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Pr ospects on Demand
Qualified Prospects for
Media

Presented To: Curtis Media

Date: November 17, 2009
Table of Contents

1. Overview

2. Our Company

3. Our Partners

4. Execution

5. Target New Businesses

6. Objective

7. Phases

8. Proposal Summary

9. Key Campaign Numbers

 Overview

Our program is a comprehensive

prospect generation sales and
marketing solution for radio. It
m edia
the
supports your station’s present sales
effort.
a ll
ITM’s “Prospects on Demand” In
program was developed by seasoned
marketing and sales professionals with
the idea that it is no longer good
enough for radio to sell its advertising
solutions the same old way. This
multi-level solution is designed to
more effectively identify business
categories that produce new
advertisers for your stations. It uses
outbound marketing, in the form of
telemarketing and email follow-up to
identify qualified leads and supply
them to the closers on your sales staff.
 Our Company

Since 1990, Impact Target Marketing (ITM) has successfully executed ratings based marketing
programs for the radio industry. In addition, ITM and its partners have developed effective
prospect generation programs for Fortune 500 Companies. The combination of these experiences
should ensure a lead generation program that is effective at supporting the sales efforts of local
stations throughout the United States.

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 Our Partners

ITM
ITM has taken great effort to align itself with partners that bring a
track record of success in the areas of prospect acquisition and
utilizes
successful prospect nurturing programs.
proven
Fortune
This program is designed to generate more sales leads and to
create a long-term lead development strategy. It utilizes proven
strategies used by Fortune 500 companies.

500
prospect
ing
methods
to
deliver
new
business
success
for its
radio
partners
!
 Execution

We
wit w or
h k cl
the ose
ly
tea statio
mt
the o e n’s sa
nsu l
Dem P ro spe re t es
h
del and sm cts on at
iv
pro ers q progr
spe u a
cts. alified m

Impact Target Marketing attests to station partners its assurance in rendering the most thorough and
integral prospect generation program available.

Variable factors that may tend to undermine a program's success are suppressed and expunged before
such conditions negatively affect set goals. This is accomplished via the subsequent guidelines firmly
incorporated into every campaign as listed:

1. Production schedule(s) that drive campaign timelines/deadlines are established to direct program initiatives
and flow that are closely followed, monitored and revised appropriately.

2. Partner approval when necessary.

3. Program progression reported and information and prospects

distributed in a timely manner.

4. Probable and realistic solutions to issues that may arise.

5. Budgetary and strategic goals met.

In summation, ITM has incorporated and provided components necessary to ensure success in
execution and delivery of its proprietary prospect generation program
Target New Businesses

The “Prospects on Demand” program targets business

categories within your market that offer the best opportunity to
generate new advertising prospects. This proprietary system
evaluates your market based on historic advertising
expenditures by business category. We identify those
businesses most likely to generate a potential advertising
prospect and in-turn produce a larger percentage of
advertising revenue.

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s pe rge
Pro d
sm ta a nd
a n rs
Dem ss owne
u sin e nd
b e r s a to
r k e t m in
ma r t s t h e
cts.
v e os p e
con e d p r
a l i fi
qu
 Objective

To increase sales revenue by

targeting category specific
businesses that offer the opportunity
to generate new advertising
prospects.

Goals
1. Generate qualified sales prospects

2. Promote both digital and on air radio

Pro and reve by

De advertising as the local media solution for
ne re q g mo spe edia
area business.
mo chin l pr er m

sp
rea enti y oth the

m
w

3. Develop a database of small business

po n an y in

decision makers that purchase marketing

tha pan

ec sm de ue and advertising solutions.

ad ickl re
t
co ket.
ma

ts
4. Develop a comprehensive lead nurturing
m

system that converts the advertising decision

r

on liver
maker from the initial interest stage to an
a

advertising purchase decision.

n

How does it Work:

y
o

ITM’s “Prospects on Demand”

program is designed to jump start
your station’s present new business
s

sales effort. The program employs

our highly trained B2B sales
cts

representatives, making hundreds of

calls each day to generate and
identify prospects ready to buy now
and in the future. Once we identify a
prospect, we will score it to
determine their level of interest in
using a radio solution at that time.
This information will identify which
prospects are ready to be passed to
sales immediately and which are to
be nurtured further.

Our proprietary system utilizes

outbound marketing in the form of
broadcast, telemarketing, email
marketing and an interactive
“thought leader” website in
conjunction with an aggressive
SEO/SEM strategy to generate a
consistent flow of buyers ready to
purchase a radio advertising
solution.
 Phases [1-3]

PHASE I: TARGET BUSINESSES

We will target area businesses that meet our

proprietary selection criteria. Business will be
targeted by a variety of factors including yearly
revenue projections, company size and geographic
location.

PHASE II: EMAIL TO THE LISTENER DATABASE

We will send an email to listeners that make up the station’s

database. This email will promote both digital and on air
advertising opportunities that the station offers.

Add
Sale 500
s Re
w ps
Pros it h
p
Dem ects on
and sm
!

PHASE III: BUSINESS “PROSPECTS ON DEMAND’ TELEMARKETING

CALL

We will target and contact select business within the area. With this call we
will identify the person who is likely to make the advertising decision.

We will then recruit advertising decision-makers. Through this process,

ITM will set appointments for select station sales reps with business
owners/marketers that are considering using a radio advertising solution.
For those that are interested but not ready to meet with a station
representative we will begin an ongoing lead nurturing campaign.
 Phases [4-6]

PHASE IV: EMAIL FOLLOWUP TO NEW BUSINESSES

We will be sent a follow-up email to all business contacts that provided

an e-mail address during the initial callout.

The customized message will be used to both confirm an

appointment and provide information highlighting the benefits of
advertising using radio solutions.

PHASE V: FOLLOWUP CALL TO BUSINESSES

We will re-contact businesses that have requested a call back.

Based on their response to several questions we will determine
whether they are ready to be passed to the station’s sales
department and be added to the station’s business database for
further marketing.
                PHASE VI: PROGRAM ANALYTICS

Throughout the program, ITM will compile an ongoing analysis of the

program. This analysis will include prospect conversion rates, etc. We will
provide the stations with a complete database of prospects.
 Summary

Telemarketing:

Targeted Businesses with Selection Criteria

· New Business Call

· Follow-up Call

Database Development:

Creation of "Prospects on Demand” Database

· Participating Businesses to include: business, name, address, and phone
number…a percentage of the records will also include email addresses

E-mails:
· E-mail set-up and design

Prospects Analytics:

· Provide lead information and ongoing prospect management for the life of the
program
Get Started…

“Test and Assess” “Ongoing Prospecting”

Develop Campaign Criteria Develop Campaign Criteria

Business Lists Business Lists
Telemarketing Telemarketing
Email Email

Database Management Database Management

Ten to Fifteen Prospects Fifteen to Twenty Prospects

Total Cost: $700 Total Cost: $1050

Note:
• The percentage of prospects that will be converted to
immediate sales will vary from station to station.
• We recommend that a sales manager be present during a
majority of the initial appointments.
• A percentage of the scheduled appointments will result in
“no shows” on behalf of the business contact.