Stop selling ads and start selling integrated solutions. Today’s stations have a lot more to offer than just thirty and sixty second commercials. We’re connecting with listeners throughout their day using several station platforms, let’s bring all of our advertisers along for the ride by moving them into custom, integrated solutions. 

Here’s a day in the life of a die-hard P1. They wake up listening to our station terrestrially on their clock radio, get in their car and tune in terrestrially on their way to work, hit that mid-morning wall and check our station website, tune in again at lunch, listen on our app at their desk in the afternoon, scroll through our social sites to stay up on what’s happening locally, then listen to us terrestrially again on their way home or to one of our events. 

If a station hasn’t built up all of those platforms and created content catered to each one, now is the time to get on that. Stations that are already successfully reaching their audience on each platform should look at creative ways to bring the advertiser along for each step of the process. Hence creating multiple, ready-made, integrated solutions for the sales staff to pitch. 

The best integrated solutions feature a compelling on-air component, that is good enough to pre-promote on air, the app and on social media and has enough legs to post-promote on social media and the website. Then, all of that is bundled with traditional thirty and sixty second radio ads as well as station events. 

If you need help creating integrated solutions for you advertisers, email me at andy@radiostationconsultant.com. Also, if you already offer integrated solutions but you need a media kit that reflects that, we can help.

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