2017 Radio Solutions Conference Curriculum
Presented By Jerry Del Colliano
The Hub Conference Center / Philadelphia
April 5, 2017
1. Reducing High Advertiser Churn
In 2016 the Advertising Research Foundation studied 5,000 Ad Campaigns from around the world. They found that 75% of the impact of an ad campaign comes down to the Creative. Yet no one is talking about the Creative, except for a handful of people around the country.
Working with Sensory Logic of Minneapolis, Jerry Lee has found the following shocking statistics:
50% of all National Radio Commercials are a waste of the Clients money.
68% of all Local Radio Commercials are a waste of the Clients money.
Jerry Lee’s MoreFM in Philadelphia has been the revenue leader and is going to show how to create advertising that gets better results, gains higher premiums and earns more renewals greatly reducing advertising churn.
You’ll learn what you can do to improve the copy by testing it and things that will gain more listener attention — such as using multiple voices. In fact, you will be able to pinpoint the exact number of voices that make a radio spot more compelling and how not to record the spot.
With 2 out of 3 local radio commercials being a waste of your clients’ money, is it any wonder that advertiser churn is so high?
2. Strategies for Ending Rampant Rate Cutting
Specific ways to compete against stations that are willing to drop rates to get in on the buy offering costly promotions and flood the buy with bonuses thus driving the market rates down further. Success stories from stations that have fought back and won.
3. Attracting Millennial Listeners
What Millennials, Xers & Baby Boomers Want From Radio
Specific advice to radio stations from Morley Winograd, who along with Michael Hais, is arguably the best authority on Millennials now filling out the 18–35 year old money demo. They wrote Millennial Makeover among other books.
Morley will do a special presentation for our group about what Millennials, who now make up the prime 18–34 demographic want specifically from radio.
How to program to the changing needs of Gen Xers and Baby Boomers.
4. Rebuilding Eroding Radio Audiences
The good news is that there are many things that radio can do and these strategies will work. Things like changing the way you hire air talent, how they talk to listeners in the age of digital and social media and making today’s radio not sound like yesterday’s.
5. The Morning Show of the Future
Why your new “morning man” should be a woman. The prototype of the new “morning man”. A more authentic way to do premium-priced commercials. A must-have feature more addictive than traffic or weather. The one thing every station leaves out of mornings that in-demo listeners really want.
6. Eliminating the 3 Biggest Listener Objections to Radio
Outdated morning shows, too many lousy commercials & repetitious music.
Outdated morning shows that offer what they already have in their hand (like real time traffic), those endless stopsets and the same repetitive music over and over again.
What I will share is ways to offer information audiences can’t get on their digital devices and you can sell it, too! We can do this. Let’s innovate. How to fix too many commercials, outdated morning shows and ending repetition that turns listeners off.
7. Listen Longer Strategies
Time Spent Listening to radio (TSL) has declined each and every year since 1990.
Be assured that even in the attention deficit age, there are ways — good strategies for increasing the time listeners spend with your station.
Remember, attention deficit was not as big a problem 25 years ago when TSL first started its steady decline.
Under 30’s don’t listen to any song all the way through and music radio is based on the premise that if a station plays the right songs, the audience will come. That is no longer true.
You will be presented with strategic approaches to keep listeners from straying even though they are now tuning out not just during radio’s long commercial breaks but during songs that they love.
Clue: It isn’t longer music sweeps. You’ll learn how to get audiences to listen to songs all the way through or at the least the next best thing. We will cover how to handle music and spoken word formats.
8. Solutions to Commercial Clutter
You’ll discover what you need to know, like:
- Why this one type of commercial is an absolute tune-in when most others invite immediate tune-out.
- The thing you can put in the middle of commercial stopsets that will force listening to continue. Try it and test it.
- Why experts now say more frequent stopsets are actually an advantage for today’s attention deficit audiences.
- 2 things you can do that will increase the effectiveness of commercials delivering better results and making the spots easier on listeners’ ears.
- Dealing with those shorter spots that are increasingly showing up on-the-air.
- Results of actual station’s experimenting with greatly reduced commercial loads.
- The word you must never say on the air because it makes listeners flee.
- Commercials can be tune-in magnets — Of course when you have no control and the agency sends you awful spots, what choice do we have? But when stations produce spots for local there are ways to make them a tune-in. Sound strange? Think about TV spots on Super Bowl Sunday. So many viewers watch just for the commercials. How to start producing great spots that listeners will eat up.
9. Digital That Makes Money
To be frank, after a decade of not being able to harness digital, social and web-related revenues while seeing radio revenue and audiences decline, separate digital and radio strategies are being considered.
Why drive listeners to the web when radio doesn’t make money in that space and doesn’t even get listening credit.
Consider this separate approach to creating great radio and, separately, creating digital businesses that actually make money.
We’ll look at short-form video and how to take an iPhone 7 and make more money than most stations probably make from all their digital efforts together.
In fact, teenagers — yes, teens, make more money from their short-form, iPhone videos through product placement and garnering large audiences.
Why social media is a black hole for radio revenue — what to be aware of.
The trend that is developing is not to send radio listeners anywhere else but their stations. The new motto is: if you miss a little, you miss a lot. And you won’t find it online.
10. Underground AM Stations
The government, the FCC and the industry can’t save AM radio but if you’re open to new ideas — things that might even appeal to Millennials — take a page from the 1960’s when FM went underground to develop new stations and attract new listeners.
Let’s talk about a number of ways to create Underground AM — one show, one day-part or all day/every day. The kinds of content that FM radio is not now offering because owners feel they have too much to lose.
What will your reaction be to the Millennial AM station I am going to describe that addresses what they care about, helps them pay their college loans, sounds like them and not raditional “radio” and why advertisers will wait in line to get on board.
We will discuss the pitch that will cinch the first big advertiser.
11. Podcasting — Yes, or No!
The #1 podcast in the iTunes Store is an on-air radio show. What we’re learning about what works and what doesn’t and the future of podcasting in radio’s revenue future.
Podcasting is growing among non-Millennial audiences. Advertisers still show caution. And stations worry that they may be driving their own listeners to their own podcasts thus losing audience and revenue.
The threat and opportunity of podcasting.
Our conference will not be available by stream or video — only live and in person.
Join the radio people and entrepreneurs who have already reserved their seats.
One day — Wednesday, April 5th 9am until 4pm (breakfast, lunch & all breaks included)
Find nearby hotels here
Call (480) 998–9898
Jerry Del Colliano’s background includes television, radio, publishing, Internet, digital, social media and Professor of Music Industry at the University of Southern California where he developed curricula on how generations differ in their media needs. He’s the publisher of Inside Music Media, DayStarters and advises media companies on broadcasting and the digital future.