Haunted House Advertising: The Good, the Bad, & the Ugly

April 17th, 2011

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by Bobby Lee

This article is the first in a two-part series to help the reader understand how radio and billboard advertising work, and how your haunted attraction could benefit from using these two primary venues. It would be impossible to cover every aspect of advertising, but what will be covered will be short and simple: highlighting the Good, the Bad, and the Ugly of dealing with radio and billboard advertising.

Please keep in mind that these articles are not trying to sell you on any particular medium, and the views and assessments are opinions only.

BASICS

Despite the haunters’ love and enthusiasm for their haunted houses, the need to make money, or at least break even, MUST be a deciding factor in planning a haunt.

BUSINESS 101:

Supply and Demand (as it relates to a haunt)

A. Supply: our haunted attractions

B. Demand: patrons who pay to tour a haunted attraction

The demand for supply has limitations. Why?

1. The season for haunting is short

2. The supply appeals to a small segment of the available population.

3. There is a physical inability to deliver supply during high volume demand (through-put)

4. Poof! The demand for supply instantly terminates on November 1st.

BUSINESS MARKETING 101:

Advertising (as it relates to a haunt)

Getting the right message to the right people at the right time is a basic principle of business marketing. Due to the above described limitations, getting the right message to the right people at the right time creates a huge demand on the supply of advertising mediums needed by haunters. Our friends in the advertising business mark their calendars and sharpen their chain saws because they know the upcoming haunt season is one of the best feeding times, and feasting; on haunters makes for the easiest treats of the year.

THEY HAVE IT. WE NEED IT. THEY KNOW IT!

Cruel? Heartless? No, fellow haunters, it is simply business. Do we discount on Halloween night? Think again about the concept of supply and demand.

Over the past 30 years I have worked extensively with many types of advertising media. Starting with a degree in radio-television, to employment/management/ production/purchasing of regional and national campaigns, to present-day ownership of a three-state billboard company, a world-famous restaurant, a hotel, and twelve years of producing successful haunted attractions, I have been involved with many types of advertising and ad sales methods. Before you begin the selection process of any advertising, you must have a clear understanding of a few things: your audience (buyer), your area market characteristics, your budget, and your competition.

RADIO

Like it or not, radio advertising has always been the number one choice for haunted house producers. Some haunters swear by radio, while some swear at the radio. Whatever your position on radio advertising, the facts show that every haunt season radio industry sales figures glow in the dark from their sales of invisible airwaves.

All stations are regulated and licensed by the Federal Communication Commission (FCC). Their multi-year licenses allow broadcasting of a specific frequency, powered by a designated number of watts over a defined geographic area. Licenses are granted and renewed to stations that are then obligated to serve their community interests “at all times”. They must follow the Open Records Act, which requires a public file to be accessible at all times, and it must include posting of all inquiries pertaining to compliance of FCC regulations, business practices, and how well the community interest has been served.

Every radio station will have a specialized format specifically set up and designed to attract a certain segment of society. Much like magazines are tailored to a certain interest group, radio stations broadcast entertainment geared toward a particular demographic that includes such categories as age, gender, ethnicity, interest, income, and lifestyle. In doing this targeted programming, the stations can represent their ability to deliver an advertising message to a specialized audience.

Stations can demonstrate their ranking of demographic (demo) market share by using the results from rating surveys. These surveys are conducted several times throughout the year. Surveys measure, identify, detail, and rank participating stations in hourly demo break-downs. Station rates (costs) are based on results of rating surveys. (Do be aware that not all stations subscribe to survey rating services.)

Most radio stations are owned by corporations that consolidate several area market stations into one office facility. Each station is set up to attract a different demo market, so the advertisers have the ability to expand their message to other demos by working with “sister stations”. The “big dog” radio station will offer little flexibility in pricing, scheduling, incentives, extras, or promotions. On the other hand, if you’re shopping the other stations, you’ll be amazed and pleased by the deals and creativity they are willing to put on the table. These other stations’ motivation to become the top dog by “showing strong” in the fall ratings period can work to your benefit, if your can utilize their strong points.

Shakespeare said, “The devil can cite biblical verses to fill his needs.” Seems he was predicting the arrival of radio and its station salespeople (reps). Reps will offer favorable survey results that reinforce their station’s claim of effectiveness to convince you that their station is your best choice. Rating surveys measure TOTAL demo profiles, around the clock, which creates thousands of scenarios that can be used or tossed by stations as best serves them. Ratings surveys are a real witches’ brew. I only know two people who can actually interpret a rating book. Scary! For example, a station may claim to be number one in a female 18-25 year old market, but those figures may only apply to their audience from 4 a.m. to 5 a.m. on Sundays. If that’s your audience, you’re on the right airwaves; if not, keep shopping. Another important thing to consider regarding survey ratings is that they do not address recent satellite radio growth, personal communication technology, compact entertainment gadgets, or the Internet. Naturally, radio stations rapidly dispel the fact that their exclusive hold on the mass markets is melting away like the Wicked Witch of the West, along with the value of their station and airtime.

Radio stations can add value to advertisers by allowing them to participate in promotional events such as concerts, festivals, sports, grand openings, and contests. These promotional events are staged during rating periods to increase and hold listenership. They are presented as a benefit to the radio station; however, being part of a successful event is a valuable opportunity for both you and the station. Always find out what fall promotions are planned, and in what unique way your haunt can participate.

It’s best to meet with station reps by mid-August. Discuss your event, dates, and request several proposals that cover a range of pricing and frequency of airing. Take the position with the reps that you are only shopping stations to establish a budget for your ad campaign. Don’t tip your hand in these discussions! Meeting in August allows you to shop without urgency, and will help you avoid being pushed into a “We’re almost sold out!” trap where Boo turns to boo hoo as you buy now, regret later.

Haunters must do their best to understand each station’s proposal. No matter how much each station proclaims its market strength and expertise, each will have strengths and weaknesses. Higher rates will expose strengths and weaker programs will cost less while offering opportunities in bonus incentives. Much like haunters discount slower nights, stations will throw in extras to sell soft inventories. Remember Supply and Demand?

INCENTIVES: TRICKS OR TREATS?

Keep in mind that incentives are low in value. Be realistic in determining what value, if any, their “extras” will do to benefit your haunt. Take a look at what they offer and what you need to ask to ensure that these “goodies” will serve your needs.

* If the station offers FREE bonus spots, you need to insist on disclosure of what date, day, and time your FREE spot will be scheduled to run.

* If the station offers to play your spot on their “sister stations”, get the demos, ratings, day dates, time and list of current advertisers on the sister stations.

* If the station offers FREE writing and production of your spots, decline the offer, and always hire your own professionals. Pay a professional spot production company (Google radio spots is one) to produce it, and make your haunt sound like a big budget Hollywood movie!

* If the station offers FREE remote broadcasting from your haunt, get the specifics. What day and time? Which station will actually be there, the top dog, or a skeleton from the sister station? Do they have other remotes scheduled for before, during, or after your broadcast? Are there hidden fees for things such as talent, transportation, or permits? How is the station going to promote the remote broadcast?

* If the station offers FREE promotions of your haunted house using admission ticket give-aways, get details. What day, date, time will the give-away occur? Hint: Don’t provide the station with actual tickets, but instead ask for a list of on-air winners. Tickets for give-aways should be available to winners on the list only at Will Call.

Parameters based on your budget will limit how much you are able to spend. If you’re not getting what you need, request another proposal. This will give you a better understanding of what is negotiable and presents an opportunity for the station to offer some new incentives. Could be some treats here! Always keep in mind that until you agree in writing to a radio deal, you are under no obligation. If you can’t get what you want, or what you can afford, walk away. There are always other options.

Be advised that some stations will have affiliations with specific haunted houses. These arrangements come in all shapes and sizes, ranging from publicly-known ownership, to a side deal with a D.J., a program director, or with management. Legal or “payola” double dipping happens every season. Unfortunately, it’s very hard to prove, and worst of all, these payoffs make it very difficult for other haunters to benefit from their radio purchases. Watch for these danger signs:

1. Constant on-air mentions (liners)

2. Excessive spot repetition during prime hours

3. First spot played after song set (stop set)

4. Exclusivity at promotional events.

5. Live break-ins and update from haunt locations.

Before you agree to any advertising, always check with your sponsors about the possibility of “piggy-backing”. This promotional opportunity allows you to tag your message on their current or upcoming advertisements. In radio, it is very easy to tag a five or ten second message on to your sponsor’s spot, and it won’t cost your sponsor extra. Not only will your haunt gain from additional exposure, it will also benefit from your sponsor’s year-round ad buying power, priority scheduling, and their expertise in dealing with radio air time purchasing. That’s a treat!

Another way to greatly expand your radio dollar is by cooperatively joining forces with other area haunts. Sound spooky? It doesn’t need to be. To band together with your dreaded competitor requires a level of trust be established and maintained. All participants must show courtesy and have a willingness to put aside egos and past experiences. Participants do not necessarily have to like one another, but all have to share and work toward a common business goal. Development of cooperative advertising will greatly add to profit margins; increase radio presence while costing less; and will turn competitor “trash-talking” into positive support for all participants. Joint radio efforts should rely on the experience of all members, as well as on the collective experience of the group. There must be careful consideration of what message your 30-second spot is attempting to tell the listener.

Many haunted attractions are cutting back and even excluding all radio from their marketing mix. On the other hand, for some haunters, the idea of replacing or reducing radio ads makes their blood run cold! Congratulations go to those few haunters that have found a radio station that provides the key to that treasure chest. Hang on tight, nurture that rare relationship…and keep it to yourself. Secrets of success don’t stay hidden very long.

Remember the haunt season is short, our market is small and segmented, and the competition is growing each year. Carefully study each station proposal you receive. Keep in mind that once you make your decision on your radio advertising, you’ll have the responsibility of paying for it, no matter the outcome. Now that’s scary!

Next Issue: Outdoor Billboards

Bobby Lee is co-owner of the Big Texan Steak Ranch (home of the FREE 72 oz steak), Galaxy Outdoor Advertising and Big Boo LLC Haunted Attractions. All business operations are located in Amarillo, Texas. Check out his website at www.bigtexan.com.

This article originally appeared in Haunted Attraction Issue #49