1.
Linda Gorchels
Creativity Curator
Tomorrow’s Mysteries

2.
By the end of the day you should be able to:
• apply universal marketing
concepts to your station
• envision several probable
futures
• be prepared to exploit
different marketing tools to
fit different futures
Today’s goals
Spring 2015

3.
Marketing is …
Carefully carving your target market, then
• crafting and renewing the best offering
(product & price) for them,
• delivering the offering to them (place) in
appropriately dynamic ways,
and
• communicating this offering so as to
maintain relevance (promotion).

4.
The MATRIX
To AUDIENCE(S) To ADVERTISERS
Programming
( Product)
format, news
community
vigor of audience
connection
Delivery process
( Place)
OTA, webcasting,
streaming
analytics,
consulting
Communication
(Promotion)
social media,
traditional media
sales
Cost
(Price)
commercials, fees rates
of Broadcast Station Marketing

5.
The Future of Your Radio Brand
Mark Ramsey @ HIVIO 2014

6.
What do Advertisers Want from Radio
InnoVision's Ric Militi at HIVIO 2014

7.
Wow!
How can
stations
really do all
that?

8.
The marketing planning
process
Where are you now?
Where do you want to go long-term?
(vision, goals, and strategies)
What are you going to accomplish this year
to move closer to the long-term vision?
(annual objectives)What actions will help you
accomplish the objectives?
(tactics & tasks)
How will you implement, track &
evaluate results?
(performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.

9.
The marketing planning
process
Where are you now?
Where do you want to go long-term?
(vision, goals, and strategies)
What are you going to accomplish this year
to move closer to the long-term vision?
(annual objectives)What actions will help you
accomplish the objectives?
(tactics & tasks)
How will you implement, track &
evaluate results?
(performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.

10.
Simon Sinek: Start with Why
© Linda Gorchels

11.
The marketing planning
process
Where are you now?
Where do you want to go long-term?
(vision, goals, and strategies)
What are you going to accomplish this year
to move closer to the long-term vision?
(annual objectives)What actions will help you
accomplish the objectives?
(tactics & tasks)
How will you implement, track &
evaluate results?
(performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.

12.
Do station personnel agree on programming
decisions, and on the right balance between
commercials and content?

13.
Nonnegotiable Differentiator Exciter
Tolerable Dissatisfier Enrager
So What? NA NA
Basic Discriminator Energizer
Positive
Negative
Neutral
How do programs or other parts of
your “offer” affect your audience?
Source: Ian C. MacMillan and Rita Gunther McGrath, “Discover Your Products’ Hidden Potential,” Harvard
Business Review, May-June 1996.

14.
Diverse customers and segments
One primary
broadcast
message
Many
narrowcast
messages
Broadcast to narrowcast

15.
The marketing planning
process
Where are you now?
Where do you want to go long-term?
(vision, goals, and strategies)
What are you going to accomplish this year
to move closer to the long-term vision?
(annual objectives)What actions will help you
accomplish the objectives?
(tactics & tasks)
How will you implement, track &
evaluate results?
(performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.

16.
Is there buy-in and support for
learning about and supporting new
technologies and advancements?

17.
The marketing planning
process
Where are you now?
Where do you want to go long-term?
(vision, goals, and strategies)
What are you going to accomplish this year
to move closer to the long-term vision?
(annual objectives)What actions will help you
accomplish the objectives?
(tactics & tasks)
How will you implement, track &
evaluate results?
(performance measures & metrics)
Source: Linda Gorchels, The Product Manager’s Handbook.

18.
Local broadcasting is SoLoMo
social
local
mobile

19.
Social: enabling conversations

20.
Social Media 2015

21.
Local: regional interests

22.
Mobile for snacking

23.
Storytelling, design and
award-winning reporting
Get the right balance:

24.
The promotion,
the marketing
communications,
the conversations
should be integrated.
Integrated
Marketing
Communications
IMC

25.
“Brand is not a
product, that's for
sure; it's not one item.
It's an idea, it's a
theory, it's a meaning,
it's how you carry
yourself. It's
aspirational, it's
inspirational.”
Kevin A. Plank
CEO, Under Armour

26.
• What image to listeners have of your
station (your brand)?
– Include both rational and emotional
elements
• What value (brand equity) does this
image have for them?
• How do they perceive this brand
compared to the competition (your
positioning)?
• Is this the perception you want, and is
it consistent with your goals?
Ask yourself

27.
What are the relevant
benefits?
Saw Stop hot dog

28.
Saw Stop Demo explained

29.
Now what?
Let’s talk about envisioning the
future.

30.
The RTDNA/Hofstra University Survey was conducted in the fourth quarter of 2013 among all 1,659
operating, non-satellite television stations and a random sample of 3,263 radio stations

31.
The RTDNA/Hofstra University Survey was conducted in the fourth quarter of 2013 among all 1,659
operating, non-satellite television stations and a random sample of 3,263 radio stations.

32.
What are the biggest challenges trending
for 2015 and beyond?

33.
What opportunities are trending for
2015 and beyond that might be lost if
you don’t act now?

34.
Monitor
and
project
these
trends
over time
ECOSYSTEM

35.
Technology
• News available everywhere: internet,
smart phone, wearable
• Bandwidth growth
• Streaming
• Connected cars
• Innovations

36.
Industry
• Consolidation
• Budget constraints
• Talent shortages
• Syndicated programs
• News reporting
trends
• Digital ad revenue
• More digital
competition

37.
Market
• Digital generational divide
• Fragmented media choices
• Customization vs. privacy

38.
Generational Cohorts
(birth years)
1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Cohorts
Traditionalist
Baby Boomer
Gen X
Millennial
Z ?

39.
Source: Nielsen Cross-Platform Report, March 17, 2015
Q1 2014: Weekly Time Spent (Hrs: Min)
A18-24 A25-34 A35-49 A50-64 A65+
On Traditional TV 19:55 23:58 30:10 41:01 48:41
Watching Time-shifted TV 1:54 3:37 4:13 4:17 3:22
Using DVD/Blu Ray Device 0:57 1:34 1:18 1:04 0:39
Using a Game Console 3:48 2:49 1:14 0:25 0:08
Using the Internet on a Computer 5:29 6:12 7:30 5:59 2:55
Watching Video on Internet 2:28 2:11 1:45 1:12 0:23
Watching Video on a Mobile
Phone
0:25 0:16 0:08 0:04 -
Age differences in TV watching

40.
Ecosystem (a.k.a. everything else!)
• Regulatory environment
• Political conditions
• Economy
• Expectations

41.
Peter Schwartz
Futurist and Author
“The test of good
scenarios is not getting the
future right – the real test
of a good scenario is: did I
make better choices as a
result of having looked at
and understood both my
own environment better
and the consequences of
my actions?”

42.
Media 2015: The Future of Media
A report from The Futures Company :http://www.unileverusa.com/Images/FOM_Final_09_tcm23-206938.pdf
Fluid (anytime, any place)
Fixed (sometimes, some places)
Fragmented
Consolidated
TONS OF TWITTER PORTAL OF ME
MEDIA BUFFET TRADITIONAL NEW
MEDIA

43.
What are the possible
scenarios for 2020?

44.
Think about what
marketing approaches
will be appropriate for
different futures. Can
you add enough
flexibility to your plans
to allow adaptation if
your vision of the
future is wrong?

45.
• Thoughtfully adapt universal
marketing concepts to your
station
• Consciously envision several
probable futures
• Creatively exploit different
marketing tools to fit
different futures
In summing up:

46.
Just as we routinely upgrade computer systems, we must upgrade our own knowledge systems.
Linda has helped over 10,000 people over a 25+ year period with these educational upgrades,
merging anecdotal client experience with researched “best practices,” and sharing the resulting
insights with managers and executives. After working in the office products, publishing and
insurance industries, she joined UW-Madison’s Center for Professional and Executive Development,
both as a corporate trainer and program director. Now, as a director emerita, she provides
workshops for select clients.
An award-winning author of The Product Manager’s Handbook, she has also written The Product
Manager’s Field Guide, The Manager’s Guide to Distribution Channels, Business Model Renewal,
and Product Management ShortRead Series.
Linda is now a blogger, mystery author and Creativity Curator for her own company, Tomorrow’s
Mysteries, LLC.
Linda M. Gorchels

47.
For more information, refer to the following books on
Amazon, follow my blogs, and download several free
articles from my website, BrainSnacksCafe.com.
The Product Management ShortRead Series is a collection of
“bite-sized” (about 100 pages) books on selected topics .
Product Management 101 and Product Strategy & Roadmaps
were published in January 2017.
Creatively Innovative is scheduled for May 2017.