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CLIENT BULLETIN: Innovative RackoutIdea's...................from Regent
Once again we get great innovation
from our Grand Rapids/Regent. Ever mindful of the attrition rate that comes with
a *rackout, WLHT/AC(who just completed LE's most successful r.o. auction) will
start the next round with the following safeguards in place;
1. They will reward all
active players, with desktop Discount Coupons on five items(incl admission)at
the biggest movie house in town. A nice touch in the month of January and a
money in hand offering for playing. (Sister/WGRD/Alt will give out 500 t-shirts
to top 500 active player/non winners) 2. Secondly, they will reward
ALL Non Winners a start of 2K pts in the next round. You may want to offer more,
but we think this is an excellent idea that all stations should employ post
rackout. It's a much fairer proposition for the player who has won nothing.
Think about it. These people
have hung in for 3-5 mos. They've listened to your station, gone to remotes,
and some have become customers of your clients. The VAST majority win nothing,
yet chances are you've given away MORE prizes than you ever did through trad
contesting.(cept, this is measurable) So there's alot to be said for the 'get
my auction fix' mentality of this audience and of course, the prize vault they
pursue. NOW......some player who has hung in for a long period gets a big leg
up and an incentive to give it another go. Minimally, he/she has a MUCH better
chance at the first quickie auction in next phase. It also keeps the hard core
player in check, but not enough to keep them away. So it's important to coupon
this group after a rackout(and a solid oppty for a client to sponsor while this
group is most captive) and a next phase BONUS head start for Non Winners seems
logical. I think this can cut attrition by half or more. * Lots of talk over the
last two years about racking out and it's negatives. I always go back to the
inception of American's original Frequent Flyer idea. Almost 20 years later,
everyone has one, CEPT..........they're all going broke. Before 9/11, hard earned
miles weren't easy to redeem. The cumulative redemption model caught it's tail.
This alarming trend didn't miss the radar of Southwest Airlines, America's most
profitable airline. They employ a rackout system. 'USE it (in one year) or LOSE
it'. Good enough for me........ jimmy risk |
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