How to Educate Underwriting Clients About the Right Mix of Broadcast and Digital

Corporate Support, digital sponsorship, sales strategy

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With many local advertisers shifting dollars to digital, it can be challenging to make the case for the value of broadcast. Local businesses may have convinced themselves that increasing the digital spend is the best way to achieve measurable results online. And many of them are doing so at the expense of traditional media buying.

But research shows that traditional media drives digital goals and there is a different mix of media required (social, print, radio, email, etc. ) to maintain current business vs. acquiring new business.

So how do you help educate your clients on the value of a media mix to achieve their digital marketing goals? What kind of proof can you offer that building their brand on digital is achieved by buying radio too?

  1. Stay on top of industry research that helps make your case.

  2. Incorporate relevant research stats into a content marketing strategy aimed to educate your clients about digital marketing ROI.

When you do this, you position yourself as a digital marketing resource and differentiate yourself as salesperson

Consider this great content marketing example, courtesy of the Market Enginuity creative services team on behalf of KUT and KUTX in Austin.  Account executives at KUT/X sent an email to existing and potential clients, highlighting relevant data from an ARF (Advertising Research Foundation) study about How Advertising Works.

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And there’s more from the ARF study than can be helpful to those of us selling public radio across platforms. Consider:

  • “Silo-investing:” Too much frequency via a single platform can lead to diminishing returns. The more platforms, the more effective (increasing return on investment).
  • Traditional media continues to have an extremely important place despite the rush to digital by some advertisers. The study found a budget with 78% of spending on traditional media and 22% on digital worked best for audiences as a whole. Even for 18-34 year olds, the split was 71% traditional and 29% digital.
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