RAB Insights

RAB Research Archive

Prospecting Made Easy(er)...

Over the weekend, did you watch or read any news? Notice the increased level of uncertainty concerning the current state of the economy, holiday shopping or the political season? People are still scared, apprehensive and uncertain about where this is headed. Radio continues engaging, informing, entertaining and connecting with our audience in increasingly inspiring ways. You would think that business owners and potential advertisers would recognize the updated research about radio's power, and your phone would start ringing off the hook. We can only hope, right?

It's Monday, so we would like to highlight in Radio Sales Today some RAB Resources available to our great members. RAB has several products on our website under the sales tools/prospecting drop-down list at the top. Read through today's issue for research, articles and helpful tools from your RAB. Today, we focus on two of my favorites. (If I'm allowed to play favorites.)

TheConsumer Behavior by Format profile — Linked for members, it allows you to match your format to the specific purchasing behavior of your audience. Anything that indexes above 100 means your audience is much more likely than the total market to attract those people.

a. For example, if you have a classic rock station, your audience is 2.14 times more likely (double) than the total market to ride a motorcycle on the weekends. Is it a good place for people who sell motorcycles to advertise?

b. This list is organized by index, so the first things on the list are the things your audience buys more than the total market. In classic rock, you'll have to scroll through four pages before you get down to 100. This means there are lots of opportunities in many categories.

The Pitch — Tammy Greenberg on our team prepares The Pitch, which is a deep dive into categories that are important to you. The Pitch combines many RAB resources into one place. It gives you everything you need to educate and equip yourself to call on any business category.

Radio is uniquely positioned to provide excellent marketing support to local communities and can respond instantly to changes in how the economy is affecting us. Today's media landscape requires that you should no longer consider yourselves "radio" salespeople. You should present yourselves as marketing experts with a full suite of products (solutions) to offer local businesses. Strategic prospecting with the products we just shared could be your perfect storm to get your revenue back where you want it and beyond.

Happy Monday!

P.S. If you missed our tip on Friday, review that again to see what makes a qualified prospect and how long you should pursue them before giving up.

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development