Transcript PRDMC 2007 - Market Enginuity

Advanced Packaging
Kirk Nelson, Public Radio Partners
Session Will Cover
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Evaluating Product Potential
Packaging Principles & Guidelines
Media Materials Design
Package Examples
Demonstrate how you can best
maximize your stations underwriting
Inventory
Where’s the Money?
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Broadcast radio
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Station web site
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Station Events
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Corporate Challenge Grants
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E-Newsletters
Where’s the Money?
Product
 Broadcast
 Web
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Station Events
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Challenge Grants
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E-Newsletters
Evaluation
 Conversion Ratio
 CPM, Classified, Rich
Media, Performance
 Broadcast, Signage,
Promos, Tickets,
newspaper, web,
event
 Broadcast promos,
promotion
 CPM
Product Potential
Broadcast
$4,100
Web
$216
Events
$75
Challenge
$40
E-Newsletters
$31
Values in thousands
$0
$1,000
$2,000
$3,000
$4,000
$5,000
Conversion Ratio
Current Conversion - Conversion Potential
Market Revenue Resource
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Investing in Radio BIA Financial
J.C. Patrick
NPR Station Development Manager
1.800.329.5380, ext. 2736 stations
281.494.6577 direct
281.494.6578 fax
[email protected]
Packaging Principals & Guidelines
Packaging Principles & Guidelines
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2.
3.
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5.
6.
7.
Concentration of Force
Marketing
Laws of Influence
Supply & Demand
Engine Theory
Bundling Concept
Considerations
Intention Drives Attention
Concentration of Force
Maintain Concentration on Greatest Revenue Producers
Be a Marketer
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Reach & Frequency
Turnover
Optimum Effective Scheduling
Share Of Voice
Share Of Wallet
Branding
Media Factors
Marketing Factors
Creative Factors
6 Weapons of Influence
1.
2.
3.
4.
5.
6.
Reciprocation
Commitment & Consistency
Liking
Authority
Social Proof
Scarcity
6 Weapons of Influence
1.
2.
Reciprocation
Commitment & Consistency
•
3.
4.
Liking
Authority
•
5.
Quote industry experts
Social Proof
•
6.
Commit to long-term schedules
Site users
Scarcity
•
Establish demand
Supply & Demand
The theory of supply and demand
describes how prices vary as a result
of a balance between product
availability at each price (supply) and
the desires of those with purchasing
power at each price (demand).
Alfred Marshall
Supply & Demand
Engine Theory
Identifying Station Engines
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Customer’s ask for it
Sells with little effort
Can’t raise rate enough
Sold out for months in advance
Waiting list to support
Evaluating Station Engines
Demand Level
 Highest
 High
 Medium
 Moderate
 Low
 None
Bundling
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Demand Level
Highest
High
Medium
Moderate
Low
None
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Retailing
• Price
• Quality
• Selection
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Public Radio
• Price
• Value
• Selection
Bundling Math
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Broadcast Spot
Web Banner
E-Newsletter
Challenge Grant
Total
20% Discount
Total Investment
Driver Variance
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$1,500 (Driver)
$ 250
$ 100
$ 500
$2,350
470
$1,880
$ 380
How can the
Engine Theory &
Bundling concept drive
Supply & Demand?
It’s the Audience Stupid!
Considerations
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Packages should:
• Drive staff focus
• Brand product value
• Provide greatest revenue potential
• Move unsold inventory
• Create inventory demand
• Promote expectation
• Sustainable revenue
• Create opt-outs
Media Materials Design
Media Materials Design
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Reflection of our industry
Sequentially tell your story
Sales staff focus
Greatest revenue potential
Create inventory demand
Effective spending levels
Buy-ability
Sustainable revenue
No bonus spot
Rate Card Exercise
Promoting Inventory Spread
Rate Cards
Rate Cards
KUHF Rate Card
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Promotes rate structure based on
annual spending levels
The higher the spending level, the
better the rate
KUHF
Higher Average Spending
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$6,602
$9,066 Houston
$7,830
$8,182
$6,145
Media Kit
Emma
Online Underwriting Elements
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Attain unprecedented online
presence and dominant share of
voice with…
50,000 impressions with 125x125
web button
• Monthly Cost $1000
KUT Online Live Streaming Player
(launches in new window)
• Pre Roll :15 introductory audio
Announcement for all web stream
listeners (65k/month)
•
Copy Suggestion: “Support for
live streaming on KUT comes from
BMW. KUT and KUT2 can be heard
in HD Radio, a factory option in all
new BMWs.
•
300x250 Persistent MPU banner in
media player
Monthly Cost $2000
•
Splash Page
LISTEN TO KUT NOW IN HD IN ALL NEW BMWs
In a milestone for the rollout of HD Radio, BMW will be the first auto maker to offer HD Radio
receivers as a factory installed option. The technology promises enhanced sound fidelity and
clear, noise-free reception. HD radio eliminates the static, hisses and crackles that hamper
conventional broadcasts today. Digital HD radio signals give analog FM and AM stations
upgraded CD-quality sound.
HD Radio also provides data features, including station, song and artist identification. The new
HD Radio receivers also will be able to receive analog signals.
KUT has broadcasted in HD Radio since 2005 with KUT1 simulating the regular broadcast in
HD, KUT2 all news with NPR shows not heard in regular broadcast, and soon KUT3 with all
See
the schedule
the music
you lovefor:
from KUT in HD Radio!
KUT1
KUT2
Learn more about BMWs innovations in
vehicle design, zero-emission concepts
and future technologies, and efficiency
dynamics at www.bmwusa.com
Schedule Page
Custom Templates
Standard Broadcast Packaging
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Maximize inventory
Easiest to sell & buy
Speed modification
Maximum Audience Plan
Standard Plan
• Greatest available discount
–
Easiest to sell and buy
• Schedule turnover (50% reach, one +
times)
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Not too much frequency
• Promotes inventory spread
–
Mon-Sun, 5am-12 midnight
• Bundles web
• Marketing value
–
Great starting point
Seasonal Offerings
Package Examples
Think Seasonal
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Inventory Mgmt
• Soft seasonal
periods
• Flexible pricing
• Maintain inventory
demand
Summer Package
As summertime temperatures
increase in Nashville, demand WPLN
decreases as performing arts
organizations – our largest category
- conclude their seasons. Thus, we
offer a hot deal for underwriters who
want to beat the heat.
Summer Package
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Largest category - performing
arts goes away so lots of
inventory
It allows us to keep pressure on
inventory without reducing rates
on the rate card
Make deep discount off rate card
Limit the number available per
week
Make it fun
Think Efficiency
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Less:
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Energy
Sales time
Copywriting
Production
Paperwork
Independent Retailer Package
Four Marketing Legs
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Broadcast schedule
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Station promos
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Window sticker
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Web section
Independent Retailer Package
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Designed to honor small
retailers
Efficient sell for smaller
schedules
Accustom to buying
packages
Quick decision
Packaging Sponsorships
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A Prairie Home Companion
• Opening Comment
• Media Exposure
• On-Site Exposure
• Hospitality
• Promotional Value
• Sponsor Investment
Opening Comment
Media Exposure
On-Site Exposure
Hospitality
Promotional Value
Promotional Value Detail
Sponsor Investment
sponsorship.com
Says Thanks to its 2008 PRDMC Platinum Sponsors