Interep announced that it will begin to aggressively promote its new marketing presentation, entitled "Radio 20:20/ A Sound Media Investment," to national advertisers across the country, in an effort to increase billings for its client radio stations.
The company's entire sales team, including sales managers and executives, will make the presentation directly to advertisers, and advertising agencies' media decision-makers and account executives. As part of this effort, Interep also began a company-wide training program this week, designed to hone the new business development skills of all sellers.
In April, Interep announced the launch of $1.5 million marketing program designed to use its industry leadership position to spearhead a turnaround in the radio ad market. The goals of the Radio 20:20 program are to increase spending by low to moderate, or non-radio advertisers, spur national radio revenue growth for the remainder of 2001 and 2002, and continue to grow radio's share of total advertising dollars. This initiative is the next phase of Interep's successful Radio 2000 campaign, which began in 1992, and to date has brought more than $725 million new dollars to the industry.
According the Marc Guild, President of Interep's Marketing Division, "What we learned from Radio 2000 is that even during bad economic times, advertisers still have money to spend. Often, all it requires is someone to take the initiative and show advertisers why they should start spending, and how to most effectively use their media dollars. As an industry leader, we felt that it was our job to begin that process on behalf of radio and our client stations."
As part of the initiative, all Interep sellers and senior executives will target a minimum of two assigned advertisers for business development between now and June 1st, 2002. As a result, the Radio 20:20 presentation will be given to an estimated 1,200 advertising decision-makers over the next year, and supported by direct mail and trade press campaigns.
"Radio 20:20/A Sound Media Investment" can be viewed at http://www.radio2020.com.