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Training Tip on Using Your Scarborough Data: Exercise #18
The "good news" is that more people are turning to electronic media, like radio, for their daily updates. Is the newspaper still in a position to deliver the same results for clients? Use Scarborough data to compare and increase your knowledge about media use in your markets, and you can create a winning headline for your station.
Instructions for the Leader
Step One:
Have your AEs go through the local newspaper and cut out ads from two to three prospects that would be a good fit for the station. For practical purposes, the ads should be at least one-quarter page and from the primary newspaper in the market—not the weekly "Pennysaver."
Step Two:
Ask the AEs to run an Instant Qualitative Profile (IQP) report on one business category from the newspaper, the radio station and the local newspaper (read yesterday). Are there any similarities or differences that will tell a story as to why the client should be using radio (your station) instead of, or with, the newspaper?
Additional Tip: You can run an IQP report on people that DON'T read the newspaper and see if this group is a match for your station's audience.
Step Three:
Split the AEs into teams of two to three and have them create a one-sheet based on their assigned categories. They can use these sales sheets with clients in the same business categories who are spending money with the newspaper.
Additional Instructional Materials
IQP step-by-step guide
Sales Tip Archive
More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.
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