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eircom The role of radio 5 st April 2011

eircom The role of radio 5 st April 2011. Trading Environment. Challenging environment. Severe competition. Switching culture. Customer Sentiment. Rapidly evolving market. Switching Market. Authority. Bundles. Value Add. Tailoring. Affinity. Best Service. Winback.

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eircom The role of radio 5 st April 2011

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  1. eircom The role of radio5st April 2011

  2. Trading Environment Challenging environment Severe competition Switching culture Customer Sentiment Rapidly evolving market

  3. Switching Market Authority Bundles Value Add Tailoring Affinity Best Service Winback

  4. Role of Media - eircom Media is our high street shop window. Authority Awareness Familiarity Opinion Consideration Mainstream Media TV, Print, Radio, Outdoor, Cinema Affinity Intention Interaction Experience Loyalty Interactive Media Digital TV, On-line, Social, Mobile

  5. Role of Radio - eircom Q4 ‘10 Q4 ‘08 Redefined the role of radio and within the overall media mix. From a heavy frequency generator. From low cost production benefit. From lower engagement goals. Talk at lots of customers. To an awareness converter. To goal to cut-through & be distinctive. To engagement being the critical factor Talk to customers in meaningful way. Currently has an important but more limited role within our mix…….

  6. Role of Radio - eircom There will be a clear role for radio as it;  Has the ability to speak to a mass audience as well as targeted one.  Continues to deliver heightened levels of consumption (2/3 of my target over 1hr).  Plays an important role as a call converter. HOWEVER, the extent of that role over the next few quarters will depend on it’s ability to broaden it’s scope and re-affirm it’s position which is currently being dictated by other channels. (TV, Search, Display, Social)

  7. Role of Radio - eircom Broaden Scope Delivery on Authority as well as affinity. Evolve from contacting to connecting.

  8. Media Convergence Movies on PC News feeds to digital billboards Movies on TV Interactive posters via mobile, Blue-tooth messaging Movies on mobile TV on PC, PC on TV MP3 files on mobile Radio on mobile Print on-line Interactive TV voting via mobile News on mobile (Tablets)

  9. Role of Radio - eircom Broaden Scope Delivery on Authority as well as affinity. Evolve from contacting to connecting. Innovate Challenge the norm. From packages and deals to solutions. Leverage assets.

  10. Innovate Innovate Embrace digital

  11. Role of Radio - eircom Broaden Scope Delivery on Authority as well as affinity. Evolve from contacting to connecting. Innovate Challenge the norm. From packages and deals to solutions. Leverage assets. Measure Share the burden.

  12. Role of Radio - eircom

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