This local Canadian market was feeling the full impact of the economic slowdown and was also experiencing significant decline in the local real estate market. Even with a team of experienced sales reps, a revenue shortfall was predicted – and to make issues even more challenging, there was limited inventory available.

NRS Media’s successful Key Program™ revenue solution was recommended for the third year running, but with a different approach for year three.

NRS Media worked with the radio stations to review the tough market trends and based on the expected advertiser attrition during this economic period – decided to over sell the program. This decision was based on the forecasted advertiser attrition expected during this economic period. To ensure that the sales team was armed to handle objections related to the fall off in the program, additional sales training was also provided.

This was a bold and clever approach and ensured that the campaign netted an incredible 38 per cent of new revenues, with 174 new advertisers. The radio stations saw a 300 per cent increase in revenues over the three years.