How to Cross Promote Other Shows and Personalities [audio]
by Tracy Johnson
Radio stations overlook some obvious ways to grow their audience. We get hung up on reduced marketing budgets and seem to accept that there’ not much we can do. It’s not the case. You have the power to double your ratings just by leveraging your current audience. And the easiest way to do that is cross promote.
How To Double Your Ratings
Since the current audience tuned into your station at any given time obviously likes (or at least doesn’t dislike) your station, doesn’t it make sense to use that advantage to hook them on another tune in occasion?
Of course, you probably already use some teasing techniques. That’s effective in extending a quarter-hour or setting an appointment for another moment in your show. But how about expanding the concept to expose your audience to other time slots?
Case Study: WCIC/Peoria
Listen to how Contemporary Christian station WCIC/Peoria, the afternoon show Jake & Suzanne use this technique to promote tune-in for the next morning:
This is effective because:
Relevant Content: They tie in the winter weather to promote a practical use of the station the next morning for an update on the roads.
Brand Values: The station’s value offerings are faith, hope and family. Promoting Jill & Jeremy’s issue with their 11-year old is in the sweet spot for their audience.
Set an Appointment: The audience is directed to a specific time, at 6:41 tomorrow morning.
How to Cross Promote
Making his a regular part of your show will require an adjustment in your daily routine.
First, you’ll have to actually plan your show further in advance. If you’re throwing it together then night before, it won’t work.
Second, provide the content for other personalities in enough detail that they can use it effectively. That means developing some specifics that make for colorful promotion.
And third, each personality must take the time to “own” the content and execute the promotion with enthusiasm.
Your own audience is the most valuable source of new listening. Cross promotion is an effective way to make it easier for them to use you more often. But it takes time and coordination. It also takes air talent that is willing to cooperate and participate.
Tracy Johnson specializes in radio talent coaching, radio consulting for programming and promotions and developing digital strategies for brands.