When you get a leg up in attracting 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, evidence, and testimonials to help you get more business.
Here is the recipe for successfully approaching new advertisers with complete confidence:
Data: Why Your Sports Radio Station Attracts Ideal Prospects
Data is king. And it’s time to update your database. You need to collect data that shows why your station is an ideal advertising platform for specific types of businesses. Make sure you understand your station demo, TSL, and the types of content that resonate with your audience. Then you align this data with your potential customers’ ideal prospects.
Audience Demographics: Put data on your listeners’ age, gender, location, interests, and listening habits into a concise profile. Next, make sure you know your prospects’ customers who match that. Demonstrate how your station’s audience matches your prospect’s customer profile. It’s simple. You should be part of the conversation to help them reach their target market.
Listening models: Share information about when and where your audience goes online; In which part of the day do they spend the most TSL? Highlight how this presents opportunities to capture the attention of potential customers at the right time. For example, I hope you have convenience stores and drive-thru restaurants dominating afternoon commutes.
Relevance of content: Show how your station’s content (online, on-air and on social media) complements your prospects’ interests and values. Show that you understand what makes your station the ideal choice for reaching its target audience.
Just prove it.
Support your claims with evidence and customer testimonials to build trust and credibility with prospects. Show that your station’s advertising works by providing proof of successful campaigns.
Renewals and successes: Ask your salesperson to put up a slide showing the renewal rates of existing advertising 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 quotes and shorts. Try one of these social proof strategies for radio ad sales.
Customer testimonials: Share stories from business owners who have seen tangible results from their radio advertising campaigns. They can attest to the positive impact your station has on their brand, sales and customer engagement. Use audio or video shorts and put them on LinkedIn.
ROI data: Provide customers with return on investment (ROI) data, demonstrating how businesses benefited from partnering with your resort. We all have clients who retain this information; ask them if you can use it.
Ready, fire, aim for new customers.
One of the most critical steps in this system is identifying and targeting businesses that match your resort’s strengths.
Here’s how to do it effectively:
Ideal prospect profile: Work with experienced salespeople to create a profile of your station’s ideal prospects. These customers will be based on past successes and future promises. Consider their industry, target audience, marketing goals, and past advertising experiences.
Research and analysis: Leverage this prospect profile to identify your top 10 companies that closely match your station’s strengths. Gather as much information as possible about each company, including their current advertising strategies, problems, and trusted advisors with whom you might have inroads.
Personalized awareness: Personalize your approach for each prospect. Make sure you have an idea of their biggest objection and have that answer! Use data, social proof, and customer testimonials. Show them how your station is a natural fit for their desired audience.
The power of data, evidence and testimonials is a potent cocktail. Lower it for more targeted outreach. Know the audience and strength of your station. Show others the results you’ve achieved and see how much more confident you’ll be in getting results and approaching prospects with a personalized, data-driven strategy.
