broadcasting 2015
TRANSCRIPT
Linda Gorchels Creativity Curator
Tomorrow’s Mysteries
By the end of the day you should be able to:
• apply universal marketing concepts to your station
• envision several probable futures
• be prepared to exploit different marketing tools to fit different futures
Today’s goals
Marketing is … Carefully carving your target market, then • crafting and renewing the best offering
(product & price) for them, • delivering the offering to them (place) in
appropriately dynamic ways, and
• communicating this offering so as to maintain relevance (promotion).
The MATRIX To AUDIENCE(S) To ADVERTISERS
Programming ( Product)
format, news community
vigor of audience connection
Delivery process ( Place)
OTA, webcasting, streaming
analytics, consulting
Communication (Promotion)
social media, traditional media
sales
Cost (Price)
commercials, fees rates
of Broadcast Station Marketing
The Future of Your Radio Brand Mark Ramsey @ HIVIO 2014
What do Advertisers Want from Radio InnoVision's Ric Militi at HIVIO 2014
Wow! How can stations
really do all that?
The marketing planning process
Where are you now?
Where do you want to go long-term? (vision, goals, and strategies)
What are you going to accomplish this year to move closer to the long-term vision? (annual objectives) What actions will help you
accomplish the objectives? (tactics & tasks)
How will you implement, track & evaluate results? (performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.
The marketing planning process
Where are you now?
Where do you want to go long-term? (vision, goals, and strategies)
What are you going to accomplish this year to move closer to the long-term vision? (annual objectives) What actions will help you
accomplish the objectives? (tactics & tasks)
How will you implement, track & evaluate results? (performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.
Simon Sinek: Start with Why
© Linda Gorchels
The marketing planning process
Where are you now?
Where do you want to go long-term? (vision, goals, and strategies)
What are you going to accomplish this year to move closer to the long-term vision? (annual objectives) What actions will help you
accomplish the objectives? (tactics & tasks)
How will you implement, track & evaluate results? (performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.
Do station personnel agree on programming decisions, and on the right balance between
commercials and content?
Nonnegotiable Differentiator Exciter
Tolerable Dissatisfier Enrager
So What? NA NA
Basic Discriminator Energizer
Positive
Negative
Neutral
How do programs or other parts of your “offer” affect your audience?
Source: Ian C. MacMillan and Rita Gunther McGrath, “Discover Your Products’ Hidden Potential,” Harvard Business Review, May-June 1996.
Diverse customers and segments
One primary broadcast message
Many narrowcast messages
Broadcast to narrowcast
The marketing planning process
Where are you now?
Where do you want to go long-term? (vision, goals, and strategies)
What are you going to accomplish this year to move closer to the long-term vision? (annual objectives) What actions will help you
accomplish the objectives? (tactics & tasks)
How will you implement, track & evaluate results? (performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.
Is there buy-in and support for learning about and supporting new technologies and advancements?
The marketing planning process
Where are you now?
Where do you want to go long-term? (vision, goals, and strategies)
What are you going to accomplish this year to move closer to the long-term vision? (annual objectives) What actions will help you
accomplish the objectives? (tactics & tasks)
How will you implement, track & evaluate results? (performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.
Local broadcasting is SoLoMo
social local
mobile
Social: enabling conversations
Social Media 2015
Local: regional interests
Mobile for snacking
Storytelling, design and award-winning reporting
Get the right balance:
The promotion, the marketing
communications, the conversations
should be integrated.
Integrated Marketing
Communications IMC
“Brand is not a product, that's for
sure; it's not one item. It's an idea, it's a
theory, it's a meaning, it's how you carry
yourself. It's aspirational, it's inspirational.”
Kevin A. Plank CEO, Under Armour
• What image to listeners have of your station (your brand)? – Include both rational and emotional
elements • What value (brand equity) does this
image have for them? • How do they perceive this brand
compared to the competition (your positioning)?
• Is this the perception you want, and is it consistent with your goals?
Ask yourself
Saw Stop Demo explained
Now what?
Let’s talk about envisioning the future.
The RTDNA/Hofstra University Survey was conducted in the fourth quarter of 2013 among all 1,659 operating, non-satellite television stations and a random sample of 3,263 radio stations
The RTDNA/Hofstra University Survey was conducted in the fourth quarter of 2013 among all 1,659 operating, non-satellite television stations and a random sample of 3,263 radio stations.
What are the biggest challenges trending for 2015 and beyond?
What opportunities are trending for 2015 and beyond that might be lost if
you don’t act now?
Monitor and project these trends over time
ECOSYSTEM
Technology
• News available everywhere: internet, smart phone, wearable
• Bandwidth growth • Streaming • Connected cars • Innovations
Industry
• Consolidation • Budget constraints • Talent shortages • Syndicated programs • News reporting
trends • Digital ad revenue • More digital
competition
Market
• Digital generational divide • Fragmented media choices • Customization vs. privacy
Generational Cohorts (birth years)
1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Cohorts
Traditionalist
Baby Boomer
Gen X
Millennial Z ?
Source: Nielsen Cross-Platform Report, March 17, 2015
Q1 2014: Weekly Time Spent (Hrs: Min)
A18-24 A25-34 A35-49 A50-64 A65+ On Traditional TV 19:55 23:58 30:10 41:01 48:41 Watching Time-shifted TV 1:54 3:37 4:13 4:17 3:22 Using DVD/Blu Ray Device 0:57 1:34 1:18 1:04 0:39 Using a Game Console 3:48 2:49 1:14 0:25 0:08 Using the Internet on a Computer 5:29 6:12 7:30 5:59 2:55 Watching Video on Internet 2:28 2:11 1:45 1:12 0:23 Watching Video on a Mobile Phone 0:25 0:16 0:08 0:04 -
Age differences in TV watching
Ecosystem (a.k.a. everything else!)
• Regulatory environment • Political conditions • Economy • Expectations
Peter Schwartz Futurist and Author
“The test of good scenarios is not getting the future right – the real test of a good scenario is: did I make better choices as a result of having looked at and understood both my own environment better and the consequences of
my actions?”
Media 2015: The Future of Media
A report from The Futures Company :http://www.unileverusa.com/Images/FOM_Final_09_tcm23-206938.pdf
Fluid (anytime, any place)
Fixed (sometimes, some places)
Frag
men
ted
Con
solid
ated
TONS OF TWITTER PORTAL OF ME
MEDIA BUFFET TRADITIONAL NEW MEDIA
What are the possible scenarios for 2020?
Think about what marketing approaches will be appropriate for different futures. Can
you add enough flexibility to your plans to allow adaptation if
your vision of the future is wrong?
• Thoughtfully adapt universal marketing concepts to your station
• Consciously envision several probable futures
• Creatively exploit different marketing tools to fit different futures
In summing up:
Just as we routinely upgrade computer systems, we must upgrade our own knowledge systems. Linda has helped over 10,000 people over a 25+ year period with these educational upgrades, merging anecdotal client experience with researched “best practices,” and sharing the resulting insights with managers and executives. After working in the office products, publishing and insurance industries, she joined UW-Madison’s Center for Professional and Executive Development, both as a corporate trainer and program director. Now, as a director emerita, she provides workshops for select clients. An award-winning author of The Product Manager’s Handbook, she has also written The Product Manager’s Field Guide, The Manager’s Guide to Distribution Channels, Business Model Renewal, and Aptitudes of an Energized Product Manager. Linda is now a blogger, mystery author and Creativity Curator for her own company, Tomorrow’s Mysteries, LLC.
Linda M. Gorchels
For more information, refer to the following books on Amazon, follow my blogs, and download several free articles from my
website, BrainSnacksCafe.com.