Tuesday, October 18, 2016

Here's another good point from John Potter at the RAB.

The RAB once conducted a webinar called "Coffee is for Closers: New Prospecting Tools to Close." (You may remember the movie Glengarry Glen Ross, in which Alec Baldwin told the sales staff that the free office coffee was only for closers.)

A question came up during the webinar: "Are direct-mail advertisers good prospects for radio advertising?" Guest presenter David Currie, CMO of The List, said direct marketers can be converted to radio most easily when you present an integrated campaign that includes online advertising. Website, mobile and social advertising increase a direct marketer's response rate beyond on-air alone.

Target direct-mail advertisers and propose integrated marketing solutions to close the deal. Then enjoy a cup of coffee.