Inspired by strategies at the Summit, Zimmer Radio Group transformed their promotions department into a revenue powerhouse
When I listened to Beth Mann of WKDZ-FM speak at the Summit about her huge success with promotions, something clicked. If a small market like Cadiz, KY was able to set and achieve such monumental revenue goals, we could too. While I entered the Summit as the office manager, after hearing stories like Beth’s, I became so passionate about promotions that I returned back to our office ready to be our Digital Promotions Manager.
“I entered the Summit as office manager, but was so inspired, I returned ready to be our Digital Promotions Manager.”
Now, don’t get me wrong, this didn’t all happen overnight. The biggest challenge was getting everyone else on the team on board with the digital promotions process – from the initial idea, through the sales process, and finally the execution of the promotion. And once the ball started rolling, we began to ROCK our digital promotions.
We implemented all of our strategies at the beginning of January, and our promotions, like the Gift of Magic Giveaway, have now brought in more than $80,000 in digital revenue (all new money for us!) in less than 4 months.
Our success is directly tied to the support of our owners, general manager, sales managers, the passion of our sales team, and having a dedicated digital promotions director to lead the initiative.
Attending the Summit has been the key to us driving success with online promotions. The chance to connect with markets from all sizes and all media types is invaluable. The cost of the Summit and our travel expenses produced a huge ROI in revenue within just 4 months of implementing what we learned.
I can’t wait for the 2016 Summit and all the new actionable ideas I’ll walk away with this year. (In short, should you come? YES, YES, YES!)
Andrea McFarland Zimmer Radio and Marketing Group
Andrea is the former Digital Promotions Director for Zimmer Radio and Marketing Group. After attending her first Second Street Summit in 2015, Andrea moved Zimmer forward digitally by leaps and bounds.
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