What’s Important Now…Hot 4Q Advertiser categories

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Fourth quarter total ad spend is 23% greater, on average, than the rest of the year. It’s a make-or-break time.  Right now advertisers are tweaking their ad plans and sales strategies, evaluating whether or not they’ll meet their 2023 goals. It can be a “catch-up” time for your prospects and you! If advertisers/prospects are doing the same ad spend hoping for different results, you can bring sanity to their ad plan with fresh ideas.

Out of Home Sales Expert Kevin Gephart

(Competitive note) Most radio stations don’t have their regular programming during the two most critical 4Q weeks; Thanksgiving week and Christmas week. Using guest hosts, and/or “best of” shows”, negatively affects the advertiser results during those critical sales weeks. OOH’s audience doesn’t waiver!

Here is a comprehensive list of ad categories to sell more faster in Q4. This assures you enough time to, prospect, sell, close, and have them running by the end of 2023. Identify the top 10 categories from this list for your individual marketplace. Determine the top 3 to 5 advertisers within each category. You now have a fourth-quarter prospecting playbook to finish the year strong. For rationale of why these categories are hot and/or some actionable ideas for how to approach them, contact me at kevinjgephart@gmail.com.

  • All charities
  • Any manufacturer that has expiring co-op funds (most on a calendar year)
  • Appliance stores
  • Audio and video equipment stores
  • Auto sales (new and used)
  • Auto service
  • Beer and wine (makers and retail)
  • Butcher shops
  • Car dealers
  • Car donation
  • Casinos
  • Childrens museums
  • Christian radio stations
  • Christmas festivals/parades
  • Colleges, universities, and trade schools
  • Computers (hardware and services)
  • Congressional Member’s Representational Allowance.  Each member of Congress has MRA funds available to support the conduct of official duties for their district.  The funds are used to pay “ordinary and necessary” expenses in support of the conduct of the members duties in the district and to promote initiatives and outreach in the district.
  • Fireplace dealers (new and service)
  • Food delivery
  • Furniture/household furnishings
  • General health insurance plans (open enrollment)
  • Gift cards of any kind
  • Gourmet foods stores
  • Guns and ammunition
  • Halloween retail
  • Haunted attractions
  • Home maintenance services
  • Hot tubs
  • HVAC
  • Indoor waterparks
  • Jewelry stores
  • Lawn and home services
  • Liquor stores
  • Medical, dental and eye doctors
  • Medicare supplement enrollment plans
  • Pizza (Delivery and eat in)
  • Radio stations (particularly the ones that plan to do holiday music)
  • Religious organizations
  • Retail sales
  • Salvaged/used auto parts
  • Shopping centers and shopping districts
  • Sporting goods
  • Sports bars
  • Sports betting
  • State and federal health insurance exchanges
  • Storage facilities
  • Supermarkets
  • Tire Stores
  • Toy and hobby stores
  • Trucks (new and used)
  • Unspent budgets by various advertisers

 

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