Forums » The Round Table: Brainstorming & Problem-solving

Prospecting Outside of Traditional Radio Categories

    • 1169 posts
    September 14, 2017 11:21 PM PDT

    This week a blog post by Paul Weyland on the Radio Ink website caught my eye (click here to read). Paul writes, "Like many of you, I almost fainted when I saw the newspaper classified section and the Yellow Books literally collapse before my eyes. Honestly, I never thought that would ever happen in my lifetime. But it did. However, out of every tragedy, out of every conflagration, emerges opportunity for others. For us in broadcasting, that phoenix is the liberation of product and service categories, clients previously unavailable to us. And they’re standing there with their wallets in their hands, unsure of what to do next. It’s true, in almost every market I visit I encounter a client who says, 'What am I supposed to do with my old Yellow Pages budget?' Hmm, let’s see … Ah, well, I think I could help. A combination of broadcast advertising and Internet-based marketing should do the trick. And we can provide both." Paul goes on to discuss in detail advertising possibilities for several specific business categories, and he notes that an extensive list of even more business categories is available here. It's a worthwhile read!

    What new business categories are you introducing to the power of radio advertising? We'd love to hear your success stories!

    This post was edited by Rebecca Hunt at September 14, 2017 11:24 PM PDT
    • 25 posts
    October 11, 2017 5:49 AM PDT

    Help Wanted is taking off in our market and we're getting great results. As the administration has changed, so has the war on energy. As a result the miners, truck drivers, electrical engineers and pipeline workers are heading back to work and we have a job boom going on. We've taken numerous orders from companies looking to fill these positions and promote job fairs. We're using a combination of mulit-station flights, remotes and even getting our news department involved (since new jobs is always a story). The key being that instead of trying to get the unemployed worker who is circling the want ads in the paper, we're reaching the gainfully employed that might be ready for a change of scenery. The result has been a better candidate and completely new batch of prospects for our clients.

    • 1001 posts
    October 11, 2017 7:08 PM PDT

    Andrew, you're right. Recruitment represents a huge opportunity for radio, because of the intrusive nature of our medium. No wonder Zip Recruiter and are spending money on radio ads! For salespeople willing to dig and "cold call," the classifieds in newspaper can be a goldmine. 

    Please consider sharing some of your Help Wanted ads in the Commercials section, Andrew.  Love to hear them!