SUPER PERK

What is a SUPER PERK?• A SUPER PERK is a PERK offer that has:

– More promotion– More excitement– More dedicated inventory than any deal in

PERKS history. 

• And, it works!

The Backstory…

The First SUPER PERK• Entercom Milwaukee had a relationship with

Quaker Steak and Lube, a one-location business that needed an infusion of new customers during the fall and early winter months which are traditionally slow.

• Additionally, a direct competitor (Buffalo Wild Wings) is located across the street. 

• Although they do big business in diner food, they wanted to go head-to-head with BWW for their main audience.

The First SUPER PERK• The programming department saw this PERK as

not just another deal to promote but as a PERK that would:– Fit their brand and the lifestyle of the listener – Create some great art and video for their websites. 

The SUPER Promotion• The night before the sale, three DJ’s did a “Men VS. Food” style

competition where they challenged each other to eat hotter and hotter wings. 

• Video and images posted on the web went viral and gave some great talking points for the deal which launched the next day.

• The Super PERK went far beyond the promotion of a normal PERK.  – It utilized 1 available unit per hour for the entire extent of the deal on each

station, voiced by station talent. – The PERKS Facebook post was just the start of the online campaign.  – Each station posted the deal and the results of the promotion the night before on

Facebook, as did many of the DJ’s. 

The SUPER Results• In just 24 hours, over 1,600 half-off certificates were sold

generating over $32,000 in revenue. And over 100 vouchers had been redeemed the night that the sale took place. The client was thrilled with the results and is committed to doing three more Super Perks with ETM. Two more in Milwaukee and one in our Madison market.

• Because ETM set the bar above any of the other market competition, the business purchased a $26,000 annual with the Entercom Milwaukee. 

• They have never done traditional radio advertising with ETM Milwaukee prior to this Super Perk.   

Integrated Marketing Campaign Drove Huge Sales For A Milwaukee RestaurantObjective: • Quaker Steak and Lube, a Milwaukee restaurant, wanted

to bring in new diners during the traditionally slow, fall and early winter months.

Solution: • Entercom Milwaukee worked with Quaker Steak and Lube

to create an integrated marketing campaign using Entercom’s cashless marketing program, PERKS. A Super PERKS, the Half-Off Quaker State offer was promoted with a fully integrated campaign that included on-air and online radio, digital display ads ,direct-to-consumer email and a live DJ tasting with three favorite radio personalities competing to out-hot-sauce the others with one of the twenty varieties of wing sauce.  The day after the tasting the half off promotional offer went on sale with Super PERK Promotion, including a commercial an hour voiced by the same DJ’s who were at the event the night before. 

Results: • In just 24 hours, over 1,600 half-off certificates were sold

generating over $32,000 in revenue. And over 100 vouchers had been redeemed the night that the sale took place.

How to Sell a SUPER PERK

How To Find a SUPER PERK

• Find a client that fits with your brand(s)

• Get an unlimited number of certificates

• Develop a powerful, integrated, authentic, campaign to drive PERKS sales that is:– Supported by programming – Driven by your talent– With significant media weight and programming

integration on-air and online.

How is a SUPER PERK Different?• The key differentiator with the SUPER PERK approach is a

unique three day marketing countdown that leverages authentic endorsement and  from Talent & Programming and SELLS this deal across all platforms.

• The marketing support can include a fully integrated campaign including:

• Pre-promotion:– On Air and Online Radio– Direct to Consumer Email– Live DJ appearance

• On the Day of the Sale:– A commercial an hour voiced by the same DJ’s who were at the event the

night before. 

Next Steps• Consider going back to some of your more popular client

offers, get unlimited certificate and develop a SUPER, authentically talent-endorsed integrated  campaign to promote the offer for a limited time. 

• You will see results and revenue!

The preceding pages contain proprietary information of Entercom Communications Corp. and is to be used by the recipient solely for the purpose of evaluating a transaction or business relationship with Entercom Communications Corp. This Proprietary Information should be kept confidential and is not to be distributed, disclosed or disseminated to third parties.

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