1 / 51

RAB

Scheduling for Success Radio works…when it’s done right!. www.RAB.com. Elements. Reach Potential customers Demographic match Frequency Cut clutter Frequency of 3 Consistency Branding Move consumers through the buying cycle. Beware of Averages. How do you want your eggs cooked?.

Download Presentation

RAB

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Scheduling for Success Radio works…when it’s done right! www.RAB.com

  2. Elements • Reach • Potential customers • Demographic match • Frequency • Cut clutter • Frequency of 3 • Consistency • Branding • Move consumers through the buying cycle

  3. Beware of Averages How do you want your eggs cooked?

  4. Average Frequency 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 4,000 3X 4,000 Reach Average Frequency = 3

  5. Average Frequency 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 3,000 <3 1,000 3+ 1,000 EFFECTIVE Reach Frequency = 3+

  6. Average Frequency 2,000 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 2,000 3+ 2,000 <3 2,000 3+ 2,000 1,000 EFFECTIVE Reach Frequency = 3+

  7. Average Frequency 2,000 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 2,000 3+ 100% Increase 2,000 <3 2,000 3+ 2,000 1,000 EFFECTIVE Reach Frequency = 3+

  8. Explaining the difference between reach and frequency to a client.

  9. Two Advertising Plans 100,000 People Both Cost $1,000 Package A Package B One Stadium • You tell your message to all 100,000 people in the stadium...one time. • (100,000 gross impressions) • You tell your message to 10,000 people...but you get to do it ten times. • (also 100,000 gross impressions) Which plan do you think will generate the most results?

  10. That’s the difference between reach and frequency!

  11. Beware of Averages How do you want your eggs cooked?

  12. Frequency Maximizes Your Share of “Now” Buyers

  13. Frequency Builds Mind Share for the Future

  14. Frequency Moves Consumers Through the Buying Cycle • Attention • Interest • Desire • Action

  15. Determining Factors • Client goals • Branding • Event • Media mix • Number of radio stations • Duplication of cume • Number of weeks

  16. Case Study: Branding

  17. Case Study: Branding

  18. Case Study: Event

  19. Case Study: Event

  20. Possibilities • Packages • Events • Annual • Custom • Equal rotation (best reach) • Fixed positions (less reach, better frequency) • Own a daypart • Own a day • Balance of frequency/consistency

  21. Frequency (Equal Rotation)

  22. Share of Voice 24 hours a day 7 days a week 12 units per hour 2016 units per week 20 spots = <1%

  23. Consistency (52 weeks)

  24. Concentration of Force “No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.” Morris Slavin, Professor Emeritus, YSU

  25. 1 Week per Month

  26. 52 Weeks

  27. Frequency (Equal Rotation) Own a Daypart

  28. Frequency (Equal Rotation) Own a Day

  29. Share of Media = Share of Mind I’m Loving’ It… The King of Beers! Things Go Better With…

  30. Scheduling Suggestions • Ask for enough to accomplish the advertising objectives • Ask for enough to meet client expectations • Selling long-term schedules • Make it visual • Write it out in your client’s language

  31. Advertising Planner WRAB Monthly Planner February Feature sponsorships include opening and closing billboards! Prepared by WRAB, Dallas, TX

  32. Added Value • Don’t let it detract from your schedule • Lead with items that support your schedule • Creative services • Sponsorships • Save promotions, remotes, contests, bonus spots as bargaining chips

  33. Remember People buy on emotion… … and justify with logic Present in a way to get them emotional Offer your written proposal as the logic

  34. Long Term Schedules Good for the client Good for you!

  35. Long Term Schedules

  36. Long Term Schedules

  37. Long Term Schedules

  38. Long Term Schedules

  39. Long Term Schedules

  40. Long Term Schedules

  41. Long Term Schedules

  42. Long Term Schedules

  43. Long Term Schedules

  44. Long Term Schedules

  45. Long Term Schedules

  46. Long Term Schedules

  47. Long Term Schedules

  48. Long Term Schedules

  49. Long Term Schedules

  50. Long Term Schedules

More Related