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It could have been boring, but instead, I had a fantastic conversation today with a client about running a radio promotion through our radio station.

This was a conversation not unlike many others I’ve had in the past.   However, two things made this conversation unique from all the others.  First, was my clients approach…he was open to discuss the best way to engage our audience rather than demand that I carry out his plan just because everyone else does.  Second, was that the answer I gave was different than any answer I’d ever given before.

The Typical Promotion

Client A wants to offer a cool ‘free’ prize to our listeners unrelated to his business in exchange for discounted airtime and maybe a plug from the on-air talent.  Client A is doing this with the expectation that our listeners will register on his digital assets ie. website/ like his facebook page/ or follow his twitter account.  He expects that by the sheer volume of people receiving his message that his product will fly off the shelf…NOW.

The Typical Result

The listeners who win the prize are interested in the prize more than the client.  Part of the reason why listeners listen is to win prizes, not to be educated about Client A’s business.  The promotion may have driven awareness to the client’s digital assets but this new traffic rarely converts into leads….if they’re measured at all, and the product remains.

The New Promotion

Client B gives away the coolest prize any of her fans could hope for, content personalized to them.  This  content could be about her business, about the community of people her business serves, about the interests of her fans.  It could come in the form of video, podcasts, articles, or tweets.  It can be serious, funny or emotional.  The content is meant to enrich the experience that her followers have with her business.  It brings life to her brand.

She hosts a digital gathering place where like minded people can meet and share ideas and their own content.  Client B talks directly to the few followers that she has.  She is interested in the connection they have to her business.  She asks them questions, develops a relationship and provides value beyond her own immediate needs.  Client B builds trust with a small group of people first.

The New Result

Client B sees real relationships developing.  She comes to understand that these few relationships are important to her business.  That as these few relationships grow, so too will her reach of influence leapfrog to other networks.   Slowly over time, Client B sees growth in her group.  Her community builds, there is more activity, more contribution from her followers and in time, more followers join the group.

 

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