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When HARRY met SALLY
How many times in your career
have you heard the lament, "I don't buy radio"! If new blood is lifeblood,
than our loyalty model has many ways to attract new business.
Sally Taraskavage met Harry
Mefford in a quite unusual way. Sally is a white/30ish/single/female/ and a
frequent listener to KKLH's Classic Hits "WORKFORCE", which rewards
listeners with valuable points for their confirmed attention. Harry is a hard working
small business owner who owns a scuba diving shop...........and doesn't buy
radio. He listens to the pitch respectfully every time the rep tries to change
his mind, but never really buys 30's or 60's. His is a niched business 'you
see................radio won't work'. Yes.............and people who eat crepes
rather than eggs for breakfast, don't listen to radio either. This important
summer season, however, he did relent to offering one free scuba diving lesson
for the KKLH prize vault, where listeners could bid on prizes and get to know
what Harry's business was about through a link to his website. 'See if this
radio stuff actually works'. Sally, who could barely
swim, decided to use her points, on auction day, for the free lesson and won
with a bid of 6325 points...........a fair amount of listening time. Something romantic happened
after she took the lesson. NO....she didn't fall in love with Harry. She fell
in love with scuba diving. And Harry? He fell in love with radio as Sally decided
to purchase $7500.00 of scuba equipment for her new found passion. And KKLH's rep? Well, he
fell in love with Harry.............as he's going to have a new customer for
KKLH's 4th quarter. jimmy risk |
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