Get Your Guide
This is your must-have guide for all things winter and promotions. If you want to know how promotions will help you achieve your station’s goals – for revenue, database, listenership, and more – during December, January, and February, this is the place to start.
Key Takeaways
The Opportunity
The holiday season is often the biggest sales time of the year. In 2020, local businesses are in need of a way to promote themselves and their products or services. They need to advertise if they’re now offering mobile ordering, curbside pick-up, delivery, or more. They need creative ideas to help them standout among their competition and are looking the for advice of your media company. For many of these businesses, promotions may be the most important tool for helping them survive this holiday season.
Categories to Target
There are a lot of businesses eager to partner with you during this season, but we’d say our top five are: local retail, local dining, grocery, speciality food and wine shops, and financial businesses. When you think about local retail, don’t forget about many home improvement stores (HVAC, appliances, electronics, etc.) With people spending so much more time at home, home improvement projects have seen a big uptick. While some of these advertisers may not have their own product or service to offer as a prize, encourage them to use this as a good opportunity to ‘give back’ and award prizes supporting other local businesses.
Big Ideas for the Holidays
Advertiser showcases featuring 6-12 sponsors draw in massive revenue for your company and allow for lower sponsorship investments from more advertisers. While some of our holiday traditions may be a bit different, consider running your favorite Christmas photo contests as a ‘throwback edition,’ encouraging photos from years past. Plus, you can create a campaign to achieve measurable results for any advertiser when you include a valuable prize, an email opt-in, and a couple lead-gen questions. Beyond all of this, don’t forget about the $15,000 sweepstakes offered to all Second Street partners!
Make a Plan
COVID-19 may affect a lot during the holiday season, but that doesn’t mean it needs to affect your revenue. Come up with an ambitious plan for securing holiday revenue through November and December. You’re not burdening advertisers by approaching them with sponsorship opportunities. Promotions are a tool that delivers measurable results. In an economic climate where we’re even more careful with our marketing investments, promotions deliver maximum ROI.
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Liz is the Senior Director of Customer Success and has an extensive background in media. She is a huge advocate of the power of promotions for every department within an organization, including sales, marketing, audience development, and editorial.