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Let the Good Times Roll! Every Day in Media Sales is Mardi Gras

by | Mar 4, 2014

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
user your CRM to prepare for the lean times Use your media sales CRM and analytics solutions to prepare for leaner times.
Mardi Gras, New Orleans, the Red Pageant, c.1905. Detroit Publishing Company, Library of Congress.

Costumes, elaborate masks, feathers, beads, and indulgence. A date with Dennis Rodman? Not this time it ‘s Mardi Gras!

This is the day of floats and fattening foods. Mardi Gras literally means fat Tuesday, in reference to the last night of eating fatty foods before the ritual fasting of Lent. It has come to provide a time of celebration and festivities, as well as providing a colorful theme for auto and furniture commercials between Valentine ‘s Day and Easter.

So what does Mardi Gras have to do with media sales, other than a theme for spots, a pancake breakfast at a clients’, and ducking out early to don some beads and raise a glass or two?

  • Eat now and fast later. In other words, prepare. Media salespeople can use their CRM systems to prepare for leaner times by looking for accounts that were on last year, categories in which they are media experts, and top accounts that might grow by diversifying onto website or other stations. If you have a yield/rate card system, you can look ahead when preparing proposals, and avoid the fat rates times, giving your customers leaner rates and maximizing your station ‘s inventory. Prepare now for what you must do later.
  • Let your clients win the baby in the King Cake. As the King Cake is sliced, everyone hopes they find the tiny token. The lucky winner proudly displays their find! That means they get to buy next year ‘s King Cake! Make your clients enjoy the buying experience, and be happy and proud with their win. Sharing common goals finding the baby and fattening up for Mardi Gras, selling more products, and seeing a great ROI in media sales is addictive. A little sugar in the cake goes a long way a little sweetness in your dealings will, too.
  • People love free stuff. Parade routes are lined with revelers who leap over each other for little stuffed animals and cheap colorful beads. Media outlets are filled with free stuff. We may be tired of the prize wheel and handing out mugs, key chains and t-shirts, but surely you have noticed at remotes and appearances how quickly they disappear. Hit up your promo department for some swag to give to your clients. It doesn ‘t always have to be lunch or tickets; it can be your station ‘s equivalent of gold and purple plastic beads.
  • You don ‘t have to flash to get beads. There are plenty of people successfully walking away from the parades loaded with beads, coconuts and swag who were just focused, in the right place and a little aggressive. If you give your station away at lower rates, you may feel the immediate euphoria that Mardi Gras exhibitionists feel as they bare their breasts. But you lose pride in your station, set expectations for future buys, and may cause undo rate stress on your remaining commercial inventory.
  • Make it fun! Mardi Gras is so exciting that people travel to the Big Easy just for the experience. Media is fun! We sometimes forget that, because they don ‘t call it work for nothing. But we have a lot to offer our clients events, personalities, studios, cups and koozies, and the excitement of hearing and seeing their name on our airwaves. The Mardi Gras parade floats are all about the show. Don ‘t forget the show in media sales.

As they say during Mardi Gras, Laissez les bons temps rouler! Let the good times roll in media sales not just on this day, but every day. Let ‘s just feast, and skip the fasting this year, what do you say?

By Kitty Malone, Efficio Solutions Manager of Client Services

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