Two of the most preached practices for prospecting new advertisers are:
1. Monitor other radio station to hear who bought ads on the air
2. Flip through the newspaper to see who bought ads in print
Do you see the obvious flaw here?
Those advertisers already spent a chunk of their marketing budget on buying those ads. Further, if the other media salespeople were even halfway competent they’ve got them under contract for at least the next six months, if not a full year.
So, what will you hear when you call them?
I’ve spent my marketing budget for this year.
You also just proved to them that people are listening to the station and hearing their spots or reading the paper and seeing their ads.
Why should they make a change?
I’m not saying these techniques aren’t an effective means to identify new prospects, but… you’re not doing it right.
Here’s how to do it RIGHT.
When you hear or see an ad from a company, don’t call that specific business. Instead, identify the category and research other likely competitors to that company who are not already advertising.
Not only do theses prospects have a budget unsullied by other media reps, but you have a built-in compelling reason for them to advertise — their competition just upped the stakes in capturing a greater share of the available business in their area. Help them plot an effective counter-strategy to win back the ground they are losing (and win a new annual account.)
Don’t just Monitor… Monetize!
–Possessing creative powers beyond those of mere mortals, Don The Idea Guy Snyder is the Director Results for RadiOhio, Inc. and oversees the development of integrated media solutions for Dispatch Media Group. The Idea Guy is also one of Jeffrey Gitomer’s Certified Speakers, delivering customized and personalized seminars on sales, customer loyalty, social media, leadership, and creativity. 704-333-1112 www.DonTheIdeaGuy.com.
