![John Lund]( "John Lund")
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Consultant Tips
By John Lund
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Top-10 Holiday Promotions
December 1, 2009
John Lund lists his "Top-10 Holiday Promotions."
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- The 12 Days of Christmas promotion is a seasonal favorite. The station encourages listeners to register at client locations or on the station's website to win a different Christmas gift each day. Clients provide prizes as part of the sales package. On-air promotion may begin with the playing of a certain song or at a certain time using phone calls, e-mail or data entries, sponsor box entries or postcards.
- Christmas at Your House is a sales promotion where entries at sponsor locations or on the station website result in winning a Christmas tree, decorated by station staff, plus gifts underneath. This can also be done as a simple on-air promotion. Staffers deliver the tree, help the family put up decorations, and bring seasonal refreshments.
- Picture-Perfect Christmas is based on the popularity of video - in a camera, YouTube, iPhone, etc. - and is sponsored by a retailer. It's even better if they sell related equipment. Listeners e-mail video of their Christmas tree or house decorations. Post them on your website. The best entry wins a new HD camera or related device. Link website pictures to your sponsors.
- The Winning Tree is a huge Christmas tree displayed in a shopping mall. Listeners hang their ornaments on the tree along with putting their name in a drawing box. Merchants supply prizes in a drawing of listeners who made ornaments.
- The Ad Gift Card substitutes traditional December holiday gifts for prospects and clients with a no-cost certificate that allows expansion of a first quarter buy or a "try it, you'll like it" test drive. Deliver the advertising certificates along with a gift box of cookies for a "gift that really means something." Offer clients and prospects the choice of spots that must air in January or February. Include a letter that explains the station went out of its way to avoid giving away an item that was just going to end up in a desk drawer or closet.
- Fresh Start puts the charge in Christmas. Tie in with a local recycling service or green-thinking business to encourage "trading in" old batteries for special discounts. It can be held in cooperation with any store that sells batteries or battery operated tools, toys, etc. Many people receive such items for Christmas and by mid-January, need new batteries. Sell a campaign stressing the importance of recycling with a retailer who cares. It is a good community service project and a great sales incentive.
- He's Making A List & Checking It Twice has your morning DJ reciting a list of items to be given away over one week. Then, on the week before Christmas, the caller who can read back everything on the list -- in order -- wins everything on the list.
- The Christmas Lights Guide helps listeners find homes with extensive light displays. Take suggestions by e-mail/Facebook/Twitter, and you promote it on the air and on your website. Consider a station bus night, or a route marking lights on your website.
- Secret Santa creates fun, awareness and revenue for the station ... and it's not too late to make this happen. Send your station's "Secret Santa" to the busiest shopping malls and outlet centers. Santa can award prizes and "tune-in" cards promoting the station. Talents provide Secret Santa Sighting Updates on the air and on the station website. This event can be sold to clients, also, as Santa gives away money-off coupons in client stores. Santa can also award cash or tickets when asked on location, "Are YOU the WWXX Secret Santa?" A lot of Santa's will be asked that question! Warn listeners that the Secret Santa is a bit hard of hearing, so it's important to shout!
- Video Christmas Cards. Sell to a retailer: Have listeners e-mail one-minute video "greeting cards" in front of a festive background with your logo. Use an e-mail connection at the site to send the video to the intended recipient. With the ease of video on smart phones, this can be an easy, fun holiday promotion. Consider posting the best ones (with permission) on the station website.
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