Advanced Packaging

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• Advanced Packaging
• Kirk Nelson, Public Radio Partners

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Session Will Cover

• Evaluating Product Potential
• Packaging Principles Guidelines
• Media Materials Design
• Package Examples
• Demonstrate how you can best
• maximize your stations underwriting
• Inventory

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Wheres the Money?

• Broadcast radio
• Station web site
• Station Events
• Corporate Challenge Grants
• E-Newsletters

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Wheres the Money?

• Product
• Broadcast
• Web
• Station Events
• Challenge Grants
• E-Newsletters

• Evaluation
• Conversion Ratio
• CPM, Classified, Rich Media, Performance
• Broadcast, Signage, Promos, Tickets, newspaper,
  web, event
• Broadcast promos, promotion
• CPM

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Product Potential
Broadcast Web Events Challenge E-Newsletters
Values in thousands
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Conversion Ratio
Current Conversion - Conversion Potential
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Market Revenue Resource

• Investing in Radio BIA Financial
• J.C. PatrickNPR Station Development
  Manager1.800.329.5380, ext. 2736
  stations281.494.6577 direct281.494.6578
  faxjcpatrick_at_npr.org

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Packaging Principals Guidelines
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Packaging Principles Guidelines

• Concentration of Force
• Marketing
• Laws of Influence
• Supply Demand
• Engine Theory
• Bundling Concept
• Considerations
• Intention Drives Attention

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Concentration of Force
Maintain Concentration on Greatest Revenue
Producers
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Be a Marketer

• Reach Frequency
• Turnover
• Optimum Effective Scheduling
• Share Of Voice
• Share Of Wallet
• Branding
• Media Factors
• Marketing Factors
• Creative Factors

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6 Weapons of Influence

• Reciprocation
• Commitment Consistency
• Liking
• Authority
• Social Proof
• Scarcity

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6 Weapons of Influence

• Reciprocation
• Commitment Consistency
• Commit to long-term schedules
• Liking
• Authority
• Quote industry experts
• Social Proof
• Site users
• Scarcity
• Establish demand

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Supply Demand

• The theory of supply and demand
• describes how prices vary as a result
• of a balance between product
• availability at each price (supply) and
• the desires of those with purchasing
• power at each price (demand).
• Alfred Marshall

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Supply Demand
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Engine Theory
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Identifying Station Engines

• Customers ask for it
• Sells with little effort
• Cant raise rate enough
• Sold out for months in advance
• Waiting list to support

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Evaluating Station Engines

• Demand Level
• Highest
• High
• Medium
• Moderate
• Low
• None

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Bundling

• Demand Level
• Highest
• High
• Medium
• Moderate
• Low
• None

• Retailing
• Price
• Quality
• Selection
• Public Radio
• Price
• Value
• Selection

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Bundling Math

• Broadcast Spot
• Web Banner
• E-Newsletter
• Challenge Grant
• Total
• 20 Discount
• Total Investment
• Driver Variance

• 1,500 (Driver)
• 250
• 100
• 500
• 2,350
• 470
• 1,880
• 380

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• How can the
• Engine Theory
• Bundling concept drive
• Supply Demand?

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• Its the Audience Stupid!

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Considerations

• Packages should
• Drive staff focus
• Brand product value
• Provide greatest revenue potential
• Move unsold inventory
• Create inventory demand
• Promote expectation
• Sustainable revenue
• Create opt-outs

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Media Materials Design
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Media Materials Design

• Reflection of our industry
• Sequentially tell your story
• Sales staff focus
• Greatest revenue potential
• Create inventory demand
• Effective spending levels
• Buy-ability
• Sustainable revenue
• No bonus spot

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Rate Card Exercise
Promoting Inventory Spread
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Rate Cards
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Rate Cards
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KUHF Rate Card

• Promotes rate structure based on annual spending
  levels
• The higher the spending level, the better the rate

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KUHF Higher Average Spending

• 6,602
• 9,066 Houston
• 7,830
• 8,182
• 6,145

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Media Kit
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Emma
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Online Underwriting Elements

• Attain unprecedented online presence and dominant
  share of voice with
• 50,000 impressions with 125x125 web button
• Monthly Cost 1000
• KUT Online Live Streaming Player (launches in new
  window)
• Pre Roll 15 introductory audio Announcement for
  all web stream listeners (65k/month)
• Copy Suggestion Support for live streaming on
  KUT comes from BMW. KUT and KUT2 can be heard in
  HD Radio, a factory option in all new BMWs.
• 300x250 Persistent MPU banner in media player
• Monthly Cost 2000

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Splash Page
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Schedule Page
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(No Transcript)
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(No Transcript)
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Custom Templates
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Standard Broadcast Packaging

• Maximize inventory
• Easiest to sell buy
• Speed modification

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Maximum Audience Plan

• Standard Plan
• Greatest available discount
• Easiest to sell and buy
• Schedule turnover (50 reach, one times)
• Not too much frequency
• Promotes inventory spread
• Mon-Sun, 5am-12 midnight
• Bundles web
• Marketing value
• Great starting point

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Seasonal Offerings
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Package Examples
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Think Seasonal

• Inventory Mgmt
• Soft seasonal periods
• Flexible pricing
• Maintain inventory demand

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Summer Package

• As summertime temperatures increase in Nashville,
  demand WPLN decreases as performing arts
  organizations our largest category - conclude
  their seasons. Thus, we offer a hot deal for
  underwriters who want to beat the heat.

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Summer Package

• Largest category - performing arts goes away so
  lots of inventory
• It allows us to keep pressure on inventory
  without reducing rates on the rate card
• Make deep discount off rate card
• Limit the number available per week
• Make it fun

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Think Efficiency

• Less
• Energy
• Sales time
• Copywriting
• Production
• Paperwork

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Independent Retailer Package

• Four Marketing Legs
• Broadcast schedule
• Station promos
• Window sticker
• Web section

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Independent Retailer Package

• Designed to honor small retailers
• Efficient sell for smaller schedules
• Accustom to buying packages
• Quick decision

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Packaging Sponsorships

• A Prairie Home Companion
• Opening Comment
• Media Exposure
• On-Site Exposure
• Hospitality
• Promotional Value
• Sponsor Investment

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Opening Comment
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Media Exposure
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On-Site Exposure
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Hospitality
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Promotional Value
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Promotional Value Detail
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Sponsor Investment
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sponsorship.com
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Says Thanks to its 2008 PRDMC Platinum
Sponsors