By Steve Lapa
Lapcom Communications Corp
Is it just me, or has packaging become a lost art?
What was once a go-to revenue builder, has become a function of muscle memory and is presented with the enthusiasm of watching paint dry. Am I getting at least a “maybe?” If so, and you feel like the packaging treadmill is going to wearing you down, let’s regroup. For the manager and ultimately the seller, every package must answer four basic questions:
- That is the (revenue) goal?
- What is the timeline?
- What is the unique factor?
- If it fails to sell, do we drop it or revise?
Now let’s review the 10 basic packages:
- New Business. You should have a simple new business package available each quarter that can either be sold as is or serve as a start point.
- Event Tie-In. Like the title says, this package will help your advertiser benefit from an event your station is tied into or sponsoring.
- New On-Air Talent. This is where you show the value-based opportunity to work with a new talent in your lineup.
- Special Programming. Every radio format will run a special program of some kind during the year. From election coverage and exclusive interviews to countdowns, just package and sell.
- Slow Season. Is there a special package offered on a limited basis to help power through when business hits a red light?
- Sports. Needs no definition, just a little updated creative thinking.
- Calendar Holidays. This is the gift that never stops giving. Mother’s Day, Christmas, Valentine’s Day, Thanksgiving, come every year. What’s new in your package?
- Base Programming. News, Traffic, Weather, if your radio station offers the basic service elements, talk to your programming people for new packaging ideas.
- Emergency Programming. With direct coordination of programming, emergency programming offering special weather, disaster or other community-oriented programming can always open a new door. Remember this type of programming is always a spotlight for radio’s immediacy.
- Bundling your digital and social media assets can help move the needle with local advertisers. I’m not advocating a giveaway, just suggesting competitive thinking in the fast moving, high growth digital advertising universe.
Back to where we started. This is the simple takeaway: Packaging is the art and science of selling with a value component that easily answers the question, “Why buy now?”
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com