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<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Paul et al<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>If you read my e-mail re :- pricing, you
will see that our price is actually the same … it is the duration or
payments that change, except the actual amount is the same ie:- £102.80p
so this figure can equate to £5000 grand or £500 quid or £50 quid … well
maybe not, but you catch my drift ? then of course you add on the amount of
spots per rotation and then the customer is actually choosing their own rate
according to what they can afford.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>The only danger that we do face is if the
ones advertising are doing exactly that <> ADVERTISING if there isn’t
a shred of goodwill and the fact that they are supporting a community project
then there can be issues ….. if they only come on for £200 quid and don’t
get any leads (which has happened the odd time) then even though the figure is
low, it is still in their opinion a wasted £200 quid.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Having said that, we have some on with us
who have been with us for 11 years on £250 quid ….. they support us for
the right reasons<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>We’ve gotten one bunch off Doughnuts
at the moment who came on for £123.36p we’ve done the advert, we’ve
had it playing out for 3 – 4 months, advert on the website, newsletter,
they’ve even been in the studio for free on two occasions before the
advert and they haven’t paid. The guy is now playing aloof, he’s
rude, a coward and completely out of order. I have even said to him, if he
doesn’t want to do it anymore just say so, give us £50 quid and call it
quits end result nothing<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>It’s not the £123 quid, it’s
now a moral issue and we have over the years had the odd one or two of these
types ………. I take a dim view to this type of thing as I come
from the era of ‘’pay, and be paid’’ if everyone
behaved like this, the Economy would grind to a halt.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>I am very busy at the moment, in fact too
busy, and there are not enough hours in a day, but I seriously am thinking of
taking this buffoon to the local small claims court and banging on all the
costs and expenses.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>What stops me and what actually makes me
want to put him on a very small adhoc now and then rotation is the business he
runs is for kids .. I’m not going into detail, but it is good in the
community and I don’t want it to fail. The fact he hasn’t communicated
is the issue …… he could be making a fortune, he might be
struggling … if he is, then I’ll run it for nowt because some of
the project you could say is a community project, it’s a tricky one. For
goodness sake though £123 quid and free access to what’s ons and studio
interview time and adverts ……….er ? NO BRAINER !<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Moral of the story …… go back
to point number one ………………we are worth what
we can get and we are worth or valued ??? at what they value us at and not
what we actually think our value is.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Whilst I was typing out this e-mail First
Steps Nursery came on the Radio …. They have been with us for 11 years,
never faltered on payments and a breath of fresh air. We operate on goodwill,
not signed documents and we return goodwill for goodwill. I live my life like
that and I try to encourage our team here to the same.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>With regards to Mr Doughnut who owes £123
quid ……. I suppose the best bet really is to feel sorry for him, it’s
to be pitied really when you can’t see goodwill even when it is staring
you in the face …….turn the other cheek says one side of me.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Has anybody else got some good IOU
stories ? cheques’ in the post and all that jazz ? or simply been
taken to the cleaners ?<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Nick<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<div>
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face="Times New Roman"><span lang=EN-US style='font-size:12.0pt'>
<hr size=2 width="100%" align=center tabindex=-1>
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<p class=MsoNormal><b><font size=2 face=Tahoma><span lang=EN-US
style='font-size:10.0pt;font-family:Tahoma;font-weight:bold'>From:</span></font></b><font
size=2 face=Tahoma><span lang=EN-US style='font-size:10.0pt;font-family:Tahoma'>
cma-l-bounces@mailman.commedia.org.uk
[mailto:cma-l-bounces@mailman.commedia.org.uk] <b><span style='font-weight:
bold'>On Behalf Of </span></b>Paul Golder<br>
<b><span style='font-weight:bold'>Sent:</span></b> 03 February 2015 09:39<br>
<b><span style='font-weight:bold'>To:</span></b> The Community Media
Association Discussion List<br>
<b><span style='font-weight:bold'>Subject:</span></b> Re: [cma-l] Community
Radio Spot Rate</span></font><span lang=EN-US><o:p></o:p></span></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<div>
<p class=MsoNormal style='margin-bottom:12.0pt'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>This is from my own
experience:<br>
<br>
- If you tell a company that your adverts are worth £300 a year, they'll
believe you. <br>
- If you tell a company that your adverts are worth £3,000 a year, they'll
believe you. They might not be willing to pay for it, but they'll believe it's
worth it.<br>
<br>
Although we all know that the lower the price, the higher the demand, it's
definitely NOT 10 times easier to sell for £300 than £3,000. I can name
two former local community stations - TGR and Link FM - who got their pricing wrong.
One advertised packages from £100 a year on their website. Re the other,
we were approached by a local company who were offended when I asked them for
£2,000 a year to sponsor a show as they were sponsoring the equivalent show on
the other station for £4 a week!<br>
<br>
I rarely do deals for less than £1,000 unless it's for a short term advertiser
who can give me both the finished advert and the payment up front. It's
just too much hassle. Ignoring these occasional ones, my average sale is
now £4,000. Other radio and newspapers locally have been putting prices
up too so we're lucky not to suffer from cut-throat competition. Oh, and
get a salesman who DOESN'T want to be a superstar DJ and does his job, it WILL
pay for itself and more!<br>
<br>
I've also found that the people who are likely to cause problems with payments
in the middle or end of a campaign are the ones who pay hundreds, not
thousands. I don't know why - maybe if you pay a higher level you've made
a business decision and it's easier to justify sticking to it, whereas if you
pay a small figure you're expecting a much quicker return. Definitely
something to do with small businessman psychology.<br>
<br>
A lot of local businesses believe that if you charge low prices, you're telling
them that even YOU don't think it's worth much, and whether that's fair or not
I tend to agree with them.<br>
<br>
Apologies to those stations who do charge low prices because I know there's a
variety of other reasons why you could do that and that it would work for you -
it wouldn't work for us though.<br>
<br>
Cheers<br>
Paul<br>
<a href="http://www.phoenixfm.com">www.phoenixfm.com</a><br>
<br>
<br>
<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>On 3 February 2015 at 00:21, Eddie Stuart <<a
href="mailto:eddie@kcr.fm" target="_blank">eddie@kcr.fm</a>> wrote:<o:p></o:p></span></font></p>
<div bgcolor="#FFFFFF" text="#000000">
<p class=MsoNormal style='margin-bottom:12.0pt'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>David,<br>
<br>
Interesting to read "the 6 pricing strategies".<br>
<br>
We've had 17yrs as a Community weekday evenings only opt-out from the local ILR
station and the agreement with them only allowed limited sponsorship, no
advertising.<br>
<br>
Once we were running on our own licence (& transmitter etc) in 2014 the
situation changed. Several people in the industry advised us to take advantage
of all the "go-live" publicity and for a while to charge "Rate
card + a premium" - exactly the opposite of the "Penetration
Pricing" strategy!<br>
<br>
As regards some people saying that "that's too much" - you will
always get that. One that we had - I bought all the various local papers in our
broadcast area one week.<br>
<br>
I phoned several firms that week where I knew people well enough for off the
record enquiries to see if it had been a busy or quiet week for the papers - ie
had adverts been booked a long time ahead or were they last minute ones, were
people paying full rate to the papers or was there much discounting to sell
white space (appeared not so that week - not 100% accurate, I know, but.......)<br>
<br>
I know that white space affects papers rather than radio but we wanted to
guesstimate how much the firm was spending a week.<br>
<br>
We were then able to decide that if the firm were paying that much, even a
half-decent campaign with us would still cost far less than they were paying
the papers, & that we shouldn't/wouldn't devalue our product. They had
admitted that being on KCR had increased their footfall and were, frankly,
having a laugh......<br>
<br>
There are times to turn down business!<br>
<br>
In contrast, we have had several non-commercial organisations happy to take a
block of adverts at what they felt was a very reasonable rate compared to the
ILR / newspaper charges - "No-brainer" was one comment..... (That's
not charities etc BTW - we have free Community Corner / Community Announcements
slots for them)<br>
<br>
Regards,<br>
<br>
Eddie<br>
<br>
<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>On 02/02/15 18:14, David Duffy wrote:<o:p></o:p></span></font></p>
</div>
<blockquote style='margin-top:5.0pt;margin-bottom:5.0pt' type=cite>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 color="#333333" face="Times New Roman"><span
style='font-size:11.5pt;color:#333333'>I've done a lot of work on product and
service pricing over the years and it often bears no relationship either to
worth or value. We have </span></font><font size=3><span style='font-size:
11.5pt'><a href="http://www.theradiopeople.co.uk/pricing" target="_blank">this
simple table</a><font color="#333333"><span style='color:#333333'> which
you might find useful. It shows </span></font></span></font><a
href="http://www.theradiopeople.co.uk/pricing" target="_blank">the 6 pricing
strategies</a><font size=3 color="#333333"><span style='font-size:11.5pt;
color:#333333'> that are most commonly used in radio. Enjoy!</span></font><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 color="#333333" face="Times New Roman"><span
style='font-size:11.5pt;color:#333333'>All the best</span></font><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 color="#333333" face="Times New Roman"><span
style='font-size:11.5pt;color:#333333'>David</span></font><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 color="#333333" face="Times New Roman"><span
style='font-size:11.5pt;color:#333333'>Senior Partner - The Radio People</span></font><o:p></o:p></p>
</div>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</blockquote>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><br>
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