Find out everything you need to know to make more money from your citywide ballot
Whether you call it Best Of, Viewers’ Choice, or Listeners’ List, citywide ballots should be a key element of your revenue program. Each year, we see television, radio, and print run citywide ballot programs consistently bringing in six-figure revenue. Yet, many others still struggle to start their program or see continued revenue growth after year one.
We’ll show you how to maximize every element of your ballot process for maximum revenue potential and provide you the steps you need to grow your ballot revenue year over year. We’re joined by Vince Johnson of The Sumter Item. He’ll share his secrets to how he’s increased their ballot revenue by 750% in just two years!
Start With This…
Our Citywide Ballot Best Practices Guide is your one-stop shop for all things you need to know about citywide ballots. From which elements you should sell, how long each phase should be, tips for promoting, and even how to optimize a post-ballot winners’ event, this is a must-have download!
Key Takeaways
1. Develop a Robust Sales Strategy
To drive the most revenue from your ballot, you need a robust sales strategy. This doesn’t just mean creating good sales packages – your sales strategy is much more than that. You need to start with an organized sales kickoff and designated incentives. You need a marketing strategy. Work as a team to develop a plan around prospecting current, past, and new clients. Plus, talk figure out a game plan to tackle the most common ballot objections before you get them.
2. Establish a 30% Revenue Growth Plan
A successful ballot isn’t stagnant. It should have continuous, steady growth year after year. Set a goal to increase your ballot revenue by 30% each year. Some years may lend themselves to higher revenue whether you add more resources, categories, or can capitalize on an anniversary or milestone year, but 30% should be your standard increase. Don’t let that big number overwhelm you, divide up that 30% increase across your sales team and across each phase and area of your ballot to make it more manageable.
3. Make This a Yearlong Celebration
Your citywide ballot isn’t just important to your company. It should become a pillar of your community. It’s important to drive excitement and awareness of your Best Of brand all year long. Not only does this keep it relevant to your target audience, but it grows your database of interested participants. The more people you have participating in your ballot, the more valuable your ballot sponsorship packages become, and the more revenue your citywide ballot brings.
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Julie is the Senior Customer Success Manager at Second Street and a former client in local media. Her best advice for driving the most success with your revenue and audience engagement strategy is to include promotions in every business initiative.