How Do We Compare?

Training Tip on Using Your Scarborough Data: Exercise #16

Is your station the perfect match or even a nice complement to a client's potential customers? With Scarborough, you can compare your station's audience to your client's customers to show how well they compare. 

Instructions for the Leader:

Step 1:
Have your sales people run an Instant Qualitative Profile (IQP) report on their stations and one on a client you assign to them. Suggested clients include: Auto Dealers, Restaurants, Garden Centers, Cell Phones, Real Estate, Banking, Retail and any business categories you might need help in acquiring. A quick option is to use the Search feature in QUALITAP, type in "Plan" and choose the categories under "Purchases/Expenditures."

Step 2:
Ask each sales person to bring the IQP reports for both the client and the station to a sales meeting.

Step 3: 
Have each sales person identify three similarities between the client and the station, showing how advertising with the station can benefit the client. Also, have the group brainstorm two to three questions they might ask the client based on the data.

Suggested Online Courses If your reps need more help with this topic, they may want to take these Scarb 400-Level Category Workshops: Scarb 401-Scarb 410 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

Sales Tip Archive

More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.