Australian Community Radio Shines9.2 million people |Over 500 Cities & Towns
$50 million in 5 years!
Like no one Else!
Audiences         Cumes (000s)                                                                                            ...
IncomeEstimated Income $m200      190                                               130                     110           ...
Yield  per Listener                                                     $65.26                                            ...
$50 million in 5 years!
Working Together
Sharing• Ideas & Concepts• Resources & Production• Sales Proposals & Scripts• Sales People & Presentations
Inventory & Rates
What we Have• X minutes per hour  – 2 x 30 seconds per minute           Hours• Y demand hours each day  – (5am to 7pm)    ...
What it’s WorthX x 2 x Y x 70% = Z  e.g. 5 minutes X 2 X 19 x 365 days x 70% = 48,545Target Income ÷ Z = Average Rate e.g....
70,000 | 33%           BREAKFASTX                      to                      9am                      5am      53,000 | ...
What’s Left?FILLERS
More calls more dollars
Reverse Thinking• Set the Target $$$• Establish Industry Monthly Average• Calculate Number of People• Fund Start-up Phase
Cost of SaleTYPICALLY 35 to 50% LOCALHigher the Risk the Higher the Reward• Commission only | generous at 40% to 50%Create...
Training & Review
Discipline & Accountability• The more people you see the more sales you’ll make!• 8 to 15 decision making sales calls a we...
How Radio Works
Power of Connection!         Know you      Like You   Trust You    Relationships Matter
What Sponsors Want
Business of BusinessSales!
What Sponsors WantWHAT they WANT           WHAT they DON’T WANT• RESULTS & ROI          •   BAD SERVICE• BIG IDEAS        ...
Sales Presentation
PackagingThirty (30)                  Reach n Frequency Seconds                 Modules of 14 x 30 per week + Fillers     ...
Realistic PricingMarket     Market                                  Market      Published   AVERAGE   TYPICALCategory   Ex...
The Thrill of the Hunt
Characteristics of Successful Sales People  1. Most Demanding on Resources  2. Drive Good Cars, Dress Well, Highly Geared ...
Prospecting                                       Planning             Cream      Networking                              ...
Systems & Planning
Traffic Control       © Lifetime Momentum Pty Ltd – May 2009
Research & Results
Research TermsSHARE vs REACH               CUME or REACHSHARE of ALL Listening       All those who tunedREACH of ALL Liste...
Why aren’t we included?      What commercial radio don’t want to admit!Other Fm                       Other AMShare12% ...
Use of Survey DataAlways Qualify                  (Source)  your claims:         Nielsen Sydney Radio                    ...
Lots of Listeners
Honest, Topical & Entertaining
Get Busy Get Serious
Hard WorkPassion StrategyPersistence   Commitment
$50million in 5 years!
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Rob Molhoek - Hope Media

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Rob Molhoek the Sales Manager of Hope Media's Sponsorship presentation

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Rob Molhoek - Hope Media

  1. 1. Australian Community Radio Shines9.2 million people |Over 500 Cities & Towns
  2. 2. $50 million in 5 years!
  3. 3. Like no one Else!
  4. 4. Audiences Cumes (000s) 4400000 4100000 commercial radio (Cumes) 3506000 2805000 2364000 2159000 1886000 1597000 1265000 1379000 1300000 932000 716000Sources: Commercial Radio audience information taken from Nielsen Radio Survey #9 2009 (All People Aged 10 +, Cumulative Audience, Monday to Sunday, 5am to Midnight). Christian Media audienceinformation taken from CBAA McNair Ingenuity Radio Research – Nov 2008 (All People Aged15+, Weekly & Monthly Cumulative Audience, Monday to Sunday, All Listening)
  5. 5. IncomeEstimated Income $m200 190 130 110 110 90 90 35 35 7 6 0 0
  6. 6. Yield per Listener $65.26 $58.32 $56.36 $54.19 $50.95$48.78 $48.88 $46.35 $37.55 $4.62 0 0 $1.59
  7. 7. $50 million in 5 years!
  8. 8. Working Together
  9. 9. Sharing• Ideas & Concepts• Resources & Production• Sales Proposals & Scripts• Sales People & Presentations
  10. 10. Inventory & Rates
  11. 11. What we Have• X minutes per hour – 2 x 30 seconds per minute Hours• Y demand hours each day – (5am to 7pm) Spots• Z spots per day – (5am to Midnight) Minutes• 5 weekdays + weekends!• Fluctuating Demand and Utilisation
  12. 12. What it’s WorthX x 2 x Y x 70% = Z e.g. 5 minutes X 2 X 19 x 365 days x 70% = 48,545Target Income ÷ Z = Average Rate e.g. $2,500,000 ÷ 48,545 = $51.50
  13. 13. 70,000 | 33% BREAKFASTX to 9am 5am 53,000 | 24% MORNINGS X to 63,000| 29% AFTERNOONS X to 75,000 | 35% DRIVE X to Noon 3pm 7pm 9am Noon 3pm Across the Day! 14,000 | 6% W’ENDS/EVENING to Mid 7pm2.1 1.2 1.4 2.0 ÷ 2
  14. 14. What’s Left?FILLERS
  15. 15. More calls more dollars
  16. 16. Reverse Thinking• Set the Target $$$• Establish Industry Monthly Average• Calculate Number of People• Fund Start-up Phase
  17. 17. Cost of SaleTYPICALLY 35 to 50% LOCALHigher the Risk the Higher the Reward• Commission only | generous at 40% to 50%Create JOB – Just above broke• Salary or Retainer + Commission scale at 15%TYPICALLY 25 to 30% NATIONAL
  18. 18. Training & Review
  19. 19. Discipline & Accountability• The more people you see the more sales you’ll make!• 8 to 15 decision making sales calls a week (meaningful revenue producing calls)• 70% of appointments set by 5pm Friday each week.• Never leave without a firm answer or follow-up appointment to come back for one!• Coffees and Follow-up calls don’t count!• People only respect what you inspect!
  20. 20. How Radio Works
  21. 21. Power of Connection! Know you Like You Trust You Relationships Matter
  22. 22. What Sponsors Want
  23. 23. Business of BusinessSales!
  24. 24. What Sponsors WantWHAT they WANT WHAT they DON’T WANT• RESULTS & ROI • BAD SERVICE• BIG IDEAS • BAD ADVICE• GREAT CREATIVE• PROFILE or EGO • POOR PLACEMENT• PARTNERSHIP • LIES & AVOIDANCE• ASSOCIATION with • INCONVIENIENCE SOMETHING BIGGER• GREAT SERVICE & CARE • LAME COPY &• WHAT THEY PAID FOR PRODUCTION
  25. 25. Sales Presentation
  26. 26. PackagingThirty (30) Reach n Frequency Seconds Modules of 14 x 30 per week + Fillers BTA Annual Contracts 30 x 30 100 X Cheap Command & Control Agencies Saturation Overnighters Weekend Impact 10 per day 3 + 3 x 365 20 x 30 x 52 65 x 7days 30 days
  27. 27. Realistic PricingMarket Market Market Published AVERAGE TYPICALCategory Examples Size Rate ROS REAL CPM RATEOne Sydney, Melbourne, Brisbane, Vision 2 million $100.00 $35 $0.14 PlusTwo Adelaide, Perth 1 million $65.00 $18 $0.15 – 2 millionThree Gold Coast, Newcastle 500,000 $24.00 $15 $0.42 – 1 millionFour Hobart, Wollongong, Geelong 250,000 $20.00 $14 $0.56 –500,000Five Gippsland, Albury Wodonga 100,000 $10.00 $10 $0.76 – 250,000Six Mt Isa, Riverton, Mt Gambier Under $10.00 $8 $2.66 100,000
  28. 28. The Thrill of the Hunt
  29. 29. Characteristics of Successful Sales People 1. Most Demanding on Resources 2. Drive Good Cars, Dress Well, Highly Geared 3. Always Prospecting 4. Well Connected and Networked 5. First in - last to leave 6. Self Learning 7. Take work home regularly 8. Won’t take No for an Answer 9. Make most Face to Face Calls 10. Results Focused, Always Find a Way
  30. 30. Prospecting Planning Cream Networking Foundation Activity Core Cold Calls Seasonal Targets
  31. 31. Systems & Planning
  32. 32. Traffic Control © Lifetime Momentum Pty Ltd – May 2009
  33. 33. Research & Results
  34. 34. Research TermsSHARE vs REACH CUME or REACHSHARE of ALL Listening All those who tunedREACH of ALL Listeners in and tuned out!AVERAGE AUDIENCE TSLNumber of people typically Average Time Spent listening each Quarter Listening each week. Hour of Day Hope 103.2 | 14hours
  35. 35. Why aren’t we included? What commercial radio don’t want to admit!Other Fm Other AMShare12% Share 4%ABC Combined All CommercialShare 23.8 Shares 60%
  36. 36. Use of Survey DataAlways Qualify (Source) your claims:  Nielsen Sydney Radio Survey #1, 2009  McNair Ingenuity RadioSource & Listenership Research, July 2009Characteristics (Characteristics)  ALL people aged 10+, CumulativeCode of Ethics Audience,  Mon to Sun, 5am to Midnight
  37. 37. Lots of Listeners
  38. 38. Honest, Topical & Entertaining
  39. 39. Get Busy Get Serious
  40. 40. Hard WorkPassion StrategyPersistence Commitment
  41. 41. $50million in 5 years!

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