3.4 cornia smargiasso
TRANSCRIPT
CorniaSmargiasso
ResponsibleforDigitalBusinessDevelopmentfor5FM
Iden:fyingSalesandRevenueOpportuni:esusing5FM’spla?orms
IntegratedCampaigns
5FMPla?ormsinclude:On‐AirProper:es(Shows/Features/Promo1ons/PromoSpots/GenericAdver1sements/LiveReads)WebsiteMobileSiteSMSLineEventsPR
Historyof5FM.co.za
5FM.co.zawaslaunchedin2002/3
Verysimplesitewithmostlysta:oninforma:onandinforma:ononshows/DJs/compe::ons
Updatedwebsitelaunchedin2005withmorefunc:onality(compe::ons/events/etc.)
Startedsellingcompe::onsandbannersin2006
Integratedcampaignsfrom2007
UpdatewebsitelaunchedinOctober2008
Screenshot – 5fm.co.za
5FM.co.zaDigitalSta8s8cs
WEBSITE:
Page impressions: 12,662,361
Unique users: 974,684
Average time on site: 4 minutes 12 seconds
Pages per visit: 4.38
Total number of registered users: 275,782
5FM.co.zaDigitalSta8s8cs
NEWSLETTER:
Number of subscribers: 47,879
MOBISITE: (from July 08)
Page impressions: 376,620
Downloads: 13,116
5FM.co.zaDigitalSta8s8cs
SMS:
Total messages received: 207,227
Unique users: 76,549
Interaction rate: 2.71 times per user
NIELSEN’S RATING:
5FM is ranked 58 overall 5FM was the 2nd highest ranked radio station site in SA
Whatyoucanmakemoneyfrom&examples
BannerSales(MobileandWebsite)
Mailers
Sec:onSponsorships
Compe::onsOnline
‐ standard‐ custom
Partnerships(Da:ng/Merchandise)
Show/FeatureSponsorshipswithDigitalPla?orm
IntegratedCampaigns(Sta:onPromo:ons)
Banners
Mailers
Section Sponsorship / Competition /
Show Sponsorship
Compe88ons–‘HERO’
Showsponsorship–KFCGlobalExpress
Showsponsorship–Cuervo(Live)5
FeatureSponsorship–SmirnoffMyTunes
Sta8onPromo8on–Savanna‘WhatonEarth’
Sta8onPromo8on–Savanna‘WhatonEarth’
Factorsimpac8ngonrevenuegenera8on
Salesperson/teamwhounderstandsthemedium
Clientswantdigitalmediaasaddedvalue
Non‐standard/Bigproper:esthatstandoutrequireaddi:onaldevelopmentcosts
Thecurrenteconomicclimateisnotfavorableforadver:singinanyformat;however,integratedcampaignsofferamorecost‐effec:vecampaignwithmeasurableresultsandconsumerinterac:on
Whattoconsiderwhendesigninganintegratedcampaign
Whenconsideringanopportunity,makesurethatit
‐benefitsProgramming
Provideafacilitatorandpla?ormforlistenerstointeractwiththesta1onanditspersonali1es
Provideon‐airtalentwithapla?ormtobuildloyaltywiththeiraudienceandshowcasetheirproduct/show
‐sa:sfiesMarke:ngObjec:ves
Digitalpla?ormsanextensionofthemarke1ngstrategyofthesta1on
‐client’sobjec:ves/promo:on
‐generateaddi8onalrevenuefortheradiosta:on
Enhancethestandardofferingsorgeneratenewofferings
KeyLearningswhenpitchinganintegratedcampaign
• Clientsarekeentoexploreintegratedopportuni:es,buttheywantvalueformoney
• Website&Mobileares:llseenasaddedvalueelementsbecauseseveralmediaownersprefertousethispla?ormtogiveaclientaddi:onalvalue.Clientsneedtobeeducatedastothevalueofthedigitalpla?orm
• DJinterac:onandac:va:onpla?ormissought‐aderandabigmo:vatorforclientstospendmoney.Sponsorships,sta:onpromo:onsandfeaturesarethereforemoredesirablethanstandardbannercampaigns
• Evenifthecampaignisprimarilyonline,thereneedstobeastrongon‐airsupportelement
QUESTIONS
COMMENTS