The Power of On Air Promotion How to make your (small) station - PowerPoint PPT Presentation

The Power of On Air Promotion How to make your (small) station successful with On Air Promotion and On Air Marketing

The Power of On Air Promotion „It‘s not what you do to the product, it‘s what you do to the prospectors mind.“ „It‘s a battle of perception .“ Al Ries/ Positioning, The battle for your mind

The Power of On Air Promotion My Definition of OAP: OAP is the consistent positioning of the station‘s most important images by using the whole weekly cume in order to enhance the number of P1 listeners

The Power of On Air Promotion What OAP can achieve: • position the station clearly • reinforce important USP‘s • influence the perception of the listeners

The Power of On Air Promotion What OAP can achieve: • clearly reduce negative images and replace them with new positive images • reposition competitors and create advantages for your station. • relate yours stations strenghts to the competitors weaknesses

The Power of On Air Promotion OAP helps to convert more of your weekly cume into P1 listeners and increase your ratings

The Power of On Air Promotion OAP = branding on air

The Power of On Air Promotion Why is OAP so important? • Radio is a by-the-way-medium. • Every listener gets in touch with up to 3.000 marketing messages every day. • New players coming to the audio market are making the competition even tougher. • Every station has to make sure their USP’s are truly #1 in their listeners’ minds.

The Power of On Air Promotion How to use OAP: • Use every position between two songs for a (short) marketing message! • OAP should be part of the presentation • Create clear and understandable messages! • Try to make them notable!

The Power of On Air Promotion What can OAP do: • It can change your listeners’ perception about the station and increase listener levels. • That can help to convert more of your weekly cume into P1 listeners.

The Power of On Air Promotion Promise: As soon as the essential images improve, the ratings will also increase! Again: OAP can improve your ratings

Characteristics of the listeners Referring to all listeners 100 87 80 82 60 62 62 60 52 48 46 40 42 40 37 36 32 29 20 22 22 17 15 10 7 0 Ungestützter Wöchentlicher WHK Wöchentliche P1 WHK Conversion Bekanntheitsgrad SWR 3 Radio Regenbogen Big FM SWR 1 Hit 1

Music-Images of the stations Referring to all listeners 100 80 60 40 38 36 36 35 34 33 28 25 25 20 24 23 23 23 20 16 5 10 4 10 4 9 10 9 9 9 9 2 2 8 2 1 1 7 7 6 0 Rhy Pop Cur Pop Cur Ger Pop Rk 90s Pop Rk Current/ Recurrent Soft Cur Pop Rk R&B SWR 3 SWR 1 Radio Regenbogen Big FM Hit 1

Music-Images of the stations Referring to all listeners (Fortsetzung) 100 80 60 40 41 40 32 29 27 26 20 22 21 19 18 17 15 1 13 13 13 13 11 5 10 5 4 4 10 4 2 2 2 8 1 1 1 6 0 4 0 80s Pop Rk 90s Rk 80s Rk 70s Pop Rk 70s Rk 60s Olds 70s Pop SWR 3 SWR 1 Radio Regenbogen Big FM Hit 1

Listenership Overview Among all listeners 100 89 80 84 73 60 63 60 55 53 52 51 46 40 40 36 36 32 28 20 23 19 17 11 7 0 Ungestützter Wöchentlicher WHK Wöchentliche P1 Wöchentliche WHK Bekanntheitsgrad Conversion SWR 3 Die Neue Welle Big FM Radio Regenbogen SWR 1

Promo MoShow Opener Stinger, Variety, Claim Drop/ Jingle "4 Hits in a row" Seasonal/ Daypart Drop Most 80s Claim Jingle Variety Musicpromo 80s Drop Claim Promo Short ID Stinger Variety

Promo MoShow Moderation: 4 Hits in Tease 4 Hits in a row a row Opener Stinger, Special Musicfeature Variety, Claim Drop/ Jingle "4 Hits in a row" Seasonal/ Daypart Drop Most 80s Claim Jingle Variety Moderation local content Moderation plus Musicsell 80s Song 80s 80s Song Musicpromo 80s Drop Claim Teaser Variety Short ID Promo Teaser Musicfeature Stinger Variety

The Power of On Air Promotion What you need to know: • the three most important messages • the ranking of those messages • element-clocks • Element clocks coordinated with presentation- clocks • everything is in-line with the music-clocks

The Power of On Air Promotion • The most important message at least: once every 30 minutes (optimally: 3 times per hour)! • The second most important message: once every 30 minutes! • The third most important message: once per hour!

The Power of On Air Promotion Do OAP Airchecks • Pay attention to the elements and the presentations. • Find out, what is the perception of the station and which images are being communicated.

Station-Images Amongst all listeners The same song being played too often 100 80 60 40 20 25 22 21 21 19 18 13 5 12 4 4 4 4 11 11 3 11 11 3 10 11 3 3 3 2 10 10 10 2 2 2 2 9 9 10 1 1 2 1 1 9 9 1 1 1 9 9 0 BB Radio 94.3 RS 2 Radio Energy 104.6 RTL Berliner PSR MDR Jump Antenne Rundfunk 91.4 Brandenburg 8.05 1.06 11.06 5.07 10.07 3.08

The Power of On Air Promotion BB radio. The station with the Variety Promise „The most important thing at my favorite radio station ist variety in the music. And I love, that they don‘t repeat the same songs over and over .“ Monday to Friday – no repeats from 8am to 6pm BB Radio The most variety

Station-Images Amongst all listeners The same song being played too often 100 80 60 40 25 20 22 21 21 19 13 12 11 11 11 11 11 11 10 10 10 10 10 9 9 9 8 8 7 0 BB Radio 104.6 RTL Alle/ Keiner 94.3 RS 2 1.06 11.06 5.07 10.07 3.08 3.09

Station-Images Amongst all listeners Too many competitions 100 80 60 40 26 24 24 20 23 23 22 17 17 17 15 14 14 3 3 3 10 3 2 9 2 8 8 8 7 0 BB Radio 104.6 RTL 94.3 RS 2 Radio Energy 11.09 3.10 9.10 3.11 9.11 3.12

The Power of On Air Promotion Excuse me, short request: What do you expect from your favourite radio station? „I hate those annoying nonstop-on air-contests. I prefer more music .“ Done! BB Radio: NEW – without nonstop annoying contests! Instead: More current hits. More variety

Station-Images Amongst all listeners With too many competitions 100 80 60 40 26 24 20 23 23 22 18 17 17 17 15 15 14 3 4 3 3 2 9 9 2 8 8 8 7 0 104.6 RTL BB Radio 94.3 RS 2 Radio Energy 3.10 9.10 3.11 9.11 3.12 10.12

Big Competitor . Station Images Amongst all listeners 100 80 60 56 56 55 54 49 49 48 45 44 40 41 40 40 37 36 36 34 33 33 33 32 30 20 0 für Ulm und Umgebung Mit zu vielen Gewinnspielen Mit den besten Informationen Mit zuviel Werbung Der dieselben Musiktitel zu aus Ihrer Region häufig wiederholt 8.09 5.10 4.11 4.12 3.13

The Power of On Air Promotion On Air Promotion can: • Reposition competitors, reveal their weaknesses and put your station in a better light, showing your strengths. • Help change negative images into positive-images.

The Power of On Air Promotion On Air Promotion is essential: • to build-up a brand • to build on one’s own success • to maintain and expand market position.

The Power of On Air Promotion „ If the music is the heart of a station, the OAP is the lungs. It provides the whole organism with oxygen .“

The Power of On Air Promotion Look for the three most important messages: • Develop a ranking and a frequency! • Less is more! • Get rid of everything which isn’t necessary. • Define clear rules for the on-air hosts and give them concrete examples!

The Power of On Air Promotion • Develop an element-clock and an OAP-clock for the hosts! • Be creative - communicate messages in a notable way! • Avoid wordings used by competitors - develop your own! • Do OAP-Airchecks!

The Power of On Air Promotion Be consistent be patient and stick to ONE concept!

The Power of On Air Promotion

The Power of On Air Promotion

The Power of On Air Promotion Any questions? Send me an email: ym@my-radio.biz And don‘t forget your handout