Here is something you may never have thought of before in your day to day sales routine…
How many people in your listening area are all-night workers?
How many of them listen to your station?
How many feel like no one is talking to them?
My guess is that you don’t know the answer to any of these questions.
But if you have clients who are retailers or service industries that want to target a different audience, they may be ready for something new and different.
You may even have a client who is ready to roll on something like this, but it hasn’t been suggested to them before, and they didn’t know it was an option.
By running their commercial spots from 7 pm to 6 am they may well be the only advertiser that those listeners will hear.
Want an example of the type of business that may appeal to those listeners?
There are car dealerships, breakfast restaurants, coffee shops, donut shops, bakeries, delivery services, job placement agencies, dentists, doctors, lawyers, travel agencies, 24 hour service stations and I am sure there are many more out there.
Yes the audience will be smaller, but then the client should get a better response from those who hear their ads – if the ads have a good enough call to action in them.
Before you talk to your clients, I suggest you talk to your traffic department, find out who is advertising at that time and talk to the client about the response they are getting. If there is no client advertising at this time – then find out from your Sales Manager why? Then ask if you can sell specific spots for those time slots.
Once you get the go ahead, and have a little knowledge behind you – hit the streets and sell that exciting new slot that a prospective client could become the one and only one that advertises in.
Drive home the message to them that they need a GREAT call to action to get people to act and then get those spots written and on-air.
I am sure that the response they get will be just as good as ones we have seen from clients who ‘own’ that time of the day and their now loyal customers who call in every day at the end of their shift to buy donuts and coffee on their way home.
