When a group of sales reps and managers gathered at this year's Public Media Development and Marketing Conference (PMDMC) to explore and reconnect with the essentials of underwriting, these were the questions they felt were most urgent to their daily work:
How do I get underwriting renewals or increases?
- Think of how well your membership department has converted members into sustainers. Instead of treating sponsors simply as renewals, steward them like public media marketing-campaign sustainers. Also, weave in components that are valuable to them like digital media, or sponsorship of a station event.
How long should I wait to follow up with an underwriter? How long is too long to not talk with them personally?
- When your underwriter has signed an annual agreement, ask how often he/she would like to meet with you. Whatever the underwriter says, increase it by one or two times.
- When a new underwriter signs up for a year, your first follow-up should be two to three weeks after the schedule begins.
How can I close faster?
- Make sure you’re talking from the start with the person who has the authority and the budget to make a buying decision.
- Do they have a need?
- Do they have a time frame?
- Assess up front: Are their company’s mission and/or vision statements compatible with those of your station?
How can I identify new underwriting prospects?
Check out Greater Public’s Underwriting Category Study for the categories that offer the most potential for stations.