Bayshore Broadcasting Corporation is an independent broadcaster operating radio stations in Grey, Bruce, Simcoe, Dufferin and Huron counties in Southern Ontario, Canada. The Bayshore Broadcasting News Centre is one of the largest independent newsrooms north of the Greater Toronto Area.
Generally the winter to early spring months are popular for bridal and wedding shows, allowing companies in the wedding industry to network, meet customers, and showcase their products and services. Due to the ongoing Covid-19 pandemic these shows and expos continue to be cancelled, causing a loss of revenue both for small businesses that would be showcasing products at these shows and for radio stations and local communities who host them.
Bayshore Broadcasting thought outside of the radio box, and in lieu of a large annual in-person bridal show in Owen Sound, they launched the Bayshore Broadcasting Virtual Bridal Expo website. The site features all the popular services that couples would need for their big day, including: catering, cakes, venues & accommodation, florists, rentals & decor, photography & videography, DJ’s & audio, fashion, transportation, officiants, hair & beauty, printing services, destinations and more.
Using SoCast’s Local Listings system, Bayshore gives their visitors the ability to search by location, keyword or service, which then offers results based on the search parameters. You can then click on the listing, and find out everything you need to know for that product or service including contact details, photos and what that business offers.
Speaking with Bayshore’s Director of Operations, Ian Solecki, he shared that the Bridal site is actually a simpler version of another website they plan to launch soon for “The Outdoors Show”. Both sites have allowed them to do business with new clients that they otherwise didn’t have on-air with them before. The Bridal site has relatively low traffic but the target audience is very narrow – people who are engaged themselves, or are closely connected to someone planning a wedding. They’ve had reports already from clients that they have engaged new customers as a result of being listed on the site.
They plan to use the same model for “The Outdoors Show” site, but expand it a bit further. In that case, most of the clients have bought a combined radio/digital campaign. The listing on the site is included as part of the package, but there are also radio spots to support their brand and drive traffic to the site. They are also driving traffic generally to the site through advertising on their existing SoCast sites, plus a paid+unpaid social media campaign. The idea as they build it out is for individual vendors to offer contesting, special deals or other incentives on their vendor pages, to further drive visitors to the site.
Ian also mentioned that these sites are still trials and that they are continuing to work on figuring out how to move forward through the Covid-19 pandemic, but that he could see the sites being value-added bonuses in a Covid free future.
SoCast believes radio can play a pivotal role in engaging their local communities, and as we continue to work through the Covid-19 pandemic together, we encourage you to think outside of the box, and get creative with ways to support your local communities and businesses.
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