When getting a boost to win over potential advertisers, you don’t need to look any further than what you or your radio station has already done. It all comes down to data, proof, and testimonials to help you secure more contracts.
Here is the recipe for success in approaching new advertisers with confidence:
Data: Why Your Sports Radio Station Appeals to Ideal Prospects
Data is king. And it’s time you update your data bank. You need to collect data that showcases why your station is an ideal advertising platform for specific types of businesses. Ensure you fully understand your station’s demo, TSL, and the types of content that resonate with your audience. Then, you align this data with the ideal prospects of your potential clients.
Audience Demographics: Put the data of your listeners’ age, gender, location, interests, and listening habits in a concise profile. Then, make sure you know your prospects’ customers that match that. Demonstrate how your station’s audience matches the profile of your prospect’s customers. It’s simple. You should be in the conversation to help them reach their target market.
Listening Patterns: Share insights into when and where your audience tunes in; what daypart do they spend the most TSL? Highlight how this presents opportunities to capture the attention of potential customers at the right moments. For example, I hope you have convenience stores and drive-through restaurants dominating afternoon drive.
Content Relevance: Showcase how your station’s content -online, on-air, and social media- complements the interests and values of your prospects. Showcase that you understand what makes your station the ideal choice for reaching its target audience.
Just prove it.
Back up your claims with proof and client testimonials to build trust and credibility with prospects. Show that your station’s advertising works by providing evidence of successful campaigns.
Renewals and Success Stories: Ask your sales assistant to put a slide showing the renewal rates of existing ad clients. Illustrate how businesses that previously advertised with your station experienced tangible benefits, such as increased brand visibility, website traffic, or sales through reviews or testimonial quotes and shorts. Try any of these social proof strategies for radio ad sales.
Client Testimonials: Share testimonials from business owners who have seen tangible results from their radio ad campaigns. They can attest to your station’s positive impact on their brand, sales, and customer engagement. Use audio or video shorts and put them on LinkedIn.
ROI Data: Provide clients with return on investment (ROI) data, demonstrating how businesses have profited from their partnership with your station. We all have those clients that hold onto that info; ask them if you can use it.
Ready, Fire, Aim for new clients.
One of the most critical steps in this system is identifying and targeting businesses that align with your station’s strengths.
Here’s how to do it effectively:
Ideal Prospect Profile: Collaborate with veteran sellers to create a profile of your station’s ideal prospects. These clients will be based on past success and future promise. Consider their industry, target audience, marketing goals, and past advertising experiences.
Research and Analysis: Leverage this prospect profile to identify Your Top 10 businesses that closely match your station’s strengths. Gather as much intel as possible on each business, including their current advertising strategies, pain points, and trusted advisors you may have inroads with.
Personalized Outreach: Customize your approach for each prospect. Ensure you have an idea of their biggest objection and have that answer! Use data, social proof, and client testimonials. Show them how your station is a natural partner aligned with their desired audience.
The power of data, proof, and testimonials is a potent cocktail. Down it for better-targeted outreach. Know your station’s audience and strength. Show off the results you have gotten for others and watch how much more confident you will be getting results and approaching prospects with a personalized, data-backed strategy.
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.
