Radio Sales Café

We're a 5,000 watt AM (not that it matters, but sometimes does to agencies) in Monroe, N. C. and I have not even attempted to go after lottery advertising and the N. C. Lottery spends millions! One percent of gross sales........any suggestions, angles.....or just approach them like any other agency?

I've approached the agency for our lottery. Not interested was their response. Apparently, they have (at least in this state) already determined who they'll buy and when and mostly it is TV. They will do a trade, but that is all. I guess I don't have any suggestions. I hope you have better luck than I did.

Hi Kathie,

Have they given any indication as to what they're initiatives are for the year? I know sometimes you have to dig for this information, but it may help you in matching your station strengths to what they agency is looking for.

I've been doing business with our state lottery since it began and, you are correct, they do have a healthy budget. Until recently, our lottery was handled "in house" so we approached them as you would a direct client. Goals/Objectives, new product rollout, education of what the lottery funds are used for, etc. If your lottery is using a regular agency, it would probaly be best to approach them as you would any other agency. Try to bring them a story as to what your station can offer that they aren't currently delivering and ask about the buying criteria. You may want to look for promotional opportunities that would make your station more valuable to the Lottery.