KPM's Recommendations for Monetizing the STUPH File Radio Show

Moving Forward

KPMKEY POINT MARKETERS






BAM!

KEY POINT MARKETERS

The STUPH File & Peter Anthony Holder

THE STUPH FILE PETER ANTHONY HOLDER

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

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Marketing mix for the STUPH File

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Marketing mix for the STUPH FileProduct

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💰 🗣

An eclectic weekly radio show with entertaining interviews and odd news stories, running at about 57 minute per show

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Marketing mix for the STUPH FileProduct, price

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Offered free of charge through all locations in which it is heard

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Marketing mix for the STUPH FileProduct, price, place

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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

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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)

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The audio broadcasting market is split into threeRadio, digital radio, and podcast

RADIO DIGITAL RADIO

PODCAST

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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

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Advertising in the radio broadcasting market is strong in digital radioRadio, digital radio, and podcast

$16 billionLOW

$2.6 billionHIGH

$35million98% on 📲

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The podcast market is taking off


🎧17% of Americans listen once per month (double since 2008)

63% of downloads are on the 📲

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The typical podcast consumerYoung, affluent, and tech savvy


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PODCASTER

• Young (12-34)• Affluent (100k+)• Twice as likely to

listen• Tech savvy• Uses social media

(YouTube)• Commutes & gym

occasions

😃

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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

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STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

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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

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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

😃 🖥

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Inconsistent brand image but accumulated following on Facebook & Twitter

2000 members in the STUPH group ⭐

1500 followers for Mr. Holder ⭐

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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

Branding

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Logo

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New logo unveiling

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New logo brings three distinct benefits

CONSISTENCYConsistent image

CLEAN & SIMPLEEasy to remember and recall

INTEGRATIONAll on brand touch points

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iTunes logo reveal

BEFORE

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iTunes logo reveal

BEFORE

AFTER

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Stitcher logo reveal

BEFORE

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Stitcher logo reveal

BEFORE

AFTER

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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

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DEFINE

BRAND MEANING

Transmit the brand signals to listeners,

influencers, and stakeholders via Stuph

File touch points.

TRANSMIT

BRAND SIGNALS

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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

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Build brand equity through retentionAwareness

Awareness

Recall the brand

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-

-

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Build brand equity through retentionAwareness, image

Awareness Image

Recall the brand Recall the brand

-Describe the brand

to a potential follower

- -

- -

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Build brand equity through retentionAwareness, image, credibility

Awareness Image Credibility

Recall the brand Recall the brand Recall the brand

-Describe the brand


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



follower


follower

- - Trust and believe the brand

Trust and believe the brand

- - -Give followers a reason to come

back

Website Revamp

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Creating and strengthening The Stuph File’s digital footprintNeed to convert his strong analog presence into a strong digital presence

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Website revamp with SquareSpaceNew homepage

Eye-catching

Concise taglines

Easy navigation

Call-to-action

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Navigation is not optimized and cleanUnresponsive links, should be categories of their own in order for SEO to work

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Sub-navigation revamp with a cleaner user interfaceSEO focus

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Responsive, but not optimizedInconsistent page theme in each link, need to use SEO

Consistent theme

SquareSpace SEO

Names as sub-nav

Organized

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Experiment with emerging, popular broadcast appsPeriscope

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You become your own, “on the go” broadcasting station Periscope

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Priceless feedback loop

Periscope

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Priceless feedback loopLive comments and likes

PeriscopeComments received in real-time1

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Priceless feedback loopGreat for professional speakers & entrepreneurs testing out new ideas

PeriscopeComments received in real-time1Built for professionals2

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Priceless feedback loopBusinesses & media personalities use it for ‘insider videos’, live Q&A’s

PeriscopeComments received in real-time1Built for professionals2Insider videos + Q&A3

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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

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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

Recommendations

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Use metadata to draw in traffic

Metadata is SEO for podcasts

Podcasts are not searchable

Enables more targeted reach

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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

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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

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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

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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

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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

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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

Thank You

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Appendix: Brand Letter

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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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Appendix: Brand Building Mood Board

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Appendix: New Logo

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Appendix: New Logo Font, Design, Colours