Soon you will begin planning for a successful 2014.

The radio station business model is unique because we have three distinctly different target markets. Most other businesses only target those who can spend money with them.

But in radio, we have three target groups that affect that “spend”. We need a strategic marketing plan for each of those target customers.

One target is our audience. Most stations do have promotional and marketing plans to attract and maintain audiences. Our success with this target affects our success with our second target.

Our second target group is our paying customers…our advertisers. Most stations are fairly effective at reaching and influencing this group as well.

It is important to calculate the per capita value of each of your target customers. If a station has annual revenue of $3 million with a listening audience of 100,000 people, then each listener is worth $30. Using that same revenue base and a total of 500 advertisers, each advertiser is worth an average of $6,000.

But it is our third target that is by far the most valuable per capita and yet we often have no marketing plan to attract, motivate and keep these customers. The third target is our internal customers, our staffs. If that same $3 million station has a staff of 30 who sell, create, administer and invoice the $3 million in revenue, then each staff member has an average value of $100,000.

When the lights go off, your most valuable assets go home!

Do you have a marketing plan to attract and create customer satisfaction for your most valuable target market…your internal customers?

Our new Canadian Radio Sales Certification program is a correspondence course designed to bolster the confidence and proficiency of the local account executives on your internal customer team. Contact [email protected] to inquire about investing in this valuable resource.

P.S. We know that extraordinary revenues require extraordinary effort and creativity. Click here to inquire about the extraordinary revenue generating initiatives we have available to help increase your local-direct sales in 2014 and beyond.