Marketing and Sales for Radio Stations
22
Integrated Sales: How Compelling Ideas Create Revenue Refine + Focus NAB Zachary Braiker
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Marketing and advertising slides for radio stations with sales strategy overview.
Transcript of Marketing and Sales for Radio Stations
Integrated Sales:How Compelling Ideas Create Revenue
Refine + Focus NAB
Zachary Braiker
Refine + Focus NAB
Our Focus
1. Client as Content2. New Tools3. Integrated Sales
Background Refine + Focus NAB
Life onlineHarvard
Geek
Media consultingMedia planningWeb marketing
Refine + Focus NAB
What’s Changed?
Refine + Focus NAB
What’s Changed? Convergence
Client as ContentRefine + Focus NAB
•On air + on site •Generate opt-ins for O’Malia’s •Build brand + credibility
Client as ContentRefine + Focus NAB
•Ernie Boch Jr. iming live •Brand building •Generate opt-ns
Client as ContentRefine + Focus NAB
•Clients are experts•Sponsor user generated content•Law, mortgage, real estate “infomercials”
Integrated SalesRefine + Focus NAB
1.Connected by key insight
2.Multiple touch points
3. Relevance + engagement
What are the New Tools?
•Web sites•Microsites•Email•Streaming•Podcasting•Mobile •Online community
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Web Site1. Placement matters3. Task vs. experienced 4. Media kits5. Sponsored content 6. Examples:a Z100b. The Wave c. Univision d. Q101
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1. Permission marketing 2. Subject lines matter3. Viral: check it out 4. Emails evolves to RSS 5. Web site: www.eroi.com
EmailRefine + Focus NAB
Microsite
•Target & test messages•Easier to create •Highlight listeners interests•Ideal for sponsorship •Marketing Sherpa indicators
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Streaming
1. Extend listening online2. New promotional opportunities 3. Call to action – listener in front of stream*4. Measurable
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Podcasting•Sponsored + custom•More than Pre-roll…•Flat, CPM, Placement •Loyal, Active listeners
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Mobile
•Personal, portable, pervasive•Follows rules of subscription•Use web site to segment messages (opt-ins) •Multiple revenue sources: wallpaper, ring tones…•Case studies: Nascar, Cox Hawaii, Texas storm
Refine + Focus NAB
http://flickr.com/photos/mivella/23282212
Community threat or opportunity
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1. What is online community? (Gather)2. Centralized (On site)3. Decentralized (Off site)4. Listeners join online communities5. Embrace new partnerships: To Myspace or not to Myspace
Sales: The Meeting Before the Meeting
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• Research the client online 2. Do vs. Believe 3. Expectations 4. Results
Online Revenue ModelsRefine + Focus NAB
1. CPM2. Keywords + paid search
3. Auction: Ad Brite4. Behavioral / Contextual
5. Pay per placement6. Flat 7. Affiliate
New Media: Threat or Opportunity
1. Everyone can advertise: Google + Yahoo2. Measurement = accountability3. New media is local
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Sales structures
1. Dedicated rep, team, entire staff2. National vs. local 3. All clients vs. top clients4. Packages vs. A La Carte 5. Seller as teacher 6. Case studies from early adopters
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Keeping Current
1. Bloglines (prospecting)2. Del.icio.us 3. Gmail (save competitors’ emails)4. RSS feeds on keywords5. Contact: [email protected]
Refine + Focus NAB
