Producing promo

There is an old media saying “If something worth is doing ,then its worth
promoting it” The key to successful radio station is how the station
promotes itself.An outstanding radio station has contaminating stream
of promotion and promotional announcements.
Promo includes station events ,contests and public service. It helps to
create positive and forward looking image in listeners mind
 Definition
They are creative forms of self-promotion that you can use to make your
radio more popular with your listeners.
 Properties

Information
The foundation of every promo in radio. The name of the show, when and why.
Without all of these, your listeners will lack the details needed to tune in; too
much however, and it will produce information overload which causes
confusion.
 Emotion

• Use passionate words relating to your topic (it isn’t just a ‘politics talk
show’, it is rather a ‘debate on the future of our country’). When
people hear something that could help make their lives better, people
will sit up and pay attention. Additionally, music can be a powerful
tool to invoke emotion.
 Invitation

• Addressing your audience directly – rather than relaying information

to them – can build stronger relationships between your brand and
your listeners. Inviting and encouraging listeners to tune-in will make
them feel valued, giving them a vested interest in your show. A
popular alternative method of invitation is to use a well-respected
presenter, or someone famous to be the voice of your promo.
 Timing

A Promo must be time specific not more than 60 second

 Types
Horizontal Promotion
It is announcement that promotes events, contests and station public
service on day to day biases.it includes morning show promos
 Vertical promotion
It is a promo that gives reason to listeners to keep listening for next 20
seconds, next hour and next day part or show. Vertical promo create a lot
of urgency when it comes to events or contest .When RJ announces to do
something in next 20 minutes listeners stick around to see what happens
 Bad Promo
A promo is also like ad so it needs a lot of creativity .While watching TV
viewers have choice to skip bad ad but while listening to radio listeners
have no other choice then change the channel
 Promo Voice
If imagination creates face of the radio ,voice gives features to it. The
voice of promo must be powerhouse. Station imaging requires
distinguish voice that stands out and set your station apart from
competitors
 Steps of producing Promo
Come up with an idea
look at what others have done.
Put your unique twist to previous ideas and generate fresh, fun and
engaging promos.
 Put a plan in place

• you ought to put a plan in place to execute your idea. And—it helps to
start early.
• If Christmas is three months away, waiting till the end of November to
come up with a radio promotion will equal less time for proper
execution
 Create and deploy

Right before you run your promo, a good idea would be getting everyone
including the presenters on board. And testing out the delivery before
you get it on-air.
Examples

• https://soundcloud.com/djsparkieg/kcbq-the-last-contest-1972
• Win a Baby
• In 2011, Ottawa's hit music station —The New Hot 89.9 FM—ran the "Win a baby" contest.
• To win couples had to explain in 100 words or less, why they deserved to win a baby.
• It generated lots of buzz around the world along with some controversy.
• Those against the radio content argued that it was outright unethical!
• Well, they weren't giving out a baby per se.
• The lucky couple would get $35,000 worth of fertility treatments.
• And the best part:
• Not only did the contest become legendary because of some nifty phrasing and some attention-grabbing images—the
stations shed light on the plight of couples struggling with infertility.