Category Spotlight

1
Category Spotlight

• Public Radioss tried and true success categories
  
• (plus a few surprises)
• Nancy Mitchell, PRP and
• Kimberly Sparrow, KQED

2
Top-Performing Categories what the research
shows

• The top three underwriting categories
• Education
• Performance
• Healthcare/Medical
• representing 32 of all funding
• Stations that did not do well in these categories
  showed growth potential of 10-20 by capturing
  these lost categories

3
Top-Performing Categories what the research
shows

• Most stations earned half of their revenue from
  six or fewer categories (so what?)
• Targeted growth categories
• - Banks - Food Service
• - Retail - Financial Services
• - Law Firms - Community Orgs
• - Government - Public Utilities

4
Whats Notable or Surprising

• Automobiles under perform
• B to B accounts under perform
• High of agency business not necessarily an
  indicator of growth nor of high performance

5
KQED Radio Top Categories

• Financial Services
• Consumer Goods
• Education
• Health
• Next tier 5 each, including tech, .orgs,
  professional services, leisure/entertainment

• 15
• 15
• 10
• 10 50

6
How to increase revenue in emerging categories

• Monitor
• Organize
• Deploy
• Renew
• Repeat

7
Category Spotlight Session3 Market Examples

8
Austin-Retail

• Historically stable category for KUT because of
  the University environment in Austin
• Local-Centric Attitude Keep Austin Weird
• Sales Manager reviewed how clients were buying
  the stations and created new packages with more
  productive schedules. Increased the client
  results and helped the stations enjoy a larger
  share of budgets from more retail clients.
• Independent Retailers Package

9
Static Sticker for Program
10
Nashville-Financial

• Considerable population growth with simultaneous
  growth in disposable income
• Growth due in part of explosion of businesses
  relocating to Nashville area creating new
  opportunities for corporate banking, personal
  wealth management and retirement planning
• Used Demographic statistics and indexes from
  Media Audit during sales pitch and proposal
  stages that helped to support the need for the
  Financial Institutions to market their products
  to their affluent listeners of Nashville Public
  Radio.

11
Seattle-Legal

• Noticed a surge in new law firms opening up shop
  in Seattle along with several large firms merging
• Focused the attention of a new rep on the
  majority of the firms that were not being called
  on with some regularity
• Increased revenues by increasing proposal
  amounts, focusing schedules on drive times to
  increase visibility to B-2-B audiences
• Created competitive surge, Law Firms are
  followers, once one is in the others will follow
  because of sheer competitiveness.
• 22 growth in category revenues

12
Summary

• Watch market trends for new category ideas
• Create packages that will appeal to the category
  group to help drive sales and traffic to their
  websites or storefronts
• Focus sales efforts on growth categories
  identified
• Use Research to help sell demographics in sales
  pitches and proposals