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David Harms President, i58:10 Media Radio is Alive and Well.

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Presentation on theme: "David Harms President, i58:10 Media Radio is Alive and Well."— Presentation transcript:

1 David Harms President, i58:10 Media Radio is Alive and Well

2 Seriously? 93 Percent of Americans Still Listen to Broadcast Radio...

3 Seriously? 93 Percent of Americans Still Listen to Broadcast Radio... This is exactly what it sounds like: old-school, broadcast radio. Not satellite, internet, or mobile-based streams.

4 Seriously? 93 Percent of Americans Still Listen to Broadcast Radio... This is exactly what it sounds like: old-school, broadcast radio. Not satellite, internet, or mobile-based streams. This despite huge competition from satellite radio, Pandora, and non-radio formats like Spotify.

5 Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year

6 Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year – million users tune in to traditional, broadcast radio at least once a week.

7 Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year – million users tune in to traditional, broadcast radio at least once a week. – The broader US population is now pushing past 313 million, with a substantial chunk (ie, approximately 15 percent or so) under the age of 12.

8 Why? Out of all the possible explanations, convenience and ease-of-use is the strongest.

9 Why? Out of all the possible explanations, convenience and ease-of-use is the strongest. Radio is something you just turn on. It sits on your dashboard, and it doesn't require subscriptions, contracts, or apps.

10 Why? Out of all the possible explanations, convenience and ease-of-use is the strongest. Radio is something you just turn on. It sits on your dashboard, and it doesn't require subscriptions, contracts, or apps. There's a common listening experience completely unmatched by Pandora, Sirius

11 Radio Trends (by the numbers) 93% of all listeners aged 12 years and older listen to terrestrial radio each week – This number has remained approximately the same for decades

12 Radio Trends (by the numbers) 93% of all listeners aged 12 years and older listen to terrestrial radio each week – This number has remained approximately the same for decades Digital listening currently represents 7% of all audio listening. – Digital listenership is increasing but not at the expense of traditional radio…so far

13 Radio Trends (by the numbers) However… – Last year, ages spent their audio listening habits split 50/50 between traditional radio and online radio and digital streaming services

14 Radio Trends (by the numbers) #1 place to listen? In home

15 Radio Trends (by the numbers) #1 place to listen? In home #2 place to listen? In car

16 Radio Trends (by the numbers) #1 place to listen? In home #2 place to listen? In car – Adult in-car listening habits 84% AM/FM Radio 63% CDs 29% iPod/mp3 15% Satellite radio 12% Online radio

17 Radio … 5 things to look for Social Media integration – Radio is the original social media – Radio is human and relationship driven

18 Radio … 5 things to look for Social Media integration – Radio is the original social media – Radio is human and relationship driven Local and Informative – Radio’s differentiator is between the songs. – The focus on “local” will be proven in every break, between every song.

19 Radio … 5 things to look for Tighter music lists – On-demand shortens patience. – The most popular feature on iTunes isn’t “shuffle,” it’s “single song repeat.” – Shorter lists = higher cumes

20 Radio … 5 things to look for Tighter music lists – On-demand shortens patience. – The most popular feature on iTunes isn’t “shuffle,” it’s “single song repeat.” – Shorter lists = higher cumes More aggressive marketing of radio – Revenue comes from advertising – Too many options NOT to market itself

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22 Radio … 5 things to look for Tighter music lists – On-demand shortens patience. – The most popular feature on iTunes isn’t “shuffle,” it’s “single song repeat.” – Shorter lists = higher cumes More aggressive marketing of radio – Revenue comes from advertising – Too many options NOT to market itself More “Show business”

23 Even Christian radio?

24 Top Formats 14.2 ShareCountry Music2893 signals 11.4 ShareNews/Talk/Info3984 signals 8.2 SharePop/Hit Music1012 signals 8.1 ShareAC/Soft AC1390 signals 5.2 ShareClassic Hits 833 signals 5.2 ShareClassic Rock 944 signals 4.7 ShareHot AC 810 signals 4.1 ShareUrban AC 336 signals 3.4 ShareRhythmic 370 signals 3.1 ShareAll Sports1274 signals 3.0 ShareUrban Contemporary 274 signals 2.9 ShareContemporary Christian1691 signals 1.2 Share Religious signals 3430 combined

25 Radio & Your Ministry Benefits of using radio

26 Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity

27 Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity – Public Relations Here’s what we do Crisis communication

28 Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity – Public Relations Here’s what we do Crisis communication – In-Kind needs

29 Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity – Public Relations Here’s what we do Crisis communication – In-Kind needs – Fundraising

30 Fundraising in a PPM World What’s a PPM (Portable People Meter)?

31 Fundraising in a PPM World Key findings from PPM that we must adjust to

32 Fundraising in a PPM World Key findings from PPM that we must adjust to: – Average time spent “per occasion”: 9 minutes

33 Fundraising in a PPM World Key findings from PPM that we must adjust to: – Average time spent “per occasion”: 9 minutes – Average number of “occasions”: 3.2 per day

34 Fundraising in a PPM World Key findings from PPM that we must adjust to: – Average time spent “per occasion”: 9 minutes – Average number of “occasions”: 3.2 per day – Employed people listen more often

35 Fundraising in a PPM World Key findings from PPM that we must adjust to: – Average time spent “per occasion”: 9 minutes – Average number of “occasions”: 3.2 per day – Employed people listen more often – Men are bigger consumers of radio than women

36 Fundraising in a PPM World Key findings from PPM that we must adjust to: – Among audience age Afternoon Drive now #1 rated daypart Mid-day is #2 Morning Drive is #3 Weekends is #4 Evenings is #5

37 Fundraising in a PPM World If this is actually true and you want to reach the biggest audience you would get your message out to: – Employed men – In the afternoon – On the highest rated radio station catering to men

38 Fundraising in a PPM World If this is actually true and you want to reach the biggest audience you would get your message out to: – Employed men – In the afternoon – On the highest rated radio station catering to men – Right?

39 Fundraising in a PPM World Radio is most effective when tailoring your message to the audience most likely to respond to that message

40 Fundraising in a PPM World Radio is most effective when tailoring your message to the audience most likely to respond to that message It’s sharpshooting, not shotgun

41 Fundraising in a PPM World Identify your desired outcome

42 Fundraising in a PPM World Identify your desired outcome Strategize – Key Messages – The Ask (just one thing)

43 Fundraising in a PPM World Identify your desired outcome Strategize – Key Messages – The Ask (just one thing) Pick the station most likely to reach the audience who will respond to what you want them to do – Concentrate on dayparts that will produce

44 Fundraising in a PPM World Simple…simple…simple

45 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time

46 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time 5 Steps to a making donation – Don’t need to address all 5 every time

47 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time 5 Steps to a making donation – Don’t need to address all 5 every time Short…short…short

48 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time 5 Steps to a making donation – Don’t need to address all 5 every time Short…short…short – The average “occasions” are 3.2 per day

49 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time 5 Steps to a making donation – Don’t need to address all 5 every time Short…short…short – The average “occasions” are 3.2 per day – The average length of TSL is 9 minutes

50 Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time 5 Steps to a making donation – Don’t need to address all 5 every time Short…short…short – The average “occasions” are 3.2 per day – The average length of TSL is 9 minutes Why do people change or stop listening? Not talking…irrelevant talking

51 Fundraising in a PPM World How this effects your message during a radio- thon

52 Fundraising in a PPM World How this effects your message during a radio- thon What’s a Radiothon? – An all day fundraiser (sometimes 2 days) – Phone center takes calls/online links to give – Approximately 4 x per hour the mission is featured and listeners are asked to respond

53 Fundraising in a PPM World How this effects your message during a radio- thon…

54 Fundraising in a PPM World How this effects your message during a radio- thon… – Short

55 Fundraising in a PPM World How this effects your message during a radio- thon… – Short – Focused on one thing, the CAUSE

56 Fundraising in a PPM World How this effects your message during a radio- thon… – Short – Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission

57 Fundraising in a PPM World How this effects your message during a radio- thon… – Short – Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission – Compelling

58 Fundraising in a PPM World How this effects your message during a radio- thon… – Short – Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission – Compelling – Out quickly so listeners can act

59 How’s it sound?

60 Radiothon Results 95%+ of first year donors are new to your donor base By 4 th year of same event 69% of all donors remain new to your donor base Goal: make money on acquisition – 1.5 to 1 return on media cost

61 DISCLAIMER Past success does not guarantee results Just ask: Union Rescue Mission – Wichita Hiway 80 Rescue Mission – Tyler/Longview

62 Radiothon Results In 2013 – 30 Radiothons for Rescue Missions

63 Radiothon Results In 2013 – 30 Radiothons for Rescue Missions 27 Hit Goal

64 Radiothon Results In 2013 – 30 Radiothons for Rescue Missions 27 Hit Goal 3 did not make goal – lost money

65 Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500

66 Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500 Brought in 678 total donors

67 Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500 Brought in 678 total donors Had an average first gift of $74.00

68 Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500 Brought in 678 total donors Had an average first gift of $74.00 Produced an ROI of 1.97 on total costs (media buy, i58:10 production fee, travel, call center)

69 Radiothon Results Learnings/Trends

70 Radiothon Results Learnings/Trends – Market size matters

71 Radiothon Results Learnings/Trends – Market size matters Large (Markets 1-15) = Greater risk, greater reward

72 Radiothon Results Learnings/Trends – Market size matters Large (Markets 1-15) = Greater risk, greater reward Medium (Markets 16-50) = Balance of risk & reward

73 Radiothon Results Learnings/Trends – Market size matters Large (Markets 1-15) = Greater risk, greater reward Medium (Markets 16-50) = Balance of risk & reward Small (Markets 51+) = More variables

74 Radiothon Results Learnings/Trends – Format matters

75 Radiothon Results Learnings/Trends – Format matters Top formats – #1 Christian Music – #2 Christian Talk – but depends – #3 Country – Any format catering to a more liberal audience (like AAA)

76 Radiothon Results Learnings/Trends – Format matters Top formats – #1 Christian Music – #2 Christian Talk – but depends – #3 Country – Any format catering to a more liberal audience (like AAA) Avoid formats – Conservative Talk (with exceptions) – Any male dominant station – Stations targeting people under 35

77 Radiothon Results Learnings/Trends – Relationship w/ station matters

78 Radiothon Results Learnings/Trends – Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage

79 Radiothon Results Learnings/Trends – Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage For fundraising develop relationships with stations that target 35+ females

80 Radiothon Results Learnings/Trends – Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage For fundraising develop relationships with stations that target 35+ females The PD is the gatekeeper, then the Hosts

81 Interested? Step #1 – Start…

82 Interested? Step #1 – Start…as in now Stations line up their “Cornerstone Promotions” almost a year in advance

83 Interested? Step #1 – Start…as in now Stations line up their “Cornerstone Promotions” almost a year in advance Step #2 – Feasibility. Study the market & prioritize options – Contact & negotiate based on feasibility

84 Interested? Step #1 – Start…as in now Stations line up their “Cornerstone Promotions” almost a year in advance Step #2 – Feasibility. Study the market & prioritize options – Contact & negotiate based on feasibility Steps #3 – Plan & Execute

85 THANK YOU! Further questions?


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