Need advice from promotions directors

[pragmatic_problemsolver]

Would like to thank all who respond in advance. Could use some feedback on the things a vendor new to your industry should be sure and do and not do when contacting a promotions director regarding a new product that can add an additional revenue stream to every remote broadcast that no station currently uses, because we just now bringing it to market.

I'm responsible for developing a marketing plan for my employer on this. The following sort of information is what I am looking for:

1) What communication method does not get tossed automatically?
2) What information do you need in the first communication to decide if you want to know more?
3) Is there a time of year that is best to entertain new concepts?
4) What are the trade publications most read by promotions directors?
5) Do promotions directors have their own professional association?
6) Which formats tend to do the most remote broadcasts?

Thank you again.
P_P

 

[MsRadio]

Of course you can ask 100 different promotion directors and probably get 100 different answers, but here are my thoughts

1) What communication method does not get tossed automatically? For me, email works best because I can read it when I have time.
2) What information do you need in the first communication to decide if you want to know more? What it is, what it can do for the station, and what are the costs. Need it simple so I don't have to spend a lot of time figuring out what you are talking about.
3) Is there a time of year that is best to entertain new concepts? Our budget planning process is fall, so late July/early August would be a good time. I probably wouldn't have money for a new, "never been used before" item, but if it makes sense for the station, I might be able to budget for it next year.
4) What are the trade publications most read by promotions directors? Promotion Directors get trade publications??? Wait a sec! I get the basic trade info sent to me online, but I don't really use it for promotion ideas and tools. When I need promotion ideas or new van wraps, tents, inflatables, etc., I usually search other websites of similar format stations in other markets and see what they are doing.
5) Do promotions directors have their own professional association? We have a secret club, but you can't get in until you've done a remote from a bar before 10am, mailed out station stickers to someone over 500 miles away, been in a situation where you had to hang roll banner without tape, and answered your home phone with the station name.
6) Which formats tend to do the most remote broadcasts? We've got 6 different formats and they all do many remotes. I think it depends more on the program director than the format.

 

[Beerking]

Pick up the phone and start making your pitch. Keeping in mind that Promotion Directors are incredibly overworked and time is short. But as you piss them off one-by-one you will learn who they are and what they need.

To learn more about radio remotes, start with the stations in your local market. Go hang out at remotes. Talk to the jocks and pitch your idea. If it is a good one they'll tell you who to talk to up the decision chain. Maybe even give you an introduction.

Spend less time on questionaires and more time on cold calls.

Good luck to you

 

[bgwilde1]

I don't know about others, but the fastest way to get in front of a Promotions Director is to get the GM to buy into what you have, especially if it creates a revenue stream.

When looking for someone to part with $$$, a top-down approach might be worth a look.