Successful Strategies for Creating a Buzz with Radio

[Logikal Ethix]

http://www.4dasoul.com/news/haberdetay.asp?id=129

8/29/2007

Successful Strategies for Creating a Buzz with Commercial Radio
by Darren Monroe The Soulful CEO

Do me a favor. The information in here is very detailed. I am often consulted to create successful marketing campaigns for independent artists and labels. I don't mind you cutting and pasting this blog for your own information as long as you credit the author. I am about to share information that only 2% of the independent, major artists, and labels know.

Like I said in Radio Reality part 2, the pay for play and plugola travel packages are heavily competitive. Why get in that line when you can bypass it?

There is too much emphasis placed on airplay.

Did you know that there are 2 other departments in radio?

That's right ladies and gentlemen it's not all about programming!

I introduce you to the sales and promotions departments.

Sales Department: Think back to the radio realities blogs. What is the commercial radio station main goal? Hits songs? Hell no! Listen to what they are playing! MONEY!!! They are in it for the dollars! The Sales department can make or break any station.

Say you want/ or have your record in stores. A major mom and pop store would definitely stock your album or single if you told them you were buying a radio station remote broadcast to take place in their store.

I have seen many people spend money on airplay because they didn't know that they could have the station in their pocket via the sales department. A PD has power over you're airplay but not power over sales department and the station manager's budget.

Promotions Department: Every time you hear an on air personality say "be the 5th caller and you could win", well that's coming from promotions. Every contest giveaway, every onsite station event is handled by promotions. They are the street presence of any given station. They have the power to push a promotional campaign that would call for the programming department to be involved.

How does this knowledge work for you?

Well if you have a budget

Meet the promotions director and have them give you a direction regarding who to approach in sales. They know the good bad and the ugly. The sales department has such a high turnover rate that you definitely want an experienced player/salesperson with pull.

Create a promotional campaign where you have both on air giveaways plus a remote at the record store. Bonus you're on air giveaways with items listeners want.

Here's how it works: If you are a new or underground act and Erykah Badu or Floetry or any other major soul artist (honestly any genre can pull this off) is coming to town. As an on air giveaway tell your salesperson and promotions director that you want to provide tickets and dinner for 2 that night courtesy of your record label or you as a indy artist. Plus as a bonus the winners will receive (if the program director will allow) a free copy of your album which will be in stores the same date of your remote.

Make sure your giveaway is during the same day part (i.e. the mid day jock) as jock hosting your remote. There is a 99% chance that the jock will remind everyone each time they give your prize away that they will be hosting your remote. Plug for you, the album and the record store.

In fact you can take it one step further and contact the venue management for the Erykah Badu or Floetry concert. Introduce yourself then tell them about your campaign and see if you can open that night. Normally this would only work for venues like the House of Blues not the major arenas but who knows? Give it a try, you'd be surprised. Many venue marketing directors are always trying to get more word out about shows no matter how big they think it will be. Some markets have a walkup crowd only. This means that the marketing directors of these venues are sweating because they are not selling the show out early. So when you add to their promotion they may be very receptive to letting you open for free if ites possible.

The plus for you is not only performing but plugging your remote while you are on stage. If you are really working it your team of friends attending the concert anyway will be passing out flyers of your remote.

This is only one of many strategies to work around airplay.

Some of you at this point are saying "well what if I don have the money to do all of that and I want to get airplay"?

My response: GOOD LUCK.

I am not trying to be rude but remember its nothing personal its just business.

Why should a radio station risk their ratings, ad dollars and business thus their jobs because you want to hear yourself on the radio?

Money talks and this time its not payola doing the talking.

Create the album sales, buzz, and relationship which will lead to airplay.
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