Context: a radio leader in a competitive advertising market
CRP Radios is a leading radio advertising brand in Peru. In a highly competitive media market, much of its access to large advertisers went through intermediary agencies.
The challenge: limited reach to direct advertisers and outside Lima
Before working with Siete, CRP faced three limitations:
- Reliance on agencies to access large accounts.
- Little direct contact with strategic advertisers.
- Difficulty winning clients outside Lima.
The goal: scalable, segmented B2B outbound prospecting
CRP wanted to reach three types of accounts:
- Strategic brands working with leading agencies.
- Direct clients in the provinces.
- Advertisers active in competing media.
Team and scope
Each front was run by a specialized Siete team (SDR, copywriter and delivery manager), ensuring personalization, speed and constant follow-up.
Front 1: strategic accounts managed with agencies
- Position CRP as a strategic partner, not just a supplier.
- Focus on shared goals and long-term collaboration.
- Highlight ROI and measurable campaign results.
Front 2: direct advertisers in the regions
- Identify companies already advertising in competing media.
- Offer national coverage with regional reach.
- Show more efficient ad spend and connection with key local audiences.
Results
- More than 25 qualified meetings per month with potential clients.
- Average quality of 4/5, as rated by the client.
- 2 direct sales channels activated: agency accounts and regional advertisers.
- Renewed conversations with key accounts previously mediated by agencies.
- Expansion into new regional markets outside Lima and visibility with advertisers that had never been contacted.
Why it worked
- Splitting prospecting into two fronts allowed different messaging for agencies and for direct advertisers.
- Targeting companies already investing in competing media focused the effort on buyers with active budgets.
- The national + regional offer opened doors outside Lima.
Next steps
CRP Radios now has a solid, predictable outbound engine that brings agencies and clients together in a collaborative model and reaches direct advertisers nationwide. It no longer waits for agencies to open the door: it opens it directly.
