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
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Peter McPartlin, strategy director, Carat Ireland
The true value of radio in a digitally-centric world
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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
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The true value of radio in a digitally-centric world
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The radio sales model is broken
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RECESSION
Consumers
Retailers
Brand owners
The Media
Agencies
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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
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The position of media as a subset of advertising is changing
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The reality for consumers is that Advertising is a subset of Media
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Talk To
Bought Media
Talk With
Owned Media
Talk About
Earned Media
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What does this mean for Radio?
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What are clients looking for?
Scale
Accountability
Connected solutions
Innovation
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7 CPTPROMOTIONS
Share sponsorshippeak off-peak
AQH
local
packages
national
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Strong brands are created and sustained by the strength of their relationship with consumers.
Mark BaynesKellogg’s Global CMO
““
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Hearts & Minds New Behaviours
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How ‘contact’, ‘context’ & ‘content’ can be brought together
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Reinvent the way in which Radio sells
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Revamp sales
Embrace digital
Rethink JNLR
Encourage innovation
Measure relationships
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Thousands of people, one at a time
What radio does well
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Thank you for listening
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The true value of radio in a digitally-centric world