Local media sales thought leader, Mike Anderson (ServeThePurpose.com), brings fresh thinking to the sales funnel. He asserts the stage before the “awareness” top of the funnel, is really a “precipitating event” something that triggers a need that didn’t exist earlier and focuses “awareness”.
Examples of precipitating events are: rising interest rates, worsening economy, supply chain issues, bad weather, manufacturer strikes, new competitor, old competitor going out of business and dozens more.
It is critical for a rep to be a good businessperson in their marketplace who just happens to sell OOH. Then they can recognize through the local and business news, what precipitating events are creating needs in the marketplace. This makes a very powerful prospecting list. (SALES MANAGERS: Regularly review local “precipitating events” in your sales meetings and brainstorm possible opportunities).
A change of season can be a precipitating event, so begin now to pursue HOT Q2 advertiser categories to assure you have time to prospect, close, and post by the beginning of second quarter.
Some key advertiser events in 2Q:
- Tax deadline (April 15)
- Earth Day (April 22)
- Administrative Professionals Day (April 24) is perfect for DOOH employee recognition and retention.
- Cinco de Mayo (May 5)
- Mother’s Day (May 12) The third largest retail event of the year (behind Christmas and Back To School) Consumers will spend $35.7+ billion ($274 per person on average) on Mom.
- Memorial Day (May 27) unlocks institutional messaging from non-traditional advertisers giving well deserved recognition to those who have served.
- Father’s Day (June 16) gift-givers plan to spend an average of $196+ each on gifts for Dad.
- Juneteenth (June 19th) like Memorial Day, unlocks institutional messaging from non-traditional advertisers reminding successive generations of this epic event.
- First Day of Summer (June 21)
Pick the top 10 advertiser categories from the following list that represent the greatest potential in the marketplace. Identify the top three to five advertisers in those categories. That is your 2Q prospecting playbook
| Administrative Professionals Day Recognition |
| Air Conditioning Sales/Service |
| Amusement Parks |
| Appliances |
| ATVs |
| Auto Body Shops |
| Auto Detailing |
| Auto Racing |
| Auto Shows |
| Back to school retail |
| Baseball Teams |
| Beer/Wine/Liquor |
| Bicycles |
| Bottled water |
| Camping Sites/Gear |
| Car Care |
| Car Washes |
| Cell Phone (Local Resellers) |
| Cemeteries/Cremation Services |
| Churches (Particularly Free, unaffiliated churches) |
| City Park /Recreation departments |
| Clothing |
| Collector Car Shows |
| Congressional Member’s Representational Allowance ** |
| ** Each member of Congress has MRA funds available to support the conduct of official duties for their district. They are to be used to pay “ordinary and necessary expenses in support of the conduct of the member’s official duties to the district. These funds may be sued to advertise/promote important initiates and outreach within their district. |
| Conservation Groups (Ducks Unlimited, Pheasants Forever) |
| Earth Day/Month |
| Fairs |
| Father’s Day Retail |
| Festivals/Street Fairs |
| Fishing |
| Floral Shops |
| Footwear stores |
| Furniture Stores |
| Go-Kart /Off Road Bike Tracks |
| Golf Courses |
| Government Agencies/Programs (most begin their fiscal year and new budgets on July 1) |
| Graduation Party Supplies/Venues/Gifts |
| Grocery stores |
| Home And Garden Centers |
| Home Furnishings |
| Home-Improvement |
| Horse and Hunt Clubs |
| House Painting |
| Housing Rentals |
| Jewelry Stores |
| Job Fairs |
| Juneteenth Celebrations |
| Kids Classes (swim, tennis, golf, etc) |
| Kids Summer Camps |
| Landscape Companies |
| Lawn Services |
| Liposuction |
| Marathons/Fun Runs |
| Mattress stores |
| Mosquito/bug control |
| Mother’s Day Retail |
| Moto Cross |
| Motorcycles |
| Motorsports |
| Outdoor Concerts |
| Parks |
| Patio Stores |
| Pet supplies |
| Placement Services |
| Plastic Surgery |
| Quick Serve Restaurants/Fast food |
| Real Estate |
| Remodeling contractors |
| Resorts |
| Roofing Contractors |
| RV Dealers |
| Soft Drinks |
| Sporting Goods |
| Sports bars |
| Sports betting |
| Summer Schools |
| Swimming Pool/Hot Tub Stores |
| Tax Preparation |
| Tech retail/service |
| Temporary Staffing |
| Tobacco retail |
| Tourism |
| Tutors |
| Used Cars |
| Vacations/Resorts |
| Vein Clinics |
| Veterans Salutes |
| Water Parks |
| Weddings |
| Weight loss |
| YWCA/YMCA |
| Zoos |
If 2024 is your year to grow OOH sales faster, I may be able to help. Contact me at KevinJGephart@gmail.com or call/text 612-387-5349
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