Since all buyers utilizing the system will register with their business specific information, radio stations can better understand their customers' and non-customers' needs and buying habits.
As a result, the radio station can respond quickly to opportunities and threats. This information, which is currently not systematically collected, will prove valuable market data for the radio station's competitive marketplace.
Radio stations will be able to quickly react to market demands by changing their prices, offering promotional packages, and offering discounts for unsold ad space. Radio stations can trace purchase histories of their past clients and promote appropriate promotional packages to a much more targeted market. Due to the timeliness required of this disposable commodity, this savings in efficiency could ensure a station from losing revenues from unsold space.
In addition, the hour availability and borderless reach of the Internet will enable radio stations to access a much wider range of customers than ever before. Participating radio stations listed on the website will benefit from BlueIsland. Buyers will be presented with a user interface that is customized to meet their needs. Buyers will also enjoy the following services and benefits:. Research Stations —Buyers can conduct research using the BlueIsland radio station database.
Buyers can search by several criteria including station demographics, price average cost per spot , specific region or city, listener reach, music format, and other criteria important in making purchasing decisions. The search will result in a listing of all station matching the criteria and the customer will be able to select stations they wish to continue using for further research. In addition, buyers will be able to select "value-added" research like competitive analysis What is my competitor doing?
Plan Campaign —Buyers will begin to plan their media campaign, selecting specific radio stations, availability, cost data, and discounts as parameters. A buyer can create a variety of different customized ad campaigns or select one of BlueIsland. Ultimately, a buyer can save this campaign to buy later or they can execute a "buy. Buy Media —This option gives the media buyer a fully functioning transaction center to actually purchase ad spots.
After selecting the options, a buyer can proceed to "check out" or close the deal. To complete a transaction, the media buyer must have verified financial information linked to their membership. Once a purchase is made, the buyer's account will be debited for the amount of purchase and will receive an invoice and confirmation number. The spots purchased will also be immediately removed from sale on the exchange. An e-mail notification will then be generated and transmitted to both the buyer and seller, confirming the transaction.
Specific packages and prices will be offered as alternatives to using traditional production houses. A variety of example voices will be available for a user to choose from to build their ad. After submitting the copy of the ad text, BlueIsland will create a selection of three digital ads for the buyer and make it available for review online. A buyer can select from the ad online and submit it to BlueIsland. Client History —The buyer will have the opportunity to track past schedules and purchases made with BlueIsland.
A ROI calculator will provide the ability to observe actual benefits of advertising on the radio and include estimates of cost savings achieved by using BlueIsland. The most substantial of these benefits has to be the efficiency and time saved in the process.
Through BlueIsland's search engine, a potential buyer will be able to better screen and target those stations that enable them to reach their market. This will increase the cost-effectiveness of advertising expenditures. A buyer will be able to search all radio station information including demographics, reach, and pricing at the click of a mouse. Typically, a business seeking to find information about particular radio stations would have to call every station they have an interest in purchasing space from.
All of this information will be provided in a convenient easy-to-use place. This will greatly reduce the amount of faxing and phone calls necessary to make a purchasing decision. Potential buyers will receive notification of ad sales and other promotions the radio stations are offering.
This will enable customers with smaller advertising budgets to take advantage of opportunities to advertise at discounted rates. Many of the businesses that may want to advertise on the radio are simply not educated in the language or process of actually securing ad space. BlueIsland will allow a new potential customer the ability to educate themselves, screen potential markets, get costing estimates, and become more informed in general about the powerful nature of radio advertising.
The competitive space we have defined for BlueIsland. Our markets, customers, and competitors are further defined below. It is projected that by the year almost one-third of all business-to-business transactions will be performed via e-commerce In , 41 percent of small businesses used the Internet; this was double the use in According to a survey conducted by IBM and the U. Small businesses have been slow adopters in the e-commerce industry.
The radio industry includes 12, radio stations in more than major markets. Although there has been consolidation since the Telecommunications Act of , the radio industry is still highly fragmented and managed by many small mom-and-pop operations.
Radio stations derive percent of their revenues from advertising. In , the U. This growth had been fueled by radio industry marketing campaigns, the growth of the Internet, and the use of radio as a primary communication medium to drive consumers to the web.
Radio stations have been slow to adopt the use of the Internet as a broadcast, advertising, or e-commerce medium. Fries, like many radio station managers, is not seizing the power of the Internet as a channel to automate traditional sales and expand the market reach and size. Buyers of radio advertising space include national advertising agencies, local advertising agencies, businesses, and media brokers representative firms.
Most radio stations have their own personnel to manage sales within their respective markets. However, national media representatives or "rep firms" are contracted to sell to national clients.
Radio advertising can be purchased on a national network and individual local market spot basis either directly or through advertising agencies. Spot radio programming formats vary widely from market to market, from talk shows to music.
In , 99 percent of all households owned a radio. One third of people surveyed indicate they listen to radio at work. Radio reaches over 80 percent of professionals and managers each day. Radio is also one of the only mediums that can reach the increasingly mobile American at home, from their commute to and from work, as well as throughout the day at the office.
The 15 largest radio broadcasters, which own about 11 percent of all U. With the relaxation of federal station ownership regulation, a radio station operator can own as many as eight stations in one market, but no more than five of one kind AM or FM.
The ensuing consolidation has allowed for the centralization of back-office functions such as sales, billing, and marketing, and investment in new product and sales efforts.
The concentration of ownership across markets appeals to advertisers who can make one station "block" ad buy then negotiate on a station-by-station basis.
This one-stop shopping concept boosts the attractiveness of radio as an advertising medium, no matter whether the advertiser is a local merchant or national advertiser. A majority of these firms are headquartered in major cities such as New York, Chicago, and Los Angeles. Although traditionally dominated by large, public corporations, most advertising agencies average only 11 employees.
Advertising agencies vary greatly in size and scope. Smaller agency personnel are responsible for a variety of tasks, while those in larger agencies find their job duties to be more defined. Advertising agencies are responsible for two main functions: The activities of ad agencies are divided into four broad groups: Agencies generally receive compensation for production costs from the client, plus a standard 15 percent commission from the media source for the ad placement.
However, this pricing structure is changing from a flat fee to a cost plus contract structure. The 12, radio stations in the U. Industries that advertise on the radio, 2.
High-growth sectors, and 3. Firms that are currently on the Internet. The top 10 industries that purchase radio include: Because the decision-making tools that support radio advertising purchases are currently costly, time consuming, and require familiarity with radio, BlueIsland. High-growth small business sectors include high-tech and computer retail, new businesses, and the consumer service industry.
Internet companies represent a niche within this sector and on average ". According to a study by Visa of small businesses, 34 percent of small businesses are early technology adopters and represent those potential online customers. The profile of the owners of these businesses are typically years old, and male.
However, the market is not devoid of competitors. Our key direct competitor includes radio advertising sales websites. Radio Advertising Sales Websites —As of October 29, , the major national online resellers included: AllMedia uses an Internet and fax-based purchase system and operates on an auction-negotiation model. AllMedia does not offer discounts or comprehensive advertising tools. AdDeals does not offer discounts or comprehensive campaign planning tools and targets high-end media buyers.
Advertising Agencies —Advertising agencies, primarily small ad agencies, will compete with BlueIsland. Although many small business ad agencies do not target a national market, they do offer highly customized services for their clients at the national level. Market Research Firms —Market research firms that provide market research data to high-end media buyers will be threatened by our ability to aggregate data across the country and provide it to customers in the format that meets their campaign planning needs on an "as needed basis.
Advertising Websites Selling Other Media —A number of websites offer services for the Internet, television, billboard, and outside advertising. Although not direct competitors, these sites are substitutes for radio advertising and do compete for ad dollars.
However, most of these websites do not target small businesses, but rather fairly sophisticated or high-dollar customers. Small business owners and small advertising agencies have needs that BlueIsland. Using leading-edge web technology, BlueIsland. As a new competitor in an attractive market, BlueIsland. The second marketing objective is revenue growth.
The key drivers of revenue are the number of ad spaces listed, the number of visitors, the value of information, transaction value, and the conversion rate. The value propositions that BlueIsland. The goal is to attract first-time customers and provide them with enough value to convert them into repeat customers. Radio stations seek access to customers at a low cost. An online radio brokerage service which enables stations to customize marketing efforts for each buyer, reach new customers, and package buying options at a fraction of the cost of traditional methods.
Small businesses seek easy, targeted, cost-effective advertising. A free and friendly website to manage market research, plan campaigns, buy ad space, obtain creative services, and monitor ads all in one place, in a fraction of the time and cost. It's the convenient way to buy radio advertising. Strategic partnerships are fundamental in the world of Internet commerce.
A key to BlueIsland. RAB will develop custom partnership and exclusivity agreements with each participating radio station.
ASDM's new online database represents information on 9, radio stations, including demographic profiles, market information, formats, and price. ASDM's current customers are advertising agencies and major corporate marketing departments. This partnership will enable ASDM to access new small business customers efficiently and grow their market, at no additional investment or marketing cost.
Chamber of Commerce, the world's largest business federation, representing nearly three million companies, 96 percent of which are small businesses, and 3, local and state chambers. Chamber of Commerce aggregates the power of small businesses to fight for their interests and provide necessary products and services. Chamber of Commerce to offer their members a discount for our services, while supporting a service which returns buying power to the small business.
This partnership provides BlueIsland. Chamber of Commerce membership list, and a competitive advantage. The promotional efforts will focus on building brand and "buzz" around the BlueIsland.
To secure discounted or free radio ad space, BlueIsland. The radio advertising campaign will target major radio markets and wired cities and focus on educating the small business customer about the value of radio, radio listener demographics, and the value of BlueIsland.
This brokering service will create demand for airtime and a partnership between BlueIsland. Tangerine will visit partnering radio station's morning talk shows, attend trade shows, and participate in parades. Tangerine will write editorial content on the website for his location, and provide a diary of his travels around the country.
Tangerine will visit high-growth start-up companies around the country to articulate the benefit of radio. Visitors will be able to select from a list of potential recipients. Whether you write to the assistant in the next office or the partner on the other side of the globe, you can communicate in ways that build trust, respect, and solid connections with others.
Find out how to: Build strong work relationships one message at a time. Read more Read less. Prime Book Box for Kids. Add both to Cart Add both to List. One of these items ships sooner than the other. Buy the selected items together This item: Business Writing with Heart: Ships from and sold by Amazon. Customers who viewed this item also viewed.
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Struggling with writing a book? Whole Lotta Creativity Going On: Be your own kind of creative! Fun, thought-provoking, and unusual activities and exercises that will ignite and invigorate your creative spark. Business plan template and example: Create an amazing business plan and go to market strategy to give your business a solid foundation from which to take off.
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Cut to the Chase: The type of book that will one day be thanked at the Oscars! Learn how the world's top memory experts concentrate and retrieve any information at will. Everything you need to improve your memory is here! Share your thoughts with other customers. Write a customer review. Read reviews that mention lynn write examples communications positive professional situations emails chapter communication gaertner-johnston guide reference table email helpful tips various building example.
There was a problem filtering reviews right now. Please try again later. Fantastic book for anyone who ever writes email, snail mail, or text messages in a professional or casual setting! A must read for telecommuters, consultants, and anyone else who works with people without much face to face contact. Stop killing your relationships with sarcasm your reader thinks your serious and start building relationships up while maintaining professional poise!
I'd give it 10 stars out of 5 if that was an option! One person found this helpful 2 people found this helpful. I've used it to reach out to connections, to introduce myself to strangers, to connect colleagues, to say thank you or give feedback or provide positive customer service and gently tell people I couldn't do what they were asking and then tell them what I could do instead.
I am always looking for ways to network within an organization. It is very hard to find much, if anything, about building internal cross-department relationships with people you may never meet but who are important to your work.
I bought this for our department library at work. I follow Lynn Gaertner-Johnston's newsletters and she always has helpful tips for writing well.
I only bought one copy of this book for our library, but I wish I'd bought two copies because the one copy is always checked out. Author provides many good explanations and examples of how to write emails. However when trying to reference them they are hard to find in the book.
Too much detail and would like to see improved layout of example emails for quicker reference. One person found this helpful. This is book is an asset and definitly recommended. Excellent, helpful chapters to cover a variety of situations; brings something new to the conversation. I thought I didn't need this book. I have a heart.
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