Tracy Eastwood

1

• Tracy Eastwood
• Regional Managing Director
• Bauer Radio Yorkshire
• Liz Paver
• Sales Director
• Hallam FM and Magic AM

2
Radio

• Two customer bases-
• Reliant on each other
• Often in conflict with each other

3
Listeners

• Music
• Entertainment
• Personality
• Localness
• Lifestyle

4
Advertisers

• Marketing solutions that grow their business
• Care about return on investment
• The world has changed
• Today cant predict anything

5
The World Todaythe R word!

• Impossible to predict. anything!
• Accounts departments tighten up on credit
• Need to do things differently
• Innovations to drive efficiency
• New ways to drive effective trading
• Lasting change

6
Our Choices

• Option A
• Do nothing
• Work harder
• Ride it out - wait for it to end
• Option B
• Refresh our plans
• Chart a new course

• Managed Decline
• Change and Grow

7
Option B

• Understanding
• whats going
• on

Doing something distinctive about it
Analysis
Creativity
Learning
Adapting to changing conditions
8
Painful analysis example.
9
New Markets New Customers

• Advertisers
• Changes to our listeners lives
• Changes to markets
• Fears and aspirations
• Must have v nice to have what's really
  important

• Listeners
• Changed lifestyles
• Today's world in South Yorkshire
• Cares and concerns
• Inspiration v desperation

10
Lifestyle Changes

• Advertisers
• Financial advice, debt counselling
• UK holidays, free advisory services, local
  events and servicesSmile South Yorkshire

• Listeners
• Debt worries
• Family cares and concerns
• Escape from the doom and gloom

11
Internal Communication
12
The Bear Grizzly times call for grizzly methods
13
The Lamb Because it might all go away
14
The Geese Always another opportunity
15
The Squirrel Adapt quickly use your reserves
16
Habitat Response
17
Aldi Response

• Aldi is the most talked about brand in Britain
• Most significant retail shift in past 10 years
• Dont change your lifestyle... change your
  supermarket

Source Drum 15/10/08
18
Our Solution

• Be the attitude that we want to see in our
  clients
• See the opportunities
• Focus on customers not the competition
• Find our squirrels
• Understand our clients businessbuild a business
  case for investment - not a sales case
• Position our product favourably in today's
  environment
• Creative for the real world, as it is today
• Find the innovators, they are our next generation
  of advertisers