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Sales Tip - Don't Overlook Your Local Prospects

When selling digital, it's easy to assume that local advertisers will be less adventurous and invest a lesser portion of their advertising budget into digital offerings than will a national advertiser. Nothing could be further from the truth.

At the RAIN Summit at this week's Radio Show, LDR Interactive president Daniel Anstandig said that national buyers tend to be on a "very tight leash" with demands that don't always fit up-and-coming media. "They're often looking for specific measurable points that sometimes don't exist when you're looking at a new marketing vehicle."

On a local level, radio is often dealing directly with a decision-maker. "They're looking for a unique experience for a consumer that guides them to that business or makes them a loyal customer."

Source: Brandeis C. Hall, VP/Professional Development, RAB