Howdy Partner!

Training Tip on Using Your Scarborough Data: Exercise #52

Be a Media Partner to Your Clients
Radio Account Executives sell more than just spots, so show you're a great resource and credible asset by helping the client market their business. Use Scarborough data to learn more about your client's business, the market and the consumer base they are trying to attract.

Instructions for the Leader(s):

Step 1:
Run three Instant Qualitative Profile (IQP) reports: one on the market, one on a client or category of business and one on your station(s).

Step 2:
Divide the staff into small groups and give them 15 minutes to develop a presentation for the client, starting with the market information, the client’s potential customers and, finally, how investing with your station(s) will help the client reach those potential customers in the market.

Step 3:
Have one member of each group give the presentation. Pick out the “best” pieces of information from all of the presentations and put together a one sheet that everyone can use as a template for different categories of business.

Additional Instructional Materials

For Qualitap Users:

For Tapscan Web Users:

Sales Tip Archive

You will find 52 tips for using Scarborough data at www.arbitron.com.