Splinter & PopUp Brands The Niche Extension Chris Stevens - - PowerPoint PPT Presentation

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Mar 14, 2023 183 likes •301 views

Splinter & PopUp Brands The Niche Extension Chris Stevens Ignite Jingles What is a splinter brand? Extend the time listeners spent with your stations Reasons for Test new formats splinter stations Passion projects for staff

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Splinter & PopUp Brands  The Niche Extension

Chris Stevens – Ignite Jingles

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What is a splinter brand?

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Reasons for splinter stations

Extend the time listeners spent with your stations Test new formats Passion projects for staff You’ve already done the hard work!

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Case Study – Kisstory

Launched April 2013 Was a daily slot on Kiss A collection of throwback mixes

already existed

Passion for the brand from the

audience

Now the UK’s biggest digital

station

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Kiss & Kisstory Figures (Weekly)

Kiss’s Main Station – 4.19 million Kisstory – 2.32 million Listeners to both stations – 963,000 Listening to Kisstory but not Kiss – 1.359 million Kiss Network (including Kiss Fresh) - 5379

Source: Rajar Q2 2019

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Issues

Costs / Time Commitment Confusion (including commands for smart speakers) If the splinter brand gains traction, you might also gain competitors

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You may attract competitors!

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Absolute 80s 1.779m Heart 80s 1.495m

Shared listening – 299.8k

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Why do a splinter or popup station?

They can be seasonal / event based Can be entirely sponsored While podcasts are a great way to extend the value of your speech shows, splinter stations are great for music output Great for smart speakers and phone apps They reward a loyal audience with additional channels

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Chris Stevens  Ignite Jingles

chris@ignitejingles.com