Do you review all of your new national orders at every sales meeting to explore the local or spin-off opportunities they present?
When a manufacturer advertises, your audience wants to know more than where they can buy the product.
They want to know why they should buy it from one supplier versus another. Your local clients should always be sold adjacencies to your national spots at a premium, outlining why they are the best place to buy the advertised product or service.
Letting your prospects know that their supplier’s marketing experts chose to invest in your station also creates more credibility for your station and your prospects appreciate the fact that you have kept them in the loop.
When nationals advertise, the season is usually ripe for their competitors to promote as well.
When Michelin is advertising with you, for example, your local Goodyear dealer should be running a counter-campaign.
NOTE: There is an integrity issue when approaching competitors. You should never tell a competitor about a national campaign until it is on air and a matter of public record.
Keeping your local sales people and your local clients in the loop with new national business can reap big rewards for you and them.
Are there other opportunities you’re missing? As you plan for 2010,
Email Wayne if you would like to discuss how ENS Media Inc. can take your local sales to new heights in 2010.