Hub City Radio wins six-figure digital account using Marketron NXT Digital
Hub City Radio was ready to expand beyond over-the-air spots. With Marketron NXT Digital, they built a third-party digital business, gained new advertisers and won their biggest account yet.
Hub City Radio8 stations in Aberdeen, South Dakota · Published January 13, 2023
A smaller market looking for new revenue streams beyond on-air spots.
Marketron NXT Digital for proposals, campaigns and reporting, with hands-on support.
New customers, upsold radio advertisers and a six-figure account win.
The challenge
A smaller market sought new revenue streams
Selling over-the-air radio spots was a substantial revenue generator for Hub City Radio. However, with changing advertiser demands and new competition for their budget dollars, the organization was ready to expand its offerings.
As a Marketron customer for traffic products, the company felt confident adopting Marketron NXT Digital for third-party digital. They hired Abby Vogel as their digital specialist to launch the initiative. “The transition was very smooth, and overall, using NXT has been very easy.”
Being in a smaller market turned out to be positive in some ways. “We did have to educate some advertisers, but we approached it by reminding them they’ve worked with us on radio for years, and now they can add digital with one provider.”
The solution
A commitment to digital and technology tools that make third-party digital selling easy
After implementing NXT, training salespeople and educating customers, Hub City Radio began to gain traction in digital sales, offering advertisers an array of tactics. They also partnered with a design firm to facilitate the creative.
NXT streamlined the process on the back end. “I can create a proposal and bring it to clients. If they want to make changes, I just pull it up on my laptop, and it’s good to go,” Vogel explained. She also appreciates the reporting: “I can show customers how it works and the results of the campaigns very clearly.”
They’ve been able to deliver campaigns that include display, geofencing and search engine marketing.
Using NXT has been super easy, and I love the proposal and reports features.
The results
Gaining advertisers and winning a big account
Selling third-party digital has made an impact on the company’s revenue. Vogel stated that they have acquired new customers and have been able to upsell their radio advertisers.
The biggest win so far was earning the local airport account. “There was a grant for the project, and we competed against other agencies and won.”
Vogel credits a lot of the success to working with Marketron. “Our client development manager is great. He’s very hands-on and gets back to me fast when I have questions.”
- New digital customers
- Radio advertisers upsold to digital
- A competitive account win against other agencies
