There are often many unexpected twists and turns on the road to putting together a buy. The longer a prospective buy lingers, the less likely it is to close. So, perhaps a little radio GPS could help find the quickest route to secure a buy faster on Advertising Street.
Late last week, I needed to put together a buy for a client who was in a hurry. We needed the campaign to get on the air yesterday and we needed to reach a certain GRP (gross ratings point) goal--which was even more important than a CPP (cost per point) goal. So, we sounded the alarm to four radio stations:
X County and Y County only.
Last three PPM months.
Tapscan reports from four stations returned showing the following:
No HHI indicated
Winter and Fall
Spring and Fall 2009
Well, looks like we'll be on the phone and sending more e-mails until we get this right! When a buyer is in contact with the station about a buy, you're already 90% of the way to a deal being closed. We've done our research, we know your products, just give us the info that we need so we can close the deal and move on! By fluffing your numbers, you are diminishing your credibility as a seller and slowing down the process of the close, often by a week or so.
The shortest distance between two points is a straight line.