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Don The Idea Guy

Your sales manager is the crazy one -- crazy for thinking that old strategy will build new business. While that ancient tactic will tell you who is currently spending money on radio (which can help start a conversation), it doesn't tell you anything about why they needed to advertise in the first place (seeking new customers? over abundance of inventory? new location? new hours? new product/service? etc...) Position yourself as your local expert on marketing and building the business of your clients to set yourself apart from all those "spot sellers" out there. Speak to local business groups about proper campaign planning, how to measure results, and provide examples of effective advertising for your happy and loyal clients. Become their marketing expert. If you do it right, the next time some other radio rep hits on them because they heard a spot on YOUR station, the client will tell them to run their ideas past his advertising consultant -- YOU.