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Who Really
Wins?
The biggest winner in trip
giveaways is the radio or TV
station. They bargain for a free trip or multiple vacations packages to
give away as a means to increase the time listeners spend listening to their station.
What does the contributor of the free vacation packages receive? Usually
nothing approaching the value of the prize donated.
I have been a Program Director and Manager at major market radio stations in
Cincinnati, Los Angeles and Toronto.
As a
station representative, I was frequently surprised that hotels, travel
destinations and tour operators were willing to give away so much for so
little in return. Their expectations were low. We happily accepted. Now
that I represent the tourism side, I am not willing to give away a VIP
vacation on behalf of my clients to simply the 9th caller*.We
demand more beyond a few rapid 10 second mentions of your 800 number and
your website.
We insist on a promotion scenario wherein the contestants (aka:
listeners & viewers) will gain knowledge of destination beyond a few
one-liners and yet
sound exciting and entertaining.
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*9th
Caller: "Radio Programming 101" suggests that skipping the first 8
callers and taking the 9th caller is somehow magical. One of the
theories is that the first 8 are "contest pros" (AKA: professional
contest players). The other theory is that the contestants should not
have to "work" for the prize. We think
they should. |
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The Alternative
With our model, when the trip is
awarded, it is the beginning, not the end of the promotion.
The foundation of the Travel Media Network strategy is the "Junior
Travel Reporter" concept.
With our Travel Media Network/Travel
Radio Network model, we
turn winners into fun on-air winning positive testimonials, often
live from the destination. The phrase "win-win" has been the
most overused marketing phrase of the past decade but this is truly a
"win-win-win" concept. (a) The contestant wins, (b) the station wins and most
important, (c) the travel destination wins. Another adage comes to mind
to describe what we do. It's "word-of-mouth". Personable
verifiable endorsements from real-world people is at the core of our
strategy. Call it "reality-radio" if you will.
If you
are a travel destination or you represent a travel destination and you
care to know more, click on "contact us"
or call us toll-free at 866-680-7437
Stan Campbell
Owner-Travel Media Network
Travel Radio Network
A Division of Alexis Broadcasting Corporation
USA: 1436 Hobbs Highway North
Traverse City, MI 49686
Canada:
15 Lakeside Drive #41
St Catharines, ON L2M 1P3
South America: Soon,
Bogota, Colombia
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