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Kshe 95’s december check-up 2012 full slide view

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  • 1. Time Out For A Product Update: KSHE-95 Today & The December Check-Up KSHE-95 Product Focused Sales Meeting #2 December 17, 2012PDF created with pdfFactory trial version www.pdffactory.com
  • 2. Today’s Agenda • Introduction • What we covered last time • What’s new in the numbers? • 10 quick facts about the listener • Success Stories with KSHE • Radio’s place in the worldPDF created with pdfFactory trial version www.pdffactory.com
  • 3. What We Covered Last Time • Ratings • Rank • Station Brand including line-up, promotions, and more • Station position in the market • Marketing To Men • Brand v. JukeboxPDF created with pdfFactory trial version www.pdffactory.com
  • 4. What’s New Since Mid-October?PDF created with pdfFactory trial version www.pdffactory.com
  • 5. The Death of The BrewPDF created with pdfFactory trial version www.pdffactory.com
  • 6. PDF created with pdfFactory trial version www.pdffactory.com
  • 7. Mama’s Pride sells out their 40th Anniversary show and it’s a KSHE-95 lovefest between fans, band, and radio stationPDF created with pdfFactory trial version www.pdffactory.com
  • 8. KSHE’95’s Real Rock Ale was introduced in partnership with Six Row Brewing Company. • Pictures at right were posted online by “a fan” on their personal site and by Lukas Liquor to announce that it was “in-stock.” • KSHE was scheduled to take delivery of 500 bottles for client gifts in early November. • Because of strong demand at the retail level, only 50% of the beer has been able to be delivered by December 17.PDF created with pdfFactory trial version www.pdffactory.com
  • 9. Sometimes perception isn’t realityPDF created with pdfFactory trial version www.pdffactory.com
  • 10. Perception of the KSHE-95 ListenerPDF created with pdfFactory trial version www.pdffactory.com
  • 11. Reality of the KSHE-95 Listener Real People who have “programmed” the KSHE Classics Overtime Hour: • Francis Slay, Mayor, City of St. Louis • Rick Fisher, VP Government Relations/Marketing at Jefferson Regional Medical Center • Jim Woodcock, Partner, Sports Practice, Fleischman-Hillard • Dominic Molon, Curator, St. Louis Contemporary Art Museum • Jonna Roberston, VP-Marketing, St. Louis Symphony Orchestra • Pam Davis, Assistant to Bob Costas (NBC/MLB Network) • John Hummel, Executive VP - Sales & Marketing, Summit Distributing KSHE Listeners and Business Decision MakersPDF created with pdfFactory trial version www.pdffactory.com
  • 12. What’s New in The Latest Numbers?PDF created with pdfFactory trial version www.pdffactory.com
  • 13. What’s New in the Numbers? In November 2012 “Book” – M-SU 6a-12M AM Drive Midday PM Drive • The MEN radio station in A18-49 3t 6t 3t 6t St. Louis A25-54 1t 5t 1t 2t • Top 3 in all adult “full A35-54 1 7t 1 2t week” demos (M-SU) A35-64 1t 9t 1t 3t • KSHE is the most listened A45-64 2t 9 3t 3t to “workday” radio station as evidenced by M18-49 2 2 1 1 Adult and Men Midday numbers (10-3) M25-54 1 2t 1 1t • December is even better! M35-64 1 5t 1 4 *Numbers are ranks in Nov. 2012 Arbitron ratingsPDF created with pdfFactory trial version www.pdffactory.com
  • 14. What Else Is New in the Numbers?PDF created with pdfFactory trial version www.pdffactory.com
  • 15. PDF created with pdfFactory trial version www.pdffactory.com
  • 16. PDF created with pdfFactory trial version www.pdffactory.com
  • 17. Quick Facts About The KSHE AudiencePDF created with pdfFactory trial version www.pdffactory.com
  • 18. 10 Quick Facts about the audience 1 – 97,500 MEN that listen to KSHE-95 have never been married (single), are widowed, are legally separated, or are divorced 2 – KSHE listeners are 62% more likely to work in St. Charles County (36,400 total persons) 3 – 226,600 KSHE listeners shopped for a mattress in the last year 4 – KSHE listeners are 43% more likely to have participated in boating in the last year 5 – 10,000 KSHE listeners plan to return to school in the next year *Scarborough ResearchPDF created with pdfFactory trial version www.pdffactory.com
  • 19. 10 Quick Facts about the audience 6 – 146,000 KSHE listeners attended college, but did not graduate 7 – 16,000 KSHE listeners bought medication for weight loss in the last year 8 – 31,000 KSHE listeners will switch wireless carriers (year) 9 – 104,000 KSHE listeners spent at least $100/week on groceries 10 – 132,200 KSHE listeners contributed to veterans, medical, or cultural organizations (year)PDF created with pdfFactory trial version www.pdffactory.com
  • 20. Who’s having success with KSHE-95?PDF created with pdfFactory trial version www.pdffactory.com
  • 21. Success Stories from clients • Cambridge Medical for Men • Highland Pools and Spas • Klemm Tank Lines • The Diamond Shop • Six Row Brewing Company • 1-2-3 Mortgage • Doc’s Harley-DavidsonPDF created with pdfFactory trial version www.pdffactory.com
  • 22. Isn’t Radio Dead? Why Should I Market To Men? How Should I Market To Men?PDF created with pdfFactory trial version www.pdffactory.com
  • 23. Radio’s Place in the World From a study by Media Behavior Institute: • AM/FM dominates all other mediums in the last “touchpoint” before a purchase is made • 4X more than web • 10X more than smartphone • AM/FM “best for delivering last word before the moment of truth” • 85% of 25-54 Americans listen to AM/FM radio each week (25% on Sirius) • Radio is “most consumed media when consumers are alert, happy, and positive.”PDF created with pdfFactory trial version www.pdffactory.com
  • 24. Radio’s Place in the World From a piece in Politico on radio’s influences on election: • “Perfect medium to focus messages for different constituencies” • “Better ad environment – less clutter than TV” • “Original Social Medium” • Effective – “It works,” says an Obama staffer • It reaches “everyone and is personal” – Intimate, etc. • “Radio are the foot soldiers at the end” and “finishes strong”PDF created with pdfFactory trial version www.pdffactory.com
  • 25. Radio’s Place in the World • Gen-X and Older Men Prefer “Traditional Media” – not so much on social media (Born before 1981) • “Bumbling dad” messages fall on deaf ears • 45% of men spend more than four hours per week cooking, but only 16% say it’s for “fun” (Under 45 men highest percentage) • Men “want to save money, but don’t coupon” • 71% say service influences where they shopPDF created with pdfFactory trial version www.pdffactory.com
  • 26. Radio’s Place in the World From a Univ. of Southern California study: 47% of respondents said they considered or purchased products recommended by their favorite radio personality A recent personality endorsement increased the “intent to purchase” number by 50% at the end of a short-term campaignPDF created with pdfFactory trial version www.pdffactory.com
  • 27. Radio’s Place in the World Social Media is “not an option as the working man is not on Facebook or Twitter” Classic Rock (not country) is the sweet spot for the Red Wing target consumer Radio gives “our limited resources the biggest bang for our buck” Inside Radio, 11/13/12PDF created with pdfFactory trial version www.pdffactory.com
  • 28. Radio’s Place in the World “Pandora and AM/FM radio are companions and there’s room for both,” according to Vision Critical research Pandora listeners use radio 50% more than non-Pandora users Pandora is just another way for the “Music Omnivore to indulge their passion”PDF created with pdfFactory trial version www.pdffactory.com
  • 29. Radio’s Place in the World Apple considers a service to rival Pandora Why? Because radio has “more than 2 hours of listening per day in the car” and it wants to tap that market Inside Radio, 10/26/12PDF created with pdfFactory trial version www.pdffactory.com
  • 30. Radio’s Place in the World Marketing to Men: • Often in our community, the answer to reach men is “sports” • 2012 ratings down 19% vs. 2010 • Only 9% of STL Metro households watched a game on TV last yearPDF created with pdfFactory trial version www.pdffactory.com
  • 31. Stock Up, Stock DownPDF created with pdfFactory trial version www.pdffactory.com
  • 32. Stock Up, Stock Down On 12/31/2000, the closing stock prices of these companies were: $83.13 for Enron $7.44 for Apple Which would rather have owned on 12/31/01? Which would rather have owned on 12/31/11?PDF created with pdfFactory trial version www.pdffactory.com
  • 33. Stock Up, Stock Down If you didn’t buy KSHE-95 in 2012 because of ratings, 2013 is the time to use it. Your assignment: Share this piece and tell this story TODAY. Report back to me who and how you shared it.PDF created with pdfFactory trial version www.pdffactory.com