AMB200 A2 Case Topic 2 - B105 Brisbane PDF

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Topic 2: Focusing on hit music, old-school favourites and RNB Fridays with hit shows such as Stav, Abby & Matt during Breakfast, and Carrie & Tommy for Drive, B105 – along with Digital radio channels Buddha Hits, Easy Hits, Old Skool Hits, Dance Hits and Urban Hits – entertains 583,000* Brisbane radio listeners every week. Our audience want to be uplifted when they listen to the radio. It’s about escaping the everyday mundane, while connecting to who and where they want to be. They crave energy from their radio experience and look to us for the exciting moments through their day – stories to tell others, and to sing and dance along. Part of the Hit Network, B105 targets under 55’s and strongly delivers a female audience 25-54 years. We describe our fans and listeners in three distinct segments#: Career Women, Busy Mums and Happy Go Lucky Guys. Career Women Her career is a big part of who she is, she doesn’t have kids but is likely in a relationship. She’s thoughtful with her time, knows the value of looking after herself, and wants to focus more on improving her health and wellbeing. She’s focusing on her career, getting her house in order, experiencing things with friends and financially setting herself up for the future. She’s aspiring to have a home life that’s a safe and comfortable space filled with happiness, laughter and feels like her own. She loves the music we play, and is always dancing and singing along. She’s positive, always current, and bright. Busy Mums Aged 30-54, she’s caring, helpful and always putting others before herself, which often leaves her feeling unsatisfied with her life, and lack of ‘me time’. 1 in 3 of our mum listeners are trying to juggle full-time work with motherhood, and often leaves her feeling guilty about not spending enough time with the family – who mean the world to her. She turns to us to escape the mundane of everyday, loves our relatable talent and entertaining shows that she often finds herself laughing (or crying) along with! She’s confident, inclusive, and joyful. Happy Go Lucky Guys Aged 30-54, he’s an extroverted larrikin, comfortable with who he is, and doesn’t let the little things stress him out. He’s the funny one in his group, enjoys a froffy with his mates, and turns to us for the music we play and to have a laugh! He’s got a big heart and would love to spend more time with his family. He’s inclusive, current, and confident. Task: The Hit Network team wants to investigate how marketing could be used to increase listenership of B105 by these three segments, through gaining an understanding of the main motivations of radio station preference. Pick one segment and provide three recommendations. Are there any behavioural or environmental motivations or limitations that contribute to radio listening? How could an understanding of radio listening behaviour help build a marketing campaign to increase B105 listenership? * Source: GFK Radio Ratings. Survey #5 2021. Brisbane. All People 10+. The B105 Brand. Mon-Sun 5:30-12mn. FM + DAB+. Cume. # Source: Nielsen Clear Decisions. Metro NOL 4-way. Survey 8 2019. Hit Network. Mums. Attitudes....