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You are successfully signed into the Radio Advertising Bureau webinar: Prospecting in a Down Economy Identifying Recession Resistant Business Categories.

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Presentation on theme: "You are successfully signed into the Radio Advertising Bureau webinar: Prospecting in a Down Economy Identifying Recession Resistant Business Categories."— Presentation transcript:

1 You are successfully signed into the Radio Advertising Bureau webinar: Prospecting in a Down Economy Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential Prospecting in a Down Economy Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential For audio, dial into the conference center: anywhere in the USA outside the USA, tolls apply PIN code: # For technical assistance call RAB Member Response at

2 RAB Radio Training Academy Prospecting in a Down Economy Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential Consumer Marketing Doc Holliday Academy Training Specialist

3 RAB Radio Training Academy Prospecting Strategies Research Using Data to establish credibility and relevance 14 Strong business categories in a weak economy Prospecting Strategies Research Using Data to establish credibility and relevance 14 Strong business categories in a weak economy Consumer Marketing Our Agenda

4 RAB Radio Training Academy P hone Book R eferrals O ffice Buildings S igns P ersonal Activities E mployment C ourthouse T rade Shows I nactive Accounts N ewspaper G roups P hone Book R eferrals O ffice Buildings S igns P ersonal Activities E mployment C ourthouse T rade Shows I nactive Accounts N ewspaper G roups Consumer Marketing Prospecting Sources

5 RAB Radio Training Academy P hone Book R eferrals O ffice Buildings S igns P ersonal Activities E mployment C ourthouse T rade Shows I nactive Accounts N ewspaper G roups P hone Book R eferrals O ffice Buildings S igns P ersonal Activities E mployment C ourthouse T rade Shows I nactive Accounts N ewspaper G roups Consumer Marketing Prospecting Sources

6 RAB Radio Training Academy Consumer Marketing Prospect Evaluation How do you decide which prospects to pursue?

7 RAB Radio Training Academy Consumer Marketing Prospect Evaluation Here is a tool designed to simplify the process.

8 RAB Radio Training Academy Consumer Marketing Prospect Evaluation

9 RAB Radio Training Academy Industry Research Consumer Marketing

10 RAB Radio Training Academy Industry Research Consumer Marketing

11 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports

12 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports Articles on Demand

13 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports Articles on Demand

14 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports Articles on Demand

15 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports Articles on Demand Keyword Search

16 RAB Radio Training Academy Industry Research Consumer Marketing Instant Background Reports Articles on Demand Keyword Search

17 RAB Radio Training Academy

18 Lets Open The Lines For Questions

19 RAB Radio Training Academy Infant Products Colleges & Trade Schools Weddings Home Improvement Health Care & Pharmaceuticals Health & Beauty Aids Auto Service & Repair Beverages Infant Products Colleges & Trade Schools Weddings Home Improvement Health Care & Pharmaceuticals Health & Beauty Aids Auto Service & Repair Beverages Grocery Stores Fast Food Wireless Communications Senior Living Insurance Financial & Legal Services Entertainment Grocery Stores Fast Food Wireless Communications Senior Living Insurance Financial & Legal Services Entertainment

20 RAB Radio Training Academy People are still having babies Babies still have needs Great category for stations that target young adults Great online category (1/3 of mothers shop online and 2/3 research purchases online) Sub-categories include infant nutrition, infant safety, baby furniture, toys, and clothing People are still having babies Babies still have needs Great category for stations that target young adults Great online category (1/3 of mothers shop online and 2/3 research purchases online) Sub-categories include infant nutrition, infant safety, baby furniture, toys, and clothing Consumer Marketing Infant Products

21 RAB Radio Training Academy Jobs are being outsourced Old occupations are becoming obsolete Companies are downsizing People are losing jobs or worried by a lack of job security Sub-categories include language schools, culinary schools, trade schools, distance learning, colleges, & education loans Jobs are being outsourced Old occupations are becoming obsolete Companies are downsizing People are losing jobs or worried by a lack of job security Sub-categories include language schools, culinary schools, trade schools, distance learning, colleges, & education loans Consumer Marketing Colleges and Trade Schools

22 RAB Radio Training Academy People are still getting married Great category for promotions Great online category Great category for stations that target young adults Sub-categories include gowns, formal wear, photography, travel, jewelry, mobile music, floral, catering, bakeries, banquet facilities, apartments, and house wares People are still getting married Great category for promotions Great online category Great category for stations that target young adults Sub-categories include gowns, formal wear, photography, travel, jewelry, mobile music, floral, catering, bakeries, banquet facilities, apartments, and house wares Consumer Marketing Bridal Industry

23 RAB Radio Training Academy Rather than buying a new house, people are improving their current home Great category for co-op Sub-categories include tools, paint, plumbing and lighting fixtures, flooring, appliances, windows/doors, do-it-yourself classes, lawn & garden, decks, and pools & spas Rather than buying a new house, people are improving their current home Great category for co-op Sub-categories include tools, paint, plumbing and lighting fixtures, flooring, appliances, windows/doors, do-it-yourself classes, lawn & garden, decks, and pools & spas Consumer Marketing Home Improvement

24 RAB Radio Training Academy People still get ill or injured The hospital industry is very competitive Pharmaceuticals are a great category for co-op Great cause-marketing category Sub-categories include hospitals, prescription drugs, OTC medicines, disease treatment, nutrition and exercise, eye care, dental care, chiropractors, and physical therapy People still get ill or injured The hospital industry is very competitive Pharmaceuticals are a great category for co-op Great cause-marketing category Sub-categories include hospitals, prescription drugs, OTC medicines, disease treatment, nutrition and exercise, eye care, dental care, chiropractors, and physical therapy Consumer Marketing Health Care & Pharmaceuticals

25 RAB Radio Training Academy People always want to look and feel their best Another great co-op category Very strong category for alternative revenue generation Very strong online category Great category to cross-promote department stores, grocery stores, and drug stores Sub-categories include make-up, skin care, hair care, tooth care, hygiene products, and shaving products People always want to look and feel their best Another great co-op category Very strong category for alternative revenue generation Very strong online category Great category to cross-promote department stores, grocery stores, and drug stores Sub-categories include make-up, skin care, hair care, tooth care, hygiene products, and shaving products Consumer Marketing Health and Beauty (HABA)

26 RAB Radio Training Academy People still have to drive Not a good time for many people to buy a new car In tough economic times many choose to clean-up and fix-up their current vehicle Sub-categories include paint & body shops, engine repair, transmission repair, tires, detailing & car wash, and car audio People still have to drive Not a good time for many people to buy a new car In tough economic times many choose to clean-up and fix-up their current vehicle Sub-categories include paint & body shops, engine repair, transmission repair, tires, detailing & car wash, and car audio Consumer Marketing Auto Service & Repair

27 RAB Radio Training Academy People have to eat With food prices rising, it is a great time for grocers to do some PR Great category for cross-promotions (dont overlook food associations) Great category for promotions Sub-categories include standard grocery stores, specialty grocery stores, processed foods, dairy, frozen foods, HABA, beverages, deli, prepared meals, and bakery People have to eat With food prices rising, it is a great time for grocers to do some PR Great category for cross-promotions (dont overlook food associations) Great category for promotions Sub-categories include standard grocery stores, specialty grocery stores, processed foods, dairy, frozen foods, HABA, beverages, deli, prepared meals, and bakery Consumer Marketing Grocery Stores

28 RAB Radio Training Academy Fast, inexpensive, and tasty...perfect for tough economic times Great promotional partners Soft drink companies will sometimes participate Great online potential Fast, inexpensive, and tasty...perfect for tough economic times Great promotional partners Soft drink companies will sometimes participate Great online potential Consumer Marketing Fast Food

29 RAB Radio Training Academy The category just keeps growing New products keep people interested in buying Texting is a huge part of the equation Stations can create texting-based promotions Big cause marketing opportunities The category just keeps growing New products keep people interested in buying Texting is a huge part of the equation Stations can create texting-based promotions Big cause marketing opportunities Consumer Marketing Wireless Communications

30 RAB Radio Training Academy Not only is there and aging demographic cell, its the largest cell (Boomers) The focus on housing and caring for seniors is going to continue to grow for the next decade Big cause marketing opportunities Sub-categories include assisted living centers, retirement communities, nutrition and exercise, computers, and transportation services Not only is there and aging demographic cell, its the largest cell (Boomers) The focus on housing and caring for seniors is going to continue to grow for the next decade Big cause marketing opportunities Sub-categories include assisted living centers, retirement communities, nutrition and exercise, computers, and transportation services Consumer Marketing Senior Living

31 RAB Radio Training Academy Heavily reliant on Branding Huge PR needs in medical insurance industry Great cause marketing partner *24% increase in spending with radio Q1 07 to Q1 08 Sub-categories include life insurance, home insurance, auto insurance, medical insurance, and commercial insurance Heavily reliant on Branding Huge PR needs in medical insurance industry Great cause marketing partner *24% increase in spending with radio Q1 07 to Q1 08 Sub-categories include life insurance, home insurance, auto insurance, medical insurance, and commercial insurance Consumer Marketing Insurance * Source: Miller, Kaplan, Arase & Co. X-Ray Markets (Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative of industry results as a whole.)

32 RAB Radio Training Academy Daily / Weekly / Monthly *12% increase in spending with radio Q1 07 to Q1 08 Sub-categories include beer, soft drinks, bottled water, milk, fruit drinks, and energy drinks Daily / Weekly / Monthly *12% increase in spending with radio Q1 07 to Q1 08 Sub-categories include beer, soft drinks, bottled water, milk, fruit drinks, and energy drinks Consumer Marketing Beverages * Source: Miller, Kaplan, Arase & Co. X-Ray Markets (Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative of industry results as a whole.)

33 RAB Radio Training Academy In tough economic times people seek help in growing, managing, and protecting their money *20% increase in professional services spending with radio Q1 07 to Q1 08 Sub-categories include retirement planning, bankruptcy, personal injury, financial consultants, credit repair, investments, and family law In tough economic times people seek help in growing, managing, and protecting their money *20% increase in professional services spending with radio Q1 07 to Q1 08 Sub-categories include retirement planning, bankruptcy, personal injury, financial consultants, credit repair, investments, and family law Consumer Marketing Financial and Legal Services * Source: Miller, Kaplan, Arase & Co. X-Ray Markets (Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative of industry results as a whole.)

34 RAB Radio Training Academy The show must go on When people travel less they look for local ways to recreate Entertainment venues are always looking for a promotional edge Sub-categories include local attractions, theme parks, water parks, concert venues, local sports, movies...and even home entertainment The show must go on When people travel less they look for local ways to recreate Entertainment venues are always looking for a promotional edge Sub-categories include local attractions, theme parks, water parks, concert venues, local sports, movies...and even home entertainment Consumer Marketing Entertainment

35 RAB Radio Training Academy Use all prospecting sources Qualify your prospects Research establishes your professional credibility Research establishes the relevance of your proposed idea Now is a good time to target businesses that do well in a down economy Use all prospecting sources Qualify your prospects Research establishes your professional credibility Research establishes the relevance of your proposed idea Now is a good time to target businesses that do well in a down economy

36 RAB Radio Training Academy Lets Open The Lines For Questions

37 RAB Radio Training Academy You will receive an as a follow-up to this RAB webinar program. It will include a PDF of the slideshow from todays presentation. It may also include additional attachments containing materials related to todays topic. If you have any questions regarding this information, call RAB Member Services at or you can us at You will receive an as a follow-up to this RAB webinar program. It will include a PDF of the slideshow from todays presentation. It may also include additional attachments containing materials related to todays topic. If you have any questions regarding this information, call RAB Member Services at or you can us at

38 RAB Radio Training Academy Prospecting in a Down Economy Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential Consumer Marketing Doc Holliday Academy Training Specialist


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