Rob Molhoek the Sales Manager of Hope Media's Sponsorship presentation

1. Australian Community Radio Shines
9.2 million people |Over 500 Cities & Towns

2. $50 million in 5 years!

3. Like no one Else!

4. Audiences
Cumes (000s)
4400000
4100000 commercial radio (Cumes)
3506000
2805000
2364000
2159000
1886000
1597000
1265000 1379000 1300000
932000
716000
Sources: Commercial Radio audience information taken from Nielsen Radio Survey #9 2009 (All People Aged 10 +, Cumulative Audience, Monday to Sunday, 5am to Midnight). Christian Media audience
information taken from CBAA McNair Ingenuity Radio Research – Nov 2008 (All People Aged15+, Weekly & Monthly Cumulative Audience, Monday to Sunday, All Listening)

5. Income
Estimated Income $m
200
190
130
110 110
90 90
35 35
7 6
0 0

6. Yield
per Listener
$65.26
$58.32
$56.36
$54.19
$50.95
$48.78 $48.88
$46.35
$37.55
$4.62
0 0 $1.59

7. $50 million in 5 years!

8. Working Together

9. Sharing
• Ideas & Concepts
• Resources & Production
• Sales Proposals & Scripts
• Sales People & Presentations

10. Inventory & Rates

11. What we Have
• X minutes per hour
– 2 x 30 seconds per minute Hours
• Y demand hours each day
– (5am to 7pm)
Spots
• Z spots per day
– (5am to Midnight)
Minutes
• 5 weekdays + weekends!
• Fluctuating Demand and Utilisation

12. What it’s Worth
X x 2 x Y x 70% = Z
e.g. 5 minutes X 2 X 19 x 365 days x 70% = 48,545
Target Income ÷ Z = Average Rate
e.g. $2,500,000 ÷ 48,545 = $51.50

13. 70,000 | 33% BREAKFAST
X
to
9am
5am
53,000 | 24% MORNINGS
X
to
63,000| 29% AFTERNOONS
X
to
75,000 | 35% DRIVE
X
to
Noon 3pm 7pm
9am Noon 3pm
Across the Day!
14,000 | 6% W’ENDS/EVENING
to
Mid
7pm
2.1 1.2 1.4 2.0 ÷ 2

14. What’s Left?
FILLERS

15. More calls more dollars

16. Reverse Thinking
• Set the Target $$$
• Establish Industry Monthly Average
• Calculate Number of People
• Fund Start-up Phase

17. Cost of Sale
TYPICALLY 35 to 50% LOCAL
Higher the Risk the Higher the Reward
• Commission only | generous at 40% to 50%
Create JOB – Just above broke
• Salary or Retainer + Commission scale at 15%
TYPICALLY 25 to 30% NATIONAL

18. Training & Review

19. Discipline & Accountability
• The more people you see the more sales you’ll make!
• 8 to 15 decision making sales calls a week
(meaningful revenue producing calls)
• 70% of appointments set by 5pm Friday each week.
• Never leave without a firm answer or follow-up
appointment to come back for one!
• Coffees and Follow-up calls don’t count!
• People only respect what you inspect!

20. How Radio Works

21. Power of Connection!
Know you Like You Trust You
Relationships Matter

22. What Sponsors Want

23. Business of Business
Sales!

24. What Sponsors Want
WHAT they WANT WHAT they DON’T WANT
• RESULTS & ROI • BAD SERVICE
• BIG IDEAS
• BAD ADVICE
• GREAT CREATIVE
• PROFILE or EGO • POOR PLACEMENT
• PARTNERSHIP • LIES & AVOIDANCE
• ASSOCIATION with • INCONVIENIENCE
SOMETHING BIGGER
• GREAT SERVICE & CARE • LAME COPY &
• WHAT THEY PAID FOR PRODUCTION

25. Sales Presentation

26. Packaging
Thirty (30) Reach n Frequency
Seconds Modules of 14 x 30 per week + Fillers
BTA Annual Contracts 30 x 30
100 X Cheap Command & Control Agencies
Saturation
Overnighters Weekend Impact 10 per day
3 + 3 x 365 20 x 30 x 52 65 x 7days 30 days

27. Realistic Pricing
Market Market Market Published AVERAGE TYPICAL
Category Examples Size Rate ROS REAL CPM
RATE
One Sydney, Melbourne, Brisbane, Vision 2 million $100.00 $35 $0.14
Plus
Two Adelaide, Perth 1 million $65.00 $18 $0.15
– 2 million
Three Gold Coast, Newcastle 500,000 $24.00 $15 $0.42
– 1 million
Four Hobart, Wollongong, Geelong 250,000 $20.00 $14 $0.56
–500,000
Five Gippsland, Albury Wodonga 100,000 $10.00 $10 $0.76
– 250,000
Six Mt Isa, Riverton, Mt Gambier Under $10.00 $8 $2.66
100,000

28. The Thrill of the Hunt

29. Characteristics of Successful Sales People
1. Most Demanding on Resources
2. Drive Good Cars, Dress Well, Highly Geared
3. Always Prospecting
4. Well Connected and Networked
5. First in - last to leave
6. Self Learning
7. Take work home regularly
8. Won’t take No for an Answer
9. Make most Face to Face Calls
10. Results Focused, Always Find a Way

30. Prospecting Planning
Cream Networking
Foundation
Activity
Core Cold
Calls
Seasonal
Targets

31. Systems & Planning

32. Traffic Control
© Lifetime Momentum Pty Ltd – May 2009

33. Research & Results

34. Research Terms
SHARE vs REACH CUME or REACH
SHARE of ALL Listening All those who tuned
REACH of ALL Listeners in and tuned out!
AVERAGE AUDIENCE TSL
Number of people typically Average Time Spent
listening each Quarter Listening each week.
Hour of Day Hope 103.2 | 14hours

35. Why aren’t we included?
What commercial radio don’t want to admit!
Other Fm Other AM
Share12% Share 4%
ABC Combined All Commercial
Share 23.8 Shares 60%

36. Use of Survey Data
Always Qualify
(Source)
your claims:  Nielsen Sydney Radio
Survey #1, 2009
 McNair Ingenuity Radio
Source & Listenership
Research, July 2009
Characteristics (Characteristics)
 ALL people aged
10+, Cumulative
Code of Ethics Audience,
 Mon to Sun, 5am to
Midnight

37. Lots of Listeners

38. Honest, Topical & Entertaining

39. Get Busy Get Serious

40. Hard Work
Passion Strategy
Persistence Commitment

41. $50million in 5 years!