Rethinking the Radio Station Promotions Kit for the Digital Age

Seth Resler

By: Seth Resler
Jacobs Media Strategies

Many radio stations’ street teams have a standard kit that they take to promotional appearances which includes everything they might need on site. When I was a Program Director, we packed gray rubber tubs with everything from clipboards and entry forms to banners and prize wheels.

The purpose of these Promo Kits was simple: To provide the street team with ways to entertain listeners at events. But now that we’re in the digital age, the goals of our promotional appearances have changed, and our Promo Kits should evolve to reflect these new goals.

Here are the new goals of our street team appearances:

1. Create Compelling Content
In addition to entertaining people on-site, we now have the ability to use promotional appearances to create content that entertains people online. We can do this in a number of ways, but two of the most effective are by sharing photos or live-streaming video of the event. For this content to get a reaction online, it’s going to need to be visually compelling. We need toys and games that look good on camera.

When we reevaluate the promo kit through this lens, it becomes apparent that some of our old standbys are no longer up to the task (“Goodbye, prize wheel!”), while others still make the cut (“Great job, banner roll!”).

Moreover, we may need to add some new weapons to our arsenal. While the tiny thumb-wrestling ring may no longer meet our needs, large sumo wrestling suits, Chinese dragon costumes and oversized gongs may fit the bill. Additionally, you may need support equipment to create visual content, such as camera tripods or selfie sticks. At your next Promotions Department meeting, brainstorm a list of things you’ll need to produce compelling visual content at every on-site appearance.

2. Collecting Contact Info
On-site appearances are also a great place to collect contact info — either phone numbers or email addresses — from your listeners. Don’t use pen and paper to collect email address; somebody on your team will be stuck with the thankless job of entering all of that data into the computer, which is time-consuming and prone to errors. Collecting business cards has the same problem.

Instead, get a tablet with an iPad and install an app on it which allows people to type in their email addresses. The app should upload these email addresses directly to your database. Many email service providers offer an app for collecting data this way. You’ll also want a stand that allows you to lock the iPad to your table so nobody walks off with it. Some models cover the buttons on the tablet, preventing people from exiting the email collection app.

Text messages can be a great way to collect contact info because listeners usually have their phones on them. You can set up a service that allows them to sign up for your email newsletter by text message. When they send a keyword to a specific number (such as “WKRP” to 55555), they will receive a reply asking for their email address. When people respond to the opt-in message, they will be added to the database.

To enact a text messaging opt-in program like this, you’ll want to include a short explanatory phrase (e.g., “Get our email newsletter! Text WKRP to 55555.”) on your table skirt, your banners, your hand stamps, the back of your bumper stickers, etc. The more you promote it, the more you’ll grow your database.

Text messaging has presented issues for some broadcasting companies because trolls wait for broadcasters to run afoul of the law and then pounce. Always check with your legal team before adopting any course of action involving text messaging.

The Promo Kit has been a staple at radio stations for years, but it may be time to overhaul yours. For more digital strategies that you can incorporate into your radio station’s events, check out our webinar on the topic.  Watch the webinar here.

For more assistance on digital or social media, contact MAB Member Services at mab@michmab.com or 1-800-968-7622.

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.