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Next week, Nielsen will be releasing the March survey data (survey dates February 27-March 25). While many consider this a 28-day survey, in reality it isn’t; it’s really 28 one-day surveys. Typically this is not a significant issue, but as I will explain shortly, it might be with this survey.
In recent weeks, Research Director, Inc. has written blogs on the importance of marketing during an economic downturn. We have also written about companies that advertised during the 1929 Great Depression and how that led to long-term success.
Now, we have interviewed a selection of professionals who oversee sales teams in order to understand how they are handling the present crisis with both their employees and their advertisers.
I often hear people say, “Boy, has my industry changed.” To that I reply, “Tell me an industry that hasn’t changed.” COVID-19 has taken the changes we might have lamented recently and made them seem mild. We are going through an economic change that none could have foreseen just a few months ago.
So how do you handle the uncertainty that has gripped our industry and our economy? Most importantly, how do you deal with your clients who are paralyzed with fear? In my opinion, the best way is to look 90 years into the past – The Great Depression.
This is a difficult time on so many levels. We are dealing with a great deal of change and uncertainty. It can help, however, to continue as many “normal” activities as possible. For some people reading this, one of your normal activities is selling radio. No doubt that has become more challenging than ever. But there are businesses and organizations out there that need to get their messages out – not only to keep their revenue flowing, but also to provide crucial services and communicate vital information to the community. So let’s discuss some of the verticals that are strong prospecting opportunities right now.
These are uncertain times. Nearly every aspect of our lives is changing due to the spread of COVID-19. Research Director, Inc. strives to help our clients and the radio industry at large weather this storm by gathering the strongest and most informative data and opinions available.
