Piece It All Together…Becoming a Consultant

Training Tip on Using Your Scarborough Data: Exercise #31

Prior training tips have focused on running IQP reports, Profile reports, Shopped vs. Purchased reports, media comparisons, etc. Now it's time to put all the pieces together to see if you have what it takes to truly be a marketing consultant!

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 104—Focus on Client
  • Scarb 105—5 Quick and Easy Scarborough Reports
  • Scarb 301—Multi-Media Measures in Scarborough

To register, go to www.ArbitronTraining.com

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

 

Instructions for the Leader:

Step 1:
Assign each AE a major advertiser (preferably one that is mentioned by name in Scarborough for your market and one that you are trying to get on-air, or trying to increase its buy).

Step 2:
Ask each AE to create a comprehensive profile on that client. Ask for IQP reports on the client, profile information, shopped vs. purchased (if retail), media comparisons (TV, radio, newspaper, Internet, Yellow Pages, TiVo, etc.). You may want to put a time limit on this exercise.

Step 3:
Have the AEs present their findings to the group. Now your AEs are armed with data that they can turn into customer-focused presentations for these clients!

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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