Here is something to think about. Some random thoughts, and I don't mean to ramble.
You have a large national restaurant (or retail chain) in your community. They see a business opportunity. Yet they won't place a buy with your station (or group) because they don't find you don't find your station viable (maybe viable is not right word).
In our case, they will place a buy with a station that is 65 miles away (and doesn't city grade our community). This station has done several remotes in the past (it is a big group station), and I would say the buy was based on the book.
Maybe you don't show up in the book, or subscribe.
The ironic part is, they will place a buy with the local paper, and (or) direct mail.
This week, one group has decided to ditch the primary rating service in the country to go with another.
Could it be because they felt they were not getting fair representation, and losing potential revenue.
If these businesses are coming to our towns, how do we get our voices heard.
Your comments.
My experience in sales tells me this could be a nightmare for you. If they're foolish enough to do an out of market buy on a station that doesn't cover their service area, are they trying to bring in out of area customers or are they just being ignorant because of ratings. I feel ratings are only important to ad agencies. Local business seem to buy on perception and results. Just in my opinion. I would do more customer needs analysis and make it clear why they should go with you. Be Persistent!!! Don't Give Up. Just IMHO. Good Luck!
Quite honestly, these are excellent questions and the only one to give you an acurate answer is the person doing the media buying for the exact business you are referring to.
Start with local management, express to them you want to help but need their help in finding out who to contact. Do some online research too.
You can also attempt to talk to the local newspaper rep about an idea to work co-cooperatively to bring in more $$ from this client. Your side of the coin is radio ads that tell people to pick up a copy of the Sumter County Record Journal and get the coupon for XXX on page XX featuring 96.3 WLYB. Have your station logo in the paper ad.
Sell this with the paper rep as a package, and make sure the paper rep is getting more $$ than the are without as part of the program.
There are many reasons that the placement of a radio buy might be made with a station other than the local market stand alone.There's more than one way around a ad agency media buyer. I have sold many chain retailers. It all starts at the local store. Normally, a company person at the regional level can make a media buying decision. Different companies have different titles for that person that can authorize a local buy without going thru the ad agency. That's not to say that every chain retailer has a back door. You have to give them a reason to buy you. Don't expect the company person to buy a 26 week flight.
