iHeart is Leaving Money on the Table

I recently met a small business person in Columbus Ohio who wanted my advice about advertising, especially radio.  He wanted to promote an upcoming sales event and was trying to get information from Columbus radio stations, including the iHeart Radio cluster.

(Disclaimer: Since I didn't transcribe or record the conversation, I'm paraphrasing his story here.)

"I went to the WTVN (local iHeart news/talk station) website and saw their telephone number -  an 800 number.  I called and the person on the other end of the phone was really no help.  They didn't know what stations were in Columbus, did not ask me any questions about my business or what my needs were, all they wanted to know what how much money I wanted to spend and what my credit was. After I hung up, I got an email with a proposed schedule that included stations I had never heard of!

So we called Sunny 95 - it was a local number.  Someone named Susan spent about 20 minutes with me on the phone, asked me a lot of questions about what our business was and who I wanted to reach.  She offered to come out for a personal visit, which I declined at this time.  I felt that Susan cared about what I needed and was truly interested in helping me.  I decided to go ahead and buy the ValPak coupon instead of radio commercials, however, as I felt that would get a better return."

I guess stations without local morning shows don't need local sales staffs.  


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