RAB`s Radio Revenue Road Show Las Vegas, April 13

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RAB’s Radio Revenue Road Show
Las Vegas, April 13, 2011
Part I
RAB Revenue Road Show
Sheila Kirby John Potter
Brandeis Hall
SVP Professional Development
VP Training
VP Training
www.RAB.com
Today’s Agenda
• How the world has changed
• Integrated Campaigns
• Digital 2.0 & beyond
• What has not changed
What has not changed
• Consultant style of selling
• Seven Steps to Selling Success®
• RAB resources
• Addressing objections and closing!
What Advertisers Really Want From Media Salespeople
3
Radio Advertising Bureau
www.rab.com
Copyright 2011
Page 1
Part I
What Can I Do?
Solutions Selling
• Be essential! • Advertisers divide their marketing activities into two categories ‐ Essential and Non‐Essential
• Prove your value!
• Maximize the opportunity to be a customer centric solutions seller
• Leverage your assets!
• Stay positive – attitude is contagious
• Understand the client up front • Do your homework and build a strategic framework and tactical plan for each account
4
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
5
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)
6
www.rab.com
Copyright 2011
Page 2
Part I
It’s Not About Media…
…It’s about driving sales, driving traffic and engaging and changing consumer behavior
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Deep Account Selling Benefits
Sellers
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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
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Control marketing dollars
Increase sell‐through
Improve brand equity Touch consumers directly Improve relationships with retailers
Retailers & Dealers
Make More Money!
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Increase traffic
Increase sales
Increase exposure Highlight community involvement
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RAB 7 Steps to Successful Selling
9
www.rab.com
Copyright 2011
Page 3
Part I
Prospecting & Research
Prospecting
• Before the call, know thy customer
• Headquarters contact information
• Fiscal year
Background information
• Background information
• Organizational structure
• Marketing practices
• New and major products or services
• Sponsorships and corporate interests
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Three Pools of Money
BRAND
MARKETING
ADVERTISING
SALES
11
Research
Know the Flow
• Who are the gatekeepers
• Who screens the ideas
• Who signs the deals
Follow the Money
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Sales
Marketing
Digital
Corporate Communications
Event Marketing
12
www.rab.com
Copyright 2011
Page 4
Part I
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
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Prospecting
Decision Maker Titles
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Owner
VP of Sales / Marketing
EVP Emerging Media
VP Digital
VP of Engagement
VP of Social Media
Event Marketing Manager
National/Regional Sales Manager
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Trade Marketing Manager
Account/Territory/Zone Manager
Brand/Product Manager
Director of Marketing
Business Development Manager
Government Affairs Representative
Branch Manager
Marketing Communications Manager
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Integrated Campaign Ideas
That Sell!
www.RAB.com
www.rab.com
Copyright 2011
Page 5
Part I
Silo Advertising and Marketing
Integrated Advertising
Radio
Yellow Pages
360 Marketing TV
Client
Magazine
g
OOH
Cable
Newspaper
Digital
Online
Social
Digital Marketers
E‐mail
Mobile
www.rab.com
Copyright 2011
Page 6
Part I
On Air
Broadcast Marketers
Social
Online
Mobile
E‐mail
On Air
Social
Streaming
Broadcast Marketers
Online Video
Mobile
E‐mail
Event
Website
Podcasts
On Air Products
• Spot
• Sponsorships
• Packages
www.rab.com
Copyright 2011
Page 7
Part I
Digital Products
• Webpage banner ads
• Webpage sponsorships
• Streaming
• Pre‐rolls
In‐stream
stream
• In
• Player
•
•
•
•
•
Online video
Podcasts
E‐mail
Social
Mobile
Alternative
• Event
• Cause related
• Retail (in‐store)
• Mass merchandiser
• Convenience store
• Supermarket
• Sports marketing
• Recruitment
• Job fairs
• Expos
• Sampling / Coupons
• Consumer sweepstakes
Case Study: Fessenden Hall, Inc
Objective
• Increase awareness of product
• Drive traffic to 25 local dealers
Idea
• Microsite
Mi
it (www.needcountertops.com)
(
d
t t
)
(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
www.rab.com
Copyright 2011
Page 8
Part I
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
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
• 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
Bassetts Ice Cream
Campaign
• Custom landing page
• 10‐second live commercials on morning show
On air commercials
• 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
www.rab.com
Copyright 2011
Page 9
Part I
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
Case Study: PATCO
Objective
• Increase awareness and use of “Freedom Smart Cards”
• Target is young professionals & college students
Campaign
• Live on‐air morning show announcements
Li
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
Case Study: PATCO
Results
• Increased ridership
www.rab.com
Copyright 2011
Page 10
Part I
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%
Traditional Media Moving to Integrated
• Broadcast television
• Yellow Pages
• Direct mail with QR codes
Recommendation Planner
• Download • Customize
• Use it as a checklist
www.rab.com
Copyright 2011
Page 11
Part I
Digital 2.0 & Beyond
www.RAB.com
Poll THE NEXT BIG THING IS
A.
B.
C
C.
D.
E.
Mobile
Social
Hyper local
Hyper‐local
Deals
Other
Radio Revenues
www.rab.com
Copyright 2011
Page 12
Part I
Projections
Revenue By Product
Radio Station Share of Local Online
Average 0.5%
6.0%
5.0%
4.0%
3.0%
5.2%
2.0%
1.0%
0.5%
0.0%
Average
Highest
Source: Borrell Associates, 2009
www.rab.com
Copyright 2011
Page 13
Part I
Show Me The Money
• Banner ads
• Streaming
• Auctions/Deals
• Social
• Mobile
• Sponsorships
• Online video
• Podcasting
• Directories
• Contests
Banner Ads
Banner Ads (Pop
Banner Ads (Pop‐‐up)
www.rab.com
Copyright 2011
Page 14
Part I
Banner Ads (Pop
Banner Ads (Pop‐‐under)
Banner Ads (Pop
Banner Ads (Pop‐‐under)
Streaming
Audio commercial
Video commercial
Pre‐rolls
Player banner ads
Player sponsorships
www.rab.com
Copyright 2011
Page 15
Part I
Streaming
Audio commercial
Video commercial
Pre‐rolls
Player banner ads
Player sponsorships
Branded players
Streaming
www.absoluteradio.co.uk
Auctions
www.rab.com
Copyright 2011
Page 16
Part I
Sponsorships
Home page
Personalities’ pages
Weather
Sports
News
Health
Fitness
Photos
Podcasts
Podcasts
Best Practices
• Good: short pre‐rolls
• Better: delayed billboards
• Best: contextual
www.rab.com
Copyright 2011
Page 17
Part I
Directories
Directories
• Bridal
• Restaurants
• Entertainment
• Travel
• Golf courses
Golf courses
• Fishing & hunting
• Real estate
• Government
Online Video
In‐banner
Expanding banner Online Video
Ad overlay
www.rab.com
Copyright 2011
Page 18
Part I
Online Video
Video overlay
Online Video
Video ad insertions
Online Video
Sponsored video programs
www.rab.com
Copyright 2011
Page 19
Part I
E‐Newsletters
E‐Newsletters
Mobile Marketing
www.rab.com
Copyright 2011
Page 20
Part I
Mobile Marketing
Promotions
• Events
• Vendor programs
• “Best of” polls (restaurants, retailers, pizza )
pizza…) Contests
• Sports (World Series, Bowls, March Madness)
• Event tickets
• Reality TV
• Picks for Oscars, CMAs, k f
Grammy Awards…
www.rab.com
Copyright 2011
Page 21

RAB`s Radio Revenue Road Show Las Vegas, April 13

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