Prospecting With Scarborough!

Training Tips on Using Your Scarborough Data: Exercise #1

Looking for new ways to prospect other than looking through the Yellow Pages or monitoring other radio stations? Scarborough data offers you qualified prospects because Scarborough provides information on products your listeners are already planning to buy and activities that they enjoy. By tapping into Scarborough data, you'll have a story to tell. The depth of information the Scarborough database provides will help you prospect more efficiently today!

Instructions for the Leader

Step One:
Run and print an Opportunity Report in QUALITAP for each station. Set Index Limit in the Setup to 110 as Low and 400 as High. Leave % of Target Greater Than at 10%. Print out a copy for each station.

Suggested On-Line Course

If your reps need more help with this topic, they may want to take:

• Scarb 101 – Scarborough Basics
• Scarb 102 – How to Create a Profile

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

Step Two:
At your sales meeting, split your staff into small groups and give each group an Opportunity Report . Ask each group to look through the report and come up with a list of 10 new businesses that they could pitch using the data in the report.

For example, if the station indexes at 150 for traveling 250+ miles each week, what type of business could we pitch with that type of information?

Additional Instructions

Opportunity Report Step-by-Step Guide.