Post on 30-Mar-2015
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You are successfully signed into theRadio Advertising Bureau webinar:
Prospecting in a Down Economy
Identifying Recession Resistant Business Categories and Maximizing Their Revenue
Potential
Prospecting in a Down Economy
Identifying Recession Resistant Business Categories and Maximizing Their Revenue
Potential
For audio, dial into the conference center:
1-800-244-2500 anywhere in the USA1-212-786-7191 outside the USA, tolls apply
PIN code: 993851#
For technical assistance call RAB Member Response at 1-800-232-3131
RAB Radio Training AcademyRAB Radio Training Academy
Prospecting in a Down Economy
Prospecting in a Down Economy
Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential
Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential
Consumer Marketing
Doc HollidayAcademy Training Specialistdholliday@rab.com
RAB Radio Training Academy
• Prospecting Strategies• Research• Using Data to establish
credibility and relevance• 14 Strong business
categories in a weak economy
• Prospecting Strategies• Research• Using Data to establish
credibility and relevance• 14 Strong business
categories in a weak economy
Consumer Marketing
Our AgendaOur Agenda
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Phone Book
Referrals
Office Buildings
Signs
Personal Activities
Employment
Courthouse
Trade Shows
Inactive Accounts
Newspaper
Groups
Phone Book
Referrals
Office Buildings
Signs
Personal Activities
Employment
Courthouse
Trade Shows
Inactive Accounts
Newspaper
Groups
Consumer Marketing
Prospecting SourcesProspecting Sources
RAB Radio Training Academy
Phone Book
Referrals
Office Buildings
Signs
Personal Activities
Employment
Courthouse
Trade Shows
Inactive Accounts
Newspaper
Groups
Phone Book
Referrals
Office Buildings
Signs
Personal Activities
Employment
Courthouse
Trade Shows
Inactive Accounts
Newspaper
Groups
Consumer Marketing
Prospecting SourcesProspecting Sources
RAB Radio Training Academy
Consumer Marketing
Prospect Evaluation Prospect Evaluation
How do you decide which prospects to pursue?
How do you decide which prospects to pursue?
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Consumer Marketing
Prospect Evaluation Prospect Evaluation
Here is a tool designed to simplify the process.
Here is a tool designed to simplify the process.
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Consumer Marketing
Prospect Evaluation Prospect Evaluation
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Industry ResearchIndustry Research
Consumer Marketing
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
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Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
Articles on Demand
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
Articles on Demand
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
Articles on Demand
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
Articles on Demand
Keyword Search
RAB Radio Training Academy
Industry ResearchIndustry Research
Consumer Marketing
Instant Background
Reports
Articles on Demand
Keyword Search
RAB Radio Training Academy
Research is the bridge between the prospect’s need and your proposed solution.
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?Let’s
Open The Lines For
Questions
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•Infant Products
•Colleges & Trade Schools
•Weddings
•Home Improvement
•Health Care & Pharmaceuticals
• Health & Beauty Aids
•Auto Service & Repair
•Beverages
•Infant Products
•Colleges & Trade Schools
•Weddings
•Home Improvement
•Health Care & Pharmaceuticals
• Health & Beauty Aids
•Auto Service & Repair
•Beverages
15 Recession Resistant Business
Categories•Grocery Stores
•Fast Food
•Wireless Communications
•Senior Living
•Insurance
•Financial & Legal Services
•Entertainment
•Grocery Stores
•Fast Food
•Wireless Communications
•Senior Living
•Insurance
•Financial & Legal Services
•Entertainment
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• People are still having babies
• Babies still have needs• Great category for stations
that target young adults• Great online category (1/3
of mothers shop online and 2/3 research purchases online)
• Sub-categories include infant nutrition, infant safety, baby furniture, toys, and clothing
• People are still having babies
• Babies still have needs• Great category for stations
that target young adults• Great online category (1/3
of mothers shop online and 2/3 research purchases online)
• Sub-categories include infant nutrition, infant safety, baby furniture, toys, and clothing
Consumer Marketing
Infant ProductsInfant Products
RAB Radio Training Academy
• Jobs are being outsourced• Old occupations are
becoming obsolete• Companies are downsizing• People are losing jobs or
worried by a lack of job security
• Sub-categories include language schools, culinary schools, trade schools, distance learning, colleges, & education loans
• Jobs are being outsourced• Old occupations are
becoming obsolete• Companies are downsizing• People are losing jobs or
worried by a lack of job security
• Sub-categories include language schools, culinary schools, trade schools, distance learning, colleges, & education loans
Consumer Marketing
Colleges and Trade SchoolsColleges and Trade Schools
RAB Radio Training Academy
• People are still getting married
• Great category for promotions
• Great online category• Great category for stations
that target young adults• Sub-categories include
gowns, formal wear, photography, travel, jewelry, mobile music, floral, catering, bakeries, banquet facilities, apartments, and house wares
• People are still getting married
• Great category for promotions
• Great online category• Great category for stations
that target young adults• Sub-categories include
gowns, formal wear, photography, travel, jewelry, mobile music, floral, catering, bakeries, banquet facilities, apartments, and house wares
Consumer Marketing
Bridal IndustryBridal Industry
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• Rather than buying a new house, people are improving their current home
• Great category for co-op• Sub-categories include
tools, paint, plumbing and lighting fixtures, flooring, appliances, windows/doors, do-it-yourself classes, lawn & garden, decks, and pools & spas
• Rather than buying a new house, people are improving their current home
• Great category for co-op• Sub-categories include
tools, paint, plumbing and lighting fixtures, flooring, appliances, windows/doors, do-it-yourself classes, lawn & garden, decks, and pools & spas
Consumer Marketing
Home ImprovementHome Improvement
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• People still get ill or injured• The hospital industry is very
competitive• Pharmaceuticals are a great
category for co-op• Great cause-marketing
category• Sub-categories include
hospitals, prescription drugs, OTC medicines, disease treatment, nutrition and exercise, eye care, dental care, chiropractors, and physical therapy
• People still get ill or injured• The hospital industry is very
competitive• Pharmaceuticals are a great
category for co-op• Great cause-marketing
category• Sub-categories include
hospitals, prescription drugs, OTC medicines, disease treatment, nutrition and exercise, eye care, dental care, chiropractors, and physical therapy
Consumer Marketing
Health Care & PharmaceuticalsHealth Care & Pharmaceuticals
RAB Radio Training Academy
• People always want to look and feel their best
• Another great co-op category• Very strong category for
alternative revenue generation• Very strong online category• Great category to cross-
promote department stores, grocery stores, and drug stores
• Sub-categories include make-up, skin care, hair care, tooth care, hygiene products, and shaving products
• People always want to look and feel their best
• Another great co-op category• Very strong category for
alternative revenue generation• Very strong online category• Great category to cross-
promote department stores, grocery stores, and drug stores
• Sub-categories include make-up, skin care, hair care, tooth care, hygiene products, and shaving products
Consumer Marketing
Health and Beauty (HABA)Health and Beauty (HABA)
RAB Radio Training Academy
• People still have to drive• Not a good time for many
people to buy a new car• In tough economic times
many choose to clean-up and fix-up their current vehicle
• Sub-categories include paint & body shops, engine repair, transmission repair, tires, detailing & car wash, and car audio
• People still have to drive• Not a good time for many
people to buy a new car• In tough economic times
many choose to clean-up and fix-up their current vehicle
• Sub-categories include paint & body shops, engine repair, transmission repair, tires, detailing & car wash, and car audio
Consumer Marketing
Auto Service & RepairAuto Service & Repair
RAB Radio Training Academy
• People have to eat• With food prices rising, it is a
great time for grocers to do some PR
• Great category for cross-promotions (don’t overlook food associations)
• Great category for promotions• Sub-categories include
standard grocery stores, specialty grocery stores, processed foods, dairy, frozen foods, HABA, beverages, deli, prepared meals, and bakery
• People have to eat• With food prices rising, it is a
great time for grocers to do some PR
• Great category for cross-promotions (don’t overlook food associations)
• Great category for promotions• Sub-categories include
standard grocery stores, specialty grocery stores, processed foods, dairy, frozen foods, HABA, beverages, deli, prepared meals, and bakery Consumer Marketing
Grocery StoresGrocery Stores
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• Fast, inexpensive, and tasty...perfect for tough economic times
• Great promotional partners
• Soft drink companies will sometimes participate
• Great online potential
• Fast, inexpensive, and tasty...perfect for tough economic times
• Great promotional partners
• Soft drink companies will sometimes participate
• Great online potential
Consumer Marketing
Fast FoodFast Food
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• The category just keeps growing
• New products keep people interested in buying
• Texting is a huge part of the equation
• Stations can create texting-based promotions
• Big cause marketing opportunities
• The category just keeps growing
• New products keep people interested in buying
• Texting is a huge part of the equation
• Stations can create texting-based promotions
• Big cause marketing opportunities
Consumer Marketing
Wireless CommunicationsWireless Communications
RAB Radio Training Academy
• Not only is there and aging demographic cell, it’s the largest cell (Boomers)
• The focus on housing and caring for seniors is going to continue to grow for the next decade
• Big cause marketing opportunities
• Sub-categories include assisted living centers, retirement communities, nutrition and exercise, computers, and transportation services
• Not only is there and aging demographic cell, it’s the largest cell (Boomers)
• The focus on housing and caring for seniors is going to continue to grow for the next decade
• Big cause marketing opportunities
• Sub-categories include assisted living centers, retirement communities, nutrition and exercise, computers, and transportation services
Consumer Marketing
Senior LivingSenior Living
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• Heavily reliant on Branding
• Huge PR needs in medical insurance industry
• Great cause marketing partner
• *24% increase in spending with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include life insurance, home insurance, auto insurance, medical insurance, and commercial insurance
• Heavily reliant on Branding
• Huge PR needs in medical insurance industry
• Great cause marketing partner
• *24% increase in spending with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include life insurance, home insurance, auto insurance, medical insurance, and commercial insurance
Consumer Marketing
InsuranceInsurance
* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative
of industry results as a whole.)
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• Daily / Weekly / Monthly• *12% increase in spending
with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include beer, soft drinks, bottled water, milk, fruit drinks, and energy drinks
• Daily / Weekly / Monthly• *12% increase in spending
with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include beer, soft drinks, bottled water, milk, fruit drinks, and energy drinks
Consumer Marketing
BeveragesBeverages
* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative
of industry results as a whole.)
RAB Radio Training Academy
• In tough economic times people seek help in growing, managing, and protecting their money
• *20% increase in professional services spending with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include retirement planning, bankruptcy, personal injury, financial consultants, credit repair, investments, and family law
• In tough economic times people seek help in growing, managing, and protecting their money
• *20% increase in professional services spending with radio Q1 ‘07 to Q1 ‘08
• Sub-categories include retirement planning, bankruptcy, personal injury, financial consultants, credit repair, investments, and family law
Consumer Marketing
Financial and Legal ServicesFinancial and Legal Services
* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative
of industry results as a whole.)
RAB Radio Training Academy
• The show must go on• When people travel less
they look for local ways to recreate
• Entertainment venues are always looking for a promotional edge
• Sub-categories include local attractions, theme parks, water parks, concert venues, local sports, movies...and even home entertainment
• The show must go on• When people travel less
they look for local ways to recreate
• Entertainment venues are always looking for a promotional edge
• Sub-categories include local attractions, theme parks, water parks, concert venues, local sports, movies...and even home entertainment
Consumer Marketing
EntertainmentEntertainment
RAB Radio Training Academy
•Use all prospecting sources
•Qualify your prospects
•Research establishes your professional credibility
•Research establishes the relevance of your proposed idea
•Now is a good time to target businesses that do well in a down economy
•Use all prospecting sources
•Qualify your prospects
•Research establishes your professional credibility
•Research establishes the relevance of your proposed idea
•Now is a good time to target businesses that do well in a down economy
Review
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?Let’s
Open The Lines For
Questions
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Thank You For Attending Today’s Webinar
You will receive an e-mail as a follow-up to this RAB webinar program. It will include a PDF of the slideshow from today’s presentation. It may also include additional attachments
containing materials related to today’s topic.
If you have any questions regarding this information, call RAB Member Services at 1-
800-232-3131 or you can e-mail us at member_services@rab.com.
You will receive an e-mail as a follow-up to this RAB webinar program. It will include a PDF of the slideshow from today’s presentation. It may also include additional attachments
containing materials related to today’s topic.
If you have any questions regarding this information, call RAB Member Services at 1-
800-232-3131 or you can e-mail us at member_services@rab.com.
RAB Radio Training AcademyRAB Radio Training Academy
Prospecting in a Down Economy
Prospecting in a Down Economy
Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential
Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential
Consumer Marketing
Doc HollidayAcademy Training Specialistdholliday@rab.com