Radio Media Tours (RMT) can maximize exposure and minimize expenses, says Berkshire Marketing Group (BMG). BMG has found that a RMT is a cheaper compliment to the already popular and effective Satellite Media Tours (SMT). With eight years of RMT experience, BMG has enhanced its market exposure by signing on as the official RMT provider for COMDEX/Fall '98. RMTs provide an opportunity for a company spokesperson to take part in a live or taped interview by a radio station.
BMG spokesman Michael Kokernak says he hopes that of the 2,400 companies exhibiting at COMDEX, 25 will sign up for an RMT. The cost to each client is $3,000 per hour of work with a one-hour minimum. Air time ranges between five and 10 minutes.
The most effective way to conduct a RMT is to target a market for the client, Kokernak says. Reaching listeners during prime time or "morning drive time" works best.
Working with an experienced booking agent also is key, he adds.
"You need to find someone who has established personal relationships with producers or stations," Kokernak says. "If a news director is on the fence about an issue, [the booking agent] can use influence to coax him into doing the interview."
In addition to using an agent who has a solid rapport with radio stations, you must be prepared to pitch newsworthy stories.
Don't promise anything you can't follow-through on either; Kokernak says if a breaking news story happens, the station likely will bump the scheduled RMT. So be upfront with the client and let them know rescheduling is an option.
As a full service visual production company, BMG has provided RMTs for companies in various industries including the financial and medical markets. (BMG, 617/713-3626)