radioswaggmedia
TRANSCRIPT
Radioswagg Media Network Submitted October 2012
Introduction SwaggMedia is a full-service, multimedia/digital marketing firm with a particular focus in digital marketing promotions and mobile marketing. SwaggMedia maintains an elite level of clients and focuses on providing the utmost, highest level of service that will leverage and position clients to attain higher levels in their professional careers.
The Internet (PC/Mac and Mobile devices) is one of the main sources of advertisement for the world as we know it, nationally and internationally. Our goal is to get your content in the hands of your targeted audience, exposing them to all of your updates, news, information, Music, movie preview and etc. The reach of the Internet is like no other avenue of promotion since you can reach across the world with a click of a button. Let us take you to the next level. Patience and consistency prove worthy when starting any new project but unlike many other marketing options, this campaign is completely trackable and analytics are provided on a weekly basis to track the performance of scope.
Phase I
This marketing plan is to enhance and supplement the current infrastructure you have in place. It is designed to give you a much wider visibility among the consumers nationwide. This project would be treated like a Marketing campaign of a new multimedia studio. The following is an overview of what we anticipate to offer. We propose to do a contest with products associated with Swagg
Media Media Network in conjunction with the membership promotion by giving away products at high schools, colleges, shopping malls, street corners, sporting and concert events, religious and local communities throughout United States. These activities will be coordinated with the investor (to be determined), SwaggMedia Intern Program, and city government in conjunction with the local radio and television stations in each market. By coordinating these activities throughout the unified school districts and the city government, it allows us more creditability at radio and television stations, which forces radio to support us by utilizing the political relationships in each market. The major focus would be to drive fans through grassroots and online marketing to Swagg Media Media Network Website.
Marketing Plan
High Schools, Colleges , Malls, Street Corners, Sporting and Concert Events, Religious and Local Communities
In order to generate a strong grassroots base, the Street Team will take advertiser’s promotional products to popular major cities across the United States and provide information directly to the consumer. As a result, Swagg Media Media Network will be pushed in a strong effort to maximize awareness and exposure of not only the new TV/Radio Channel but Swagg Media Media Network brand as well. We have schools nationwide that will make accommodations for the promotion of the Swagg Media Media Network brand.
EMAIL MARKETING There will be an email campaign to 250 million (250,000,000) consumers. This list will pertain to each major market throughout the nation. The title of the Swagg Media Media Network project will appear on the 250,000,000 emails. A series of 10 emails will be mailed over a period of 90 days. (3 x a month)
Promotions
MOBILE MARKETING IMPLEMENTATION
Mobile marketing introduces a different kind of medium for communicating with consumers via the mobile Smartphone, iPod and mobile tablets. The mobile marketing technology offers:
Promotions (continued)
o A Robust Lead Generation
o Builds an Accurate and Current Fan Database
o Branding
o Creates a Powerful Consumer Loyalty Program
Mobile marketing provides a variety of benefits, such as immediate engagement, effective, targeted, interactive, easily integrated, measurable, and viral marketing all on a mobile device. These benefits are distributed by text message campaign, friendly mobile website/landing pages and a mobile app.
Promotions (continued) Key Benefits of our Mobile Marketing System for Swagg Media Media Network
• Run a contest prompting movie watchers to text to 72727, which-in-turn will prompt a text message to fan with a call-of-action (e.g.. a chance to win free prizes and merchandise, or send them to purchase movies, movie sound tracks, or join club Swagg Media Media Network)
• Send a mass text message inviting fans to special events and appearances, showing their text message to gain free entry.
• Text Mobile Coupons and Text to Join Club Swagg Media Media Network, Text to Survey, and Text to Quiz.
• Segment your radio / movie watchers into multiple groups by demographics, favorite music, movies genres, and more.
MOBILE MARKETING IMPLEMENTATION (continued)
Promotions (continued)
• Send message updates to specific fan subscribers with a targeted sponsor tag at the end of each message directing fan to purchase movie, join club Swagg Media Media Network, etc.
• Add our customizable signup widgets on www.Rocoesmedia.com website and Face book page to build a list of fan subscribers, and much, much more!
• Create and design mobile-friendly websites with a call-to-action
• Interactive Mobile App to engage fans to download ringtone, wallpaper, listen to the movie soundtrack, watch movie preview, photos of actors/actress, join the fan club mailing list, fan wall, etc.
Key Benefits of our Mobile Marketing System for Swagg Media Media Network continued)
SwaggMedia Augmented Reality And QR Code And system work?
Scan Me
• QR Codes are like “barcodes” in that you scan them with your mobile phone anywhere that it is placed
• Once scanned, customer immediately sees either a coupon, website, or other interactive image, detailed information
• Code is linked to your mobile site • Place QR Code in Ads, Direct Mail, In-Store, Magazines, promotional
item or other medians • Used only with Smartphone's
POWER STATION
We will set-up promotions at major talk radio, power, urban radio stations, and college radio stations. This will allow us to work hand-in-hand with DJs, music directors and program directors. The promotions will encourage them to play a major part in the development of the campaign of upcoming movies. This will be a striving campaign allowing consistent awareness, and a strong buzz through our mobile marketing campaigns the consist of text message marketing contest (e.g.. Q. What is the name of the actor who played Rhett Butler in Gone with the Wind – A. Laurence Olivier B. Clark Gable C. Elvis Presley). Additionally, the radio stations will have access to various promotional items, thereby establishing a strong rapport between the stations and our promotional staff. This will ultimately encourage them to play a major part in the success of the Swagg Media Media Network project.
Promotions (continued)
Start the Dialogue Promote, expand and manage the message into Social Network universe
YOUR BRAND
Blog seeding: Sample packages (e.g.. e-card, email) from dedicated key opinion leader bloggers
Opportunistic blogging: Dedicated Swagg Media Media Network online promoters plant and maintain
blog conversations Smaller dedicated team moderates blog
Social Bookmarking: A network of 500 online promoters push your brand conversations to the top
Swagg Email Blast: Activation opt-in message to Swagg Media 30MM member database
Participation on top opinion leader blog sites Elite/Jet Set Blogs: e.g. http://www.luxaryrating.com
Target market business blogs: e.g. www.chicagobusiness.com
Biz power society sites: e.g. www.chiefexecutiveblog.com
Video and Article Marketing: Submitted to various video channels – YouTube, Vimeo, Daily Motion, etc. Submitted to various article directories – EzineArticles, GoArticles, Suite 101, etc.,
Online Marketing Campaign
Objective The target area will be a national campaign through the various online social media and bookmark channels.
Connect with people searching for all movies, including foreign and international movies.
Drive video views of upcoming movies through YouTube promoted ads
Launch banner advertising to reach a broad audience nationwide and worldwide.
Run Facebook standard ads connecting fans to upcoming movies
Run Facebook engagement ads to increase the number of followers connected to Swagg Media Media Network fan page account
Use direct buys on selected sites targeted to movie watchers to make a splash and big impact
Increase momentum with Viral Content Develop online viral content, for example
- Flash Banners - PreRoll Video Creation and Video
- Tickers - Desktop Widgets Objective
- Mobile Apps
- Direct Buy Skin
Expand and promote through viral social media hubs by interacting and engaging conversation with followers
- Facebook, MySpace, YouTube.com, Vimeo, EnzineArticle, Twitter, Squidoo, Stumbleupon, etc.
Online Marketing Campaign (continued)
2. START THE DIALOGUE Get others to speak Comment on what others say Make your content and conversations findable
1. THE SOAPBOX Start with an online profile stating who we are and what we are about
3. INCREASE MOMENTUM of the story with viral content
4. MEASURE THE CONVERSATION
The 3G Viral Social Media Campaign Roadmap
Swagg Media Media Network Membership Club Membership Club will build Swagg Media Media Network brand AWARENESS through street team promotions, mobile marketing, print ads, etc. and the goal is to broaden movie watcher’s fan base for Swagg Media Media Network
Membership is a monthly fee for Swagg Media Media Network membership, which can billed directly to their wireless mobile carrier.
The member will offer merchandise and sponsorship products for up coming movie trailers to include rich content and services for the internet on PC; and Mobile devices for the member on the go.
Phase II
SwaggMedia has developed an International Internet Marketing and Promotions Team which consists of: Street Team in major markets via flyer distribution. Advertiser promotional item, college, and grassroots promotion
- Los Angeles, New York, Atlanta, Miami, Dallas, Chicago, etc.
5 Promotions and Marketing Operations & Managers
50 core team captains (That are filtered out & all over the world)
457 Online Global Street team Email & Blasters (teams of individuals that send out bulletins, promo ads, etc.)
We have formatted and constructed Marketing and Promotions Groups that are dedicated to increasing our visibility, as well as driving traffic to our site via Social Community Sites and Mobile Devices. These small core groups are focus groups that strategically target certain high volume websites to enhance our Brand and sphere of influence.
Street Team
High Schools and Colleges Tour
The one semester school tour is tentatively scheduled to kick-off in 2012. The tour is headed by program coordinators of each school via SwaggMedia
The events will place Swagg Media Media Networking direct contact with these schools in addition to exposure to millions of movie watchers across the states. We anticipate reaching an audience of 5 to 10 million. With attendance of the entire school student body to receive the sponsorship’s promotional paraphernalia for the Swagg Media Media Network project .
Intern Program The Intern Program involves the recruitment of one or two team captains from each school/college for example
To assist in the promotion of Swagg Media Media Network and in sponsors. We will provide a preview of the movie and promotional products associated with the Swagg Media Media Network project at the schools and local radio stations; along with a feature article in appropriate school publications. Interns would also be responsible for providing a progress report on the status of respective’ school/college. These individuals would also be chosen to work directly with the Swagg Media Media Network project as local representatives.
Phase III
Publicity Press Kit/Media Kit Creation
Press Releases and Media Advisories
Red Carpet Presence
Key Placements: Radio, Television, Magazine, Web, Mobile devices
Panel Opportunities
Concert opener opportunities
Media Outlet Plan
Media Outlet Mobile Marketing
Swagg Media Media
ADVERTISING PRODUCTS DISTRIBUTION
Swagg Media Media – Announces promotion with a call to action (text keyword to short code) to win a prize or discount
Advertising Sponsor – Provides the promotional item and/or discount and covers cost of campaign (Sponsorship includes Renault, Dolce & Gabbana, Cover Girl, Oil of Olay & others)
Distribution - Prizes or items are redeemed via mobile website or store location
Mobile Commission Junction Sponsorship Partners & Cross Marketing
Radio and Television Time Buys We recommend that Swagg Media Media Network to buy radio spots from all the major radio stations chain, which may include but not limited to: • American Urban Radio
• Cable Radio Network
• Clear Channel Communications
• Cumulus Media Network
• Dial Global, a div. of Triton Media Group
- Source Max Radio Network
- CBS Radio Network
- NBC Radio Network
- WONE Radio Network
• Satellite Radio Stations
• United Stations Radio Network
• Westwood One
The radio / TV spots will run the text message contest campaign, along with other Swagg Media Media Network branding.
• ABC
• CBS
• NBC
• Fox
• MyNetworkTV
• The CW
• Direct TV
• And other Cable and Local Television
• Sprint
• Verizon
• ATT
• T-Mobile
Media Outlet Plan
Direct TV
Media Outlet Plan
Phase IV
Outdoor Distribution
The Billboard and Transit Campaign will give visual exposure throughout the United States:
The budget for this campaign would cover a four (4) month period or the length of the Swagg Media Media Network project and provide billboards specifically targeting the upcoming promotions. The local transit systems would also be incorporated into this campaign. The copy and design would not only promote upcoming movies, as well as, contest, promotions and the channel subscription to create brand awareness.
Digi-u Drink AM/PM Distribution
Phase V
Swagg Media Broadcast Management Solutions provide
Low start-up costs Extensive broadcast start-up and management experience State of the art broadcast and streaming technology Customizable programming Sound Exchange music royalty reporting Extensive music library Integrated advertising revenue management
Pre-roll audio and video income In-Stream audio ad income Web site display ad income (banner ads, static ads, sponsorships) In-house sales team Affidavit of airplay reporting
What makes Swagg Media successful?
The decade’s most important radio trends: #2 The growth of Internet radio Internet Radio Stations Are the New Wave
Hundreds of radio apps are available at Apple’s iPhone and iPod Touch app store, both free and fee based
Unlike standard broadcast radio, Internet radio stations can be heard virtually anywhere (copyright restrictions aside), as long as you have a device that can go on the Web; that can be a PC, a Smartphone or a stand-alone receiver.
An Internet radio station may have started out life as a traditional local broadcast outlet, and then management decided that it would be great to let people hear it everywhere.
Or an Internet radio station may be nothing more than one person in a basement uploading music or talk to the Web, hoping that someone out there will listen.
Literally thousands of genres of Internet radio exist, from oldies, classical and religious to ultra radical talk, from the right and left. The first trick is finding them, and the next is playing them. Fortunately, with a little information, both tasks are rather easy for today's consumers.
Internet Radio Revenue -WHERE IS IT?
According to Ando Media’s November ranker, the top 20 Internet radio recorded an AAS of 866,481 (note: Monday-Sunday 6 AM-Midnight). If this represents the head of the tail (as in the long tail theory first expounded on by Chris Anderson), then total audience is approximately double or 1,750,000. Internet radio has three primary ad units; in-stream audio, video pre-roll, and display (sometimes synced with audio ad). Let’s look at the revenue potential of each:
In-Stream audio advertising: The number of ad units varies greatly depending on whether a station has terrestrial roots
(just putting its over the air signal on the stream) or is Internet only. Terrestrial radio stations that are streaming typically have 12 ad units per hour. However, services like Pandora may only run 1 unit per hour. 62% of the audience in Ando’s November Ranker was from Internet only stations with Pandora representing the bulk of this number. As a result we can calculate the following:
Terrestrial Streaming – 1,750,000 total audience x 38% terrestrial streaming x 12 units x 18 hours per day x 7 days per week x 52 weeks x $3.00 CPM/ 1,000 = $156,855,000 in terrestrial streaming revenue.
Internet Only Streaming – 1,750,000 total audience x 62% internet only streaming x 18 hours per day x 3 units per day x 7 days per week x 52 weeks x $3.00 CPM/1,000 = $63,980,280 Internet only streaming revenue
Total Streaming In-stream revenue = $220,835,280
Display Ad Revenue: Many stations have the ability to run a synchronized banner when
an ad is playing although not all have this ability. Some stations also rotate banners on their player which have no relation to an audio ad that is playing. We could assume a premium in-stream rate for synchronized audio but have chosen to use the rotating banner on the media player as our projection model.
The average station has a 2 hour and 30 minute session duration. Let’s assume one banner position that rotates every 3 minutes (avg length of a song). This would create 50 banner impressions per session. Multiplying the number of sessions (650,000,000) by 50 impressions per session x 12 months would result in 390 billion display impressions. Let’s utilize a 30 cent CPM which results in display revenue of $117,000,000
Video Pre-roll Ad Revenue:
The top 20 groups measured by Ando recorded 323,750,301 sessions for the month of November (Note: Ando’s number only includes sessions of 1 minute or longer). Again assuming this is half of the total industry audience would result in approximately 650,000,000 potential pre-roll video impressions (each session creates 1 pre-roll opportunity) x 12 months x $10.00 CPM would result in total video pre-roll ad revenue of $78,000,000
So aggregating all of the ad types we have the following total potential internet ad revenue:
AD TYPE POTENTIAL AD REVENUE In-stream audio $220,835,280 Video Pre-roll $78,000,000 Display $117,000,000 Total Potential Ad Revenue $415,835,280
In total, Internet radio advertising has the potential of generating $415,835,280 in revenue.
What is actually being generated is far less. Some analysts estimated that Pandora would generate $100 million in 2010 revenue. While Pandora has some subscription models and sells music generating revenue let’s assume 80% or $80,000,000 comes from advertising revenue. This means Pandora represents 19% of total potential Internet radio advertising. I believe Pandora at this point out bills the rest of their Internet radio competition combined.
Adding my estimate of 2010 Pandora and non-Pandora ad revenue means total revenue $155 Million or a sellout rate of 37% for the industry. There is still a lot of unsold inventory. Inventory sellout rates need to be much higher before CPM rates move higher. It is interesting to note that terrestrial CPM rates are significantly higher at $12.00 (per Inside Radio). This makes little sense as Internet radio is much more accountable (exact measurement) and has the ability to target ads to a much higher degree.
INTERNET RADIO AD TARGETING
Ad targeting in Internet radio does not deliver for advertisers at the local level. No it is not rooted in a problem with technology. As recent announcements from Triton Digital and Abacast make clear, the technology exists. However, since most station’s audiences are small and a significant amount is out of market listening (often over 40%) targeting will not yield impressions needed to generate significant revenue. As a result targeting at the station level makes little sense other than possibly to guarantee to an advertiser an ad won’t be heard out of the metro. Targeting is useful on a national basis as a combination of stations on a network can deliver results as long as the target is not too narrowly defined.
Pandora is probably the only service that can target locally without aggregation due to the size of its network.
Most radio stations do not collect listener data for their streams so the only targeting that can be done is geographic based off of an IP address. Listeners will give up this data for something they value if it cannot be obtained from other sources, e.g. Facebook. Some targeting is done based on station format, e.g. an AC station’s audience is primarily 25-54. This is not always accurate. IP addresses are not always correct as well which can result in lack of delivery of the campaign.
Mobile targeting is perhaps the holy grail as you can reach consumers closer to the point of purchase. As with targeting to desktops the problem of scale is even a greater issue in mobile. We have heard that Pandora is having difficulty monetizing its mobile audience which is 70% of their total audience. I don’t quite understand this as I would argue that engagement is greater with a mobile phone than on a desktop (you may leave your desk but typically you don’t leave your phone). I believe that longer term we will see premium CPM’s for mobile. Effective ad creative and proper delivery will help.
Success: For any station to be successful it must provide a well thought
out functional interface as well as desirable content. The listening experience with Internet radio can be active in that a listener can interact with the service while audio is streaming.
Radio Websites For the most part there is nothing compelling on radio station websites. The primary reason that most
people visit is to start the station’s stream or find information about what a station is playing. In a just released survey by The Media Audit, visits to station websites declined YOY from 17.7% of U.S. adults to 17.6%.
As more and more options exist for listening to a station’s stream off website (through mobile app, Facebook, etc.) traffic will continue to decline. Most stations don’t promote their website because there is no original content and when the station’s website is mentioned it’s usually due to a contest which in my view artificially drives traffic to a site. Tweets and posts show up in a listener’s stream in many cases so no need to access the website.
So how can radio develop unique content? Without investing a considerable amount of funds I don’t think there is much that can be done. However, I do believe there are other opportunities to create content and develop other brands. For example, one company I am working with Inner City, has for many years put on a weekend event in New York City called Circle of Sisters where over 40,000 people attended. There is an opportunity to further develop this well known brand apart from the radio station.At Angel Street Capital we have invested in a local news site called GoLocal Providence www.golocalprov.net and they are in the process of rolling this same platform out to Worcester, MA. The site has been incredibly successful in challenging the local newspaper. Initially GoLocal launched in Providence with a local radio station partner. This opportunity exists for radio companies but I would suggest partnering rather than trying to develop it internally. Radio stations have a giant megaphone to launch other brands as they have been doing for their advertisers for many years. It’s time to use this megaphone themselves to develop brands they have an equity stake in.
Ad Revenue Solutions Partner with internet stations that:
Allow commercial time within their streams Allow Pre-roll ads Collect data on their audience Effective Ad Creation Utilize our ad delivery methods Utilize our accountability and reporting practices Market & promote the network
Music Revenue Solutions
Allow Swagg Media to insert paid music submissions in the playlist
Allow paid syndicated shows into playlist
Web Site Revenue
Allow banner ads Allow sponsorships on web site Allow special feature area or page on site
Programming
How much time are you willing to allocate to commercials each hour?
1 minute 2 minutes 5 minutes 15 minutes 30 minutes The amount of commercials you
air may increase your revenue but it could also lower your
listenership
Swagg Media Broadcast management increases both listenership and revenue
Repetitive content bores listeners
Listeners want to interact with stations
Programming Hour
How? Using industry recognized advertising applications that
interfaces with the following broadcast software. RCS GSelector RCS Zetta RCS NexGen RCS Master Control
Swagg Media Broadcast Management
Total of 9 minutes of commercials per hour max.
Stopsets will be broken down into 3 per hour. Each stopset will have a maximum of 3 minutes of commercials First stopset will be air between the top of the hour and 8 min after
Programming Hour
Second stopset will air between :25 minutes after and :35 after Third stopset will air between :50 and :55
The Process
Network sales staff acquires a buy for network stations Commercial is reviewed for quality and content Once approved a schedule is created in the traffic program Schedule is exported to network affiliates for insertion into their logs Audio file is exported to network affiliates for insertion into their play out system Network affiliates reconcile their logs to account for actual commercial plays Proof of performance files are compiled at Network headquarters Advertiser receives proof of performance reports from headquarters Advertiser is billed for project Network affiliates are paid via PayPal or direct deposit Network sales staff is paid via PayPal or direct deposit Network production team is paid via PayPal or direct deposit
Contingency plan In the event that a commercial does not air the
Network and affiliate will make good on the missed commercial as soon as possible.
Employment All Network employees will be contract employees, volunteers, or interns. Sales team will utilize their own telephones, computers and other materials to acquire the sale. Sales people will be paid by commission Production people will be paid a flat rate by unit (commercial) produced Network will not provide health insurance, life insurance or other benefits.
Affiliate income Affiliates will be paid an agreed percentage of
the advertising sale based on their individual contracts.
Affiliates will be accepted and rated based on the listener statistics of their station
Affiliate will be released from the network if they fail to play the commercials
Start Broadcasting Today If you are ready to join broadcast email us the following information Legal Name Organization name Organization type (Corporation, LLC, Sole Proprietor) Web site url Monthly Unique Visitors Number of visitors Hits Total Listener hours Average listening time interest
