Recently, I met a salesperson for a computer networking, cabling, and communications business. He defined his target market as any business that needs data, cabling, and computer network installs. It's a pure Business to Business play.
He added that his boss told him they were starting an ad campaign to generate leads and excitement for the company. He was pleased with that as he wanted to feel supported by his company in helping him create leads. He spends most days making cold calls and would appreciate a warm landing once in a while when a prospect says they have "heard about you."
When he was told about the ad campaign, he lost his enthusiasm. The boss bought radio. FM music radio. JACK FM - one of those "we play anything" adult hits formats.
The salesperson thought that the company would be buying Google search ads, and he would soon have an inbox filled with leads. He knew the pay-per-click initiative was, at times, a capital-intensive effort, but what did he care? He wanted leads!
When he was told they were doing commercials for branding purposes on the radio- he lost any enthusiasm that he was being supported. He surprised me that he understood more about radio than I thought when he said the boss should have purchased an all news, news/talk, or all sports station. He didn't feel supported by his company. He just thought they were sold down the river. I don't believe this salesperson will be supportive of the radio campaign. And, let's face it, how many solid leads do you think will be generated by branding commercials on an FM music station?
If the boss had met with a sports radio seller, he could have been sold a play-by-play package with the local MLB or NFL team that gave the company access to tickets for client entertainment. The company would then be invited to several station-hosted events at the stadium, where the salesperson could meet other station clients. He could skip his coffee networking session with the chamber that week and watch a baseball game instead.
The point here is don't forget all the opportunities you offer as an all sports seller. Sports stations' ability to deliver B2B results is one of my favorite format attributes, and creating opportunities for new connections for businesspeople is critical for employee and C-level buy-in.
We may not be Google and sell direct access to people who are searching "computer networking companies near me" but we can provide access to prospects. C-level executives' sports fandom is a common thread we offer to build and cement new business relationships. We may not all agree on politics or religion, but who doesn't love the town's local pro or college team?
Our format is the bridge to business conversation. We are the glue that brings decision makers and salespeople together. Give access to what you have, be it pro or college teams, big games, or any NTR event where you have sold several businesses. BE the search engine.
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