction featuring a great deal on a product or service offered by a local merchant • The auction can have a limited number available but the offer has to be very good (example- 50% off MSRP) • Any category is good but products or services targeted to your station’s P1 listeners is the best • Auctions can continue until economy turns around • If you do not have auction content built into your website, RAB offers EZ Auction. Consumer Marketing

Summer Reading Program • Station sells sponsorship to a retail partner and weekly co-sponsorships to manufacturer partners • Parents go to retailer, look for special display, and pick up a contest bookmark • Front of the bookmark has spaces for 10 book titles and the back is a registration blank • The child reads 10 books, fills in the names, and the parent fills out the registration blanks on back • The bookmark is then dropped in the entry box at the retailer. • Winners drawn win a computer Consumer Marketing

Ride for the Cure • July is Women’s Motorcycle Month • Women are the fastest growing segment of the motorcycle industry ($9.7 billion) • Sell title sponsorship to a local motorcycle dealer • Involve the Susan G. Komen Foundation • A portion of the proceeds from all motorcycles sold during July goes to Race for the Cure • Sweepstakes to give away a pink motorcycle and pink motorcycle accessories Consumer Marketing

Employment Ad-Vantage • Combine on-air schedule, online job listings, and job fair to get recruitment advertisers maximum results • On-air schedule should be 8 to 12 spots per day to run Sunday, Monday, and Tuesday • Allow plenty of time for selling and promoting the job fair • Make your online recruitment site larger than just your station and promote it on the air Consumer Marketing

? Let’s Open The Lines For Questions

3rd Quarter Ideas Feel free to use these ideas. Feel free to adapt them to your specific station and your clients specific needs. Don’t forget to visit www.rab.com for more creative and promotional ideas.

Thank You For Attending Today’s Webinar You will receive an e-mail as a follow-up to this RAB webinar program. It will include a PDF of the slideshow from today’s presentation. It may also include additional attachments containing materials related to today’s topic. If you have any questions regarding this information, call RAB Member Services at 1-800-232-3131 or you can e-mail us at member_services@rab.com.

3rd Quarter Preparing for a Successful Ideas for Generating Rapid Results and Maximizing 3rd Quarter Revenues • Doc Holliday • Academy Training Specialist • dholliday@rab.com

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