Local Link

This page is for sharing the great ideas, campaigns, proposals, audio, commercials, sales tips and experiences of Connect member stations.

We know that out of our hundreds of member stations, thousands of proposals and campaigns, sales tips, ideas, commercials are being successfully run each week: here's where we'd like to hear about and share these stories and ideas with other stations, to work together to make the industry as strong as possible.

If you've run a campaign - for any kind of advertiser - that has worked, let us know.

If you've created a commercial that got a great response, let us know.

If you came up with a programing idea that sold locally and got results, let us know.

If you have a tip on managing sales teams, getting the best out of sellers or handling your sales manager - let us know.

The more we can share our ideas and resources, the better of we'll all be and the better prepared we'll be to survive and prosper through the next few quarters.

Submissions we receive will be posted up to this page. Users will also get a chance to leave comments as well. (For a full set of legal stuff about submitting your ideas / content, click here)

To submit any kind of content or idea, just click this link. Don't forget to:

a) include your name, your title and your station call-sign
b) include the script for any commercials you send us as a Word or text document if you have it.
c) include any information you think is relevant about your submission - who the client was, how you came by the idea, who was involved, what the results were; the more useful info the better.

Thanks,
The ARIA Team.


Local Link: Christmas Massage Campaign

Here's an example of a campaign that ran in Springfield IL to increase the business for a massage therapist over the Christmas season. We've given an overview of the client need and the station response, plus provided the audio commercials that were used.

Client: Moxie Massage, Springfield Illinois

Type of Business: New downtown business specializing in therapeutic massage.

Situation: In their first 4 months of business (July 2007 through October 2007) they had not had sales of more than $6,000 in any given month and were only doing 3 massage sessions each day. They needed to be at 5 each day to keep the business out of the red. Heather, the owner, was starting to panic and was looking for ideas. During that window of time she had been advertising on our competitor who was running ‘image’ ads.

Solution: Make an offer to drive traffic/appointments. We did this by following the UTOPIA formula with an offer to make people say WOW:

Offer & Price: 3 one-hour massages certificate, regularly $180 now only $89.

Results: They sold more than 200 of the certificate packages and the month of December alone was over $20,000 in sales, an increase of over 300% previous months sales.

Schedule:
Alice @ 97.7 FM (Adult Alternative) was 12x per day M/W/F/Sat. each week for 3 weeks (48 ads per week, 144 total)
WNNS FM (Adult Contemporary) was 10x per day M/W/F each week for 3 weeks (30 ads per week, 90 total) PLUS Christmas Music 3p-4p daily sponsor from Thanksgiving through Christmas (this includes 3 15-second live liners in that hour every single day). Investment of $3,000 in the month of December 2007.

Here are the commercials that ran on the campaign. You can download commercial #1 here. (Right click and choose "Save target as..." or "Save link as..")

You can download commercial #2 here. (Right click and choose "Save target as..." or "Save link as..")

If you have examples of campaigns that you've had success with in your market that you'd like to share with other Connect users, just email us here, with a quick overview of the client, the aims of the campaign and, if you can, any audio you ran as an mp3 attachment