RAB

1. Scheduling for Success Radio works…when it’s done right! www.RAB.com

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

3. Beware of Averages How do you want your eggs cooked?

4. 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

5. 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+

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

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

8. Explaining the difference between reach and frequency to a client.

9. Two Advertising Plans 100,000 People Both Cost $1,000 Package A Package B One Stadium • You tell your message to all 100,000 people in the stadium...one time. • (100,000 gross impressions) • You tell your message to 10,000 people...but you get to do it ten times. • (also 100,000 gross impressions) Which plan do you think will generate the most results?

10. That’s the difference between reach and frequency!

11. Beware of Averages How do you want your eggs cooked?

12. Frequency Maximizes Your Share of “Now” Buyers

13. Frequency Builds Mind Share for the Future

14. Frequency Moves Consumers Through the Buying Cycle • Attention • Interest • Desire • Action

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

16. Case Study: Branding

17. Case Study: Branding

18. Case Study: Event

19. Case Study: Event

20. Possibilities • Packages • Events • Annual • Custom • Equal rotation (best reach) • Fixed positions (less reach, better frequency) • Own a daypart • Own a day • Balance of frequency/consistency

21. Frequency (Equal Rotation)

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

23. Consistency (52 weeks)

24. 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

25. 1 Week per Month

26. 52 Weeks

27. Frequency (Equal Rotation) Own a Daypart

28. Frequency (Equal Rotation) Own a Day

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

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

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

32. 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 as bargaining chips

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

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

35. Long Term Schedules

36. Long Term Schedules

37. Long Term Schedules

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

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48. Long Term Schedules

49. Long Term Schedules

50. Long Term Schedules