RAB Revenue Road Sho · RAB’s Radio Revenue Road Show Las Vegas, April 13, 2011 Part I Radio...
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RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 1
RAB Revenue Road Show
www.RAB.comwww.RAB.com
Sheila Kirby SVP Professional Development
John PotterVP Training
Brandeis HallVP Training
• How the world has changed
• Integrated Campaigns
• Digital 2.0 & beyond
• What has not changed
Today’s AgendaToday’s Agenda
• 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 SalespeopleWhat Advertisers Really Want From Media Salespeople
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RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 2
Solutions Selling
• Be essential! • Advertisers divide their marketing activities into two categories ‐ Essential and Non‐Essential
• Prove your value!
What Can I Do?What Can I Do?
• 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
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Advertising Share of Marketing is DecliningAdvertising Share of Marketing is Declining
1963: Marketing Spend = $17 Billion
70%70% Advertising = $12 Billion
GAINING SHARE
25.5%25.5% Advertising = $183 Billion
2010: Marketing Spend = $716 Billion
2011: Advertising = ?
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
5Source: Veronis Suhler
Key Philosophies & Insights:Key Philosophies & Insights: The Role of Media Types & Media MixThe Role of Media Types & Media Mix
Awareness
Familiarity
Opinion
Mass TV/Radio
Contextual Magazines
Consideration
Preference(demand)
Shopping
Sales (Market Share)
Internet ‐ Static/Video
Local Newspapers
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RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 3
…It’s about driving sales,
driving traffic
and engaging and changing
It’s Not About Media…It’s Not About Media…
consumer behavior
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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
Deep Account Selling BenefitsDeep Account Selling Benefits
/ / g
• Control marketing dollars• Increase sell‐through• Improve brand equity • Touch consumers directly • Improve relationships with retailers
Retailers & Dealers
• Increase traffic• Increase sales• Increase exposure • Highlight community involvement
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Make More Money!
RAB 7 Steps to Successful SellingRAB 7 Steps to Successful Selling
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RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 4
Prospecting
• Before the call, know thy customer
• Headquarters contact information
• Fiscal year
• Background information
Prospecting & ResearchProspecting & Research
Background information
• Organizational structure
• Marketing practices
• New and major products or services
• Sponsorships and corporate interests
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ADVERTISING BRANDMARKETING
Three Pools of MoneyThree Pools of Money
SALES
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Know the Flow
• Who are the gatekeepers
• Who screens the ideas
• Who signs the deals
ResearchResearch
Follow the Money
• Sales
• Marketing
• Digital
• Corporate Communications
• Event Marketing
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RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 5
Advertising Manager/Planner/Buyer
• To place and manage media buys
Brand Manager
• To increase brand awareness & loyalty across the country
DecisionDecision‐‐Maker RolesMaker Roles
Marketing Manager
• To increase market share across the country
Sales Manager
• To increase sales for a given territory
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• Owner • Trade Marketing Manager
ProspectingProspecting
Decision Maker Titles
• VP of Sales / Marketing
• EVP Emerging Media
• VP Digital
• VP of Engagement
• VP of Social Media
• Event Marketing Manager
• National/Regional Sales 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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RAB Revenue Road Show
www.RAB.comwww.RAB.com
Integrated Campaign IdeasThat Sell!
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 6
Silo Advertising and MarketingSilo Advertising and Marketing
Client
Radio
TV
CableMagazine
Yellow Pages
Integrated AdvertisingIntegrated Advertising
360 Marketing
Client
Newspaper
Digital
OOH
g
Online
Integrated AdvertisingIntegrated Advertising
Digital Marketers
E‐mail
Mobile
Social
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 7
On Air
OnlineSocial
Integrated AdvertisingIntegrated Advertising
Broadcast Marketers
Online
E‐mailMobile
Social
On Air
Streaming
Online Mobile
Social
Integrated AdvertisingIntegrated Advertising
Broadcast Marketers
Video
Event
PodcastsWebsite
E‐mail
Mobile
• Spot
• Sponsorships
• Packages
On Air ProductsOn Air Products
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 8
• Webpage banner ads
• Webpage sponsorships
• Streaming
• Pre‐rolls
• In‐stream
Digital ProductsDigital Products
In stream
• Player
• Online video
• Podcasts
• E‐mail
• Social
• Mobile
• Event• Cause related• Retail (in‐store)
• Mass merchandiser
• Convenience store• Supermarket
AlternativeAlternative
• Supermarket
• Sports marketing
• Recruitment• Job fairs• Expos
• Sampling / Coupons
• Consumer sweepstakes
Objective
• Increase awareness of product
• Drive traffic to 25 local dealers
Idea
Mi it ( d t t )
Case Study: Fessenden Hall, IncCase Study: Fessenden Hall, Inc
• Microsite (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
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 9
Results
• Campaign’s 1st month was one dealer’s best month since 1965
• Distributor experienced increased sales
Case Study: Fessenden Hall, IncCase Study: Fessenden Hall, Inc
Distributor experienced increased sales
Objective
• Attract younger consumers to Bassetts’
• Obtain placement of pints in Wawa (large convenience store chain)
Concept
Case Study: Case Study: BassettsBassetts Ice CreamIce Cream
• 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
Campaign
• Custom landing page
• 10‐second live commercials on morning show
• On air commercials
Case Study: Case Study: BassettsBassetts Ice CreamIce Cream
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
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 10
Results
• Wawa called WMMR
• Bassetts’ product gets placed in Wawa stores
• Bassetts’ buys ad schedule to support placement
Case Study: Case Study: BassettsBassetts Ice CreamIce Cream
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
Objective
• Increase awareness and use of “Freedom Smart Cards”
• Target is young professionals & college students
Campaign
Li i i h t
Case Study: PATCOCase Study: PATCO
• Live on‐air morning show announcements
• 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
Results
• Increased ridership
Case Study: PATCOCase Study: PATCO
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 11
Pure Play49%
Newspapers24%
• Broadcast television
• Yellow Pages
Traditional Media Moving to IntegratedTraditional Media Moving to Integrated
Broadcast TV11%
Cable TV 1%
Radio 2%Yellow Pages11%
Magazines/Other Print
2%
• Broadcast television
• Yellow Pages
• Direct mail with QR codes
Traditional Media Moving to IntegratedTraditional Media Moving to Integrated
• Download
• Customize
• Use it as a checklist
Recommendation PlannerRecommendation Planner
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 12
RAB Revenue Road Show
www.RAB.comwww.RAB.com
Digital 2.0 & Beyond
THE NEXT BIG THING IS
A. Mobile
B. Social
C Hyper local
Poll Poll
C. Hyper‐local
D. Deals
E. Other
Radio RevenuesRadio Revenues
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 13
ProjectionsProjections
Revenue By ProductRevenue By Product
Radio Station Share of Local OnlineRadio Station Share of Local Online
5.0%
6.0%
Average 0.5%
0.0%
1.0%
2.0%
3.0%
4.0%
Average Highest
Source: Borrell Associates, 2009
0.5%
5.2%
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 14
• Banner ads
• Streaming
• Auctions/Deals
• Social
• Mobile
Show Me The MoneyShow Me The Money
• Sponsorships
• Online video
• Podcasting
• Directories
• Contests
Banner AdsBanner Ads
Banner Ads (PopBanner Ads (Pop‐‐up)up)
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 15
Banner Ads (PopBanner Ads (Pop‐‐under)under)
Banner Ads (PopBanner Ads (Pop‐‐under)under)
StreamingStreaming
Audio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorships
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 16
StreamingStreaming
Audio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorshipsBranded players
StreamingStreaming
www.absoluteradio.co.uk
AuctionsAuctions
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 17
Home page
Personalities’ pages
Weather
Sports
SponsorshipsSponsorships
News
Health
Fitness
Photos
PodcastsPodcasts
Best Practices
• Good: short pre‐rolls
• Better: delayed billboards
• Best: contextual
PodcastsPodcasts
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 18
Directories
• Bridal
• Restaurants
• Entertainment
• Travel
• Golf courses
DirectoriesDirectories
• Golf courses
• Fishing & hunting
• Real estate
• Government
In‐banner
Expanding banner
Online VideoOnline Video
Ad overlay
Online VideoOnline Video
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 19
Video overlay
Online VideoOnline Video
Video ad insertions
Online VideoOnline Video
Sponsored video programs
Online VideoOnline Video
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 20
EE‐‐NewslettersNewsletters
EE‐‐NewslettersNewsletters
Mobile MarketingMobile Marketing
RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011
Part I
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 21
Mobile MarketingMobile Marketing
• Events• Vendor programs
• “Best of” polls (restaurants, retailers, pizza )
PromotionsPromotions
pizza…)
• Sports (World Series, Bowls, March Madness)
• Event tickets
• Reality TV
k f
ContestsContests
• Picks for Oscars, CMAs, Grammy Awards…