Marketing Skills and Experience
(“The B.S. Express,” “DBC Express” and “Alacrity” while managing radio sales teams). I have been writing a newsletter to the ad community for over ten years. The purpose of the letter was to position my company as a “sustaining resource” while using humor and other entertaining stories that readers would enjoy. Approximately 300 people receive each issue of my newsletter. Approximately 12 issues per year are mailed.
Focus Group Moderation and Experience
Moderated two focus groups of Birmingham advertisers at the beginning of my tenure at WRRS in March 2001.
Helped create moderator guides and observed several focus groups for Arbitron.
Conducted two focus groups for Child Times Magazine in 1998.
Moderated two focus groups for WJOX in 1997.
WRAX – conducted two focus groups in 1996 to choose the most appropriate logo for “105.9 the X” alternative rock format. (now “107.7 the X”)
Led a focus group of Birmingham Ad Club members prior to becoming president in 1994. This was done to identify issues concerning our membership. This focus group was the pre-cursor to a very in-depth questionnaire to the membership leading to development of a mission statement. The findings from this research allowed us to build the foundation of a very successful year.
Related: Observed several focus groups while at WZZK (listeners and advertisers)and Arbitron.
Other Custom Research
One-on-One Interviews – conducted many projects like this with clients’ employees at various organizations and also advertisers and clients of local businesses.
Questionnaire Development –developed and calculated the results of numerous questionnaires for Arbitron, The Birmingham Ad Club, and several sales organizations.
Marketing and Sales Collateral Development- written to address the key benefits sought by the target customer.
“Why Choose a Career in Radio Sales” brochure developed for Arbitron as a result of the “What are Your Salespeople Thinking/Are Your Salespeople Ready to Fire You?” study.
Birmingham Advertising and Marketing Guidebook- contained facts and key research on Birmingham businesses and applicable marketing data. (WRRS)
Birmingham Radio Consumer Guidebook – A qualitative source using Scarborough Research for the Birmingham radio market. (Dick Broadcasting)
Market Updates – a three or four page document that was written after each Arbitron survey to position our stations to the media community. (Dick Broadcasting and WRRS)
Birmingham Buyer’s Guide – co-developed the original versions while at WZZK/WODL.
Developed numerous sales and marketing collateral for several sales organizations in broadcasting, print and education.