Ashley Herweg

Radios Niche Marketing Revolution FutureSell (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies.

FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations.

Your clients don't want to buy advertising period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers.

The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 288
• Erscheinungstermin: 30. Juni 1997
• Englisch
• ISBN-13: 9781136026812
• Artikelnr.: 49264586

Autorenporträt

Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders, sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio, television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE

Inhaltsangabe

Introduction
Preface
Acknowledgments
Defining Niche Marketing Opportunities
Radio's Role in Niche Marketing
Niche Marketing Research is Different
Leadership and Niche Marketing
Special Skills for Niche Marketing
The Niche Marketing Manager
Effective Niche Presentations
A Positive Glimpse into the Future
Conclusion
Suggested Further Reading
Epilogue
Appendix
About the Authors