Are You Connected? RAB Presentation to the Idea Bank

Are You Connected?
RAB Presentation to the Idea Bank
ARE YOU CONNECTED?
Your Listeners & Clients Are!
Your Listeners & Clients Are!
How Mobile, Digital and Social Platforms are Generating Revenue and Results for Radio
Sheila F. Kirby
SVP, Professional Development
Radio Advertising Bureau
[email protected]
Advertising Share of Marketing is Declining
1963: Marketing Spend = $17 Billion 70%
Advertising = $12 Billion
GAINING SHARE
Event Marketing
Premiums/Promotions
P‐O‐P Displays
Internet (Email, SEM)
Mobile
Social Networking
Sponsorships
Coupons
Specialty Printing
Licensing
Public Relations
Loyalty
Games & Contests
Sweepstakes
Product Sampling
Product Placement
2010: Marketing Spend = $716 Billion
25.5%
Advertising = $183 Billion
2011: Advertising = ?
Source: Veronis Suhler
2
Key Philosophies & Insights: The Role of Media Types & Media Mix
Awareness
Mass TV/Radio
Familiarity
Opinion
Contextual Magazines
Consideration
Preference
Internet ‐ Static/Video
(demand)
Shopping
Local Newspapers
Sales (Market Share)
3
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 1
Are You Connected?
RAB Presentation to the Idea Bank
Three Pools of Money
BRAND
MARKETING
ADVERTISING
SALES
4
It’s Not About Media…
…It’s about driving sales, driving traffic and
and engaging and changing consumer behavior
5
Deep Account Selling Benefits
Sellers
•
•
•
•
•
Develop deeper, longer‐term client relationships
Take greater ownership of what you sell
Improve your selling skills Provide customer centric solutions
Exceed budget
Manufacturers/Sales/Marketing
/
/
g
•
•
•
•
•
Control marketing dollars
Increase sell‐through
Improve brand equity Touch consumers directly Improve relationships with retailers
Retailers & Dealers
Make More Money!
•
•
•
•
Increase traffic
Increase sales
Increase exposure Highlight community involvement
6
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 2
Are You Connected?
RAB Presentation to the Idea Bank
RAB 7 Steps to Successful Selling
7
Prospecting & Research
Prospecting
• Before the call, know thy customer
• Headquarters contact information
• Fiscal year
• Background information
• Organizational structure
• Marketing practices
• New and major products or services
• Sponsorships and corporate interests
8
Research
Know the Flow
• Who are the gatekeepers
• Who screens the ideas
• Who signs the deals
Follow the Money
•
•
•
•
•
Sales
Marketing
Digital
Corporate Communications
Event Marketing
9
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 3
Are You Connected?
RAB Presentation to the Idea Bank
Decision‐‐Maker Roles
Decision
Advertising Manager/Planner/Buyer
• To place and manage media buys Brand Manager
• To increase brand awareness & loyalty across the country
Marketing Manager
• To increase market share across the country
Sales Manager
• To increase sales for a given territory
10
10
Prospecting
Decision Maker Titles
•
•
•
•
•
•
•
•
Owner
VP of Sales / Marketing
EVP Emerging Media
VP Digital
VP of Engagement
VP of Social Media
Event Marketing Manager
National/Regional Sales Manager
•
•
•
•
•
•
•
•
Trade Marketing Manager
Account/Territory/Zone Manager
Brand/Product Manager
Director of Marketing
Business Development Manager
Government Affairs Representative
Branch Manager
Marketing Communications Manager
11
Silo Advertising and Marketing
12
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 4
Are You Connected?
RAB Presentation to the Idea Bank
Integrated Advertising
Radio
Yellow Pages
360 Marketing TV
Client
Magazine
g
OOH
Cable
Newspaper
Digital
13
Integrated Advertising
Online
Social
Digital Marketers
E‐mail
Mobile
14
Integrated Advertising
On Air
Social
Mobile
Broadcast Marketers
Online
E‐mail
15
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 5
Are You Connected?
RAB Presentation to the Idea Bank
Integrated Advertising
On Air
Social
Streaming
Broadcast Marketers
Online Video
Mobile
E‐mail
Event
Website
Podcasts
On Air Products
• Spot
• Sponsorships
• Packages
17
Digital Products
• Webpage banner ads
• Webpage sponsorships
• Streaming
• Pre‐rolls
In‐stream
stream
• In
• Player
•
•
•
•
•
Online video
Podcasts
E‐mail
Social
Mobile
18
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 6
Are You Connected?
RAB Presentation to the Idea Bank
Alternative
• Event
• Cause related
• Retail (in‐store)
• Mass merchandiser
• Convenience store
• Supermarket
• Sports marketing
• Recruitment
• Job fairs
• Expos
• Sampling / Coupons
• Consumer sweepstakes
19
Case Study: Fessenden Hall, Inc
Objective
• Increase awareness of product
• Drive traffic to 25 local dealers
Idea
• Microsite (www.needcountertops.com)
(www needcountertops com)
(Product information, answers to questions, videos, prizes)
• On air commercials
• Social networking (Facebook & Twitter)
• SEO and SEM (Google AdWords)
• Distribution of brochures & countertop samples
• Dealer breakfast
20
Case Study: Fessenden Hall, Inc
Results
• Campaign’s 1st month was one dealer’s best month since 1965
• Distributor experienced increased sales
Distributor experienced increased sales
21
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 7
Are You Connected?
RAB Presentation to the Idea Bank
Case Study: Case Study: Bassetts
Bassetts Ice Cream
Objective
• Attract younger consumers to Bassetts’
• Obtain placement of pints in Wawa (large convenience store chain)
Concept
p
Preston & Steve Morning Show creates a new flavor
Listeners submit suggestions
Prototypes developed
Morning show samples, discusses & hosts vote on name (“Gadzooks”)
• New flavor sampling at WMMR’s Spring Concert
• Hand‐dipped product sold at one retail location
•
•
•
•
22
Case Study: Case Study: Bassetts
Bassetts Ice Cream
Campaign
• Custom landing page
• 10‐second live commercials on morning show
• On air commercials
• Web leaderboard with link to landing page
• Listen live sponsorship with link to landing page
• Pre‐roll video with on air personalities as talent
• Sampling coupons at WMMR events
23
Case Study: Case Study: Bassetts
Bassetts Ice Cream
Results
• Wawa called WMMR
• Bassetts’ product gets placed in Wawa stores
• Bassetts’ buys ad schedule to support placement
• Over 150,000 pints sold per year
• Bassett’s becomes Wawa’s #1 selling ice cream
• Two additional flavors created by Preston *& Steve
• 7‐Eleven began stocking product
• 7‐Eleven sells over 550 pints per day
24
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 8
Are You Connected?
RAB Presentation to the Idea Bank
Case Study: PATCO
Objective
• Increase awareness and use of “Freedom Smart Cards”
• Target is young professionals & college students
Campaign
•
•
•
•
•
•
•
Li
Live on‐air morning show announcements
i
i
h
t
Streaming commercials and leaderboards
Instructional videos on PATCO’s and station’s websites
Traffic report billboards
Prize incentives
Mobile marketing
Literature distributed in goodie bags at concerts
25
Case Study: PATCO
Results
• Increased ridership
26
Traditional Media Moving to Integrated
• Broadcast Television
• Yellow Pages
Newspapers
24%
Pure Play
49%
Broadcast TV
11%
Cable TV 1%
Magazines/
Other Print
2%
Yellow Pages
11%
Radio 2%
27
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 9
Are You Connected?
RAB Presentation to the Idea Bank
Digital World
• Paid media
• Earned media
28
Poll THE NEXT BIG THING IS
A.
B
B.
C.
D.
E.
Mobile
Social
Hyper‐local
Deals
Other
29
Radio Revenues
30
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 10
Are You Connected?
RAB Presentation to the Idea Bank
Projections
31
Revenue By Product
32
Radio Station Share of Local Online
Average 0.5%
6.0%
5.0%
4.0%
3.0%
5.2%
2.0%
1.0%
0.0%
0.5%
Average
Highest
Source: Borrell Associates, 2009
33
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 11
Are You Connected?
RAB Presentation to the Idea Bank
Show Me The Money
• Banner ads
• Streaming
• Auctions/Deals
• Social
• Mobile
• Sponsorships
• Online video
• Podcasting
• Directories
• Contests
Banner Ads
35
Banner Ads (Pop
Banner Ads (Pop‐‐up)
36
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 12
Are You Connected?
RAB Presentation to the Idea Bank
Banner Ads (Pop
Banner Ads (Pop‐‐under)
37
Banner Ads (Pop
Banner Ads (Pop‐‐under)
38
Streaming
Audio commercial
Video commercial
Pre‐rolls
Player banner ads
Player sponsorships
39
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 13
Are You Connected?
RAB Presentation to the Idea Bank
Streaming
Audio commercial
Video commercial
Pre‐rolls
Player banner ads
Player sponsorships
Branded players
40
Streaming
www.absoluteradio.co.uk
41
Auctions
42
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 14
Are You Connected?
RAB Presentation to the Idea Bank
Sponsorships
Home page
Personalities’ pages
Weather
Sports
News
Health
Fitness
Photos
43
Podcasts
44
Podcasts
Best Practices
• Good: short pre‐rolls
• Better: delayed billboards
• Best: contextual
45
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 15
Are You Connected?
RAB Presentation to the Idea Bank
Directories
Directories
•
•
•
•
•
•
•
•
Bridal
Restaurants
Entertainment
Travel
Golf courses
Fishing & Hunting
Real estate
Government
46
Online Video
In‐banner
Expanding banner 47
Online Video
Ad overlay
48
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 16
Are You Connected?
RAB Presentation to the Idea Bank
Online Video
Video overlay
49
Online Video
Video ad insertions
50
Online Video
Sponsored video programs
51
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 17
Are You Connected?
RAB Presentation to the Idea Bank
E‐Newsletters
52
E‐Newsletters
53
Mobile Trends
Rural communities have mobile growth rates higher than urban
• The mobile web growth rate in rural America is faster than DSL or high speed internet. • Many rural/small communities are skipping wired internet and going straight to mobile internet.
Older demos are adopting mobile technology at the fastest rate
• Outdoorsmen (hunters, farmers, fishermen, etc) always have their mobile on them.
• Many of the older demos who skipped "new fangled" email are adopting mobile and tablet at the fastest rate. Grandparents are "facetiming" with their new grandbabies on the iPhone 4 and iPad2.
Small markets are actually cutting edge!
• Put ALL of their content on to a mobile (friendly) web site and drive listeners to it all day. Local folks WILL go there and they WILL consume content
Source: EVP Eastern Region Microsoft Mobile
Radio Advertising Bureau
www.rab.com
54
Copyright 2011
Page 18
Are You Connected?
RAB Presentation to the Idea Bank
Mobile Marketing
55
Mobile Marketing
56
Promotions
• Events
• Vendor programs
• “Best of” polls (restaurants, retailers, pizza…) pizza )
57
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 19
Are You Connected?
RAB Presentation to the Idea Bank
Contests
• Sports (World Series, Bowls, March Madness)
• Event tickets
• Reality TV
• Picks for Oscars, CMAs, k f
Grammy Awards…
58
Thank You for CONNECTING with the RAB
Sheila F. Kirby
SVP, Professional Development
Radio Advertising Bureau
[email protected]
http://www.rab.com/public/radioDigital/idea.html
59
59
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 20