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KEY POINT MARKETERS
There are three critical issues to addressHow to monetize?
There is no financial compensation coming from The Stuph File program1Monetizing the program would compensate PAH for all of the effort and time allocated to its production2Assist PAH in the marketing and continuation of The Stuph File3
KEY POINT MARKETERS
Marketing mix for the STUPH FileProduct
🎙 📍
💰 🗣
An eclectic weekly radio show with entertaining interviews and odd news stories, running at about 57 minute per show
KEY POINT MARKETERS
Marketing mix for the STUPH FileProduct, price
🎙 📍
💰 🗣
An eclectic weekly radio show with entertaining interviews and odd news stories, running at about 57 minute per show
Offered free of charge through all locations in which it is heard
KEY POINT MARKETERS
Marketing mix for the STUPH FileProduct, price, place
🎙 📍
💰 🗣
An eclectic weekly radio show with entertaining interviews and odd news stories, running at about 57 minute per show
Offered free of charge through all locations in which it is heard
It is heard through several terrestrial radio stations internationally and online through his website, CyberStationUSA.com, iTunes and Stitcher
KEY POINT MARKETERS
Marketing mix for the STUPH FileProduct, price, place, and promotion
🎙 📍
💰 🗣
An eclectic weekly radio show with entertaining interviews and odd news stories, running at about 57 minute per show
Offered free of charge through all locations in which it is heard
It is heard through several terrestrial radio stations internationally and online through his website, CyberStationUSA.com, iTunes and Stitcher
The Stuph File’s website, PAH’s blog, and the social media presence (PAH’s twitter account and The Stuph File’s Facebook group)
KEY POINT MARKETERS
The audio broadcasting market is split into threeRadio, digital radio, and podcast
RADIO DIGITAL RADIO
PODCAST
🎙 📱 🎧
KEY POINT MARKETERS
The audio broadcasting market is split into threeWith high growth in digital radio and podcast downloads
226 million<1% growth
172 million6% growth
2.6 billion downloads
🎙 📱 🎧
KEY POINT MARKETERS
Advertising in the radio broadcasting market is strong in digital radioRadio, digital radio, and podcast
$16 billionLOW
$2.6 billionHIGH
$35million98% on 📲
🎙 📱 🎧
KEY POINT MARKETERS
The podcast market is taking off
2.6 billion downloads
🎧17% of Americans listen once per month (double since 2008)
63% of downloads are on the 📲
KEY POINT MARKETERS
The typical podcast consumerYoung, affluent, and tech savvy
2.6 billion downloads
🎧
PODCASTER
• Young (12-34)• Affluent (100k+)• Twice as likely to
listen• Tech savvy• Uses social media
(YouTube)• Commutes & gym
occasions
😃
KEY POINT MARKETERS
There is a strong reputation from reputable guestsThe STUPH File has an inconsistent brand image that needs to be realigned
§ Peter Anthony Holder§ Unique Niche and brand§ Reputable Guests
§ Small Niche market§ Discourse between target
and podcasts listeners§ Inconsistent brand image
§ New Sharing Applications§ Unique Monetization§ Fragmented industry
§ Volatility of Technology§ Low barriers, increase
Saturation§ Advertising focused on Smart
Phones
💪 🎯
👎 🙅
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
KEY POINT MARKETERS
An overall weak industry as most people flock towards video contentFragmented rivalry among a few large organizations
Consumers have buyer power
Substitutes from other channels
Advertisers have supplier power
Very few barriers to entry
High levels of competition
KEY POINT MARKETERS
A few trends that are pointing towards digital and hands-free technology
SOCIOCULTURAL TECHNOLOGICAL
• On-the-go entertainment
• Educational video popularity
• Less time spent per media
• Distribution• Smartphones• Internet• Bluetooth & cars
😃 🖥
KEY POINT MARKETERS
Inconsistent brand image but accumulated following on Facebook & Twitter
2000 members in the STUPH group ⭐
1500 followers for Mr. Holder ⭐
KEY POINT MARKETERS
Create a page on Facebook and an account on TwitterAddresses inconsistent brand image
GROUP to PAGESimple like to become a fan, more public, parallel engagement
Create a STUPH File accountParallel engagement, relevant news, instant interaction
KEY POINT MARKETERS
New logo brings three distinct benefits
CONSISTENCYConsistent image
CLEAN & SIMPLEEasy to remember and recall
INTEGRATIONAll on brand touch points
KEY POINT MARKETERS
A new brand strategy that communicates benefits on all platformsIntegrating social media
The STUPH File seeks to share insight and knowledge with an
international and expat audience in a variety of
topics in music, television, and cinema.
DEFINE
BRAND MEANING
KEY POINT MARKETERS
A new brand strategy that communicates benefits on all platformsIntegrating social media
The STUPH File seeks to share insight and knowledge with an
international and expat audience in a variety of
topics in music, television, and cinema.
DEFINE
BRAND MEANING
Transmit the brand signals to listeners,
influencers, and stakeholders via Stuph
File touch points.
TRANSMIT
BRAND SIGNALS
KEY POINT MARKETERS
A new brand strategy that communicates benefits on all platformsIntegrating social media
The STUPH File seeks to share insight and knowledge with an
international and expat audience in a variety of
topics in music, television, and cinema.
DEFINE
BRAND MEANING
Transmit the brand signals to listeners,
influencers, and stakeholders via Stuph
File touch points.
TRANSMIT
BRAND SIGNALS
Spread positive reviews and solicit feedback from the audience to
keep followers engaged in the loop.
AMPLIFY
PWOM
RETENTION
KEY POINT MARKETERS
Build brand equity through retentionAwareness, image
Awareness Image
Recall the brand Recall the brand
-Describe the brand
to a potential follower
- -
- -
KEY POINT MARKETERS
Build brand equity through retentionAwareness, image, credibility
Awareness Image Credibility
Recall the brand Recall the brand Recall the brand
-Describe the brand
to a potential follower
Describe the brand to a potential
follower
- - Trust and believe the brand
- - -
KEY POINT MARKETERS
Build brand equity through retentionAwareness, image, credibility, and relevance
Awareness Image Credibility Relevance
Recall the brand Recall the brand Recall the brand Recall the brand
-Describe the brand
to a potential follower
Describe the brand to a potential
follower
Describe the brand to a potential
follower
- - Trust and believe the brand
Trust and believe the brand
- - -Give followers a reason to come
back
KEY POINT MARKETERS
Creating and strengthening The Stuph File’s digital footprintNeed to convert his strong analog presence into a strong digital presence
KEY POINT MARKETERS
Website revamp with SquareSpaceNew homepage
Eye-catching
Concise taglines
Easy navigation
Call-to-action
KEY POINT MARKETERS
Navigation is not optimized and cleanUnresponsive links, should be categories of their own in order for SEO to work
KEY POINT MARKETERS
Responsive, but not optimizedInconsistent page theme in each link, need to use SEO
Consistent theme
SquareSpace SEO
Names as sub-nav
Organized
KEY POINT MARKETERS
Priceless feedback loopLive comments and likes
PeriscopeComments received in real-time1
KEY POINT MARKETERS
Priceless feedback loopGreat for professional speakers & entrepreneurs testing out new ideas
PeriscopeComments received in real-time1Built for professionals2
KEY POINT MARKETERS
Priceless feedback loopBusinesses & media personalities use it for ‘insider videos’, live Q&A’s
PeriscopeComments received in real-time1Built for professionals2Insider videos + Q&A3
KEY POINT MARKETERS
Priceless feedback loopBuilds a loyal fan base plus adds to your existing audience by 10x!
PeriscopeComments received in real-time1Built for professionals2Insider videos + Q&A3Adds to existing audience by 10x4
KEY POINT MARKETERS
Priceless feedback loopMr. Holder can leverage his personality here!
PeriscopeComments received in real-time1Built for professionals2Insider videos + Q&A3Adds to existing audience by 10x4Leverage personality5
KEY POINT MARKETERS
Use metadata to draw in traffic
Metadata is SEO for podcasts
Podcasts are not searchable
Enables more targeted reach
KEY POINT MARKETERS
Use metadata to draw in traffic
Metadata is SEO for podcasts
Podcasts are not searchable
Enables more targeted reach
KEY POINT MARKETERS
Use metadata to draw in traffic
Metadata is SEO for podcasts
Podcasts are not searchable
Enables more targeted reach
KEY POINT MARKETERS
Listenership analytics
Analytics are required across all platforms to
maximize reach
Number of weekly downloads is
essential
Stats on audience is key for securing
advertising
KEY POINT MARKETERS
Sponsorship
20,000 Downloads per week is the magic number
$10-45 CPM range per thousands downloads
Niche Positioning, brand alignment, and engagement is key
61%Of podcast listeners respond to sponsorship
KEY POINT MARKETERS
Affiliate marketing
Track
Great tool for tracking audience engagement
Newsletter
Can be used on the show, on the website and in a newsletter
Alignment
Requires an alignment between the brand and audience
KEY POINT MARKETERS
Generating online traffic
Do this
Trojan horse marketing
Then this
The website must be turned into an online platform
And you’ll get this
Can convert Facebook group into traffic
KEY POINT MARKETERS
Crowdfunding
80k+ Launched projects
44% Success rate
25% Do not reach 30%of funding
ü Generates a call-to-action for donating
ü Celebrates the new and improved The Stuph Fileplatform
ü Humanizes Peter Anthony Holder
ü Enhances brand loyalty and listener engagement
KEY POINT MARKETERS
Implementation for improvement
PRIORITY CONSTANT ENHANCEMENT
PHASE I PHASE II PHASE III PHASE IV
WEBSITE OVERHAUL
REBRANDING&
SOCIAL MEDIA
MONETIZE PERISCOPE
Q1 Q2 Q2 Q4
KEY POINT MARKETERS
Appendix: WebsiteObservations
• Extensive use of orange and yellow gradients• Highlights: red & dark brown• Sparse navigation & unorganized content
• Result: site looks more comical than credible. Unlike ones used to interview notable personalities. • Wealth of content exists but needs to be clearly organized and optimized.
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