61 appointments in 8 days for RCA, the Pays de la Loire regional radio station

Objectives

Find new advertisers: Identify and convince local companies interested in increased visibility via RCA's airwaves.

Generate qualified appointments: Ensure a constant flow of qualified leads for RCA's sales force, maximizing opportunities for advertising partnerships.

Increase RCA's profile among decision-makers: Make RCA a preferred advertising partner for local companies seeking to develop their visibility among a targeted regional audience.

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Background

RCA, a popular regional radio station in the Pays de la Loire region, approached ReCom to identify potential advertisers wishing to broadcast their ads on local airwaves. The aim was to generate qualified appointments for their sales representatives, thereby increasing RCA's visibility with local companies seeking to reach a large regional audience.

Sector of activity

Local media and advertising

Target

Communications managers and general managers of companies based in Vendée and Loire-Atlantique, two departments where RCA has a strong audience.

Type of campaign

Multichannel 1 day week

What we have implemented

→ A qualified file was compiled according to RCA criteria, enriched using an artificial intelligence-based callbot to target the most relevant local companies.

→ A business developer trained specifically in RCA's offering has been assigned to prospect and qualify leads.

→ Appointments were divided up between RCA sales representatives according to target geographical areas for personalized follow-up.

→ Alternate phone calls and micro-emailings to maximize direct contact with prospects and encourage exchanges.

→ Use of LinkedIn for direct contact with target managers.

→ Follow-up meetings were held with RCA to adjust the campaign according to feedback and results obtained.