Although its impact will not be known until the fall ratings sweep, E Z Rock 97.3 is betting its direct mail ‘sampler’ will lure listeners away from rival radio stations in the tight Toronto market.
The sampler is a first in Canadian radio.
The eight-minute audio tape compilation of music from the fm station’s playlist went to 90,000 selected households in the Toronto area targeting women aged 27 to 47.
Marc Paris, the station’s vice-president and general manager, calls the sampler ‘our secret weapon.’
Paris says other stations have used direct mail, but not in this fashion.
He says it is an innovative, economical way to have large numbers of people, especially non-listeners, give
E Z 97.3 a try.
The audiocassettes were sent out Sept. 8. in shrink-wrapped six-inch by four-inch packages.
By listening to the tape, recipients could win an instant $1,000 and another $1,000 in a draw.
So far, there have been 12,000 replies – a 13% return – received by the station and Paris says he is confident the final return rate will be more like 15%.
The sampler is the brainchild of Eagle Marketing Services in Fort Collins, Colo., which has already used the sampler idea in several u.s. radio markets
Telemedia’s E Z Rock 97.3 repositioned itself in June with programming directed primarily at women aged 25 to 54.
