…you’re hot. And when you’re not, people stop buying your stuff.
That’s what’s happening to President Bush "logo ware" in Crawford, Texas. The Wall Street Journal reports that sales of Bush "swag" and souvenirs have precipitously dropped as tourists to the President’s home away from home have greatly diminished. And even Cindy Sheehan has left Crawford for different venues of protest. It’s another reminder that when you’re on top, you’d better take advantage of sales and merchandizing.
That’s why I’m taking this opportunity, in early September, to remind great radio stations that the time to capitalize on your hot logo, dominant morning show, or word-of-mouth stunt is in the coming holiday season. Too often, we see stations miss the boat around Christmas time, often failing to take advantage of their brand strength and loyalty. With all your listeners looking for that great $15-25 "stocking stuffer," why not take that opportunity to make several thousands of dollars in the all-important fourth quarter of the year?
It takes some planning, promotion, and on-air marketing to do it right, but why wouldn’t a great station take the opportunity to sell its "schtuff?" So whether you do it yourself on your website and/or with a local retailer, or use a web marketing company, like Cafe Press, don’t let this year’s holiday season pass by without taking advantage of everything you work so hard to accomplish the other eleven months of the year.
And while you’re at it, how about sending us a couple of shirts? (Just kidding.)