How to Buy Radio Advertising

I am training a salesperson who has no radio sales experience.

Here is a portion of what I shared with him so far.

However this is written for you, the business owner:


...Let's use radio advertising as an example. Pick a radio station that has listeners that are typical of your typical customers. Depending on:

• Your profit margin
• The buying frequency (how often a good customer buys what you are selling)
• The actual $$ value of a customer over the course of 12 months
• The amount of referral business each new customer is likely to bring in
• And your budget

You should be able to determine how much advertising and which station to use. I'm going to use a real life example of a jewelry store.

• Profit Margin (including sales) 50%
• Buying Frequency, twice a year for sales, twice a year for service, repairs & cleanings
• Annual dollar value of a customer $2500 gross profit
• Each new customer is also worth 1 more referral customer.
• Budget... To Be Determined in a moment.

Most radio stations would love to set you up on an annual contract. The longer the term, the better the rates in most cases, which is to your advantage.




Click here to read the rest!

Sphere: Related Content