by midasman09 Banned
6 replies
I posted this in a thread and because of high interest, I thought I'd start a thread for it.
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Here's a "Radio Promo Program" I worked waay baack in 2003. Mine was based on what a former Radio Salesman had started in southern Minnesota in 2001.

He went to a local radio station in southern Minnesota and told them he was setting up an "Auto Sales" website for the area and he'd pay the station $50 a Month for each Auto Dealer he brought into the program.

His goal was to have 20 Car Dealers. (20 x $50/mo = $1,000/mo to the station) However, the station was to run ads in the "Off-Times" or "Open Slots"......as many as they could fit in each day.

They agreed so....with a sample 30 sec ad on his portable recorder....he visited car lots and he had soon sold 20 Car Dealers....depending on how many vehicles they had in their lots....starting at $200/mo up to $800/mo.

His average monthly was around $500 a month from each dealer($10,000/mo) and he didn't have to lift a finger....the radio station kept changing the ads for him.

The Car Dealers were happy...getting MANY plays a day....the Radio Station was happy....and he was VERY HAPPY....making $10,000 a Month. He has since added more Radio Stations and many more Car Dealers

So....fast forward to TODAY June 22, 2012 and.... New and Used Cars, Trucks, Boats, Campers, RVs, Farm Equipment Implements For Sale in Minnesota Mankato Minneapolis Fairmont Owatonna Worthington Pipe is probably bringing in $100,000 A MONTH! or more....all based on a concept of "Sharing the Revenue with Radio Stations".

Note: We did NOT tell the stations how much the Car Dealers were paying.

I see the "Minnesota Cars" guy has expanded to providing ad space for individuals. His current website is now quite detailed and probably needs MANY "Techs" to operate it because vehicles sell every day and he makes the changes. I'd rather keep it simple.

Actually, a Warrior sent me a note that there's a TV STATION in the Seattle area doing this with Car Dealers.

You could probably do this with Real Estate people too. Set up a website for local properties within the Radio Station's area.....Pay a Flat Fee per Realtor and charge the realtor a bigger monthly.

Don Alm....entroopeneer

WOWEE! I just took a Long Look at Minnesota Cars dot com and they now are in FIVE States with HUNDREDS of Car Dealers. So....the concept is not only Valid but a "Million-Dollar Deal"!

Again....to set this up is easy....but....the daily changing of inventory is what caused me to drop out. I couldn't find someone I could trust to do the "techie" daily changes. Nowadays, I could probably have the "Web Tech" at each Dealership handle the Inventory changes.

Get a domain like; "SouthernOregonAutoExchange.com"! HOLY CAMOLY! I just checked and "SouthernCaliforniaAutoExchange.com" is OPEN! I think I'll take a closer look at this concept. Radio Stations would go for this. Auto Dealers would jump on this in a New York Minute. Some dealers are already spending $15,000 to $30,000 a Month on advertising. An extra $1,000 is a drop in the bucket.

Let's see....20 car dealers paying $1,000 a month for great radio or tv exposure is 20 GRAND A MONTH! Heck...even 5 dealers brings in 5 Grand Monthly!

That's IT! I'm heading out the door to my local Radio & TV Stations
#radio riches
  • Profile picture of the author arfasaira
    Fantastic, fantastic post - thank you very much!

    I've been doing radio for the last 2 months now and my station is on the W4WN Radio - Women 4 Women Network - All Women's Radio station - its the Successful Health Marketing Show every Friday at 9am EST and 2pm GMT (in fact, I just did the show a few moments ago...) anyway, I'm relatively new to the whole money making thing with radio and wanted to know how to monetize my show...

    ...but instead, you've actually given me an excellent way to make revenue WITHOUT cutting into my own airtime - so that is brilliant

    A definite one to add to my list of super duper money makers
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    • Profile picture of the author midasman09
      Banned
      I've been in "Direct Sales" ALL my life and the KEY to success is ...I call it.... "BRINGING IN THE 3RD PARTY"!


      Sales usually consists of....YOU and Your Prospects! However...bringing in another entity....makes sales SO MUCH EASIER! By bringing in a Radio Station...the Sales are no longer You and your prospects...it's now, You, Your Prospects AND....The Radio Station....which brings in IMMENCE CREDIBILITY to the Sales Equation.

      I call it the "WORKING WITH" syndrome! When I say to a prospect; "Hi, I'm "WORKING WITH" (in this case) a Radio Station....it is no longer little ol' lonesome you....it is now, YOU along with the Radio Station!

      AWESOME POWER here!

      Let me provide an example. In fact, the following even involves a Radio Station. You will love it!

      Many years ago, after a bitter divorce I found myself in a strange town. Looking for a "J.O.B" was NOT for me so....I had to figure out a way to make some bucks...FAST!

      I knew that the "Movers and Shakers" in ANY town...were usually in the best bar in town at around 3 in the afternoon so....at 3 the afternoon I arrived....I sauntered over to the "Pour House" and...sure enough.... as I was sitting at the bar, in comes 3 "business-types" who sit at the table behind me.

      The conversation was about starting up a NEW Radio Station in town. 2 guys are the "money boys" and the 3rd guy is the new Manager they hired to help get the station up and running.

      As they were talking the topic of "Promotion and Marketing" came up. "How" were they going to let the public know about their station.



      That's when I remembered a Radio Promo a suburban Chgo radio station ran every year.

      I got one of my "Hot Flashes"...ran over to the local Drug Store where I picked up a 3-ring binder, a package of plain sheets of paper, a pack of sheet protectors and a Black & Red Magic Marker.

      This was FAR BEFORE any computer stuff so I went to a small print shop and had a clerk type me a "Sales Page" I could use for my "Presentation" and had her make up some "Ad Agreements".

      I modified the program quite a bit, to fit the situation here.



      Next morning I "barged" into the new station's office...."barged" into the new GM's office and...showed him my "Radio Promo".



      I called it, BUMPER BUCKS!

      It was a 13 week program and involved me making up "Bumper Stickers" with the Station's Call Letters and some "Colored Coupons".



      The Radio Station would run ads explaining the program and I would run newspaper ads (paid for by advertisers I sold on participating)

      It involved my getting 20 local biznesses to pay $495 for the 13 week promotion. This was about $10,000 UP FRONT!

      And....the reason I could sell this for the amount I wanted was due to the "3RD PARTY INFLUENCE" of the new Radio Station!

      So...each of the 20 biz would provide Colored Coupons and Bumper Stickers to consumers who wanted to participate. Consumers would place a Bumper Sticker on their vehicle and go to as many participating biz as they could.

      Each week, someone at the station would go around town and spot the License Plates of 10 vehicles that had the Bumper Sticker. The DJ running the "Oldies" show on Sat morn at 10 am...would read off the license plates and the first person thru the door would WIN....the amount of Coupons in their possession.

      Each Coupon was worth $20 in merchandise or service from each participating merchant. So, if someone had gone to all 20 participating biz....they could go on a $400 SHOPPING SPREE.

      Well....the thing was a HUGE SUCCESS! It got consumers INTO the sponsors biz....got great PR for the Radio Station and....put about $8,000 INTO MY POCKETS!

      So....I discovered the AWESOME POWER of "3rd Party Influence"! For example; My next ad project was providing Placemats to restaurants.

      Once again...it wasn't just little ol' ME....trying to get local biz to buy an Ad....it was me AND THE RESTAURANT!

      Here's some of my recent examples of "3rd Party Influence";

      TV Channel Guides that go in Hotel Rooms - it's me AND the Hotels

      Flyers on Pizza Boxes - it's me AND the pizza place

      Home Buyer's Guides - it's me AND the Realtors

      PIZZA KARDS - "20 FREE Pizzas" for $10" - it's me AND the pizza place












      Thanks for reading. Maybe I've given someone an "Inspiration"!

      Don Alm....sales guy
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  • Profile picture of the author John Durham
    Nice contribution Midas man! Thanks.
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  • Profile picture of the author midasman09
    Banned
    "Now do the car dealership pay just for the radio advertising, or does your friend provide them with a listing on his website?

    And is the 30 second ad advertising his car dealership website, or does it rotate to advertise multiple car dealerships?"


    Dealerships pay a certain Monthly Fee to be In the "Program". The "program" Initially....consisted of a Listing of their website in the Main "MinnesotaCars.com" website.

    The Radio (Tv) Station would advertise "MinnesotaCars.com"...when there were openings in the Ad Schedule and during the evening.

    The whole idea was to draw traffic TO the "MinnesotaCars.com" website.

    I see that now....the site has individual owners vehicles BUT....the Radio and TV Stations are still....just advertising the Main website.

    Don Alm....wondering why this could not be done with Realtors also
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    • Profile picture of the author Charles Huber
      Don,

      Have done some planning in my area to get this underway. Lot to learn about the radio market, but can do that with a bit of determination. Love this idea. It truly is fantastic. Love to catch up with you on this if you have the time.

      Appreciate the thread.

      CH soon to be the car radio man.

      Also, could start a www."city"services.whatever and get 1 plumber, 1 chiro, 1 electrician, etc., and get them involved at a lesser investment, but have 40 of those.
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      • Profile picture of the author Paul Bottoms
        I'm going to throw this idea in here even though it is not similar to the idea here but it may touch off some thoughts. Forgive me if I should have started a new thread.

        This reminded me of something I heard on a Chicago radio station back in the mid-70s. A guy made it sound like a feature but I guess it was just a one minute commercial. He had a jingle made that began "Starbeat presents what's happening" then the guy came on with "Hi this is Joey C and here's what's going on in the hottest clubs in Chicagoland."

        Then he would stick a mini commercial for about four clubs in that 60 second spot. I think something like this might work for an individual who was part of the nightclub scene. He made himself somewhat of a personality, sold the bars and then paid the station.

        This was on a top 40 station but could also be done with country bars on a country station, etc.

        It might allow clubs who couldn't afford the airtime to be on the air ordinarily to do so. Change them once a week and run them in afternoons and evenings.

        This could be expanded to include a website.
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