Login

Unleash the Power of Pricing: Strategies for Political Campaigns

by | May 17, 2023

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

May Blog - Anita (1)

How should you handle pricing if your market expects huge political in the upcoming months? You risk scaring your core customers away if you price in full upfront. Once core clients start to avoid spending, pulling them back in can be very difficult if the political dollars don ‘t materialize. If you don ‘t price for any political and it comes in strong, you risk alienating your core by bumping them out. Researching the races expected in your market and past spending for similar races can be helpful.

Issue money typically comes in at higher rates and doesn ‘t gobble up as much inventory. In this scenario, you don ‘t necessarily have to price in full upfront. As issue dollars pour in, we can take pricing up to handle the capacity. If the majority of political will be candidate money, you may want to price higher upfront since LUR comes into play.

In many cases, there will be a combination of issue and candidate spending. Researching similar past races can be very helpful. What kind of premium do you get for issue dollars over candidate? What percent was issue vs candidate spend?

At ShareBuilders, we have created a Political Calculator that considers all those factors. If the current races are a different percentage of candidate vs. issue than in the past or what you assumed, we can quickly adjust to accommodate the new scenario on weekly calls. We have many other tools that can help, including Political Grid Cards available in Excel or XML format. We can also set up minimum pricing for political shows so the card does not go below LUR.

Our best advice? Prepare to be nimble. Be ready to adjust quickly in an ever-changing political landscape. Ask your consultant about the tools we have to help. Our consultants have been through numerous political cycles across varying markets. By talking weekly, we can help you make those quick adjustments to pricing successfully.

Recent Posts