Marketing and Sales for Radio Stations

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Marketing and advertising slides for radio stations with sales strategy overview.

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Marketing and Sales for Radio Stations

  1. 1. Integrated Sales: How Compelling Ideas Create Revenue Refine + Focus NAB Zachary Braiker
  2. 2. Refine + Focus NAB Our Focus 1. Client as Content 2. New Tools 3. Integrated Sales
  3. 3. <ul><li>Background </li></ul>Refine + Focus NAB Life online Harvard Geek Media consulting Media planning Web marketing
  4. 4. Refine + Focus NAB What’s Changed?
  5. 5. Refine + Focus NAB What’s Changed? Convergence
  6. 6. <ul><li>Client as Content </li></ul>Refine + Focus NAB <ul><li>On air + on site </li></ul><ul><li>Generate opt-ins for O’Malia’s </li></ul><ul><li>Build brand + credibility </li></ul>
  7. 7. <ul><li>Client as Content </li></ul>Refine + Focus NAB <ul><li>Ernie Boch Jr. iming live </li></ul><ul><li>Brand building </li></ul><ul><li>Generate opt-ns </li></ul>
  8. 8. <ul><li>Client as Content </li></ul>Refine + Focus NAB <ul><li>Clients are experts </li></ul><ul><li>Sponsor user generated content </li></ul><ul><li>Law, mortgage, real estate “infomercials” </li></ul>
  9. 9. <ul><li>Integrated Sales </li></ul>Refine + Focus NAB <ul><li>Connected by key insight </li></ul><ul><li>Multiple touch points </li></ul><ul><li>Relevance + engagement </li></ul>
  10. 10. What are the New Tools? <ul><li>Web sites </li></ul><ul><li>Microsites </li></ul><ul><li>Email </li></ul><ul><li>Streaming </li></ul><ul><li>Podcasting </li></ul><ul><li>Mobile </li></ul><ul><li>Online community </li></ul>Refine + Focus NAB
  11. 11. Web Site <ul><li>Placement matters </li></ul><ul><li>Task vs. experienced </li></ul><ul><li>Media kits </li></ul><ul><li>Sponsored content </li></ul><ul><li>Examples: </li></ul><ul><li>a Z100 </li></ul><ul><ul><ul><li>b. The Wave </li></ul></ul></ul><ul><ul><ul><li>c. Univision </li></ul></ul></ul><ul><ul><ul><li>d. Q101 </li></ul></ul></ul>Refine + Focus NAB
  12. 12. 1. Permission marketing 2. Subject lines matter 3. Viral: check it out 4. Emails evolves to RSS 5. Web site: www.eroi.com <ul><li>Email </li></ul>Refine + Focus NAB
  13. 13. Microsite <ul><li>Target & test messages </li></ul><ul><li>Easier to create </li></ul><ul><li>Highlight listeners interests </li></ul><ul><li>Ideal for sponsorship </li></ul><ul><li>Marketing Sherpa indicators </li></ul>Refine + Focus NAB
  14. 14. Streaming <ul><li>1. Extend listening online </li></ul><ul><li>2. New promotional opportunities </li></ul><ul><li>3. Call to action – listener in front of stream* </li></ul><ul><li>4. Measurable </li></ul>Refine + Focus NAB
  15. 15. Podcasting <ul><li>Sponsored + custom </li></ul><ul><li>More than Pre-roll… </li></ul><ul><li>Flat, CPM, Placement </li></ul><ul><li>Loyal, Active listeners </li></ul>Refine + Focus NAB
  16. 16. Mobile <ul><li>Personal, portable, pervasive </li></ul><ul><li>Follows rules of subscription </li></ul><ul><li>Use web site to segment messages (opt-ins) </li></ul><ul><li>Multiple revenue sources: wallpaper, ring tones… </li></ul><ul><li>Case studies: Nascar, Cox Hawaii, Texas storm </li></ul>Refine + Focus NAB http://flickr.com/photos/mivella/23282212
  17. 17. Community <ul><li>threat or opportunity </li></ul>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
  18. 18. <ul><li>Sales: </li></ul><ul><li>The Meeting Before the Meeting </li></ul>Refine + Focus NAB <ul><li>Research the client online </li></ul><ul><li>2. Do vs. Believe </li></ul><ul><li>3. Expectations </li></ul><ul><li>4. Results </li></ul>
  19. 19. <ul><li>Online Revenue Models </li></ul>Refine + Focus NAB <ul><li>CPM </li></ul><ul><li>Keywords + paid search </li></ul><ul><li>Auction: Ad Brite </li></ul><ul><li>Behavioral / Contextual </li></ul><ul><li>Pay per placement </li></ul><ul><li>Flat </li></ul><ul><li>Affiliate </li></ul>
  20. 20. New Media: Threat or Opportunity <ul><li>Everyone can advertise: Google + Yahoo </li></ul><ul><li>Measurement = accountability </li></ul><ul><li>New media is local </li></ul>Refine + Focus NAB
  21. 21. Sales structures <ul><li>Dedicated rep, team, entire staff </li></ul><ul><li>National vs. local </li></ul><ul><li>All clients vs. top clients </li></ul><ul><li>Packages vs. A La Carte </li></ul><ul><li>Seller as teacher </li></ul><ul><li>Case studies from early adopters </li></ul>Refine + Focus NAB
  22. 22. Keeping Current <ul><li>Bloglines (prospecting) </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Gmail (save competitors’ emails) </li></ul><ul><li>RSS feeds on keywords </li></ul><ul><li>Contact: [email_address] </li></ul>Refine + Focus NAB

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