Marketing and Sales for Radio Stations

Integrated Sales: How Compelling Ideas Create Revenue Refine + Focus NAB Zachary Braiker

Refine + Focus NAB Our Focus 1. Client as Content 2. New Tools 3. Integrated Sales

Background
Refine + Focus NAB Life online Harvard Geek Media consulting Media planning Web marketing

Refine + Focus NAB What’s Changed?

Refine + Focus NAB What’s Changed? Convergence

Client as Content
Refine + Focus NAB
On air + on site
Generate opt-ins for O’Malia’s
Build brand + credibility

Client as Content
Refine + Focus NAB
Ernie Boch Jr. iming live
Brand building
Generate opt-ns

Client as Content
Refine + Focus NAB
Clients are experts
Sponsor user generated content
Law, mortgage, real estate “infomercials”

Integrated Sales
Refine + Focus NAB
Connected by key insight
Multiple touch points
Relevance + engagement

What are the New Tools?
Web sites
Microsites
Email
Streaming
Podcasting
Mobile
Online community
Refine + Focus NAB

Web Site
Placement matters
Task vs. experienced
Media kits
Sponsored content
Examples:
a Z100
b. The Wave
c. Univision
d. Q101
Refine + Focus NAB

1. Permission marketing 2. Subject lines matter 3. Viral: check it out 4. Emails evolves to RSS 5. Web site: www.eroi.com
Email
Refine + Focus NAB

Microsite
Target & test messages
Easier to create
Highlight listeners interests
Ideal for sponsorship
Marketing Sherpa indicators
Refine + Focus NAB

Streaming
1. Extend listening online
2. New promotional opportunities
3. Call to action – listener in front of stream*
4. Measurable
Refine + Focus NAB

Podcasting
Sponsored + custom
More than Pre-roll…
Flat, CPM, Placement
Loyal, Active listeners
Refine + Focus NAB

Mobile
Personal, portable, pervasive
Follows rules of subscription
Use web site to segment messages (opt-ins)
Multiple revenue sources: wallpaper, ring tones…
Case studies: Nascar, Cox Hawaii, Texas storm
Refine + Focus NAB http://flickr.com/photos/mivella/23282212

Community
threat or opportunity
Refine + Focus NAB 1 . What is online community? (Gather) 2. Centralized (On site) 3. Decentralized (Off site) 4. Listeners join online communities 5. Embrace new partnerships: To Myspace or not to Myspace

Sales:
The Meeting Before the Meeting
Refine + Focus NAB
Research the client online
2. Do vs. Believe
3. Expectations
4. Results

Online Revenue Models
Refine + Focus NAB
CPM
Keywords + paid search
Auction: Ad Brite
Behavioral / Contextual
Pay per placement
Flat
Affiliate

New Media: Threat or Opportunity
Everyone can advertise: Google + Yahoo
Measurement = accountability
New media is local
Refine + Focus NAB

Sales structures
Dedicated rep, team, entire staff
National vs. local
All clients vs. top clients
Packages vs. A La Carte
Seller as teacher
Case studies from early adopters
Refine + Focus NAB

Keeping Current
Bloglines (prospecting)
Del.icio.us
Gmail (save competitors’ emails)
RSS feeds on keywords
Contact: [email_address]
Refine + Focus NAB

Marketing and Sales for Radio Stations

by Zach Braiker on May 25, 2007

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Marketing and Sales for Radio Stations — Presentation Transcript