Sometimes in sales we run across a client who can also be a great partner for the radio station – a business that serves the same core demographics that the station does. Or it offers a demographic that we want listening to more sports radio. Sometimes they are seasonal advertisers that we need to put a plan together for that is a bit longer.
Have you done a deal with any convenience stores lately? Well, here’s a plan.
Through the years, I have done many on site promotions at C-stores: introducing beer growlers, giving away lottery tickets, sampling energy drinks, promoting C-store premium giveaways with purchase, broadcasting from the beer cooler for charity, etc. etc. And one thing I always noticed is that the promotions worked well at generating listener traffic. Typically, we did the remotes weekdays from 3pm-6pm, especially Fridays, and Saturdays from 10am-3pm. I always thought the C-store and radio were a perfect marriage.
Here is what the RAB tells us about C-stores. Most traffic at a C-store is in am and pm drive just like our stations. There are 50% more men stopping than women. It is why we set up near beer coolers often. Those are our guys. A bonus of the C-store is that they also reach a younger customer. 35% of the customer count is under 34 and 55% under 44. Now walk that into a program directors office when you want extra promos and station assets to get the buy! And take this with you.
Why not launch a summer series of remotes at a C-Store? Go to a client and offer to start promoting this coming Memorial Day weekend. Get a C-store vendor who wants traction this summer and have them fund the promotion or at least 50% of it for the store. I like to use Fridays because it’s the ultimate feel good afternoon as we all look forward to a weekend and even better a holiday weekend! Here is a promo calendar possibility for May-September 2021:
Friday May 28th for Memorial Day weekend. Beer, snacks, hard seltzers, etc.
Friday June 4th for National donut day. Do this in am drive. Use Homer Simpson drops. Find a donut sponsor and give them away with coffee purchase.
Friday July 2nd for 4th of July weekend. Hot dog promo anybody?
Friday August 6th for International beer day . Let the import beer guys buy you in and try a different brew.
Friday Sept 3rd for Labor Day Weekend. Farewell to summer and get ready for college football weekend!
I like to sell things in bunches like bananas. By selling into a 4-month promotion you can rotate stores and broadcast from hot zip codes for your listeners or your competition’s audience. You can hit zip codes in your TSA for that annual promo they look forward to when YOU come to THEM. And you will be making money and gaining traction for your audience. If you get the chance, ask If you can create signage the Monday before your appearance in store. Convenience stores do terrific traffic. Gas Buddy does tremendous research in the industry so bone up here and get busy making it the Summer Sales to Remember.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
