Scheduling For Success

RAB Radio Training Academy

Scheduling For Success


Radio Works! Too Few Commercials Don’t.



ElementsElements• Reach

– Potential customers– Demographic match

• Frequency– Cut clutter– Frequency of 3

• Consistency– Branding– Move consumers through

the buying cycle

• Reach– Potential customers– Demographic match

• Frequency– Cut clutter– Frequency of 3

• Consistency– Branding– Move consumers through

the buying cycle


Average FrequencyAverage Frequency3,000 x 2 = 6,000 impressions

1,000 x 6 = 6,000 impressions

4,000 / 12,000 impressions




4,000 ReachAverage Frequency = 3

4,000 3X4,000 3X


Average FrequencyAverage Frequency

1,000 EFFECTIVE ReachFrequency = 3+







3,000 <33,000 <3 1,00

0 3+1,000 3+


Average FrequencyAverage Frequency3,000 x 2 = 6,000 impressions






2,000

2,0003+

100%

Increase1,000 EFFECTIVE Reach

Frequency = 3+

2,000

2,000 <32,000 <3 2,00

0 3+2,000 3+


Frequency Moves Consumers into the

Buying Cycle

Frequency Moves Consumers into the

Buying Cycle

� Attention

Interest

Desire

Action

� Attention

Interest

Desire

Action


Determining Factors

Determining Factors

• Client goals– Branding– Event

• Media mix• Number of radio

station• Duplication of cume• Number of weeks

• Client goals– Branding– Event

• Media mix• Number of radio

station• Duplication of cume• Number of weeks


0

10

20

30

40

50

60

70

80

90

100

Jan

FebM

ar AprM

ay Jun Ju

lAug Sep O

ctNov

Dec

Case Study:Case Study:

BrandingBranding


0

10

20

30

40

50

60

70

80

90

100

Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6

EventEvent



Kinds of SchedulesKinds of Schedules• Packages• Events• Annual• Custom

– Equal rotation (best reach)– Fixed position (less reach,

better frequency)– Own a daypart– Own a day– Balance

• Packages• Events• Annual• Custom

– Equal rotation (best reach)– Fixed position (less reach,

better frequency)– Own a daypart– Own a day– Balance


52 Weeks52 Weeks


Concentration of ForceConcentration of Force

“No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.”

“No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.”

Morris Slavin, Professor Emeritus, YSU


1 Week per Month1 Week per Month


52 Weeks52 Weeks


Equal RotationEqual Rotation


Equal RotationEqual RotationOwn a DayOwn a Day


Evil KnievilEvil Knievil



Client: “My business is the type that needs to keep top of mind awareness with potential customers for weeks on end. Do you have any ideas how I can accomplish this?”


Balance of Reach and FrequencyBalance of Reach and Frequency


Share of Media =

Share of Mind

Share of Media =

Share of MindI’m Loving’ It…I’m Loving’ It…


Share of Media =

Share of Mind

Share of Media =

Share of MindI’m Loving’ It…

The King of Beers!

I’m Loving’ It…

The King of Beers!


Share of Media =

Share of Mind

Share of Media =

Share of MindI’m Loving’ It…

The King of Beers!

Things Go Better With…

I’m Loving’ It…

The King of Beers!

Things Go Better With…


Share of Voice

Share of Voice

24 hours a day

7 days a week

12 units per hour

2016 units per week

20 spots = <1%

24 hours a day

7 days a week

12 units per hour

2016 units per week

20 spots = <1%


Scheduling SuggestionsScheduling Suggestions• Ask for enough to

accomplish the advertising objectives

• Ask for enough to meet client expectations

• Sell long-term schedules

• Ask for enough to accomplish the advertising objectives


• Sell long-term schedules


Scheduling SuggestionsScheduling Suggestions• Ask for enough to

accomplish the advertising objectives


• Sell long-term schedules• Make it visual• Write it out in your client’s

language

• Ask for enough to accomplish the advertising objectives


• Sell long-term schedules• Make it visual• Write it out in your client’s

language


Advertising PlannerAdvertising Planner

WRAB Planner2008

Sale Events

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Prepared by WRAB, Dallas, TX


Advertising PlannerAdvertising Planner

WRAB Monthly PlannerFebruary

Holidays Sports Other Events

Valentine's Day Super Bowl Chili Open

President's Day Pro Bowl

Ash Wednesday NBA

NHL

College Hoops

Feature sponsorships include opening and closing billboards!

Prepared by WRAB, Dallas, TX


Added ValueAdded Value

• Don’t let it detract from your schedule

• Lead with items that support your schedule– Creative services– Sponsorships

• Save promotions, remotes, contests, bonus spots for negotiation

• Don’t let it detract from your schedule

• Lead with items that support your schedule– Creative services– Sponsorships

• Save promotions, remotes, contests, bonus spots for negotiation


RememberRemember

People buy on emotion…… and justify with

logic

Present in a way to get them emotional

Offer your written proposal as the logic

People buy on emotion…… and justify with

logic

Present in a way to get them emotional

Offer your written proposal as the logic


Long Term SchedulesLong Term Schedules

Good for the client!

Good for you!

Good for the client!

Good for you!


Long Term SchedulesLong Term Schedules

Scheduling For Success

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