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2013190900_Birenheide

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2013190900_Birenheide

  1. 1. Leni Gagga:Germany‘s youngest head of music
  2. 2. Leni Gagga:Germany‘s youngest head of music First there was a STRATEGIC Problem. BB RADIOs music strategy is based on current Hits. But in 2011 not enough listeners in the market thought we were playing the best current Hits.
  3. 3. Leni Gagga:Germany‘s youngest head of music So what about … …a Top 20 Show ? …a Top 40 Show ? …the „5 at 5“ – your 5 best current Hits everyday? …the „6 at 6“ – your 6 best current Hits everyday?
  4. 4. Leni Gagga:Germany‘s youngest head of music Hard times call for strong personalitieS.
  5. 5. Leni Gagga:Germany‘s youngest head of music Head of music Gerd Gibbon (3) during Variety-Crisis Head of music Leni Gagga ( 6 ) Head of music Bernhard Hiller (45) during current Hits - Crisis during times of peace
  6. 6. Leni Gagga:Germany‘s youngest head of music
  7. 7. Leni Gagga:Germany‘s youngest head of music Keyfacts: • Leni Gagga was a 6 week Majorpromotion • Talks, personality stories, Listeners interaction • 5.000 Songs registered • Celebrity-Bit „Leni Gaggaoke“ • Final Event with Liveshow • OVERALL COST: 1500,- € + a pink bycicle • General Manager: „YEEEEEHHHAAAA!“
  8. 8. Leni Gagga:Germany‘s youngest head of music And Who Is Leni Gagga???
  9. 9. Leni Gagga:Germany‘s youngest head of music
  10. 10. Leni Gagga:Germany‘s youngest head of music
  11. 11. Leni Gagga:Germany‘s youngest head of music Final Report: • Image for best current hits with remarkable growth • Strong listeners interaction – more Listeners became true Fans • Leni Gagga was one of the best testing promotions in our history • It sticks truely unique to the BB RADIO Brand
  12. 12. Leni Gagga:Germany‘s youngest head of music Kress Award 2011 „Leni Gagga“
  13. 13. Bekanntheitsgrad BewertungUnter P1-Hörern, die das Element kennen Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio100 91 80 60 57 40 33 20 10 0 Bekanntheitsgrad Gute Unterhaltung, und Sie wollen Oder finden sie dieses Spiel so Oder finden Sie es ärgerlich und mehr davon lala, weder gut noch schlecht überflüssig
  14. 14. Programm Elementen Assoziation Auf Basis aller Hörer, die das Element kennen Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio100 80 77 60 40 20 3 3 1 0 BB Radio 94.3 RS 2 104.6 RTL Antenne Brandenburg
  15. 15. Leni Gagga:Germany‘s youngest head of music 3 ways to Sucessful Programming
  16. 16. Leni Gagga:Germany‘s youngest head of music 1. Be Strategic
  17. 17. Leni Gagga:Germany‘s youngest head of music • Promotions are made to change or power up the images of your station • Identify weak images of your station first, before thinking of ideas • Never do a promotion just because of doing a promotion
  18. 18. Leni Gagga:Germany‘s youngest head of music 2. Take care of on Air
  19. 19. Leni Gagga:Germany‘s youngest head of music • Make your promotion sound best on air first, then think of the rest. • Social Media is a „nice to have“, not an essential part of our business. We are broadcasters, not editors. Listeners are called listeners because they listen. • Catching the people emotionally on air will always work. Radio itself has the power!
  20. 20. Leni Gagga:Germany‘s youngest head of music
  21. 21. Facebook Nutzung Auf Basis aller Hörer Nutzen Sie Facebook?100 80 60 55 40 45 20 0 Ja Nein
  22. 22. Facebook Nutzung Auf Basis aller Hörer, die FACEBOOK nutzen Gehen Sie regelmäßig auf das Facebook Profil von Radiosendern?100 80 83 60 40 20 17 0 Ja Nein
  23. 23. Leni Gagga:Germany‘s youngest head of music 3. Inspire your Presenters
  24. 24. Leni Gagga:Germany‘s youngest head of music • As a PD, give your presenters something funny and emotional to play with • Inspire them , let them develop the promotion details together with you • If they are bored, they will bore the listeners • Your presenters are the connection to the people • Give them something…
  25. 25. Leni Gagga:Germany‘s youngest head of music THank You!

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