Outbound Prospecting in Peru: How CRP Radios Activated Both Agency and Direct Channels

The Challenge: Reducing Dependency on Agencies and Expanding Regional Reach

CRP Radios, a leading player in radio advertising in Peru, had long relied on advertising agencies to connect with major accounts. These agencies often dictated which media channels their clients would use, making it difficult for CRP to grow on its own terms.

CRP wanted to build a proactive outbound strategy that would reduce dependency on intermediaries and allow them to reach:

• Strategic brands working with top agencies
• Direct clients, especially regional advertisers outside of Lima
• Advertisers currently investing in competing media channels
  

The challenge? Reaching these audiences required tailored messaging, deep segmentation, and a scalable process that their in-house team didn’t yet have.

The Strategy: A Dual-Channel Outbound Prospecting Approach

To meet this challenge, CRP partnered with Siete to implement a dual-channel outbound sales strategy focused on:

1. Strategic Agency Accounts

We created outreach campaigns that positioned CRP as a collaborative media partner, not just a vendor, capable of supporting shared KPIs and driving campaign performance.2. Direct Regional Advertisers

We identified companies currently advertising in other media (TV, digital, print) or using radio but not with CRP, especially in underserved provinces. Messaging focused on cost efficiency, reach, and local audience engagement.

Each campaign was executed by a dedicated team: SDR, copywriter, and delivery manager ensuring personalization and agility.

The Results: More Meetings, New Conversations, and Greater Reach

Thanks to the strategy, CRP Radios:

• Booked 25+ qualified meetings per month
• Reopened conversations with key accounts previously influenced only through agencies
• Entered new provincial markets through direct outreach
• Increased brand visibility among advertisers that had never been approached before

What’s Next: Sustained Growth Through a Scalable Outbound Engine

With a dual-channel strategy in place, CRP Radios now has a predictable outbound prospecting engine that:

• Engages both agencies and their clients
• Reaches direct advertisers across the country
• Supports long-term commercial growth and market penetration
  

They’re no longer waiting for agencies to open doors, they’re opening their own. And with Siete, they’re doing it at scale.