Sports radio listeners are as likely to fill a Morton’s Steakhouse (whatever happened to the $2.39 sirloin dinner spot?) as Mcdonald’s. Let’s cash in on that.
While reading the latest Meet the Market Manager interview with Todd Farquharson of Gow Media in Houston, I felt his pain in growing the overall sports radio listening share. Wouldn’t it be nice if sports radio was as widely listened to as rock or country? Or even half that? We can make it with what we have, just like they are in Houston. It’s not about how many listen to sports radio. It’s how much they can spend.
We should capitalize on our upscale image with clients. Some of our country’s most successful businesspeople own sports franchises, are interviewed on sports radio, and listen regularly. Mark Cuban made billions by putting sports play-by-play on the internet.
Most upscale prospects will not argue with you that luxury box seats, suites, and sponsorships of sports teams are purchased by sports-loving upscale people. And they listen to your station! So, rather than play the ROI game that favors the rock station that can generate tons of Dollar General customers, why not flip the script to how we can produce traffic to upscale clients with a high-profit margin/low customer count model?
Here are a few examples:
Luxury Goods Retailers
Businesses that sell high-end luxury goods such as men’s designer clothing, jewelry, or premium electronics/system installs often enjoy a high-profit margin per sale. Help these clients showcase exclusivity and reputation.
Specialty Food and Beverage
Butchers, BBQ hotspots, or craft beverage retailers offer premium ingredients, craftsmanship, and specialized offerings. Help them to stand out with a consistent ad plan. BBQ alone will have customers drive for hours and start lining up at 10 am just to be served.
Health and Wellness Services
Businesses offering health and wellness services, such as spas specializing in sexual health improvement, men’s wellness retreats, barbershops, and personal fitness studios, often have a high-profit potential.
Home Improvement and Office Design
Local businesses specializing in home improvement or custom design and furniture for home offices are looking for your audience. Often, our listeners will supervise the home improvement projects once they are booked. And we have lots of guys working from home.
Professional Services
Consultants, accountants, lawyers, stockbrokers, business insurance, and specialized business advisors can generate high-profit margins per client engagement. Find ways to make them a part of the audio or social media video to bring them to your market.
Technology and Software Solutions
Local businesses that develop and sell innovative technology products or software solutions can have high-profit margins. You have heard of SaaS. Now is your chance to help them rake in even more subscription revenue.
Not every one of these prospects will be ready to buy from you. Some have massive overhead, labor issues, or big corporate competitors. But look for the ones that can and sell them your idea on why sometimes less is more!
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.
