Traditional Revenue—Not!

Training Tip on Using Your Scarborough Data: Exercise #17

Scarborough isn't just a tool for your traditional clients. It can also be a valuable tool for Non-Traditional Revenue (NTR). Scarborough's database includes several categories you can use to prospect for NTR ideas, including Leisure Activities, Entertainment, Travel and Stores Shopped.

Instructions for the Leader:

Step 1:
Print out multiple Instant Qualitative Profile (IQP) reports with a client as the "Criteria" and Leisure Activities, Entertainment, Travel, and Stores Shopped as the "Category." Select one "Category" per printout.

Step 2:
Split your staff into small groups and handout the Profile reports. Ask each group to brainstorm ideas for possible NTR vendor programs.

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

Scarb 102—How to Create a Profile Report
Scarb 104—It's All About the Client!

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

Additional Instructional Materials

IQP step-by-step guide

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