Promotions in Motion
Training Tip on Using Your Scarborough Data: Exercise #34
How often do you use Scarborough when looking at promotions? Do your station's promotions make sense for your advertisers? Are your advertisers' customers interested in the promotions? Scarborough can help you target the proper promotion for the right advertiser!
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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:
Have the Sales Manager and Promotions Director agree upon three major station promotions that will be used as discussion topics during a sales meeting.
Step 2:
During the meeting, brainstorm on ways Scarborough data can enhance these promotional events for your station or make them more effective for your clients. Do they make sense? Are they targeting the right people? Do they work for the type of people you are trying to attract? Hint: think about entertainment, recreation and leisure activities. What do your listeners and your clients' customers like to do in their free time? What are they interested in? Are these activities part of the promotion?
Step 3:
List all of the different ideas generated during the meeting to aid in determining the overall effectiveness of promotions. AEs will then have questions to ask about the intended audience when considering promotional ideas. This will aid them in developing more targeted promotions that not only fit the station, but also the client's needs!
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