Think with me... in reality, there are only 5 reasons why a radio campaign wouldn't work… and it's easy to prevent their occurrence:

1. You could pick the wrong demographic.

   This is hard to do if you're a Main Street Community. After all, you have citizens, and you'd like them all to participate. And even if they are busy the day of your event, each has about 250 friends, family, coworkers and acquaintances with whom they can share their knowledge of what you're up to company.

2. Your schedule is too thin.

   Think clearly. 5 ads are not going to do it. You'll need about 20 the four days prior to your event - at key times. Listen to your rep and funding your campaign at the level that's recommended. That helps you avoid the pitfalls of a schedule that is too little to provide you results. For ongoing events (Fourth Fridays, etc), you'll need to repeat your schedule each time, and highlight something new that people will be ready to experience.

   Supplement any shortage of cash in your schedule with on-air giveaways.

3. Your ad sucks.

   Your ad has to surprise people's brains, not bore them. Radio is not words from your print ad set to music. Use radio's resources (music, male or female voice, and rhythm) to set the mood for your event.

   Beware the idea of having two people speaking ("did you hear about this weekend?" "No, what are your plans?") These type of ads really don't work, and they skirt around your main points, leaving listeners wondering "what in the heck was that ?" and why you chose the "cheesy" approach.

4. You commit regular gaffes with customers and prospects.

   You know there exist companies that can't deliver what they espouse. Usually it's a restaurant or some retail establishment, but you know just who has let you down this past week and who hasn't. As a community, you might think this doesn't apply. However, if you advertise for an event that you characterize as a family affair, and yet there are three tattoo artists and a group of persons that make your hair stand on end, you've failed to deliver what people were expecting. Another example is that you've promoted the event as a relaxing evening of dining and dancing, where couples can stroll from table to table tasting your town chefs' best, you better not put fast food restaurants with cardboard boxes of burgers and watered down tea in paper cups spread over three tables. This is common sense, but you'd be surprised.

5. I fill your head with huge expectations that I just can't live up to.

   No one can guaranty that your event will come off in the best way possible. If there is a home football game nearby, or three huge events put on by three service organizations, you're competing directly with them for people … people from your community. But by having an event that pulls from your community and an hour's radius, you'll have a better chance of success… radio provides that radius, and it does so economically. Everyone knows "variety is the spice of life" and that the grass seems greener on the other side of the fence… it's OK to share your town and it's greatness with others. After all, more people bring more dollars, make more memories, and tap into more circles of influence, bringing more people and more dollars. :-)