A new revenue generating solution developed by NRS Media, Direct Connect™, generated over $300,000 for a local South Carolinian television station. The new solution demonstrated that tailoring opportunities for clients is a win–win regardless of the economic climate.

ABC Columbia, a local television station in South Carolina, USA, was facing slipping revenues and an increasingly competitive marketplace, as the grip of the finanical crisis tightened on local advertisers. To maintain and increase market share the station decided to enlist the guidance of NRS Media and its new tailored advertiser package – Direct Connect™.

Direct Connect™ is a premium face-to-face revenue solution designed to lift the professional standards of advertiser analysis and sales proposal development.

By focusing on the customer in a detailed manner, media companies can deliver a tailored, considered solution that meets specific business needs and at the same time generate new and incremental revenue for the media company.

A New Approach

ABC Columbia Local Sales Manager Shelley Nazarenko said, “This was the most in-depth consultative sell we’ve ever done. It set us apart from our competition and earned us the right to do business with a lot of local businesses. Even those that didn’t participate in the program are likely to become our clients in some capacity by the end of the year.

We found that bringing in an outside consultant to help our clients take a hard look at their business was well received in this economy. Many companies are spending a lot of money with people to get big ideas – we brought them big ideas at no charge. Even if they didn’t buy, not one client told us that this process was a waste of their time. They all appreciated us spending so much time thinking about their business.”

The Impact on Business

This dedicated focus on clients and providing a total marketing strategy led to ABC Columbia quickly putting $300,000 out of reach of their competitors. They are so impressed with the results that working with NRS media on the Direct Connect™ solution has instilled a more consultative process in their day-to-day sales approach.