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Participation
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Getting Started
We always begin with a conference call. On the call is everyone at PubShops who will be working for you, and everyone at your end who will be working with us.
On the Air
We feel strongly that promoting your store on the air is the most effective way of driving traffic to your store through your website and phone ordering, and particularly of reaching deeply into the "Cheap 90" who listen to your station but do not participate in OTA fund drives.
We ask for five mentions per day, 7 days a week. We ask that 4 of these 5 mentions be scheduled during periods of daylight, local time. Further we urge participating stations to schedule the mentions (they're promos, really) during specialty programs in order to make those listeners aware of all the music, books, and DVDs you offer them.
Remember that participating stations gain immediate online access to all orders, allowing you to add new listeners to your prospect list for member cultivation purposes. Also, if your station does streaming or HD, add on air promos for your store there. Chances are that both subsets of listeners have access to a computer and would make great prospects for you selling them media.
Website Searchboxes
Our participating stations have proved that placing a station-branded store search box in a very prominent position on their Web sites increase sales, and thus commission checks, for the station.
We offer a variety of sizes and shapes and you're free to customize them as you wish. A search inquiry takes the customer directly to your store, providing maximum purchase probability.
Stations who have the staff time are further encouraged to place search boxes on subpages within the site. If you offer, for instance, jazz programming, a search box on the page for that will very likely create increased sales of jazz music to those listeners. You can place the search boxes anywhere in your site that you wish.
Our only specific requirement is that you place one search box on your entry page, high enough on the page to require no vertical scrolling in most combinations of browsers and monitor settings.
Here's how WSCL placed thier search box at http://www.publicradiodelmarva.net/
Website Links
Like search boxes, links from subpages in your site to your store or to specific items or groups of items are encouraged. If you have a cooking show, for example, think about a specific link to the book or CD that's being featured in that show. It's a simple task for a capable Web person to grab the link for a specific item for sale and paste it into that page. One click and that targeted listener is able to order the media, quickly and efficiently.
Newsletters
Many stations publish electronic or print newsletters (we used to call them Program Guides). Here's another fine opportunity to promote your store or genres of media or specific items for sale at a specific time or to a specific subset of your audience. An opera newsletter is a great place to promote new opera CDs. Likewise for classical music, old time jazz, new releases, or anything else. It's as simple as dragging a live link from your store onto the page.
Further, we aim to offer participating stations a generic newsletter, in full HTML, which you can localize and send to your e-mail lists. As always with PubShops, you pay us no fees for this additional promotional opportunity, and you'll be able to add local content any time, as you see fit.
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