Mission: Devising national promotions utilizing local media in unique ways, linking with overall brand objectives to drive consumers into stores.
Opinion: Radio is a highly underutilized marketing tool. It has tremendous immediacy and relevance to very highly targeted audience groups. Radio is rocket fuel for event marketing.
Fact: No two radio stations are alike, and audiences are constantly in flux. Continually monitor stations.
Tip: Do not accept generic promotions that could fit any brand. Create promotions that can be adjusted on a daily basis to incorporate today's weather, celebrity events and the fate of local sports teams, for example.
Insight: Forget what worked last year. Today's successful promotions are more complicated and idea-driven than ever before.