Scheduling For Success

1. Scheduling For Success Radio Works! Too Few Commercials Don’t.

2. Elements Reach Potential customers Demographic match Frequency Cut clutter Frequency of 3 Consistency Branding Move consumers through the buying cycle

3. Average Frequency 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 4,000 3X 4,000 Reach Average Frequency = 3

4. Average Frequency 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 3,000 <3 1,000 3+ 1,000 EFFECTIVE Reach Frequency = 3+

5. Average Frequency 100% Increase 2,000 3,000 x 2 = 6,000 impressions 1,000 x 6 = 6,000 impressions 4,000 / 12,000 impressions 3+ 2,000 2,000 <3 2,000 3+ 2,000 1,000 EFFECTIVE Reach Frequency = 3+

6. Frequency Moves Consumers into the Buying Cycle Attention  Interest  Desire  Action

7. Determining Factors • Client goals • Branding • Event • Media mix • Number of radio station • Duplication of cume • Number of weeks

8. Case Study: Branding

9. Event Case Study:

10. Kinds of Schedules Packages Events Annual Custom Equal rotation (best reach) Fixed position (less reach, better frequency) Own a daypart Own a day Balance

11. 52 Weeks

12. Concentration of Force “No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.” Morris Slavin, Professor Emeritus, YSU

13. 1 Week per Month

14. 52 Weeks

15. Equal Rotation

16. Equal Rotation

17. Equal Rotation Own a Day

18. Evil Knievil

19. Case Study: Client: “My business is the type that needs to keep top of mind awareness with potential customers for weeks on end. Do you have any ideas how I can accomplish this?”

20. Balance of Reach and Frequency

21. Balance of Reach and Frequency

22. Balance of Reach and Frequency

23. Balance of Reach and Frequency

24. Share of Media = Share of Mind I’m Loving’ It…

25. Share of Media = Share of Mind I’m Loving’ It…

26. Share of Media = Share of Mind I’m Loving’ It… The King of Beers!

27. Share of Media = Share of Mind I’m Loving’ It… The King of Beers!

28. Share of Media = Share of Mind I’m Loving’ It… The King of Beers! Things Go Better With…

29. Share of Media = Share of Mind I’m Loving’ It… The King of Beers! Things Go Better With…

30. Share of Voice 24 hours a day 7 days a week 12 units per hour 2016 units per week 20 spots = <1%

31. Scheduling Suggestions Ask for enough to accomplish the advertising objectives Ask for enough to meet client expectations Sell long-term schedules

32. Scheduling Suggestions Ask for enough to accomplish the advertising objectives Ask for enough to meet client expectations Sell long-term schedules Make it visual Write it out in your client’s language

33. Advertising Planner WRAB Planner 2008 Sale Events __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________ _________________________________________________ __________________________________________________ Prepared by WRAB, Dallas, TX

34. Advertising Planner WRAB Monthly Planner February Feature sponsorships include opening and closing billboards! Prepared by WRAB, Dallas, TX

35. Added Value Don’t let it detract from your schedule Lead with items that support your schedule Creative services Sponsorships Save promotions, remotes, contests, bonus spots for negotiation

36. Remember People buy on emotion… … and justify with logic Present in a way to get them emotional Offer your written proposal as the logic

37. Long Term Schedules Good for the client! Good for you!

38. Long Term Schedules

39. Long Term Schedules

40. Long Term Schedules

41. Long Term Schedules

42. Long Term Schedules

43. Long Term Schedules

44. Long Term Schedules

45. Long Term Schedules

46. Long Term Schedules

47. Long Term Schedules

48. Long Term Schedules

49. Long Term Schedules

50. Long Term Schedules