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18 January 2005

Radio Tours bring cheer to the heartlands


It seems that radio is becoming the next big thing for businesses to do effective, cost-efficient marketing. Here is another story of radio marketing.

A particular Chinese local radio station was inviting its listeners to call in to put their names down for a Chinese New Year Goodies Shopping Tour. The radio station had apparently tied up with a local Chinese medicinal Hall who will give the listeners a $6 discount off their final purchases.

The radio station then did the goodwill and listener bonding session by "tour-leading" them to do shopping. The listeners were certainly happy to be bonding with their radio deejays and getting good value new year shopping.

I wonder was it the Chinese Medicinal Hall or the Chinese Radio station who initiated this campaign, but the whole thing is an excellent example of win-win marketing. Kudos to the one who thought of this smart marketing move.

Ian Choo, 18 January 2005

January 2005



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