Networking for radio sales professionals from Grace Broadcast Sales.
"A thing is worth what you pay for it." - Jim Williams.
"If you can't afford a prime daypart, buy off-prime." - Roy H. Williams
Putting these two thoughts together, Hidayath, would argue for seeking out prospects who aren't buying radio advertising, not because they don't believe in the medium but because they haven't the budget to dominate a prime time daypart. Off-prime time often means a bargain price, allowing someone who wants to buy a heavy schedule/consistent schedule but can't afford prime rates to be able to do so.
Jim Williams used night shift workers, emergency services personnel, night watchmen, taxi drivers, etc., along with insomniacs, as examples of those whose work or lifestyle causes them to be late-night or overnight radio listeners. They might account for 15-25% of a station's audience, depending on the market. (One of these days I'll upload Jim's complete audio training on this topic; right now you'll find his wisdom on using "demo tapes" here.)
Since night owls sleep during the day when the rest of us are awake and at work (and stores are open) they have comparatively fewer opportunities to spend money shopping local stores. This might lead one to infer that they have more disposable income than their diurnal counterparts. Your advertiser can talk to them directly via his radio spots, providing a convenient way to do business (whatever that might be).
Roy-the-Wizard talks about his jewelry store clients who advertised in late night positions, targeting young prospects for engagement rings and wedding sets ("Hey, you two in the back seat. When you're ready to get serious, we'd love to help you find the perfect rings.")
Anyhow, hope this is to some degree helpful.
Let us know how it turns out for you!
I agree with Rod. Dominate SOMETHING to get results. If you can't dominate a year, dominate a month, or a week, or a day or a daypart. I've got a handful of clients who are buying nothing but 7p-mid to dominate that daypart. One of them is a realtor.