the true value of radio in a digtally centric world april 5th
DESCRIPTION
A presentation to the Independent Broadcasters of Ireland conference in Dublin - April 2011.TRANSCRIPT
Peter McPartlin, strategy director, Carat Ireland
The true value of radio in a digitally-centric world
Your questions
• How radio can add value for clients rather than dropping rates;
• How radio can keep prices up when every other media is cutting them;
• How radio can tackle advertising in print & online and ensure that it is included in the media plan;
• How to balance the expectations of clients, agencies and auditors alongside the demands of station owners;
• How is radio valued now by marketing/brand management
The true value of radio in a digitally-centric world
The radio sales model is broken
RECESSION
Consumers
Retailers
Brand owners
The Media
Agencies
RECESSION
Consumers
Retailers
Brand owners
The Media
Agencies
On income, spending & sentiment
On growth & profits
On income & resources
On funding for reinvestment in
content
On marketing investment & shareholder return
The position of media as a subset of advertising is changing
The reality for consumers is that Advertising is a subset of Media
Talk To
Bought Media
Talk With
Owned Media
Talk About
Earned Media
What does this mean for Radio?
What are clients looking for?
Scale
Accountability
Connected solutions
Innovation
7 CPTPROMOTIONS
Share sponsorshippeak off-peak
AQH
local
packages
national
Strong brands are created and sustained by the strength of their relationship with consumers.
Mark BaynesKellogg’s Global CMO
““
Hearts & Minds New Behaviours
How ‘contact’, ‘context’ & ‘content’ can be brought together
Reinvent the way in which Radio sells
Revamp sales
Embrace digital
Rethink JNLR
Encourage innovation
Measure relationships
Thousands of people, one at a time
What radio does well
Thank you for listening
The true value of radio in a digitally-centric world