Leni Gagga: Germany‘s youngest head of music

Leni Gagga: Germany‘s youngest head of music

First there was a STRATEGIC Problem.

BB RADIOs music strategy is based on current Hits.

But in 2011 not enough listeners in the market

thought we were playing the best current Hits.

Leni Gagga: Germany‘s youngest head of music

So what about …

…a Top 20 Show ?

…a Top 40 Show ?

…the „5 at 5“ – your 5 best current Hits everyday?

…the „6 at 6“ – your 6 best current Hits everyday?

Leni Gagga: Germany‘s youngest head of music

Hard times call for strong personalitieS.

Leni Gagga: Germany‘s youngest head of music

Head of music Bernhard Hiller (45)

during times of peace

Head of music Gerd Gibbon (3)

during Variety-Crisis

Head of music Leni Gagga ( 6 )

during current Hits - Crisis

Leni Gagga: Germany‘s youngest head of music

Leni Gagga: Germany‘s youngest head of music

Keyfacts:

• Leni Gagga was a 6 week Majorpromotion

• Talks, personality stories, Listeners interaction

• 5.000 Songs registered

• Celebrity-Bit „Leni Gaggaoke“

• Final Event with Liveshow

• OVERALL COST: 1500,- € + a pink bycicle

• General Manager: „YEEEEEHHHAAAA!“

Leni Gagga: Germany‘s youngest head of music

And Who Is Leni Gagga???

Leni Gagga: Germany‘s youngest head of music

Leni Gagga: Germany‘s youngest head of music

Leni Gagga: Germany‘s youngest head of music

Final Report:

• Image for best current hits with remarkable

growth

• Strong listeners interaction – more Listeners

became true Fans

• Leni Gagga was one of the best testing

promotions in our history

• It sticks truely unique to the BB RADIO Brand

Leni Gagga: Germany‘s youngest head of music

Kress Award 2011 „Leni Gagga“

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Bekanntheitsgrad Gute Unterhaltung, und Sie wollen

mehr davon

Oder finden sie dieses Spiel so

lala, weder gut noch schlecht

Oder finden Sie es ärgerlich und

überflüssig

Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio

Bekanntheitsgrad Bewertung

Unter P1-Hörern, die das Element kennen

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BB Radio 94.3 RS 2 104.6 RTL Antenne Brandenburg

Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio

Programm Elementen Assoziation

Auf Basis aller Hörer, die das Element kennen

Leni Gagga: Germany‘s youngest head of music

3 ways to Sucessful Programming

Leni Gagga: Germany‘s youngest head of music

1. Be Strategic

Leni Gagga: Germany‘s youngest head of music

• Promotions are made to change or power up

the images of your station

• Identify weak images of your station first,

before thinking of ideas

• Never do a promotion just because of doing a

promotion

Leni Gagga: Germany‘s youngest head of music

2. Take care of on Air

Leni Gagga: Germany‘s youngest head of music

• Make your promotion sound best on air first,

then think of the rest.

• Social Media is a „nice to have“, not an essential

part of our business. We are broadcasters, not

editors. Listeners are called listeners because

they listen.

• Catching the people emotionally on air will

always work. Radio itself has the power!

Leni Gagga: Germany‘s youngest head of music

Facebook Nutzung

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Ja Nein

Nutzen Sie Facebook?

Auf Basis aller Hörer

Facebook Nutzung

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Ja Nein

Gehen Sie regelmäßig auf das Facebook Profil von Radiosendern?

Auf Basis aller Hörer, die FACEBOOK nutzen

Leni Gagga: Germany‘s youngest head of music

3. Inspire your Presenters

Leni Gagga: Germany‘s youngest head of music

• As a PD, give your presenters something funny

and emotional to play with

• Inspire them , let them develop the promotion

details together with you

• If they are bored, they will bore the listeners

• Your presenters are the connection to the

people

• Give them something…

Leni Gagga: Germany‘s youngest head of music

THank You!