One of my brands is not generating the revenue it should - why?
Media owners often have internal benchmarks to measure the performance of their products. Our radio client had a channel with revenue metrics consistently lagging its stable mates. Ocean’s challenge was to quickly assess whether this was down to its audience profile or its sales activity. We carried out in-depth interviews with staff and advertising customers and quickly established that the sales approach wasn’t correctly communicating the channel’s position to the highest value advertiser group. Working with management, we implemented a re-structuring of the sales team, with a different customer focus and new sales collateral.
