By
Ashley Herweg
Godfrey Herweg
Description
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.
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
Audience:
Radio station managers and sales professionals. Secondary market in all broadcast media areas as the techniques are transferable; libraries.
