By Bryan Farrish
The Marketing Kit
There are several things you can do to help your promoter get
new affiliates for you, and the most basic is a properly
put-together marketing kit. Notice I did not say an elaborate
kit, just one that properly done. This
article will cover the printed items in the kit, and a different
article will cover the audio on the
CD. (I'm not going to
use the word "demo" here, because "demo" many
times means the CD and the printed items together.) And, if
your kit is already done, don't trash it and start over... just use
the following concepts when you make more kits.
First of all, start by putting all critical information on
the CD disc, the jewel box, and the back side of the insert or
booklet. The CD jewel box (ALWAYS use a regular-sized jewel
box with a printed spine) is usually taken out of the folder and
placed on a cd rack... especially at bigger (busier) stations, and
of course at music stations. These stations just don't have
room to keep track of all the marketing folders/papers/pictures, so
they try to just make use of the CD which fits neatly into the
station's CD rack, or in the car.
Include the show name, host name, promoter/syndicator's name,
contact phone numbers, email, faxes, and websites. Also
include a one-sentence description of the topic of the show, along
with pronunciations, lengths (minutes:seconds), delivery info
(taped/live/re-feeds), and recommended dayparts. Again, all
this info goes on the CD disc, the jewel box, and the back side of
the insert or booklet. And finally, the spine of the jewel box
be printed with big letters (black letters on white background is
best) which can be EASILY read when sitting five feet away on a
shelf with 1,000 other CDs.
Next comes the marketing info included in the kit. You
should print this info right into the CD booklet using small print,
so when the folder and other papers are lost, all info will be right
there with the CD. Nevertheless, you can also print the info
up into full-sized sheets that go into the folder. If you do,
contact info on EVERY sheet. Here are the marketing areas to
Very important, as stations want to be part of a growing show, so
they need to know they are not the only ones considering the show.
Sort the list by market size, from New York on down. Include
call letters, the GM's name, and their phone number/email.
This is a simple one-sheet with 10 or 15 bullet points for the sales
department to glimpse at and determine if they have prospects who
might buy your show.
Comments from other programmers, advertisers, and guest who are
currently (or have been) with the show.
This is the master clock that the affiliates will sync their
This sheet spells out the syndication agreement for the affiliates:
Free, barter, cash, the split, options, minimums, dayparts, delays,
re-feeds, cancellations, pre-emptions, etc.
All the above printed info can be duplicated on your website,
but having the information in the kit it the primary concern here.
Once thing that should not be given too much priority is
electronic delivery of the kit, i.e., CD-roms, mp3's, audio emails,
etc. Unless you have a friend doing these for you for free (or
your total annual marketing budget is $20,000 or more,) the amount
of work it takes to put them together properly, versus the amount of
stations who will be able to use them, does not make them money well
is an independent radio syndication promoter. He can
be reached at 818-905-8038 x11 or