Pending Business: In the Market for a Test Drive

| August 17, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The dilemma may go something like this:

Your radio station is proud of the great personalities hosting local talk shows. Credibility, creativity, word of mouth, listener loyalty, results, and track record are all or partially in every one of your proposals. You walk the talk on every call.

In order for a sponsor to earn your talent’s endorsement, they most likely have to commit to a minimum number of weeks. Radio personalities everywhere want some sort of assurance they aren’t jeopardizing their hard-earned audience credibility with high-turnover sponsor rotation, especially in the same category. What happens when you’ve put countless calls, contacts, and thought into that high-value, targeted client and you finally hear, ”OK, Let’s try it… for a month.” Your heart sinks because you know this flies in the face of the minimum term to earn the live read. Now what?

Start using one of the best practice strategies developed in classic marketing.

How long does it take to get a consumer “in the market” for the product or service your one-month trial opportunity represents? How long does it take to make certain purchase decisions? How long does it take to move a customer through the purchase pyramid, from first thinking about buying to the actual purchase? How long is a consumer “in the market” to make that purchase? It gets more complicated with a B2B scenario. Bids, negotiations, approvals all impact this timeline. Talk to someone who sells hospital beds about the purchase-to-delivery cycle. Compare that timeline to the current demand for paper products.

So, the next time your mandate is a 13-week minimum for your personality to consider an endorsement-style ad campaign, and the offer is a “one-month trial”, try a few questions before you call your manager. It’s important that you adjust these questions to each business category:

  • How long does the typical customer shop before buying?
  • How does online browsing impact the purchase timeline?
  • If we can isolate the very top of the purchase pyramid, what is the one difference-maker that says buy here?

Once you have the answers, try and connect the time the customer is “in the market” to the minimum term you require….or longer!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at: Steve@Lapcomventures.com 

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Category: Sales

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