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David Harms President, i58:10 Media Radio is Alive and Well
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Seriously? 93 Percent of Americans Still Listen to Broadcast Radio...
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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.
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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.
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Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year
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Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year – 242.1 million users tune in to traditional, broadcast radio at least once a week.
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Seriously? Not only that… – Radio shows a substantial gain in listeners year- over-year – 242.1 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.
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Why? Out of all the possible explanations, convenience and ease-of-use is the strongest.
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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.
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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
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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
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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
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Radio Trends (by the numbers) However… – Last year, ages 13-35 spent their audio listening habits split 50/50 between traditional radio and online radio and digital streaming services
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Radio Trends (by the numbers) #1 place to listen? In home
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Radio Trends (by the numbers) #1 place to listen? In home #2 place to listen? In car
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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
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Radio … 5 things to look for Social Media integration – Radio is the original social media – Radio is human and relationship driven
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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.
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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
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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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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”
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Even Christian radio?
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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 +1739 signals 3430 combined
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Radio & Your Ministry Benefits of using radio
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Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity
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Radio & Your Ministry Benefits of using radio – Public Image/Awareness Top of mind LOCAL charity – Public Relations Here’s what we do Crisis communication
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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
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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
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Fundraising in a PPM World What’s a PPM (Portable People Meter)?
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Fundraising in a PPM World Key findings from PPM that we must adjust to
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Fundraising in a PPM World Key findings from PPM that we must adjust to: – Average time spent “per occasion”: 9 minutes
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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
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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
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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
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Fundraising in a PPM World Key findings from PPM that we must adjust to: – Among audience age 18-54 Afternoon Drive now #1 rated daypart Mid-day is #2 Morning Drive is #3 Weekends is #4 Evenings is #5
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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
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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?
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Fundraising in a PPM World Radio is most effective when tailoring your message to the audience most likely to respond to that message
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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
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Fundraising in a PPM World Identify your desired outcome
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Fundraising in a PPM World Identify your desired outcome Strategize – Key Messages – The Ask (just one thing)
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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
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Fundraising in a PPM World Simple…simple…simple
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Fundraising in a PPM World Simple…simple…simple – Only try to accomplish one thing at a time
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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
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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
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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
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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
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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
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Fundraising in a PPM World How this effects your message during a radio- thon
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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
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Fundraising in a PPM World How this effects your message during a radio- thon…
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Fundraising in a PPM World How this effects your message during a radio- thon… – Short
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Fundraising in a PPM World How this effects your message during a radio- thon… – Short – Focused on one thing, the CAUSE
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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
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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
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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
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How’s it sound?
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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
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DISCLAIMER Past success does not guarantee results Just ask: Union Rescue Mission – Wichita Hiway 80 Rescue Mission – Tyler/Longview
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Radiothon Results In 2013 – 30 Radiothons for Rescue Missions
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Radiothon Results In 2013 – 30 Radiothons for Rescue Missions 27 Hit Goal
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Radiothon Results In 2013 – 30 Radiothons for Rescue Missions 27 Hit Goal 3 did not make goal – lost money
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Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500
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Radiothon Results In 2013 – Average event… Raised $50,197 on a media buy of $18,500 Brought in 678 total donors
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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
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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)
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Radiothon Results Learnings/Trends
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Radiothon Results Learnings/Trends – Market size matters
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Radiothon Results Learnings/Trends – Market size matters Large (Markets 1-15) = Greater risk, greater reward
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Radiothon Results Learnings/Trends – Market size matters Large (Markets 1-15) = Greater risk, greater reward Medium (Markets 16-50) = Balance of risk & reward
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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
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Radiothon Results Learnings/Trends – Format matters
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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)
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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
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Radiothon Results Learnings/Trends – Relationship w/ station matters
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Radiothon Results Learnings/Trends – Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage
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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
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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
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Interested? Step #1 – Start…
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Interested? Step #1 – Start…as in now Stations line up their “Cornerstone Promotions” almost a year in advance
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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
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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
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THANK YOU! Further questions? orange@i5810media.com 503-682-5810 www.i5810media.com
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