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Transcript: The Dos and Don'ts Agenda for session Immediacy - instantly able to react to 'breaking' changes or respond to change in brief Cost effective Power to add reach to a campaign Presence Changing perception of brand Rajar Q2 2011 Power of Radio Why Radio works The flexibility radio offers In studio - the dos and don'ts Industry voices Promotional/Sponsorship assets Case studies... Any questions Power of Radio Emotional role in our lives Lifts the mood, sets the daily agenda, informative, fun, educational, engaging Enjoyed whilst doing other things TRUST! Good for consumers and brands Why Radio works... October 30th 1938 Listeners panic Stores looted Thousands complain Unforgettable radio David Lloyd Orion Media Flexibility radio offers in a commercial world Radio = happiness and energy, a lifestyle support system. Suits needs instantly Industry voices Ability to work with you like no other medium I know. It can go where you need it - across schedules, weekends, events, themes. Radio stations are far more open to creative collaboration than its competitors More people listen to radio now than ever over the past 10 years 90% of adults (47 million) listen to the radio every week for average of 22 hours 33 million JUST on commercial radio After TV it is still the nations most consumed medium. 72% of 15-24yr olds use radio as part of their daily routine over 48% of UK smartphone users have a radio app on the device Online = social, gaming and music TV = escapism and entertainment Source RAB website Britain Loves Radio article DO Natural advocacy of your brand DON'T Are you reading that? DO Live it- Love it! DON'T One brief doesn't fit all DO Offer up assets and content Orson Wells reads HG Wells "The War of the Worlds 1: As content creators what do you feel is essential to the on air partnership of a brand and a broadcaster? Understanding each other's brands on an equal footing 2: what makes a great on air partnership? The usual combination of the client brand, the station and the listener all winning 3: what are your do's and don'ts on executing a promotion brief? Get the details clear and agreed up front Sign things off in good time - nobody wants a rush job. Don't always think it's got to be a competition. There are other ways of integrating brands - you can 'give' entertainment; just as you can 'give' a prize' Can we integrate the brand naturally - rather than just 'a sponsor line'? Can we spin it off naturally online and in social media? How consumers view their media options Ben Jones BBC and commercial broadcaster, producer, creative content specialist The Power of Radio Effective targeting - allows you to talk selectively Radio reaches people at relevant times and places using key touch points Weekends Homework School run Avoids avoidance - research shows radio (along with cinema) have very low levels. People rarely switch stations (8% at breakfast) So we must create a captivating and creative message Trust and friendship Audiences trust their radio, a valuable context for an advertiser to work in Advocacy of brand from broadcaster to listener
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