Some clients do no radio but spend on SEO, Google, and Facebook. They see radio as an outdated, non-targeted ad spend. We have other advertisers who spend on radio and digital.
There are a lot more local clients not spending on radio at all. A LOT MORE.
Here are some ideas on how to attract that digital-only budget. I wouldn’t take on too many of these clients at once but identify one or two with whom you have a relationship or a clear path to connect. Maybe they are huge sports fans, handle advertising or marketing for a local company, and have an open mind. This will be hard work to attract their ad dollars, so make sure the budget is worth it and they are receptive to seeing radio differently.
Make them cry or laugh
Sports Radio is a powerful way to reach listeners personally and emotionally. Listeners call the station to rant or rave about their team. They also text and email. Ask your on-air talent for compelling audio or, better yet, a video of your listeners going off and send it to the buyer.
Your on-air talent tell excellent stories about your local teams that move people. Great play-by-play highlights are filled with descriptions of events that impact listeners. Your station connects your listeners to their community.
Send them your compelling stories, emotional or funny social media posts, and sponsorship examples of how you drove brand awareness.
We got digital
Digital buyers are all about targeting and measuring, right? The IAB says 58% of US digital ad spend is audience-based, and almost all digital display ads use targeting techniques. They want to show results to a targeted audience. You can bundle digital and social media with spots to drive foot traffic. Take advantage of drive times. That is still a competitive advantage.
The Edison Research Share of Ear survey indicates that podcast listening in the car is right behind at-home listening. Watch Larry Rosin from Edison at the BSM Summit discuss sports radio’s future advantage over music. What a powerful combo you have with live local sports talk and podcast listening during commute times. Do it.
Track it
We can measure results. Promote phone numbers only available through your platforms, show website analytics to track website traffic, and do listener surveys. Why not let the client survey monkey your listeners? Now, that’s first-party data! Use that email club for something other than contests and promotions!
Pepper them with stories
Send videos and blogs about relevant trends and developments in their industry. Show them case examples of other similar companies using radio. Talk about how your stations use streaming, podcasting, and online promotion. Position yourself as a thought leader. Blog about valid business reasons on how radio can help them with cutting-edge advertising solutions.
Get to know them
One way or another, you need to get to know them. Follow them on social, meet face to face, or via Zoom. Be consistent with responding to emails and texts. Do what you say. Don’t push or pull. Just offer.
We have a lot of opportunities in sports radio to succeed with businesses wrapped up in digital romance. Your station is unique and allows you to leverage digital media, measure results, and be current and connected to your community.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
