Here's A Cheat Sheet On Free Publicity For Your Show

In this environment of tight budgets and non-existent marketing funds, getting attention is a challenge. But it's not impossible. You don't have to have a multi-million dollar ad campaign to make an impact.

Here are five things every show can do to increase profile and build a fan base that don't cost a thing!

Call them. Each day, every person on your show calls members of your database (you do have a listener database, don't you?). Call to thank them for listening. Tell them how much they mean to you and how you appreciate that they listen.

Here are some ways to maximize that listener database, rather than letting it collect dust: Ask if they have any feedback or suggestions. Ask them about their favorite part of your show/station. Ask what time they listen most. Remind them to listen tomorrow morning at that time and you'll say hi to them on the air. Tell them to tell their friends to listen to hear them. Most of the time, you'll get voice mail. Be sure to leave a number they can call you back (or an e-mail address), or invite them to call during the show. If each person calls 10 people per day, that's 50 per week. 200 per month. 1,200 per year. Each! That has an impact.

Personal Invitations. Instead of making listeners jump through hoops to win prizes, call members of your database to invite them to the movie premiere or concert or special event with you. Many won't be able to go, but you'll still get credit for the invitation! They'll love you for it, and they'll probably tell five friends. If you get a voice mail, tell them that you must hear back today to take advantage. At the event, have a special section set aside for those you invited and sit with them!

Visit Them. Surprise them at work by just dropping in to say hello and bring along a gift. Stuntman Stu (Stu, Angie & Trish) at Majic 100/Ottawa did this recently and got great mileage on social media. He visited a frequent caller at work and made her day!

Hand Out Pictures. You're a celebrity, or working to become one. When you have a great experience, leave a photo with a hand-written message. Thank them for their service. Compliment them on the restaurant. Send a note of appreciation for a job well done. Be sure to invite them to listen to your show. Many of these businesses will display your picture on their "wall of fame." Note: Be careful to make the note you send all about them so it doesn't come off as self-indulgent or egotistical.

Attend Station Events. The fastest way to gain listeners to your show is to attract those who already like your station. Go to events and appearances … even if you're not being paid! Shake hands, introduce yourself. Ask questions. Invite them to listen to your show. Politicians know that the public is much more likely to vote for them after they've met the candidate in public. The same works for making your show famous!

These may not seem significant to you, but if you can find just one or two ratings respondents, it can have a significant impact. In fact, you could double your ratings.