The School of NIH.................(Not Invented Here)

When we launched our program 3 years, we always operated from the school of NIH. We knew this program, once understood, would grow at the intelligence of it's clients. And that the layers of creativity that would evolve from a central contesting mindset, would be far greater coming from smart radio executives who applied their innate skills to a new concept.

Thus we seem to get new wrinkles each month. Here is a note from KKLH/PD John Kimmons who 'get's it' well.

jr

Jimmy,

The Workforce Bonus Program is going great. We ran a spot during the Victoria's Secret Fashion Show on ABC. I traded the TV Station live mentions for a 15 second spot that rans during the program. We promoted to watch for the special keyword during the show. I used this to get a free spot during primetime. I worked out the same deal for the "Being Mick" special on ABC. We are also doing this for several Football games. During January our local ABC station will feature a James Bond Movie every Saturday night. Each week they will run our spot and we will invite listeners to tune in for the special keyword.

All of our television "added value" promotions for next year will be set up using the 15 second spot with a keyword. For years radio has done the watch and win with TV. Radio always gets the short end of the deal. You promote to watch the TV show and then the next morning we ask a trivia question about the show and you win some small prize. Our version is much better because we get primetime exposure for the promotion we are already doing. The program works for TV too because we are driving people to watch for words during the show.

We are very carefully in our selection of shows. Always get a show that appeals to the demo you are after with the station. We do not want to drive people to watch TV during the middle of the day. Instead we jump on the primetime shows where we can expose listeners to the program that might not have heard about it. By doing primetime shows our demo watches we also win.

Regards,
John Kimmons