Marriage, BENMARadio style

I'm proposing marriage, BENMARadio style.

Look, marrying clients to each other is nothing new-- it's been done in local markets since Bill Paley realized this radio thing wasn't a fluke. But today, marriage makes more sense than ever.

If you can find two businesses who can become interdependent on each other with a smart effective offer, why not marry them? Just don't do it the traditional way, by piggybacking them or having them share a 30 or 60. Instead, marry them by bookending them in a stop set. Bookends are usually 15's, but can be done as 30's. So, say you marry a movie theater to a furniture store. The stop set opens with 30 second copy for the movie theater, offering 20% off a living room set when you choose a ticket package of $50 or more, good for admission to the theater. Then it reminds you that the furniture store has something to add in just a few seconds.

The stop set continues with other clients, then ends with the furniture store 30. They now tell you about how you can get a free love seat at the furniture store when you purchase a concession gift card of $50 or more. Two offers working two separate ways for two clients.

Sell the bookends as one schedule, not two, so the clients save money and realize results. In a soft economy, it's great way to spur sales without breaking anyone's budget.

You can bet this is a marriage that will last.