Read this month's Databasics and win $100.00

...not really but I bet that offer was a great incentive for you to read the column. What incentive are you giving your listeners or customers to interact with you? Incentives play a powerful part of building and rewarding loyalty and should be a key element in any database building effort. If you can't afford to give $100.00 to every registrant or a Porsche to every person, what makes for a meaningful incentive? This month's Databasics reviews incentives, from the tangible to the intangible, and shows why intangible benefits may actually be better.

Tangible incentives are easily identified: Cars, cash, concert tickets. You won't go wrong with any of them, as long as they match the interest of the person you're trying to reach. You may already be giving them away as part of your Fall promotion. Now, think about kicking it up a notch for members of your database. Everyone can listen for the winning car key, only database members get two chances, two keys. Any listener can win tickets to Metallica, but only registered listeners can score front row tickets. Everyone is eligible for 100 bucks, but only database members can have the money doubled. Use every opportunity to sweeten the pot for the people who care so much about your station or business they'll register their name and information with you.

But what happens if you're part of the other 99% of the business world that doesn't have the budget for big ticket give-aways? Offer information. If you're a radio station, you know all the artists who are coming into town but your listeners don't, and they want to. You know what songs you'll be playing as part of the car giveaway, but your listeners don't...and they want to. If you're a car dealership, you know the new gadgets in the 2004 models but your customers don't and they want too. Loyal listeners and customers are passionate about your product. Offer them meaningful "inside" information and they'll register in droves. In fact, the intangible incentive can generate a cleaner list of core registrants who truly care about the product...versus the contest player who just wants a shot at the goods.

Whenever you're planning a contest or sale, think about recognizing the people who have registered their allegiance in your database. Reward them with a quality incentive and perhaps they'll reward you with longer listening, another visit to your business or even a mention in their Arbitron Diary.