You can’t close your ears…
                Clive Dickens
                COO Absolute Radio
                FICCI Frames 2...
Decide what business you want to be in




Source: AA/ Spend in Euro
Virgin Radio UK – Summer 2008

               • 15 years old
               • 36 year old brand
               • Largest u...
Blogging about change

                Key learn : Ensure 
                an open dialogue 
                with all, as ...
Get them to work for you….




                  SPOT THE 
                  VIRGIN 
Content meetings – Invite them in
Playlist – Open about rotations
Digital is the future – online & DAB
Create trial & content sampling


       The result

    Improved click-through rate by
•
    235% with a player launch ra...
Go where your audience are..
Harness the passion for content
Create an online future
                                                       Unique users of UK Radio sites
Unique users...
Get everyone talking about you
                                                                 Brand             Circulat...
Give them reasons to care
Measure the results & keep evolving
                                                      Is full of Energy..
   A station...
Check your progress frequently

    Edison page 16 short version
•
Measure, don’t just research
Remember it takes time
People don’t listen to the Radio!

They listen to things that interest & 
 engage them & sometimes that is 
           on ...
Thank you

clive.dickens@absoluteradio.co.uk
Absolute Radio  Ficci Cd 97
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Absolute Radio Ficci Cd 97

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Absolute Radio Ficci Cd 97

  1. 1. You can’t close your ears… Clive Dickens COO Absolute Radio FICCI Frames 2009
  2. 2. Decide what business you want to be in Source: AA/ Spend in Euro
  3. 3. Virgin Radio UK – Summer 2008 • 15 years old • 36 year old brand • Largest under 45   commercial radio  station in UK
  4. 4. Blogging about change Key learn : Ensure  an open dialogue  with all, as strong  radio brands are  very personal
  5. 5. Get them to work for you…. SPOT THE  VIRGIN 
  6. 6. Content meetings – Invite them in
  7. 7. Playlist – Open about rotations
  8. 8. Digital is the future – online & DAB
  9. 9. Create trial & content sampling The result Improved click-through rate by • 235% with a player launch rate from click of 74% During campaign, player launched • over 27,000 times Works for outdoor two •
  10. 10. Go where your audience are..
  11. 11. Harness the passion for content
  12. 12. Create an online future Unique users of UK Radio sites Unique users (000) Absolute Radio Brand 500 Capital Radio Brand Classic FM Brand 450 Galaxy Radio Brand Heart FM Brand 400 Magic 105.4 Brand Planet Rock Brand 350 talkSPORT Radio Brand Whatson Channel 300 XFM Online Brand 250 200 150 100 50 0 Dec 07 Jan 08 Feb 08 Mar 08 Apr 08 May 08 Jun 08 Jul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08 Source: Neilsen Net Ratings
  13. 13. Get everyone talking about you Brand Circulation Absolute Radio 48,249,070 Virgin Radio 373,642,163 BBC 688,833,405 Capital Radio 4,412,263 Classic FM 12,334,179 GMG Radio 2,406,392 Heart 106.2 3,309,607 Radio 1 8,488,695 Talksport 39,038,222 Absolute Radio Virgin Radio BBC Capital Radio UTV Radip 3,484,380 Classic FM GMG Radio Heart 106.2 Radio 1 XFM 12,503,136 Talksport UTV Radip XFM Competitor Share of Voice by Circulation
  14. 14. Give them reasons to care
  15. 15. Measure the results & keep evolving Is full of Energy.. A station I’d recommend… Top % agree (8,9,10) Top % agree (8,9,10) 22.6% 29.0% 16.7% 19.5% 12.8% 15.3% 15.1% 8.5% Pre Post Pre non- Post non- Pre Post Pre non- Post non- London London London London London London London London Base: All respondents Source :Other Lines
  16. 16. Check your progress frequently Edison page 16 short version •
  17. 17. Measure, don’t just research
  18. 18. Remember it takes time
  19. 19. People don’t listen to the Radio! They listen to things that interest &  engage them & sometimes that is  on the Radio…
  20. 20. Thank you clive.dickens@absoluteradio.co.uk

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