Local money from national names
Brandeis C. Hall, RAB
District managers for retailers or manufacturers buy into non-traditional revenue programs when offered something they wouldn’t or couldn’t buy on their own.
Use your retail opportunities, events, and digital assets as the core of the campaign with on-air as a support measure. A spot schedule alone will get kicked back to the agency or to the corporate office where it will languish, wither, and die.
You must include a consumer hook to get people to activate on-site or in the store. Consumer sweepstakes, preferred shelving, and schmoozing opportunities are examples of programs that the client wouldn’t or couldn’t do on their own.
Source: Brandeis C. Hall, RAB
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