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Prospecting in a Down Economy

Identifying Recession Resistant Business Categories and Maximizing Their Revenue

Potential

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RAB Radio Training AcademyRAB Radio Training Academy

Prospecting in a Down Economy

Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential

Consumer Marketing

Doc HollidayAcademy Training Specialistdholliday@rab.com

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• Prospecting Strategies• Research• Using Data to establish

credibility and relevance• 14 Strong business

categories in a weak economy

Consumer Marketing

Our Agenda

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Phone BookReferralsOffice BuildingsSignsPersonal ActivitiesEmploymentCourthouseTrade ShowsInactive AccountsNewspaperGroups

Consumer Marketing

Prospecting Sources

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Phone BookReferralsOffice BuildingsSignsPersonal ActivitiesEmploymentCourthouseTrade ShowsInactive AccountsNewspaperGroups

Consumer Marketing

Prospecting Sources

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Consumer Marketing

Prospect Evaluation

How do you decide which prospects to pursue?

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Consumer Marketing

Prospect Evaluation

Here is a tool designed to simplify the process.

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Consumer Marketing

Prospect Evaluation

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Industry Research

Consumer Marketing

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Industry Research

Consumer Marketing

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Industry Research

Consumer Marketing

Instant Background

Reports

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Industry Research

Consumer Marketing

Instant Background

Reports

Articles on Demand

RAB Radio Training Academy

Industry Research

Consumer Marketing

Instant Background

Reports

Articles on Demand

RAB Radio Training Academy

Industry Research

Consumer Marketing

Instant Background

Reports

Articles on Demand

RAB Radio Training Academy

Industry Research

Consumer Marketing

Instant Background

Reports

Articles on Demand

Keyword Search

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Industry Research

Consumer Marketing

Instant Background

Reports

Articles on Demand

Keyword Search

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Research is the bridge between the prospect’s need and your proposed solution.

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?Let’s Open The Lines For

Questions

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•Infant Products•Colleges & Trade Schools•Weddings•Home Improvement •Health Care & Pharmaceuticals• Health & Beauty Aids•Auto Service & Repair•Beverages

15 Recession Resistant Business

Categories•Grocery Stores•Fast Food•Wireless Communications•Senior Living•Insurance•Financial & Legal Services•Entertainment

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• People are still having babies

• Babies still have needs• Great category for stations

that target young adults• Great online category (1/3

of mothers shop online and 2/3 research purchases online)

• Sub-categories include infant nutrition, infant safety, baby furniture, toys, and clothing

Consumer Marketing

Infant Products

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• Jobs are being outsourced• Old occupations are

becoming obsolete• Companies are downsizing• People are losing jobs or

worried by a lack of job security

• Sub-categories include language schools, culinary schools, trade schools, distance learning, colleges, & education loans

Consumer Marketing

Colleges and Trade Schools

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• People are still getting married

• Great category for promotions

• Great online category• Great category for stations

that target young adults• Sub-categories include

gowns, formal wear, photography, travel, jewelry, mobile music, floral, catering, bakeries, banquet facilities, apartments, and house wares

Consumer Marketing

Bridal Industry

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• Rather than buying a new house, people are improving their current home

• Great category for co-op• Sub-categories include

tools, paint, plumbing and lighting fixtures, flooring, appliances, windows/doors, do-it-yourself classes, lawn & garden, decks, and pools & spas

Consumer Marketing

Home Improvement

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• People still get ill or injured• The hospital industry is very

competitive• Pharmaceuticals are a great

category for co-op• Great cause-marketing

category• Sub-categories include

hospitals, prescription drugs, OTC medicines, disease treatment, nutrition and exercise, eye care, dental care, chiropractors, and physical therapy

Consumer Marketing

Health Care & Pharmaceuticals

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• People always want to look and feel their best

• Another great co-op category• Very strong category for

alternative revenue generation• Very strong online category• Great category to cross-

promote department stores, grocery stores, and drug stores

• Sub-categories include make-up, skin care, hair care, tooth care, hygiene products, and shaving products

Consumer Marketing

Health and Beauty (HABA)

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• People still have to drive• Not a good time for many

people to buy a new car• In tough economic times

many choose to clean-up and fix-up their current vehicle

• Sub-categories include paint & body shops, engine repair, transmission repair, tires, detailing & car wash, and car audio

Consumer Marketing

Auto Service & Repair

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• People have to eat• With food prices rising, it is a

great time for grocers to do some PR

• Great category for cross-promotions (don’t overlook food associations)

• Great category for promotions• Sub-categories include

standard grocery stores, specialty grocery stores, processed foods, dairy, frozen foods, HABA, beverages, deli, prepared meals, and bakery Consumer Marketing

Grocery Stores

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• Fast, inexpensive, and tasty...perfect for tough economic times

• Great promotional partners

• Soft drink companies will sometimes participate

• Great online potential

Consumer Marketing

Fast Food

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• The category just keeps growing

• New products keep people interested in buying

• Texting is a huge part of the equation

• Stations can create texting-based promotions

• Big cause marketing opportunities

Consumer Marketing

Wireless Communications

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• Not only is there and aging demographic cell, it’s the largest cell (Boomers)

• The focus on housing and caring for seniors is going to continue to grow for the next decade

• Big cause marketing opportunities

• Sub-categories include assisted living centers, retirement communities, nutrition and exercise, computers, and transportation services

Consumer Marketing

Senior Living

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• Heavily reliant on Branding

• Huge PR needs in medical insurance industry

• Great cause marketing partner

• *24% increase in spending with radio Q1 ‘07 to Q1 ‘08

• Sub-categories include life insurance, home insurance, auto insurance, medical insurance, and commercial insurance

Consumer Marketing

Insurance

* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative

of industry results as a whole.)

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• Daily / Weekly / Monthly• *12% increase in spending

with radio Q1 ‘07 to Q1 ‘08

• Sub-categories include beer, soft drinks, bottled water, milk, fruit drinks, and energy drinks

Consumer Marketing

Beverages

* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative

of industry results as a whole.)

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• In tough economic times people seek help in growing, managing, and protecting their money

• *20% increase in professional services spending with radio Q1 ‘07 to Q1 ‘08

• Sub-categories include retirement planning, bankruptcy, personal injury, financial consultants, credit repair, investments, and family law

Consumer Marketing

Financial and Legal Services

* Source: Miller, Kaplan, Arase & Co. X-Ray Markets(Extrapolated dollar amounts based on the 35 market X-Ray pool may not be fully indicative

of industry results as a whole.)

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• The show must go on• When people travel less

they look for local ways to recreate

• Entertainment venues are always looking for a promotional edge

• Sub-categories include local attractions, theme parks, water parks, concert venues, local sports, movies...and even home entertainment Consumer Marketing

Entertainment

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•Use all prospecting sources•Qualify your prospects•Research establishes your professional credibility•Research establishes the relevance of your proposed idea•Now is a good time to target businesses that do well in a down economy

Review

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?Let’s Open The Lines For

Questions

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RAB Radio Training AcademyRAB Radio Training Academy

Prospecting in a Down Economy

Identifying Recession Resistant Business Categories and Maximizing Their Revenue Potential

Consumer Marketing

Doc HollidayAcademy Training Specialistdholliday@rab.com