Be the 'Go To' guy in your market!

You've spent many hours on auctions, reply's, prize vault considerations, etc, ALL for growing and maintaining loyalty. Most of you are at the levels where you can NOW begin to literally monetize your database. The PERMISSION aspect of your program, that is-opting greater permission from your database, are the unchartered waters you must now explore.

We can't spam listeners with junk from advertisers. JUNK breaks PERMISSION is rule one! But the trust you have built up with your hard work can enable your station, in an unobtrusive yet self serving way, to monetize advertiser offers through a weekly
newsletter. If the listener looks forward to getting an informative weekly e-letter,(like QLZ morning man Ray Lytle) this is the best place to insert advertiser links for the user to click on. Create the best offers with your clients and this can be solid new rev stream.............EVERY month. THIS email model can be MEASURED............. and the client knows it. A positive measurable results record for clients, through bonus point incentive, is your private arsenal. Remember, we're speaking of the entire database now. One great offer can turn inactivity to activity.

The OPEN RATE!(and using it to your advantage!)

For anyone with experience in online media, you know the advertiser should be smart enough(although most aren't) to ask you for the 'open rate' percentage? That is, if you're sending out links, through a station e-newsletter of say 5K, what is the percentage of users that will open it? If 500 open the link,(or 4500 DELETE) then your Open Rate is 10%, or a database of 500, NOT 5000! The biggest reason for online media not living up to it's promise was that it WAS measurable. Software could track the
measurablity and the results didn't match the expectations.

"The measurability of online media is the single largest reason it's hard to sell", says Seth Godin in a recent newsletter. "Why is measurable a bad thing? Because it means that if the ads don't work, your client knows about it. And her boss knows
about it. And her boss knows about it. And so do the shareholders". Would media want to be tracked by software for 30's and 60's effectiveness? Don't think so. There's an abundance of software programs to tell you where to buy..............but none to tell you WHY?

NOW, what if your program gave a one word value(20/25) in BONUS PTS for opening an advertiser link.............every Monday in a newsletter? The open rate(remember rule #1) will go through the roof. You can measure the response in a day(with your panel) and begin to show advertisers a measurable sales proposition. Seth nails it when he says, "Email works better than banner ads, but the prices are different! The real issue is cost, not price, and understanding the yield (the cost per click/per sale/per permission gained) is what matters. No one needs, wants, or buys a cost per thousand. What they need is a customer"!

Set a standard for offers in these weekly newsletters(again,remember rule #1)because they'll share it with their inner circle if it's worthy, and watch this aspect of your program rocket. Start bringing consumers to clients through the back door for sales............... not
just points, and your station becomes the 'Go To' guy in the market.

jimmy risk
LoyalEars.com
586 771 7449
jimmy@loyalears.com