The perfect client - how to identify potential advertisers with Lisa Chappell

Lisa Chappell is an account executive with WRAL Digital Solutions and has developed a clear view of what the ideal client looks like.

"A good client is someone who has budgeted for advertising and appreciates the value of marketing," she said. "They understand it's an investment, not an expenditure. I cannot tell you how many businesses I've seen close not long after the owners said they didn't have money for a marketing budget. If you're going to start your own business, then marketing and sales are important. They have to be budgeted for just like rent and employees."

Look to past behavior to predict future action

Those who budget for marketing are clearly good potential clients. But how do you find them?

Chappell suggests you look around for those who are already spending money other places. It could be a small online advertisement or a big buy in the local paper, but if they're interested in marketing, they will be interested in conversations on how to best spend that money.

"If I find someone advertising somewhere else, it's an easy sign they're a good prospect, Chappell said. "This tells me they want to reach people, and I know we could probably do a better job. In particular, people who do direct mail are people I can call and say, 'Hey, so half the people you sent these to throw them away. How about I help with digital and give you analytics on who saw the ad and make sure I’m only sending these ads to your ideal customer?' "

And… working for CBC also helps

Chappell was also clear that working for Capitol Broadcasting makes prospecting much smoother.

"People understand that CBC is a powerhouse in the area," she continued. "This helps them reach their ideal clients because they know their customers are likely connecting to one or more of our platforms."

Chappell talked about how different that was from when she was making calls for a virtually unknown company in California. She had to work hard just to get people to listen. Now, she said, people are well aware of WRAL, the Durham Bulls and other CBC properties without any further explanation. This helps open doors.

Capitol Broadcasting as a supportive environment

Since starting with CBC, Lisa has been able to advance her career in part due to the support structures built into the company. It's not just the Sales Resource Center, but also things like the Capitol Women's Network.

"One of my favorite parts of working here is the investment and commitment CBC makes to its employees. Capitol Women's Network is a great example," she said. "It's a resource and career accelerator that helps women assess and build on their strengths through a year-long series of workshops. As part of the process, we get a mentor to help us grow, and apply what we're learning to our lives and our work in the company."

Chappell's mentor is Chris Overby, who happens to be a male, but the Capitol Women's Network is about giving CBC women the resources they need to grow, wherever those may be found.

She has been impressed by how all members of the team are encouraged to grow. In her time at CBC, she said she's seen every co-worker she started with get a promotion. She believes it's rare to find a company with that level of commitment to its employees.

Between that supportive environment and her profile of the ideal client, Chappell is sure to continue in her CBC success.