- Recycling other dayparts
- Selling your music position
- Building up the station events and promotions
- Promoting Usage (music quantity, at work listening, web, special weekends)
- Creating the Attitude/Feel of the station.
Most stations do a real good job of creating the attitude and building the events/promotions, but let the other unique selling points fall to the background. In any 20 minute period (the listener's commute) you should cover at least 4 of the 5 points listed above. Once you start to build a plan that has a consistent purpose and keep it fresh with strong creative you will have a 2 Million Dollar imaging machine. So when you whip out the budget for the Spring Book - go ahead and just add a million to it (the CFO won't even notice).