Follow Up: WGN’s Sisterhood of the Traveling Dresses

Posted on November 22, 2010

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WGN Promotions Manager Jenny Stevens was one of the first to make her dress available to brides in need.

Last week I wrote about a great local radio promotion effort at WGN-AM in Chicago. After discovering a suburban-Chicago bridal shop had burnt down the station set out to help customers of Eva’s Bridal avoid a potential wedding day disaster by asking listeners to make their dresses available for loan to women who now found themselves in need.

The idea was hatched Friday on the morning show. Marketing Director Jackie Paulus reports by the afternoon the online and Facebook based initiative had been shared 332 times, promoted on a number of personal Facebook pages and tweeted 44 separate times.  As of this morning over 160 dresses have been posted on the station’s Facebook page with more still coming in from willing lenders. One of the earliest offers came from the station’s promotion manager Jenny Stevens who is pictured here on her happy day.

Now Paulus says the station is actively looking for a way to thank the women who made the generous offer and to hopefully keep them as friends of the station’s Facebook page which will hopefully result in them becoming regular listeners.  An excellent reminder in the necessity of follow-up and maintenance when trying to cultivate new listeners.

Congrats to WGN on a great local radio promotion that, at a time where budgets have been slashed to the bone, cost the station absolutely nothing.

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