This comment was a reply for information on the discount certificate program in Seattle, Washington. It was written by Steve (no last name available), president of Arnie’s Restaurant and appeared in FohBoh.com, a restaurant business networking website.
Comment for: Roy MacNaughton Added by Steve at 2:25pm on March 17th, 2008
Steve Radio Gift Certificate Promotion
1. Win – Win for both us and the radio station
a. This is a huge potential steady bread and butter market.
b. Great vehicle to build traffic to your web site.
c. Unique performance based advertising – Radio station gets paid upon sell of gift certificates.
d. Downside risk minimized for us – If it doesn’t work it doesn’t cost.
e. Results are immediately measurable! Combining air time schedules with the live gift card sales data you can see immediately what is working and what is not. Both parties can use this information to maximize the effectiveness of the program. Changes to the program can be made in stride to make it more effective. Detailed purchasing analysis can also be completed with the available purchasing data.
f. Develops a relationship for future business. There is a buy in from management that this is a valuable program and not just a little bit of money for nothing! I am purchasing a block of advertising even if the gift cards sell out.
g. Use unsold radio time inventory to accelerate slow sales or promote the program b. Combination of live and recorded testimonial style spots works best. I. Is there an announcer that knows and likes us?
h. Email blast just before the program launches and video streaming piece during program should be included in the program. e. Approve all recorded ads before airing. Approve of all printed materials Email or Website. 3. Sales are done through your website on a count down page.
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