Stage 2 of partnering means creatively responding to client's needs for in store promotions, data based marketing, unique copy and results based advertising budgets. Choosing the right accounts to target sets the stage for gaining large shares of budget. Not only will we need to deliver on demographics and audience psychographics, but our own corporate culture needs to be in step with the clients. The combination of matching cultures, effective partnering and market reach will determine share of budget. The super store concept works by attracting a broad customer base.
Market reach now means the world on the Internet.
These changes in retailing and radio require unified sales teams. Only by combining all our stations' market penetration plus our own web presence can we deliver superior reach. The goal would be to have WalMart or Budweiser access your corporate web site and be able to build ad campaigns in strategic markets. Now we truly are advertising consultants with a portfolio of options. Partnership selling requires restructuring account lists and compensation to foster team selling.