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Back To Basics: Finding Your Best Match

June 15, 2023

Do you ever struggle to tell the best story for your station? Don’t quite know how to show that you are a great “match” for the advertiser? Need a general format for finding and telling your story?

Well, at Research Director Inc. we are experts at finding and telling your story. Remember … you will be most successful in your matchmaking efforts if you can show that the two parties have a lot in common.

Here are a few “golden rules” to find the best match between your station and the advertiser.

  1. Find your story
    • Gather all the info you can about the advertiser’s target consumer and their goals for the ad campaign. This might include age, gender, socioeconomic info, lifestyles, retail spending, etc.
    • Pull all the quantitative and qualitative reports for anything that might match the characteristics of the target consumer.
    • Consider additional categories to explore. For example: plans to buy a home, a vehicle, banking information, restaurant information, etc.
    • Determine the estimates that provide the most value for your story: cume persons for reach, % of station for targetability, index to show the likelihood a target is to participate in the category, etc.
  2. Craft your story
    • Determine where you match the characteristics of the target the advertiser wants to reach. Show the comparison by stating, “Here is your target consumer” and then, “Here is how our listeners match your target.” They have a lot in common, right?
    • Start with broad information and narrow. Consider profiling the market first, followed by the client or consumer group. Add your station’s facts last.
    • Use meaningful data. More details to come in our next Back to Basics blog.
    • Some sample bullets:
      • $XXX is spent on furniture yearly in (your market).
      • XXXX people in YOUR MARKET are planning to buy furniture in the next year.
      • Potential furniture buyers are more likely to spend $XX on their next purchase.
      • XX% of our listeners are planning to buy furniture this year.
      • That’s XXX people that could buy their furniture from YOU!
  3. Put it all together
    • PowerPoint is the mostly widely used software for presentations.
    • Be sure that you are proficient in the basics of layout, fonts, etc. or get someone to help you create the slide deck.
    • Now take all the main bullets points you created to tell your story.
    • Keep the slides simple – only a few main points/bullets on each page.
    • Add an image or graphic that relates to your main points.
    • Include a cover page with the client’s name and logo, as well as a Summary and Call to Action.
    • Depending on the stage of your prospect, you may want to include a proposed schedule that will help the advertiser to accomplish their goals.

Now that you have found your best match and created a great story for the advertiser – ASK FOR THE ORDER!

Watch your sales grow with these simple steps. Reach out to us here for additional help.

-Karen Morriss, Director of Client Services

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