Chapter 10 Promotion and Station Imaging

Station Promotion “If worth doing, worth promoting” Purpose of promotions? Increase ratings, time spent listening (TSL). Build a bond with listeners, enhance station’s image. Generate sales revenue; 70% of promotions are sales-driven. “Our promotion will …”

Positioning the Station What is “positioning”? A unique selling proposition that separates a station from the competition. Each station needs a “positioning statement.” Good positioning statements include dial position, market and type of programming. “Fun times and great oldies – Kansas City’s 104 One.” Local examples?

Branding the Station Works in conjunction with positioning statement. Encompasses the entire marketing effort. Branding is a promise to provide a solution to a listener’s “problem” (satisfy a need). Branding promotes listener awareness and attachment. Listeners should feel they’re part of the station – “my station.”

Program Promotion (Promos) Good promos tie together positioning and branding Promos highlight the station’s music, contests, personalities, public service events, etc. Should be fun, exciting, attention-getting. Cross-promotion – promos of other shows, at other times. Horizontal Promotion – day to day. Vertical Promotion – “coming up”

The Bad Promo A bad promo (or commercial) costs the station listeners. Station Imaging Live and recorded elements, ties everything together. Creates a mood, tone. Reminds listeners who they’re listening to and why. The public face of the station.

The Promotional Voice Imaging requires a distinctive voice to set station apart (Barry Corbin, The Wolf) Show NOT be someone on station staff. Voice should appear ONLY on station’s imaging. Should never be heard on another station in market. The personality of the station.

Liners Dry voice (no music or SFX) Promote station branding and positioning. Help create a sense of urgency. May be recorded or live. Sweepers Liners that are “produced,” help create a signature sound. Reinforce music format and attitude. SFX, laser blasts, processed music.

Station Identification: Legal ID Legal requirement of FCC. Hourly, as close to top of the hour as possible. Call letters, then city of license. Can be used to position the station or “buried.” City of license influences choice. ID may be masked as part of a sweeper.

Jingles Positioning statements set to music and sung. May cost as much as $5,000. Must fit musically with format. Image Placement New stations hammer home branding messages heavily. If staff is complaining that liners/sweepers being used too often, listeners probably just beginning to notice. Liners/sweepers should be used going into and out of stop sets, and at least every quarter hour.

Contest Promotion Goal is to get listeners to be aware of station and increase TSL. Prize must be large enough to hold listeners’ attention. Must be simple and easy to understand; you want to have a winner. Must meet state and federal laws. Focus of promos on listeners – WIFM?