How Much Are We Worth?
Training Tip on Using Your Scarborough Data: Exercise #33
One of the biggest impressions you can leave with advertisers is talking with them about the potential impact your listeners can have on sales. Here's how you can use Scarborough data to show the value of your listeners as an attractive consumer group!
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If your reps need more help with this topic, they may want to take:
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 (or groups of two) a business category where Scarborough measures "amount spent." (Click here to see a list of available categories).
Step 2:
Ask the AEs to run a Profile Report on their categories with the Criteria as the station's listeners and the Categories selected as the dollars spent in their assigned category.
Step 3:
Have the AEs calculate the approximate dollars spent by the station's listeners in the category and create a one sheet that illustrates the spending power of your listeners. Save the one sheet so it can be used by the rest of the sales staff. (Click here for worksheet on calculating spending power.)
Additional Instructional Materials
Scarborough "amount spent" categories
Worksheet to calculate Audience Spending Power
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