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Radio 2.0 Presentation Transcript

  • 1. RADIO 2.0
    PRESENTED BY
    BILL BERGH, C.R.M.
    ACCOUNT MANAGER
    bill bergh marketing ltd.
  • 2. OVERVIEW
    Today’s Consumer
    Branding
    Why Radio/Expert Opinions
    The Numbers
    Two Approaches to Buying
    Creative
    Dominating a market
    Creating a “cult”
    The Impact of New Media
    The Future
  • 3. CORNER GAS
    DRUG STORE
    BARBER SHOP
    HARDWARE STORE
    VARIETY STORE
    DRY CLEANER
    SHOE REPAIR
    FLOWER SHOP
    GROCERY
    BAKERY
    The ‘Burbs1960
  • 4. MEDICAL
    BANK
    TIM HORTONS
    GREEK TAKEOUT
    NEIGHBOURHOOD PUB
    ASIAN TAKEOUT
    TIRE/AUTO
    SERVICE
    The ‘Burbs Today
  • 5. MEDICAL
    BANK
    WITHIN 1 KM
    Restaurants:
    Boston Pizza
    Little Caesars
    Woody’s Tap House
    White Hart Manor Pub
    Sammy’s Pizza
    Wonder’s From China
    Second Cup
    A & W
    Dairy Queen
    TIM HORTONS
    GREEK TAKEOUT
    NEIGHBOURHOOD PUB
    ASIAN TAKEOUT
    The ‘Burbs Today
    TIRE/AUTO
    SERVICE
  • 6. MEDICAL
    BANK
    WITHIN 1 KM
    As well as:
    Calgary Co-op
    Shopper’s Drug Mart
    7-11
    More Convenience
    Shell Snacks
    Shell Select
    Liquor Depot
    Solo Liquor
    Husky C-store
    Blockbuster
    TIM HORTONS
    GREEK TAKEOUT
    NEIGHBOURHOOD PUB
    ASIAN TAKEOUT
    The ‘Burbs Today
    TIRE/AUTO
    SERVICE
  • 7. Time versus Money
    TIME
    MONEY
    1960
  • 8. Time versus Money
    TIME
    MONEY
    2010
  • 9. The Best Buy Research
  • 10. The Best Buy Research
    Best Buy found that 20% of their customers we responsible for virtually all of the transactions in which the company lost money
    These customers only bought the products that were on sale.
    Some of these customers were actually buying from Best Buy and selling the product at a profit on Ebay.
    The bulk of Best Buy’s profit came from an entirely different 20% of their customers.
    Best Buy has 100 pilot stores that are designed to eliminate the non-profitable customers and cater to the profitable ones.
    These stores are posting sales gains almost double the gains of traditional Best Buy stores.
    CEO Brad Anderson says a company should see itself as a “portfolio of customers not product lines”
  • 11. Several years ago Zellers had to change strategy. They had been having big sale events with extremely low prices. They would constantly sell out of the featured items. The regular customers were drifting away because the essentials were often “out of stock.” They also had a supply system that was constantly trying to cope with large volume bubbles working through the system.
  • 12. HOLE IN THE WALL CARPET
    The owner says
    “Everybody is a price shopper.”
  • 13. X
    X
    X
    X
    X
    O
    O
    O
    O
    O
  • 14. TRANSACTIONAL BUYERS
    Focus on price, savings or added value
    treat products and services as commodities
    have a low need to trust suppliers
    have a low loyal to suppliers
    each transaction is separate from previous transactions
    see themselves as the “expert”
    fear of loss is focused on the price difference between suppliers
    like the negotiation process and are not concerned about the time it takes
  • 15. RELATIONAL BUYERS
    Focus on value and product augmentation
    differentiate between product and service offerings
    have a high need to trust suppliers
    have a high loyalty to suppliers they trust
    each transaction is seen as part of the ongoing relationship
    see the supplier as the “expert” and the source of information
    fear of loss is the entire amount of money and time invested
    dislike the negotiation process and the time it takes
  • 16. WINNING CUSTOMERS
    TRANSACTIONAL
    Be the low cost supplier
    sale, sale, sale
    coupon
    extra value features and services at no charge
    offer something for free
    RELATIONAL
    Build trust
    retain current customer and ask them for referrals
    emphasize value and differentiation
    find ways for consumers to save time
    offer ways for consumers to minimize risk
    build your “brand”
  • 17. BUILD YOUR BRAND!
  • 18. POWER IN BRANDING
  • 19. BRANDING
    Brands help consumers make buying choices with minimal risk.
    Brands help consumers making buying choices that save time.
    Consumers will pay more for the brand.
    Companies with strong brands have higher value.
    People trust brands.
    People buy brands.
    Branding speaks to the “Relationship” customer.
  • 20. RADIO
    THE BRANDING MEDIUM
  • 21. THE WIZARD OF ADS
  • 22. WHO IS THE WIZARD
    His name is Roy H. Williams and he came to prominence about fifteen years ago. American Express was conducting a study to identify the fifty fastest growing small business in America. When they identified their top fifty, they learned that twenty-eight of these businesses used Williams Marketing as their adverting agency. They changed the focus of the article for their card holder’s newsletter and wrote about Roy Williams and his amazing successes.
  • 23. “Roy Williams is a genius. Be prepared for a book that will challenge your thinking, make you smile, touch your heart, and fatten your pocketbook.” Jay Conrad Levinson, author of Guerilla Marketing
    “Up until I read The Wizard of Ads the most defining moment in my life was when I stood on the summit of Alaska’s Mt. McKinley, the tallest mountain in North America. But, now I have to add reading The Wizard of Ads.” Jim Huebner
    WHAT ARE THEY SAYING ABOUT THE WIZARD?
  • 24. Limited-time offers don’t work better and better as time goes by. In truth, they work worse and worse.
    Invest your ad dollars in a “long, slow, tedious” branding campaign that will work better and better as time goes by.
    The greatest fool who ever lived is the one who first said, “One picture is worth a thousand words.”
    Words are the most powerful force there has ever been.
    WHAT DOES THE WIZARD SAY?
  • 25. The real power of radio, ... is long-term memory, or “top of mind awareness.” Smart advertisers are those that set out to win the customer’s heart long before she needs the product. Their only goal is to be the company she thinks of first and feels the best about when the need arises. Smart advertisers make no attempt to predict the moment of the customer’s need but buy enough repetition to ensure they will immediately spring to mind whenever the need arises.
    WHAT DOES THE WIZARD SAY?
  • 26. WHAT ARE OTHERS SAYING ABOUT RADIO?
    Radio is warm and personal. And you have to understand, I think, that people listen to their radios alone. It is very much a personal experience. They are in their cars or in their kitchens doing their dishes and you are very much talking to one person. Tom Bodett
    God’s gift to radio is that people are born without earlids. Unknown
    Radio is word-of-mouth advertising evolved to its highest level. Tom Haymond
    “The car is a radio on wheels.” Unknown
  • 27. People have less and less time for “fixed-attention media”.
    — Jack Trout
  • 28. OUT OF THE BOX
    Sterling McCall Toyota, Houston, changed their media mix with great results. They now spend 97% of their new car budget on radio and have become the number fourToyota dealer in the U.S.
  • 29. AN EXPERT OPINION
    Advertising Consultant, Gary (Rod) Rademacher uses an income statement analysis when working with clients to determine what works for them. He says, “This income statement analysis shows us that on the local level, if a business wants to attract new customers, long term nothing beats radio. I’m saying nothing! We’re talking about that it beats newspaper and it beats television and I can prove it!”
  • 30. THE NUMBERS
    Measurement conducted by BBM
    Three surveys per year
    Recruiting
    Diary keeping
    Collection and processing
    Publishing
  • 31. How PPM Works (in 3 Steps!)
    Each radio and/or television signal is encoded with a unique inaudible code
    Panelists carry their meter from “rise to retire” and are awarded “points” for their carry-time
    Panelists dock their meter at night before bedtime and the data is collected by the Household Hub and sent to BBM for processing
  • 32. BUYING RADIO
    Traditional method
    Radio math
    Reach/frequency/GRP’s
    Optimum Effective Schedule (OES)
    Based on Coleman Research study
    8 times more effective
    Repetition and concentration
    Calculate turnover
    Multiply by a “constant”
  • 33. GREAT COMPANIES DOMINATE:
    Price
    Wal-Mart
    Experience
    Disney, Pike Place Fish Market
    Service
    Moving Medics, CEO Class, Nordstrom, Mezza Luna
    Access
    7 Eleven, McDonald’s
    Product
    Volvo, Apple
  • 34. THREE THINGS YOUR ADVERTISING MUST ACCOMPLISH
    Tell consumers who you are.
    Tell consumers what you sell.
    Tell consumers why they should do business with you.
  • 35. THE FUTURE
    Consolidation
    The U.S. Experience
    The state of Canada’s radio industry
    Digital Broadcasting
    Internet Radio
    Satellite Radio
  • 36. QUESTIONS?