BFM's Value Proposition
24-Sep-07 16:06
High value listeners
BFM targets business executives, finance professionals, the investing public and all looking to actively manage their finances.
These listener segments are very high value – they have the power to make purchasing decisions for themselves, their families and their organisations. Listening to BFM indicates their interest in making decisions on their personal finances - e.g. buying shares or property, refinancing their mortgages or buying mutual funds. Listeners also make purchasing and investment decisions on behalf of their companies, e.g. for IT products and telecom services.
Undivided attention of target segments
No other media has the potential to capture the exclusive attention of the business executives, investing public and personal finance consumers for up to two hours per day. Most executives use their cars to commute to and from work during rush hour, and many continue to travel by car to attend meetings during the course of the working day. And radio is virtually the only medium that car commuters engage with.
Call to action
The immediacy and pervasiveness of radio lends itself well to advertising campaigns that have call-to-action messages that illicit fairly immediate responses from listeners. Combine the personal nature of radio with other business media to get the right balance of branding, awareness and action.
Beyond Advertising: Branding
Being a talk-based radio, BFM offers substantial opportunities to raise the value of your brand beyond simply advertising. There are plenty of opportunities to create brand associations with our programmes through sponsorships. For example, if you are an asset management company, you might like to consider sponsoring our personal finance series. Or if you are a technology services company, you might consider sponsorship opportunities with our TechTalk programme series, which focuses on latest technology and services that impact our lives.
Advertising Opportunities
Standard advertising packages (30 second airtime blocs) are available at all broadcasting times. Generally, BFM will not exceed more than 12 minutes of advertising in every hour of programming, hence 24 slots of advertising are available every hour on BFM.
Advertisers can choose either specific timeslots or on a run-of-spots basis (upfront agreement on number of advertising spots and general airtime period but BFM’s has discretion to determine precise timing). Specific timeslots usually incur a loading premium. For more information on advertising packages and rates, please contact sales@bfm.my
Suitable Advertiser Categories
BFM’s unique, distinctive positioning in terms of content (business, personal finance) and audience (business executives, investing public, personal finance consumers) would fit the following advertiser categories:
| Advertiser categories | Business execs/finance professionals | Retail investors | Personal finance consumers | Corporate buyers |
|---|---|---|---|---|
| Asset managers | x | x | x | |
| Retail Banks | x | x | x | x |
| SME Banks | x | |||
| Telecom | x | x | x | x |
| Property | x | x | ||
| Life insurance | x | x | x | |
| International hotels | x | |||
| Brokerages | x | x | ||
| Computers | x | x | x | x |
| Luxury durables | x | x | x | |
| Technology services | x | |||
| Pre-IPO companies | x | x | ||
| Luxury goods | x | |||
| B2B companies | x |
Sponsorship Opportunities
Sponsorship enables the sponsor to create a brand association. The impact of sponsorship can be even more impactful than pure airtime advertising, especially if the association between the sponsor’s brand and the programme is very strong.
If you have any suggestions on other programme topics that you might like to sponsor, please let us know.
