Outbound Prospecting in Peru: Activating Both Agency and Direct Channels with CRP Radios

Advertising

Peru

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.

Some metrics that speak of our work

Each meeting is an opportunity to create value.
We measure not only the frequency, but also the quality of every interaction.

25+

Monthly meetings

4/5

Average rating of meeting

Yrenka Hiza

Sales and Marketing Executive of CRP Radios

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