Paint a Picture

Training Tip on Using Your Scarborough Data: Exercise #22

When you meet with a client or prospect, use Scarborough Research to paint a picture of who your audience is and why advertising to that audience would be a good fit for the client.

Instructions for the Leader:

Step 1:
Split your staff into small groups and ask them to use Scarborough to literally "paint a picture" of one station's audience (assign a different station to each group if you have multiple stations).

Ask each AE to contribute one piece of the picture by contributing a bullet point from Scarborough regarding the station's audience. For example, "our listeners index at 150 for being college-educated" or "our listeners index at 130 for having three or more children." Suggest that the AE use the following QUALITAP reports: IQP, Profile or the Opportunity Report.

Step 2:
One person from each group presents a picture of the typical listener using the bullet points from the group exercise.

Suggested Online Courses

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

Scarb 101—IQP Report
Scarb 102—Profile Report
Scarb 103—Prospecting with Scarborough

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
Profile step-by-step guide
Opportunity Report step-by-step guide

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