The RAB is launching an In-Market Revenue Road Show focusing on 20 key markets sized 50-100. The Road Show scheduled for Q1 will include a turnkey training session customized for each market’s individual growth revenue needs.
The Radio industry has been pacing at a 6% growth YTD; yet local revenue has lagged. This initiative addresses some of the key barriers to revenue growth. RAB will work with market and station managers to assess their needs, challenges, and opportunities. RAB trainers will then present a unique training program in targeted markets such as Tulsa, Fresno and Des Moines.
Jeff Haley, RAB President and CEO, tells RBR-TVBR the point of focusing on medium-sized markets is based on two issues. “One, we think that’s an area where we should be able to help beef up local and two, it’s also an area where we think our services are under-indexed. The usage for RAB services and training is very strong in markets 1-20 and 100+, but this middle market size is an area we think we can build up.”
Haley says they’ve already started going into those markets (week of 11/15), as sort of a “soft launch,” asking what stations need.
Areas to be covered include sales management, business development, creative, advertising, and research with a drill-down into a market assessment and opportunities to drive business immediately.
Session topics may include:
• The Three Ways to Grow A Business
• The Difference Between Features and Benefits
• Selling on the Value of ROI
• Generational Marketing
• Increasing Sales Through Buyer-Style Identification
• Personal Branding
• Making the Most of a Down Economy
• Painless and Profitable Prospecting
• Making Money with Co-op and NTR
• The Best Ways to Get the Appointment
• How to Conduct a Successful Needs Analysis
• Schedules That Deliver Results for Advertisers
• New Trends In Alternative Revenue
• How to “Reallocate” Money from Competitive Media To Radio
• The “No-Tension” Method for Handling Objections: An Approach to Closing That Really Works
• Negotiation Strategies
• Creating Great Written Presentations
• Writing Ad Copy That “Sells Stuff”