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Hello FM launches a slew of initiatives to build strong bondage with listeners

31-January-2007
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Hello FM launches a slew of initiatives to build strong bondage with listeners

Hello FM, Malar Publications’ FM venture, is sparing no efforts to ensure greater brand visibility, instant recognition and high recall in a fast growing FM market in Chennai.

After putting up a string of hoardings at premium locations urging people to listen to Hello FM for ‘original’ Tamil programmes, the FM channel recently did a tea shop promo, wherein it selected 120 tea stalls spread across the city and kept gold-coated pots in each of them. Customers visiting the tea shop could fill a slogan contest coupon published in ‘Daily Thanthi’ and drop it in these pots. The best three slogan writers were given various prizes. The event, christened Daily Thanthi-Hello Fm 3 Roses Tea time Kondattam, was sponsored by 3 Roses. ‘Daily Thanthi’ was the media partner.

Commending on the strategic importance of the promo, Charles, Head of Marketing, Hello FM, said, “The gold pot contest was only a tool to build strong bondage with listeners and give value addition to advertisers. The slogan contest and questions were framed in such a way that traffic increased at 3 Roses stalls while pushing up the listernership of the FM station. Radio is all about building relationship with listeners on ground. More than being heard, it has to be experienced.”

Charles further said that ground level promos helped in interacting with listeners on a ‘one on one’ basis. “The listeners’ involvement with the brand multiplies manifold, depending upon the degree of interaction built into the promo. Regular advertising helps in brand awareness, while a contest or product promo helps in building brand loyalty,” he added.

“We gave away prizes worth Rs 2 lakh. But the value of the prize is not what is driving the promo. The driving factor is interlocked relationship among HLL, stockiest, tea shop owners and customers of each shop, who all happen to be listeners of Hello FM,” Charles further said, adding, “Promotions such as these are only tools to popularise our station and programmes. In the long term, it is our content, which will win hearts and occupy the crucial real estate in each of our listeners’ mind.”

Hello FM also did another promo recently, wherein the FM station arranged free servicing for autorickshaws and free eye and general health check-ups for auto drivers. This event was aired live on Hello FM. As the event coincided with Pongal celebrations, a special Pongal gold-coated pot invited the auto drivers to drop in their names and numbers. Hello 106.4 FM’s celebrity radio jockey Badava Gopi picked up lucky winners from the pot and rewarded them with gold coins apart from freebies to all visitors.

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