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

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

The Power of On Air Promotion OAP = branding on air

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

The Power of On Air Promotion

Characteristics of the listeners

Referring to all listeners

20 40 60 80 100

Ungestützter Bekanntheitsgrad Wöchentlicher WHK Wöchentliche P1 WHK Conversion 87 60 37 62 82 40 17 42 48 29 15 52 62 22 10 46 36 22 7 32

SWR 3 Radio Regenbogen Big FM SWR 1 Hit 1

Music-Images of the stations

Referring to all listeners

20 40 60 80 100

Rhy Pop Cur Pop Cur Ger Pop Rk 90s Pop Rk Current/ Recurrent Soft Cur Pop Rk R&B 35 36 33 38 36 34 23 2 4 2 7 5 1 1 25 25 23 24 23 20 16 9 6 9 2 4 9 28 10 10 10 9 9 8 7

SWR 3 SWR 1 Radio Regenbogen Big FM Hit 1

Music-Images of the stations

Referring to all listeners (Fortsetzung)

20 40 60 80 100

80s Pop Rk 90s Rk 80s Rk 70s Pop Rk 70s Rk 60s Olds 70s Pop 27 29 26 19 22 15 13 17 4 11 32 21 41 40 18 13 10 13 13 8 1 2 10 4 2 1 1 6 5 5 4 4 2 1

SWR 3 SWR 1 Radio Regenbogen Big FM Hit 1

Listenership Overview

20 40 60 80 100

Ungestützter Bekanntheitsgrad Wöchentlicher WHK Wöchentliche P1 Wöchentliche WHK Conversion 89 55 28 52 73 46 23 51 63 36 19 53 84 36 11 32 60 17 7 40

SWR 3 Die Neue Welle Big FM Radio Regenbogen SWR 1

Among all listeners

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

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

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.

The Power of On Air Promotion

Station-Images

20 40 60 80 100

BB Radio 94.3 RS 2 Radio Energy 104.6 RTL Berliner Rundfunk 91.4 PSR MDR Jump Antenne Brandenburg

18 9 9 13 4 3 3 21 11 9 12 5 2 1 3 22 11 9 10 4 2 1 2 21 10 9 11 4 1 1 3 19 10 11 11 3 1 1 1 25 10 10 9 4 2 2 2

The same song being played too often

8.05 1.06 11.06 5.07 10.07 3.08

Amongst all listeners

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

20 40 60 80 100

BB Radio 104.6 RTL Alle/ Keiner 94.3 RS 2 21 12 8 11 22 10 11 11 21 11 8 10 19 11 9 10 25 9 7 10 13 11 10 9

The same song being played too often

1.06 11.06 5.07 10.07 3.08 3.09

Amongst all listeners

Station-Images

20 40 60 80 100

BB Radio 104.6 RTL 94.3 RS 2 Radio Energy 24 14 10 3 23 17 8 3 22 15 9 3 23 14 8 2 24 17 7 2 26 17 8 3

Too many competitions

11.09 3.10 9.10 3.11 9.11 3.12

Amongst all listeners

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

20 40 60 80 100

104.6 RTL BB Radio 94.3 RS 2 Radio Energy 17 23 8 3 15 22 9 3 14 23 8 2 17 24 7 2 17 26 8 3 18 15 9 4

With too many competitions

3.10 9.10 3.11 9.11 3.12 10.12

Amongst all listeners

Big Competitor . Station Images

20 40 60 80 100

für Ulm und Umgebung Mit zu vielen Gewinnspielen Mit den besten Informationen aus Ihrer Region Mit zuviel Werbung Der dieselben Musiktitel zu häufig wiederholt

56 48 30 33 49 41 32 40 49 40 33 34 55 45 33 36 56 54 44 37 36

8.09 5.10 4.11 4.12 3.13

Amongst all listeners

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

The Power of On Air Promotion