On each page you plug your
current and target numbers into
YELLOW BOXES and either accept or reject the
arithmetic.
- Sales & Profit Goals.
- Target Audience Demos.
- Creative Strategy.
- Test & Rollout Budgets.
The Sales & Profit Goals page asks you for Year I growth targets
(incremental revenues, # of customers, average sale, etc). You'll set
a Start Date and a target
month-to-month growth rate.
The Target Audience page profiles your current
customers using standard Arbitron gender and age-range demos and
Scarborough qualifiers. It projects your current customer base into the
national population and helps you identify one or two good test markets.
The Strategy page guides you
through Seven Easy
Questions that lead to a coherent Brand Promise.
The Test & Rollout page sets budgets for a 3 to 10 day local station,
streaming or satellite radio test, including media, creative and production
estimates.
The Numbers will take you 20 minutes or so to fill in. The Strategy part may take a little longer.
Even if you never spend a nickel in radio, though, the workbook will be an
invaluable resource in the future. Other than the contents of this
site, it's the most Free Advice I can give you.
