January 2, 2024

Wouldn’t it be nice if your brain had a refresh button like your computer? You could just press the button to clear your thinking about what’s been tough lately in your market or your account list this past year and start fresh. You could let your brain have a clear canvas to start from and decide what you want to do differently in 2024. 

Go ahead and press your brain’s refresh button. Now is a good time to take time to think about what you’d like to do differently in 2024 in corporate support or sponsorship. Here are some suggestions to help get your creative juices flowing.

  1.  Try reversing your pitch to prospects by leading with digital instead of broadcast messages. This may be hard if you don’t have a lot of digital, but could prove helpful for renewals that are “iffy” and automotive prospects that like digital marketing. Don’t forget the high demand for streaming audio. Podcast prerolls/midrolls and streaming audio prerolls are in high demand and are highly valued particularly with agencies.

  2. Make an excel printout of your account list and sort by annual revenue with largest billing first down to the smaller accounts.

    How many large accounts do you have over $15k?

    How many medium accounts do you have $5k -14k?

    What accounts in the $5k-14k range can you upsell with more digital, event or podcast sponsorship in 2024?

  3. Give yourself a goal for increasing the number of large accounts by July 2024. Then give yourself a goal for increasing the number of medium accounts by 2024. This gives you six months so make a reasonable and attainable goal.

  4. What can you do differently in your daily work to help you prioritize your new goals?

    Could you prospect/cold call on certain days or at certain times and make it a habit? 

    Can you find a way to simplify your work with smaller accounts to give you more time for larger accounts? Is there a way to give the small accounts a recurring use package that would be more “turn-key” and require less of your time?

  5. Take a good look at the prospects you’re choosing. Are they the best fit for broadcast? Do they have multiple locations and good marketing budgets? Try setting a goal to pick better and larger prospects, and “kiss goodbye” the prospects that just aren’t getting anywhere. 

The important thing is to make a simple plan for success in 2024. Choose just three things to do differently and then review in July and decide what to continue or adjust for the last half of the year. You’ll be glad you took the time to refresh your approach and you will be way ahead of all the competition!