RAB Revenue Road Sho · RAB’s Radio Revenue Road Show Las Vegas, April 13, 2011 Part I Radio...

RAB’s Radio Revenue Road ShowLas Vegas, April 13, 2011

Part I

Radio Advertising Bureauwww.rab.com

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

Part I

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

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

Part I

…It’s about driving sales,

driving traffic

and engaging and changing

It’s Not About Media…It’s Not About Media…

consumer behavior

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

• 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

Make More Money!

RAB 7 Steps to Successful SellingRAB 7 Steps to Successful Selling

Part I

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

ADVERTISING BRANDMARKETING

Three Pools of MoneyThree Pools of Money

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

Part I

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

• 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

Integrated Campaign IdeasThat Sell!

Part I

Silo Advertising and MarketingSilo Advertising and Marketing

Client

CableMagazine

Yellow Pages

Integrated AdvertisingIntegrated Advertising

360 Marketing

Client

Newspaper

Digital

Online

Digital Marketers

E‐mail

Mobile

Social

Part I

On Air

OnlineSocial

Broadcast Marketers

Online

E‐mailMobile

Social

On Air

Streaming

Online Mobile

Social

Broadcast Marketers

PodcastsWebsite

E‐mail

Mobile

• Spot

• Sponsorships

• Packages

On Air ProductsOn Air Products

Part I

• 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

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

Part I

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

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

Part I

Results

• Wawa called WMMR

• Bassetts’ product gets placed in Wawa stores

• Bassetts’ buys ad schedule to support placement

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

Part I

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

• 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

Part I

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

Part I

ProjectionsProjections

Revenue By ProductRevenue By Product

Radio Station Share of Local OnlineRadio Station Share of Local Online

Average 0.5%

Average Highest

Source: Borrell Associates, 2009

Part I

• 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)

Part I

Banner Ads (PopBanner Ads (Pop‐‐under)under)

StreamingStreaming

Audio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorships

Part I

StreamingStreaming

Audio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorshipsBranded players

StreamingStreaming

www.absoluteradio.co.uk

AuctionsAuctions

Part I

Home page

Personalities’ pages

Weather

Sports

SponsorshipsSponsorships

Health

Fitness

Photos

PodcastsPodcasts

Best Practices

• Good: short pre‐rolls

• Better: delayed billboards

• Best: contextual

PodcastsPodcasts

Part I

Directories

• Bridal

• Restaurants

• Entertainment

• Travel

• Golf courses

DirectoriesDirectories

• Golf courses

• Fishing & hunting

• Real estate

• Government

In‐banner

Expanding banner

Online VideoOnline Video

Ad overlay

Part I

Video overlay

Video ad insertions

RAB Revenue Road Sho · RAB’s Radio Revenue Road Show Las Vegas, April 13, 2011 Part I Radio...

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