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On-site promotions featuring station talent attended by P-1 fans are prime opportunities to engage, build relationships, and generate leads. If you audit the best station clients, I am positive you will find that they are active listeners of your station. Especially if they are a local direct client, the clients who generate the highest commissions.
You know it’s a good idea to be there to see how the event works so you can sell it the following year. But do you know it is also a great chance to meet and greet and make connections? Chamber of Commerce events also offer local business booths or display tables. Accordingly, if an event includes selling booths to clients, like the ones you offer, having a dedicated radio ad sales booth is essential. Here’s why:
1. Maximize Visibility and Presence
Central Hub: A radio ad sales booth serves as a central hub where attendees can learn more about the station and its advertising opportunities. If you sell booths to make other local businesses stand out, why shouldn’t your station also?
Engage Directly with Attendees: Positioning sales at a booth allows them to engage directly with attendees, answer questions, and provide information about advertising packages. Not every salesperson can work a room, so this puts the salespeople on the receiving end for a change. The more ambitious ones will still filter out into the crowd and network independently.
2. Leverage the Enthusiasm of P-1 Fans
Highly Engaged Audience: P-1 fans are your most loyal listeners. They are highly engaged and passionate about the station, making them more receptive to learning the behind-the-scenes stories of your station’s most popular advertisers. Invite local clients who voice their ads to visit the booth for an hour or so and showcase them.
Word-of-Mouth Potential: Further, these fans are often well-connected and enthusiastic about supporting the station. They can spread the word about any details you provide about advertising on your station.
3. Showcase Success Stories and Case Studies
Build Credibility: Use the booth to display case studies, testimonials, and examples of successful campaigns. This will help build credibility and demonstrate the effectiveness of radio advertising.
Interactive Displays: Additionally, incorporate interactive displays, digital screens, or cell phone charging stations to showcase your station’s content, play games for prizes, and show success stories. Give away ad packages, play snippets of ads, and have them ‘name that advertiser!’
4. Generate Leads and Follow Up
Collect Contact Information: Use sign-up sheets for more ad info, digital forms, or business card drops to gather contact information from interested parties. If they don’t advertise, maybe they will register to win an ad package for their friend or relative who owns a business. This helps you build a list of potential leads to follow up with after the event.
Personalized Follow-Up: Follow up with the contacts you made after the event. Send personalized emails to thank them for attending and to discuss potential advertising opportunities.
5. Utilize On-Air Talent
Draw Crowds: On-air personalities are a big draw for P-1 fans, thus their presence at the booth can attract more listeners and create a buzz around your booth.
Endorsements: On-air personalities can endorse your advertising packages on the in-house PA system and send them to you during the event. Their influence lends credibility and attracts more interest.
Interactive Activities: Additionally, organize interactive activities or contests that involve the on-air talent. They can spin to win the right to ask them a question. Or register to win a chance to visit the studio. This can draw crowds and provide more opportunities for you to engage with listeners.
A radio ad sales booth at your next on-site promotion is crucial, especially if you sell booths to clients. It maximizes visibility, leverages the enthusiasm of P-1 fans, showcases success stories, generates leads, and utilizes the draw of on-air talent. You can turn a promotional event into a lead-generating opportunity by being approachable, starting meaningful conversations, and strategically following up. Be respectful of the listeners and watch your advertising opportunities grow!
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.
