Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies.
FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations.
Your clients don't want to buy advertisingperiod. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers'smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers.
The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.
Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders, sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio, television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE
Table of Contents
Introduction; Preface; Acknowledgments; Defining Niche Marketing Opportunities; Radio's Role in Niche Marketing; Niche Marketing Research is Different; Leadership and Niche Marketing; Special Skills for Niche Marketing; The Niche Marketing Manager; Effective Niche Presentations; A Positive Glimpse into the Future; Conclusion; Suggested Further Reading; Epilogue; Appendix; About the Authors