,) ) #&0.?,) (&@"aa" (& B67 C& D) - %9"&ef) - 9 (#) F& CC C& 2 ("Ga"&h"f, G&i I B I& 3 #) - "&!.J& 7 B7 C& K"F% - "F"&2?&7 B C 5&

Managlng Lhe uemands of 1wo SegmenLs
CCMM 363, Secuon 102

ldeen 1oudeh lallah 18631117
!esslca Creschner 2772107
Shayla Pardy 41418104
Chenessa Mok 23283107
narlssara Su 32817103

MAkkL1ING kLSLAkCn kCILC1
roblem | ueslgn | Sampllng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
About Ikfm
Cwned by Lhe !lm amson 8roadcasL group
Cnly lM counLry radlo sLauon ln vancouver
Muslc, conLesLs, updaLes on laLesL news and Lrends
CommunlLy lnvolvemenL (lunllnder, Cluzenshlp lnluauves)
MalnLalns a sLrong presence ln soclal medla
rob|em | ueslgn | Sampllng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
Understand|ng the Industry
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
2008 2009 2010 2011 2012
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kevenue of Commerc|a| kad|o |n Canada
476
301
316
333
346
0
100
200
300
400
300
600
2008 2009 2010 2011 2012
#

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# kad|o Stanons |n Canada
67
31
0
0 2
2012 Commerc|a| kad|o kevenue Sources
Local 1lme Sales nauonal 1lme Sales Syndlcauon
CovernmenL CranLs Adverungs & LvenLs
Understand|ng the Industry
GLNLkAL USAGL
ln 2011, Lhe average person llsLened Lo
Lhe radlo for app. 11 hours per week
Muslc accounLs for 3.3 hours, news,
weaLher, lnformauon, sporLs,
commerclals, eLc. accounL for Lhe oLher
3.3 hours per week.

CCML1I1ICN

ulrecL: CLher lM radlo sLauons ln
vancouver
lndlrecL: SaLelllLe radlo, moblle apps,
M3s, and webslLes
Ikfm L|steners
Lx pl or aL or y 8es ear c h
49 Pave a household lncome of $73k+
31 Pave a household lncome of $100k+
49 Pave a unlverslLy / college degree
S0 Are marrled
S8 Cwn Lhelr home
29 Pave chlldren llvlng aL home
67 ulne ouL aL resLauranLs monLhly
61 Crder Lake ouL food monLhly
S2 urlnk 1+ cups of coee dally
48 urlve lmporL vehlcles
40 urlve domesuc vehlcles
S3 uo noL read a dally newspaper
S0 LlsLen Lo !8fm 7-28 hours per week
-
20,000
40,000
60,000
80,000
100,000
12 Lo 17 18 Lo 24 23 Lo 34 33 Lo 44 43 Lo 34 34 Lo 64 63+
Age of L|steners
Ikfm Week|y L|stenersh|p -
1oLal 433,032
Ikfm L|steners
ADUL1S 18 - 34 ADUL1S 2S - S4
Monday - Ir|day 6:00am - 10:00 am 127,891 264,233
Monday - Ir|day 10:00am - 3:00pm 203,869 416,920
Monday - Ir|day 3:00pm - 7:00pm 240,448 387,742
Monday - Ir|day 7:00pm - 12:00am 178,401 234,332
Weekends (aggregaLed) 207,120 401,320
* lnslghL provlded by !8fm
1he 23-34
segmenL llsLens
MC8L Lhan Lhe
18-34 segmenL
1he 18-34
segmenL llsLens
Lhe mosL from
3:00pm-7:00pm
1he 23-34
segmenL llsLens
mosL from
10:00am-3:00pm
kL 1AkLAWAS:
1he kebrand|ng of Ikfm
"CLD CCUN1k" "NLW CCUN1k"
1lm McCraw, Alan !ackson, 8rad alsley,
CarLh 8rooks and 8eba Mcenure
Carrle underwood, 1aylor Swl, Zac
8rown 8and, Luke 8ryan and !ason Aldean
Whlle !8fm was playlng more new counLry", older consumers were sull
requesung old counLry".
1nL DILLMMA
lay more new
counLry"
!"#$%&'())*+ Lose
older segmenLs
lay more old
counLry"
!"#$%&'())*+ Lose
younger segmenLs
!8fm ls sLruggllng Lo balance Lhe requesLs for boLh new counLry" and old
counLry" glven Lhelr new posluonlng.
1he kebrand|ng of Ikfm
Dehn|ng Cb[ecnves
8es ear c h r obl em & 8es ear c h Cues uon
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Pow Lo boLh grow and
malnLaln !8fm's Lwo
domlnanL segmenLs, how
can !8fm besL
accommodaLe Lhe llsLeners
who demand new counLry"
and Lhose who demand old
counLry".
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Would esLabllshlng a new,
parLner lM radlo sLauon be
successful ln sLrengLhenlng
boLh segmenLs of young and
old llsLeners, Lherefore
provlng Lo be a proLable
and wlse endeavor for
!8fm?
nC1nLSIS:
lf !8fm creaLes a slsLer sLauon LhaL caLers Lo Lhe segmenLs preferrlng old
counLry" Lhey wlll be able Lo grow and malnLaln boLh Lhe new counLry"
llsLeners, and Lhe old counLry" llsLeners.
kesearch Des|gn
ues c r l puv e SL udy , Sur v ey , & Cues uons
uLSC8l1lvL
8LSLA8CP
Caln lnslghL on llsLener preferences
8euer undersLand amLudes
Lowards new and old counLry
Su8vL?
CuLS1lCnS
alred Comparlsons
ConsLanL Sum Scales
LlkerL Scales
Customer
Survey
kesearch Method
ues c r l puv e SL udy , Sur v ey , & Cues uons
Secondary kesearch.
r|mary kesearch.
Survey 1ype: Self AdmlnlsLered Cuesuonnalres
and Mall lnLercepLed
AdvanLages & ulsadvanLages?

roblem | Des|gn | Sampllng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
Samp||ng Method
opul auon, Col l ec uon, MeL hod
opu|anon of Interest
- lndlvlduals who have llsLened Lo !8fm before
- eople who llsLen Lo counLry muslc
Data Co||ecnon Method
- Survey
- lnLercepLed aL Lwo !8fm concerLs & self-admlnlsLered
Samp||ng Method
- non-probablllLy wlLh purposeful randomness
- 1lme & resource consLralnLs aurlbuLed Lo small sample slze
roblem | Des|gn | Sampllng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
Samp||ng Method
Sampl e Sl z e
SAMLL SI2L: 62
under 19 20 - 24 23 - 49 Cver 30
roblem | ueslgn | Samp||ng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
Samp||ng Method
Sampl e Sl z e
SAMLL SI2L: 62
under 19 20 - 24 23 - 49 Cver 30
LA8CLS1 MA8kL1
Cld CounLry" LlsLeners
1A8CL1 MA8kL1
new CounLry" LlsLeners
roblem | ueslgn | Samp||ng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | lollow-up
Data Co||ecnon
Pow We Ac c es s ed our opul auon
CCNCLk1 #1 (1lm Plcks)
- -..%// $# *#0&1%2 3%4#12(567.
CCNCLk1 #2 (Lmmylou Parrls &
8odney Crowell)
- -..%// $# #)3%2 3%4#12(567.
SCCIAL MLDIA (lacebook)
- -..%// $# 89:4 :(&/
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roblem | ueslgn | Sampllng rocedure | Data Co||ecnon | Analysls & 8ecommendauons | lollow-up
Ana|ys|s
uo you Lhlnk LhaL a new old counLry" speclc
radlo sLauon would be successful ln deallng wlLh
!8fm's dllemma?
roblem | ueslgn | Sampllng rocedure | uaLa Collecuon | Ana|ys|s & kecommendanons | lollow-up
Ana|ys|s
val l dauon & Ldl ung
Surveyed approprlaLe LargeL audlences
Surveyed relevanL populauon (!8fm llsLeners)
All quesuons ln Lhe survey were compleLed
Lllmlnauon of quesuon LhaL was dlmculL Lo answer
Ana|ys|s
val l dauon & Ldl ung
3
10
18
17
21
14
13
0
3
10
13
20
23
12 Lo 17 18 Lo 24 23 Lo 34 33 Lo 44 43 Lo 34 34 Lo 64 63+
8reakdown of Ikfm Aud|ence by Age
3
48
10
2 2
3 3
7
11 11
0
10
20
30
40
30
13-19 20-24 23-29 30-34 33-39 40-44 43-49 30-34 33-39 60+
8reakdown of Samp|e by Age
49 of Lhe Sample was over 23
83 of Lhe opulauon ls over 23
Ana|ys|s
Can 1hey Pear L he ul er enc e?
0
10
20
30
40
30
60
70
80
90
100
1aylor Swl Carrle
underwood
Lee 8rlce PunLer
Payes
8rooks &
uunn
Chrls Cagel 1oby kelLh 1lm McCraw CarLh
8rooks
Sornng "New" & "C|d" Country Arnsts
Cld CounLry
new CounLry
new CounLry" Cld CounLry"
Ana|ys|s
WhaL do L hey r ef er ?
new CounLry
29
Cld CounLry
24
no reference
47
Do ou refer "New" or "C|d" Country?
70 of survey respondenLs also
noLed LhaL Lhey llke llsLenlng Lo a
mlx and new and old counLry!
Ana|ys|s
31
13
44
10
0
10
20
30
40
30
8lake ShelLon, Lee 8rlve,
llorlda Ceorgla Llne
Cary Allan,8rad alsley,
8rooks & uunn
A Comblnauon of 8oLh nelLher
Wh|ch Stanon Wou|d ou Choose 8ased on Song L|ne Up?
new CounLry"
Cld CounLry"
kL INSIGn1
Ana|ys|s
key Ins|ght: AlLhough Lhe populauon lndlcaLes Lhey llke a mlx of "new" and old"
counLry, lL ls evldenL LhaL more young people llke new counLry", and more old (er)
people llke old counLry"
Cost 8eneht Ana|ys|s
Survey: 39 respondenLs, 134 LoLal Lune-ln occaslons
Avg. Da||y Cccas|ons Avg. Da||y L|steners Avg. Da||y 1une Ins Avg. Month|y 1une Ins
2.6 192,300 300,300 14,014,000
Avg. Da||y Cccas|ons 1une-In Va|ue Avg. Da||y L|stener Contr|bunon
2.6 $0.04 $0.10
Spot kevenue (Ikfm) 2012: $363,301
L l s L e ne r 8e v e nue s
23 of llsLeners wanLed separaLe sLauon for old counLry
Avg. Da||y Cccas|ons Avg. Da||y Customers Avg. Da||y 1une Ins Avg. Month|y 1une Ins
2.6 48,123 123,123 3,303,300
1une-In Va|ue Avg. Da||y L|stener Contr|bunon
(6+, lull Week)
Avg. Annua| L|stener Contr|bunon
-50.07 -$0.18 -$63.47
!8fm operaung cosL (2012): $243,030
1une-In Va|ue
Avg. Da||y L|stener
Contr|bunon
Avg. Annua| L|stener
Contr|bunon
50.04 $0.10 $37.77
-50.07 -$0.18 -$63.47
LlmlLed promlse ln growLh
Consldered oLher sources of revenue
1oLal loss of -$103,674 for new sLauon based on expecLed llsLener counL
CosL per llsLener ls much hlgher Lhan conLrlbuuon per llsLener
kecommendanons
Conc l us l on
CCnCLuSlCn
- Maklng a separaLe radlo
sLauon LhaL played only old
counLry would be a bad
ldea! Why?
- LlsLeners prefer a mlx of new
counLry" and old counLry"
- 1he cosLs are greaLer Lhan Lhe
galns
8LCCMMLnuA1lCn
- !8fm needs Lo play and
endorse a mlx of new
counLry" and old counLry"
Lo besL sulL Lhelr llsLeners
preferences
kecommendanons
Conc l us l on
Cpen up a new sLauon [usL for old counLry"
Instead, maybe |ntroduce "Sadd|eback nour"
An hour of [usL old" counLry muslc played when mosL old"
counLry llsLeners Lune-ln
1hls wlll reamrm Lhe presence of old counLry" ln Lhe newly
rebranded !8fm
kecommendanons
Conc l us l on
1herefore slnce !8fm llsLeners wanL boLh new" and old" we
recommend Saddleback Pour", an hour of old" counLry muslc Lo
be played beLween 10:00am and 3:00pm when more people who
prefer old" counLry muslc Lune-ln
1hose Under 24:
MosL popular Lune-ln ume:
3:00am Lo 10:00am
1hose Cver 3S:
MosL popular Lune-ln ume:
10:00am Lo 3:00pm
|an for Io||ow-Up
now L ha L 8e s e a r c h l s uone .
8LSLn1
- resenL our recommendauon of noL openlng up a new
sLauon
MCnl1C8
- SuggesL conunuous monlLorlng of Lhe preferences of
dlerenL segmenLs
MC8L
8LSLA8CP
- SuggesL LhaL a slmllar survey ls conducLed agaln ln 2 years
roblem | ueslgn | Sampllng rocedure | uaLa Collecuon | Analysls & 8ecommendauons | Io||ow-Up
1PAnkS lC8 LlS1LnlnC!

Any Cuesuons?

,) ) #&0.?,) (&@"aa" (& B67 C& D) - %9"&ef) - 9 (#) F& CC C& 2 ("Ga"&h"f, G&i I B I& 3 #) - "&!.J& 7 B7 C& K"F% - "F"&2?&7 B C 5&

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,) ) #&0.?,) (&@"aa" (& B67 C& D) - %9"&ef) - 9 (#) F& CC C& 2 ("Ga"&h"f, G&i I B I& 3 #) - "&!.J& 7 B7 C& K"F% - "F"&2?&7 B C 5&

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Managlng Lhe uemands of 1wo SegmenLs

CCMM 363, Secuon 102

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