Friday, July 20, 2012 | Edited by Daniel Moores
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What Stations Are Doing: Parenting Expo

South Central Media's WJXB in Knoxville creates integrated marketing opportunities for advertisers that include on-air and digital advertising, promotions, and experiential events. One of the successful events for this "At Work Station" is the B97.5 Parenting Expo.

The station's sales staff sold major sponsorships that included exposure at the event, on-air commercials and promos, and website ads. The station's promotion department sold exhibitor booths.

Randy Ross, Director of Sales, said the Parenting Expo was a success for Programming and for Sales. He attributes the significant net revenue to the idea of using the promotion department to make the smaller sales over the phone, allowing salespeople to concentrate on bigger dollars.

Ross also remarked that the promotion department really got into it and had a lot of fun selling it. Here is a follow-up video WJXB uses to sell advertisers on next year's event:



(Source: John Potter, SVP/Professional Development, RAB)



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Webinar Next Week: Write Right! Effective Copywriting

In our rush to do online, digital and social marketing for our clients, we often forget the most powerful tool we have to get advertiser results -- effective copywriting.

Renowned copywriter Jeffrey Hedquist, President/Creative Director of Hedquist Productions, will headline this special webinar, as he joins RAB's John Potter in presenting proven ideas for effectively communicating with radio listeners and influencing their buying decisions. Included in this information-filled session will be lots of audio examples demonstrating these techniques.

This webinar will be offered twice -- on Tuesday, July 24, at 3 PM (Central), and again on Thursday, July 26, at 10 AM (Central). For registration information, click here.

 
     
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