Build Audiences, Increase Your Reach

Notice how, with little fanfare, record companies have taken to aggressively building alliances with other media? The insertion of songs from The Fray, Anna Nalick and Snow Patrol into "Grey's Anatomy" wasn't a happy accident. Plus, you now find networks running the song "bug" during promos in the lower corner identifying the artist and title!

On the flip side, Disney experienced a happy accident with "High School Musical." Insiders said they would have been thrilled with 30,000 soundtrack scans. With their own alliance (Disney Channel) they've topped the CD and DVD charts for months with a million plus units moved and growing!

Now, ready your CD player for the Hanna Montana explosion. If you don't know about it, ask a 9-year-old.

Disney properties execute this across all their platforms (ESPN on ABC!) without reservation! Why not you?

Now more than ever, local radio hungers for broad strategic alliances. Starting today, search outside the typical channels of exposure and certainly outside your marketing budget!

Here are a few examples:

• Zero into ONE community in your market that contains substantial Arbitron return -- then become a part of every parade, festival, pig roast, fireman challenge and civic event they do. You will be rewarded with prominence in all their events.
• Reach out across your market platform for cross promotion - an AC station would make a natural alliance with a full-service AM - even if it's NOT in your group. You're most likely doing this with television weather now.
• Approach a grocery chain to "own an aisle" where the store would feature certain specials available only advertised on your station - then insist on placing several FLOOR decals (the last uncluttered space in a grocery store) in the aisle for maximum exposure.

Media noise is increasing on all platforms (MySpace, iPod, Internet, in-car electronics), and radio's impact is suffering. The time is NOW to mobilize with non-traditional venues.