"In times of business interruption, business doesn't stop:normal business stops. We need to think outside of the box."
These words of wisdom were imparted to me several years ago by the gentleman who managed the I-Heart stations in New Orleans during Katrina. I've never forgotten his wise counsel.
Now, more than ever, we need to find new categories of business to contact. There are segments of the business community that are doing well. While many of them are not normally radio advertisers, they have messages they need to disseminate to potential customers. We can help.
What categories should we be contacting?
Essential businesses: Often these have changed hours or how they deliver service to customers. They need messaging to let people know. Grocery stores, heating and air, plumbers, landscapers, security firms, internet providers, liquor stores, appliance service and repair, dental, medical, optometrists.
Businesses highlighted by new needs: All types of legal services from family practice (too much togetherness may result in divorces), estate planning (do you have a will?), contract disputes, employment law.
Financial services: Investment brokers, financial advisors, mortgage companies, CPA firms, credit unions, banks, gold and silver dealers.
But these aren't the only categories: My clients are reporting new business from dry cleaners and laundries (heat kills the virus), gun ranges, gun and ammunition stores, freezers, outdoor grills, home gym equipment, on-line homework help, churches, "white hat" advertisers who want to salute front-line workers, pet stores, home delivery services for all types of products.
Radio can change messages daily if necessary to meet client needs. Stay close to current advertisers but never forget to reach out to new people. Opportunities are out there to introduce new clients to the power of radio.
Stay safe and happy selling!
