Why Should I Buy Your Station?
Selling direct to advertisers and how to go
beyond GRPs, CPMs and Impressions.
This strategic program begins the process of creating a sound brand platform that becomes the rallying cry of the stations’ sales force. It addresses the attitudes you can capitalize on, the perceptions you need to overcome and ultimately identifies the primary brand benefits of the station that can be tangibly supported by the quantifiable metrics traditionally employed to sell advertisers.
Unlike station to agency buyer relationships which are more dependent upon defined rating and audience guidelines, advertisers who directly place their own media are much more influenced by emotional and personal considerations. “What stations do my friends, family listen to/watch? I always tune in to my favorite DJ or sports morning team show. What songs do you play?”
By addressing the non tangible elements that go beyond just the numbers, we explore ways to best position the brand by openly addressing the underlying predispositions and motivations of the advertiser.
The primary deliverable of this program is to create a written strategic platform that sets the stage for all ensuing executions of communications supporting the sales and marketing efforts. The ultimate objective is to ensure that you make intelligent choices about techniques or tactics by first ensuring that you have a strategic platform and that all members of the team understand and support clear goals and messages.