Podcast Episode 4: Interview with Ken Haines
February 5th, 2010 Jonathan Piscitelli Posted in Club News | No Comments »
Ad2 Charlotte Podcast Episode 4: Interview with Ken Haines:
In this episode we talk with Ken Haines about his career with Raycom Sports, how sports marketing has changed and where he sees sports broadcasting and marketing moving in the future. It was great to sit down and talk with Ken and we look forward to having him as a panelist for the “Best Damn Super Bowl Discussion, Period!”
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Show Notes:
1. 0:00-0:44 Intro Ken Haines CEO of Raycom Sports and panelist for the upcoming “Best Damn Super Bowl Discussion, Period!” February 11th, 2010 at the Dilworth Neighborhood Bar and Grille.
2. 0:44-1:43: Ken Haines tells us a little bit about himself and Raycom Sports
3. 1:43-2:23: How Ken got started with Raycom Sports.
4. 2:23-5:00 : How he met Rick Ray and Dee Ray and the start of Raycom.
- CD Chesley and the Chesley Company
5. 5:00-5:38: Jonathan talks about how Charlotte is the perfect market for ACC Basketball and how Raycom’s beginning coincided with the growth cycle of Charlotte in the early 1980’s…great timing for Raycom.
6. 5:38 – 6:38: Raycom expands their programming to include football and other Conferences across the US.
7. 6:38- 7:06: With different conferences running in different parts of the country Raycom can offer unique niche packages to advertisers, locally targeted to engaged viewers.
8. 7:06-9:09: Raycom’s business model and their approach to advertising
-“You do better if you sponsor the home team in the home market.”
- Fox Broadcasting and the NFL circa 1994
9. 9:09-11:09 : Raycom’s unique approach to and relationship with the big Networks and the way Raycom bought and sold air-time for their sports broadcasts.
10. 11:09-12:44: Raycom vs. ESPN
-Raycom started June 1979…ESPN started September 1979
-Raycom had all the ACC Games
-ESPN embraced cable and the 24-hour model
-ESPN generates revenue from subscriptions and advertising
-Raycom generates revenue purely from advertising
11. 12:44-13:43: Raycom working with ESPN
12. 13:43- 15:05 Raycom missed the boat with cable, but they took advantage of a lot of other technologies:
-The first to broadcast games via satellit
-The first company to broadcast a game in HD at the Old Coliseum in Charlotte, 1999
13. 15:05-15:45: Trends in technology, and how to know which one’s will last and which one’s will pass.
14. 15:45- 16:54: Looking forward: What technologies is Raycom banking on for the next 10 years.
15. 16:54-17:36: What’s the impact of Social Media on Traditional Media?
16. 17:36-18:35: The penetration of social media into the everyday lives of people, especially young people….and how to generate revenue from these new mediums.
17. 18:35- 19:42: Research and how new technology lends itself to more interaction and more measurable feedback.
18. 19:42-20:52: Raycom’s innovative approach to providing clients with immediate information about their media buys.
-“The success of companies like ours, is being able to communicate with the advertiser ….so they know you’re taking care of them 24/7.”
18. 20:52- 22:25: The track-ability of Social Media with real time numbers, and the ability to target and engage consumers who actually care about your company, product,etc…leads to much better ROI with less waste.
19. 22:25-25:40: Sports Marketing, and the role it plays in the marketing mix, how that has evolved, and is evolving still.
20. 25:40-28:42: Sporting events encourage active viewers and most sports fans want to interact with their teams and other fans. They want to “Digitally Cheer” for their team. The challenge is incorporating advertisers into that interaction, making the ads part of the experience, in a seamless way.
21. 28:42-29:01: Marrying Traditional Media with Social Media to take advantage of the opportunities they both afford.
22. 29:02-29:27 Plug for the “Best Damn Super Bowl Discussion Period” at Dilworth Neighborhood Bar and Grille
22. Outro: Ad2Charlotte theme song “Hall of Mirrors” by Bill deRome to hear more of his music go to music.podshow.com.
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