Jacobs Media debuted its 2023 techsurvey results yesterday, with Fred Jacobs pleasantly handling the Zoom call. It is worth your time to review it, especially if you want to sell more streaming products and have a competitive market advantage.
Add this tool to your advertising research toolbox. The 19th annual study used the email databases of 434 radio stations and yielded more than 30,000 surveys from core radio listeners. They cross-tabulate the data by key variables, including age, generation, format, gender, and usage characteristics.
One finding intrigues me: Sports Radio is the format the second most-likely listener type to work from home at least part of the time. 47% of the Sports audience works only from home or both from home and outside the home. THAT’S AN OPPORTUNITY! The local businesses below can tap into this growing market to increase sales with an audience you can deliver!
What local businesses you ask?
OFFICE SUPPLY STORES
Who doesn’t need a better office chair at home? Convince the store to offer special promotions or discounts on items for your audience useful for remote work. Think laptop stands, desk covers, plastic chair mats, non-spillable coffee mugs, etc. There are a ton of options!
COFFEE SHOPS AND CAFES
Guys who work from home need a change of scenery or want to meet up with a client or friend. Local coffee shops and restaurants are where it’s at as long as they advertise free Wi-Fi, power outlets, and comfortable and quiet seating. Maybe they can get a station mug at the Coffee shop-create a Mug Club.
SHARED OFFICE SPACE
Some days you need an office. On those days you do, there are plenty of options. Chamber of commerce, executive suites, and community office buildings want their business. How about they advertise a $101.9 special rate or $96.7 for four days – 1 day a week – for your audience?
HOME GOODS STORES
Guys are now building out home offices and need (much to their wife’s chagrin) to decorate them. Lamps, organizers, bookcases, and wall art help create a comfortable and productive workspace at home. Think used home goods as well at area thrift stores.
FITNESS STUDIOS
Work from home guys have more flexibility to schedule workouts during the day. Local fitness studios can offer classes and training sessions at times convenient for them and target this audience with promotions or discounts.
MEAL DELIVERY SERVICES
Quick and convenient meal options can be delivered to their doorstep. Healthy and nutritious meals, juice diets, or pizza deliveries should target men working from home. Why not create a new happy hour at home with apps from the local bar on sale for home deliveries only between 3-5pm?
Help businesses create targeted advertising campaigns. Salespeople can help local companies to thrive in the new world of remote work. We can play a critical role in connecting these businesses with our work-from-home audience. Try highlighting the opportunity to reach men who work from home in your next new business campaign.
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.
