Certified Digital Marketing Consultant Orientation …€¢Sales •Sales Manager • General...

Certified Digital Marketing ConsultantOrientation Webinar

Radio Advertising Bureauwww.rab.com

Copyright 2011

Orientation Webinar

• Radio experience• Programming• Sales• Sales Manager• General Manager• Market Manager

• Interactive experience• VP Sales Clear Channel Interactive

• Companies include• Great Trails Broadcasting• North American Broadcasting• Taft Broadcasting• Great American Broadcasting• Citicasters• Jacor• Clear Channel• Cumulus

• RAB past 7 years

John PotterVP/TrainingRadio Advertising [email protected]

• Over 20 years in broadcasting• Programming• Creative• Sales• Management

• Interactive experience• Computer programmer

• RAB responsibilities• RAB responsibilities• Services Division

– Member Response– RAB.com– Interactive services– Marketing support

• Trainer• Speaker

Dave CasperSVP/ServicesRadio Advertising [email protected]



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Our Goals Today

Provide information, ideas and “how‐to”

Certify you as a Digital Marketing C lConsultant

What’s In Store

• Live webinar

• 8 online classes– The State of Interactive as an ad medium

– Geek Speak

– Systems needed for a successful

Radio station's Interactive effort

Wh t d ti t– What advertisers want

– Pricing (Internet pricing in general)

– How to deal with auto dealers' Interactive needs

– How to help retailers get into Interactive

– The Benefits of Interactive advertising

• Live webinar

• Final Exam

Today’s Webinar

• Buzz words

• “Show me the money!”

• How Interactive is sold locally vs. nationallyy

• Common advertising products

• A word about being a Digital Marketing Consultant



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Buzz Words

• Convergence

• Holistic approach

• 360 solution

• Geo‐Targeting

• Dynamic contentDynamic content

• Contextual ads

• Engagement

• Invested consumers

• Consumer control

• Behavioral targeting

• Integrated Campaigns

Radio Revenue

Source: Radio Advertising Bureau

Local vs. National

• Local

– Local sales staff

– Direct advertisers, agencies

– Fixed pricing

• National– Ad networks / affiliate networks

– Agencies

– Automated



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Online Revenue

Source: Borrell Associates

Local Revenue Projections

Source: Borrell Associates

Standard Formats51%

Audio/Video10%

Paid Search33%

E‐Mail6%

Local Online

Online Revenue

Standard Formats50% Audio/Video

32%

Other15%

Search2%

E‐Mail1%

Radio’s Local Online



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Radio Market Share

Source: Borrell Associates, 2011

Digital Products

• Banner ads

• Streaming

• Sponsorships

• Podcasts

• Auctions

• Directories

• Online video

• E‐newsletter

• Mobile Marketing

• HD Radio

• Promotions

C t t• Directories • Contests

Banner Ads



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Banner Ads (Pop‐up)

Banner Ads (Pop‐under)

Banner Ads (Pop‐under)



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StreamingAudio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorships

StreamingAudio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorshipsBranded players

Streaming

www.absoluteradio.co.uk



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Sponsorships

Home page

Personalities’ pages

Weather

Sports

News

Health

Fitness

Photos

Podcasts

Podcasts

Best Practices

– Sponsorships• Good: short pre‐rolls

• Better: delayed billboards

• Best: contextual

I t t– Integrate

• On air spots

• On air mentions

• Display advertising

• E‐mail

• Text messages

• Social networks



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Auctions

Directories

Restaurants

Bridal

Entertainment

Travel

Golf coursesGolf courses

Fishing & hunting

Real estate

Government

Online Video

In‐banner

Expanding banner



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Online Video

Ad overlay

Online Video

Video overlay

Online Video

Video ad insertions



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Online Video

Sponsored video programs

E‐Newsletters

E‐Newsletters



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Mobile Marketing

Mobile Marketing

HD Radio

1. Multi‐channel: second and third channels

2. Message‐casting

3. Retail sales



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Promotions

• Events

• Vendor programs

• “Best of” polls (restaurants, retailers, pizza…)

Contests

• Sports (World Series, Bowls, March Madness)

• Event tickets

• Reality TV

• Picks for Oscars, CMAs, Grammy Awards…

Marketing Consultant

• Not about you

• All about the prospect

• Centers on solving client problems

• Positions you and your y yadvertising as the solution

• Establishes you as a professional



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• Perception is…

• The Wall

• The Basket

• It’s not what you say…

“C” i f• “C” is for…

• “R” is for…

Homework

1. Pricing

– Find competitive Interactive CPM in your market

– You’ll learn more in Class 5 online

2. CNA questions– Prepare Interactive questions for use during

CNAs

– Share those that get the most valuable information

Be prepared to report on the next webinar or e‐mail in advance to [email protected]



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Next Steps

• Watch for e‐mail with the Online Academy link, UN & PW (check junk mail)

• Watch for follow‐up e‐mail with link to downloads

• Take the 8 online classes and quizzes

• Prepare homework

• Attend the Wrap‐up webinar

• Take final exam

Help

John PotterVP [email protected]

Dave CasperSVP Internet [email protected]

Member [email protected]‐232‐3131

Certified Digital Marketing Consultant Orientation …€¢Sales •Sales Manager • General...

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