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Welcome to work.
Table of
ConTenTs
The FundamenTals: BeneFiTs & scripT.................secTion 1, page ? The scouTing reporT: research ...secTion 2, page ? The research daTa: lisTeners.......secTion 3, page ? The game plan: examples........secTion 4, page ? presser: TesTimonials........secTion 5, page ?
Section 1:
FundamenTals
perhaps the single most important element in mastering the techniques and tactics of racing is experience. But once you have the fundamentals, acquiring the experience is a matter of time. - greg lemond
college sporTs? no, i donT Think so. Were already doing high school and pro.
Few products elicit passions and commitments like collegiate sports. Every fan is their own passionate expert and every fan remembers experiencing a game winning shot or fourth quarter touchdown drive. The memories associated with college sports can appeal to any sponsor trying to sell a product. Its the University where fans graduated, partied and developed strong allegiances.
WoW, i didnT Think oF iT like ThaT. BuT sTill, radio? younger Fans donT lisTen To The radio.
A common perception of sports radio is that it appeals only to an older demographic. Your vision of a grandpa listening to afternoon baseball games from his sofa is outdated. Sports radio programming has exploded as consumers male and female, young and old seek out updates on their teams. Due to this demand, sports stations are trending on FM frequencies.
BuT people WaTch The games on TV. Why should i puT money inTo someThing ThaT WonT Be paid aTTenTion To?
Radio has abilities or skills that other media cannot match. While TV is both audio and visual, radio caters only to our ears. Fans paint a picture of the game in their heads as its being played. Theyre more likely to pay attention to your product when you advertise it during a radio broadcast.
Section 2:
sCouTing RepoRT
you dont play against opponents; you play against the game of basketball. - Bob knight
listeners states Radio Today. All age demographics are covered, and the numbers continually grow. Diversity among the sexes is also growing. Female listeners make up an average of 16% of sports listenership (up 2% since 2007). Listenership is also active and growing amongst age demographics. Possible Sponsorship Targets Restaurants, clothing stores, hair salons, youth groups Through sports youre reaching target audiences you may not have during regularly scheduled programming. It is important not to forget that your station is targeted at a specific time, for a specific reason. This is an opportunity for you to reach sponsors, and for sponsors to reach an audience that may not normally reach. Therefore, dont be afraid to think out of the box, and only resort to the familiar.
Education
Persons 18+
Ethnic Composition*
AQH Persons * Only in DST-Controlled Markets
Household Income
Persons 18+
<12th Grade 3%
Black 12%
>$75K 49%
$50K-$75K 24%
12.5%
12.3%
12.0% FUN FACT: 11.5% Collge Sports Attendees are 27% more likely to purchase an of ce in the home in the next 12 months 10.7% 10.5%
11.0%
10.0%
A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months Source: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2
College Sport Fans are 16% more likely to be the decision maker for office equipment
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Walmart The UPS Store Target Staples Of ce Max Of ce Depot FedEx Of ce CompUSA 90 95
110 100
106 100
116 100
117 100
118 100
109 100
100
College Sports Fan
105
National Average
110
115
120
A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months Source: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2
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Purchased gas grill Personally did 4 or more home improvement projects Purchased ceiling fan Purchased automotive tools Purchased lawn/porch furniture Purchased weed killer Purchased gas walk-behind lawn mower Purchased top soil Purchased riding lawn mower Purchased lawn fertilizer with weed control Household bought insulation for ceiling, oor, and/or walls Purchased lawn seed 0 20 40 60 80 100 120 151 147 145 145 143 143 142 141 139 140 160 161 160
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73% more likely to buy a gas grill 32% more likely to buy gas at a convenience store 57% more likely to buy beer at a convenience store 50% more likely to buy a breakfast sandwich at a convenience store 42% more likely to buy a soft drink at a convenience store 39% more likely to buy brewed coffee at a convenience store 34% more likely to buy snack foods at a convenience store
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Section 3:
ReseaRCh daTa
daTa on college BaskeTBall lisTeners:
51% of College Football Listeners also listen to College Basketball...Over 7.5 Million Fans listen to both College Football & College Basketball Of those who listen to College Basketball, 31% do not listen to College FootballTheres over 3.3 Million College Sports Fans who only listen to College Basketball! ...
Data reflects fans 18+ who have listened to a game in the past 12 months Source: Scarborough Sports Marketing 2012 Release 1
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Profile of
Education
Less than highschool 5% Some college 39%
man caVe
With an average of 48, sports radio has one of the oldest lister bases on the airwaves, and with 74% of its listeners being male, it is the most gender-lopsided radio genre.
Men 18-34 Men 18-49 Men 21-34 Men 21-49 Men 21-54 Men 25-54 All Women 18+
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Section 4:
gameplan
Football is all about repetition. The trick for a coach is to be innovative when you ask for it. - Bob stoops
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Fulfillment Set a deadline for ads to be submitted prior to first broadcast Follow up during the season for any new ads (seasonal) Follow up Stay in touch during the broadcast season Invite clients to home games Always drop by with posters, schedule cards, etc
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sales paCkages
The exclusive voice of the Crimson Tide for the Shoals area. Named Top Ten Sports Radio Station in the US as a sponsor, you will receive (min); 4 (:30) spots during each Football game (:30) spots during each Basketball game 20 promos/week mentioning you as a sponsor 25 (:30) or (:60) spots/month on 93.9 THE SCORE 90% sponsor renewal rate Many advertisers choose to spend their marketing dollars exclusively with Alabama Crimson Tide Radio Broadcasts partnership advantages: Align your business with a Winning Tradition Drive traffic to your business Reach an expanded and diverse audience Being the only local Alabama Sports Network affiliate, we can capitalize on an untapped market including other stations regular listeners.
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sales paCkages
college sporTs on The coasTkcsT & kcFm radio/Florence oregon duck sponsorship
$175/Month September-March Seven Month Contract for Mens Football & Basketball on KCST 106.9 FM Approximately 35 games; Includes Pac 10 Tournament games*** Minimum 3 spots per football game/ 2 spots per basketball game Sponsor recognition in weekly promotional spots Sponsor recognition print advertising Sponsor recognition in open/close of each game Limited game ticket opportunities oregon sTaTe BeaVer sponsorship $175/Month September-March Seven Month Contract for Mens Football & Basketball on KCFM 104.1 FM, 1250 am & 103.1 Fm Approximately 35 games; Includes Pac 10 Tournament games*** Minimum 3 spots per football game/ 2 spots per basketball game Sponsor recognition in weekly promotional spots Sponsor recognition print advertising Sponsor recognition in open/close of each game Limited game ticket opportunities
*** Bowl Games and/or NCAA Tournament games sold separately
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sales paCkages
kihk haWk counTry 106.9 Fm
September 2012-February 2013 Get great name recognition and coverage during the IOWA HAWKEYE football and basketball season 5 (:30 second) Commercials during each HAWKEYE game 1 (:30 second) Commercials during each HAWK TALK COACHES SHOW that airs on Wednesday evenings at 7pm hawkeye partnership cost is only $150.00 per month for 6 months PLUS, as your bonus, your spots will also be played at any football bowl game or basketball post season tournament games at no additional charge.
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sales paCkages
1410 kQV neWsradio home oF The niTTany lions
september 2012 january 2013 nittany lion Football games September 1 - November 24, 2012 (12 weeks/two per game= 24) Each Saturday hear play-by-play of all the action from Happy Valley Opening Billboards, Commercial in play-by-play, Promotional Mentions include nittany lion update: inside penn state athletics August 27 November 23, 2012 (13 weeks/one per week) Monday through Friday at 12:44 PM, tune to 1410 KQV for The Nittany Lion Update This three minute report features interviews with PSU Coaches, players and experts. Opening Billboards, Commercial Adjacencies, Promotional Mentions included nittany lion hotline: The coachs show August 30 November 22, 2012 (13 weeks/one per week) Every Thursday Evening at 8:00PM the Nittany Lion Hotline heats up with the PSU Coachs Show This one hour show allows fans to ask the tough questions directly to PSU Coaches Opening Billboards, Commercial Adjacencies, Promotional Mentions included
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sales paCkages
1410 kQV neWsradio home oF The niTTany lions
1410 kQV sports reports 65 commercial sponsorships (6AM-7PM, Monday-Friday) 410 KQV Newsradio brings you Sports News each hour at :15 & :45 from 6:00AM- 7:00PM, Monday-Friday. Opening Billboards & Commercial Adjacencies included 1410 kQV Football play-by-play 66 in-game commercials (NFL Regular Season & NCAA Season and Post-Season Play) as a sponsor of nittany lion Football on 1410 kQV you receive: Total Number of Commercials: 181 / Total Investment: $4,525 ($755/ month) as a Thank you please accept 2 tickets to a steelers game (based on availability}
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Sample
k96 Fm
sales sheeTs
grizzly Football 2011 Big Sky Champions FCS NATIONAL CHAMPS IN 1995 & 2001 17 Big Sky Conference Championships Won or shared 12 of the last 13 Big Sky Conference titles 26 Winning Seasons in a Row Be a sponsor geT connecTed WiTh The griZ Fans in The 2012-2013 season as a montana grizzly sponsor you will receive: Billboards in the opening and closing of the games Six (4) :30 second commercials per football game Plus 1 commercial in Weekly Coaches Shows Season investment of $2,520 ($360 per month) September March Season investment required from time of contract signing, season does not include extended season games (sold separately) Ask your radio station representative for details
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Sample
sales sheeTs
Texas a&m miliTary
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Sample
sales sheeTs
golden gopher passion & exciTemenT
highlights of minnesota athletics 2008-2009 season 6 Big Ten/WCHA regular season titles (27 in past six years) NCAA tournament appearance for mens hockey Insight Bowl appearance for football Won our 8th national title in last 7 years 7 top 10 national finishes gopher radio listeners profile Golden Gopher fans are well educated, high-income professionals. The following statistics are based on radio listeners for each sport: Football 32% earned college degree or higher 41% have $75,000+ HH incomes 58% are 25-54 Mens Basketball 39% earned college degree or higher 45% have $75,000+ HH incomes 57% are 25-54
Persons 12 - 64 Sports Fans Avid Sports Fans 8:57 9:15
DEMOGRAPHIC
HOURS
12 24 18 34 25 54 35 64
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Sample
sales sheeTs
your radio home For The cyclones & panThers
iowa state Football 2011 Pinstripe Bowl Appearance Defeated #2 Ranked Oklahoma State Cowboys First time ever win against an opponent in the top 6 (AP Poll) iowa state mens Basketball 2012 NCAA National Tournament Appearance Finished 3rd in Big XII Royce White Freshman Forward 1st Team All Big XII uni Football Missouri Valley Champions 2001, 2003, 2005, 2007, 2008, 2010, & 2011 33 Total Conference Championships 2005 National Champion Participant uni mens Basketball 5 NCAA National Tournament Appearances since 2004 2010 Sweet 16 Appearance with win over #1 seed Kansas Conference Tournament Champs in 2004, 2006, & 2010
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Sample
sales sheeTs
isu alumni By The numBers
county Winneshiek Allamakee Clayton Fayette Chickasaw Howard # of alumni 387 223 287 308 223 157
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Sample
sales sheeTs
Be a sponsor
Get connected with Panther & Cyclone Fans in the 2012-2013 Season as a sponsor you will receive: Billboards in the opening and closing of the games Six (4) :30 second commercials per football game Two (3) :30 second commercials per mens basketball game Plus 1 commercial in Weekly Coaches Shows Plus 1 :30 spot to air daily on K-FOX Season investment September March Season investment required from time of contract signing, season includes play-off games (at post season rate) Ask your radio station representative for details
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Section 5:
pResseR
long ago we learned that sports is an emotional sale. so we seek out alumni in the area who are involved in deciding a potential sponsorship opportunity. This is not always easyone of our parttime announcers is involved in local alumni activities and that helps. -- Judith Ross, General Sales Manager, KQV AM Pittsburgh, PA its about college loyalty. some people root for the cyclones and others the hawks. But, our sponsors know this and target listeners, fans and alums of both teams. -- Craig Aukes, General Manager, KIHK FM and KSOU AM/FM, Sioux Center, IA its appointment listening. advertisers are reaching people that otherwise wouldnt hear their messages. sports listeners seek out the signal and tune in for four hours every saturday. -- Tom Morris, the voice of the Idaho Vandals We always sell football and basketball together (no exceptions) because in our area football is a much stronger program. our package is structured as a pro-rated flat monthly fee. When you add the number of basketball games to football it helps bring down the spot rate and increases the number of overall games aired on the station which in turn increases the amount of promotional value (weekly promotional mentions, open & close recognition each game). We also purchase a print ad in the local paper with emphasis on our sponsors for each season (twice a year). -- Jon Thompson, General Manager, Owner
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Jared Weston, an AE with the Oklahoma State Cowboy Sports Network explains he uses his most successful sales tactic in closing sports packages: ...by explaining the passion and loyalty that our brand can bring to their business, illustrating the wide audience/consumer base we are able to provide through our partnership opportunities. We sold almost all of the inventory to the san angelo a&m club. With our help, they in turn sold it to members. This is a great fundraiser for the club. The members who bought get the benefit of the advertising and help the club as well. everybody wins. -- Dewey Weaver, General Manager Townsquare Media San Angelo Be sincere, curious and an individual of your word with every person you come in contact with and truly care about the well-being of the company as a whole. Build partnerships that work and make your contact look good along with the company. if you care enough to want the partnership to work as if it were your own company you will do ok. Finally, be passionate and believe in your product. clients can sense ones belief in a product and that naturally spills over to the customer. -- Matt Bauschek Associate General Manager, IU Sports Properties
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