Radio Mankato wins renewals with the support of Marketron third-party digital platforms
Radio Mankato had loyal advertisers but struggled to win bigger deals as businesses shifted spend to digital. Transparent reporting from Marketron’s digital platform now keeps clients engaged and renewing.
Radio Mankato7 stations in southern Minnesota · Published December 8, 2023
Loyal advertisers, but bigger deals were going to digital.
Easy proposals, expert help and transparent reporting from Marketron’s digital platform.
Higher renewal rates and more revenue.
The challenge
Renewals were lackluster before digital
Renewals are a big part of the advertising revenue pie. Each year, local media sellers strive to capture more dollars from existing customers.
Radio Mankato had many loyal advertisers but struggled to win bigger deals because businesses wanted to spend more on digital advertising. To meet the changing needs of their clients, they began selling digital six years ago.
The solution
Easy technology, expert help and transparent reporting that wows advertisers
For technology to enable sellers, it needs to be easy, and Legault and his team appreciate how simple it is to build proposals. His sellers have much to remember regarding the many radio products, sponsorships and events. Marketron’s solution lets them navigate digital and linear together.
Legault shared, “They keep us up to date on different digital products, so we’re informed and can sound like experts in front of clients.” Having a digital guru to support them helps, too. “We don’t need to know all the answers because we have our CDM.”
In obtaining renewals, customers want to see and understand the results and performance of campaigns. Marketron’s technology makes reporting a core component.
We base our digital business on the transparency and availability of reporting at your fingertips. When we do our job and keep the client interested in our digital products with monthly analytic visits, our renewal rate is much higher.
The results
Higher renewals and more revenue
With reporting and analytics at hand to review with clients, there’s no confusion. Having this has resulted in higher renewal rates, according to Legault.
“We have two clients I sold five years ago, and they are renewing for the sixth year at the same or higher dollar level. One added new digital products for the next year. Those two clients are large community banks with multiple locations. The complement of our processes and partnership with Marketron led to this success.”
- Higher renewal rates
- Long-term clients renewing at the same or higher levels
- Clients adding new digital products
