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CHECK LIST
I Since most of the matters cited are already known rather than anyjj thing startling new, it's evident that one reason they're not done I more frequently is mere neglect. The pay off comes, not from know| ing hut from doing them, so here is a check list of worthwhile opera1 tions to perform:
PREPARATORY MATERIALS
I. Determination and proof of market
a. physical coverage
b. socio-economic composition
c. mail response by volume, location, sex, age
d. professional survey 1
e. local accounts by type, location
f. successful accounts by location, type of customer
g. comparison of current programming with all the
above
II. Getting leads
a. list oi spot radio brands
b. monitor other local stations
c. monitor other nearby stations
d. monitor stations in nearby giant market
c. compare accounts in other local media with radio
advertisers in giant market f. trade journals HI. Sales tools
a. promotion or merchandising reports
b. coverage map [
c. rate card 1
d. Standard Rate & Data listing [
e. other promotion
HELPING TO MAKE NATIONAL SALES
I. Making calls
a. cultivate local man of regular account
b. see local man on potential account
1 . to learn needs of account
2. to get station recommendation
II. The presentation
a. basic story
b. sizzle m
put their signal. Factors other than mere physical coverage that help determine impact include programming formats, news coverage, network service, competition, and the like. And where a unique broadcast service is important, listeners will put up with a weak signal in order to get that service.
"That doesn't mean that the letter your station got from the I D ion of South Africa is now going to assume importance."' Brownstein points out.
Regular mail can he an important indicator of your station's impact, however. "A mail count and analysis by community or area
can give you a pretty good idea of where your station is strong and just how strong." Other methods: hiring an independent surve\ by a professional firm or analyzing your own local sales — i.e., areas in which you have greatest success in selling local businesses are certain to be areas of strong impact. And these areas should coincide with survey reports or mail analysis.
Such methods may also reveal some big gaps in your impact aua II you're not reaching the audience \ou believed you were. analyze the situation and take remedial steps.
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Once you"ve determined your^ impact area, put the facts to work. But rememj?er that advertisers, even though they buy by areas, aren't interested in geographical locations; they're really interested in the people there.
To start pinpointing your market, you'll want to determine who the people are that do live in your area. Don't just count them. Be able to answer these questions about them: What are their major types of employment? If industrial, what are the industries and what unions, if any, are active? If rural, what kinds of farming or other activity? What are the major crops, animal and human farm populations? What is the income level? Are ethnic, racial or religious groups prominent in your area?
If your questions are searching enough, Brownstein holds that you'll have broken down the population of your impact area into different groups. Then find out the numbers within each group, again by survey, mail analysis, or whatever. "Your station could contact each person who's written in during a specific span of time in order to determine their age. sex, socio-economic level, listening habits, etc.
"Chances are good that the results will hold no great surprise for you when viewed in the light of your programming." Brownstein says. "The difference is that now you have evidence to document for others what you've always known."
Another area of useful selling information is a listing of the local advertisers that have successfully used your station. Sometimes the advertiser won't tell you just how well you've done for him. Usually, he doesn't have to. The man who keeps renewing, perhaps even extending his use of your medium, must be getting results.
MAKE A COMPARISON
Now compare your commercial successes with your programming. mail analyses, population groups and surveys, if any. You'll pretty well have the measure of yoUt unique market, both geographically and sociologically. Comparisons
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