Smooth as she goes for radio contender

Smooth as she goes for radio contender
SHARE
THIS



Radio’s infant station Smoothfm has proved itself strong amongst a competitive set and, after just one year on-air, is “absolutely changing the landscape”, says DMG Radio’s Tony Thomas (pictured).

Smoothfm turned one on May 21, its milestone coinciding with the release of the latest radio ratings survey which revealed a station growing to take a 5.3% share of Sydney and 5.7% of Melbourne.

“There are a lot of well established stations that we have managed to build a similar position to after only one year,” Thomas, DMG’s group marketing director, told B&T this morning.

Thomas and other DMG execs were in Melbourne last night to celebrate the anniversary of Smoothfm, which now claims around 30% unaided awareness amongst radio listeners.

“That’s versus a competitive set that has awareness figures between 45% and 60% for the more established stations,” Thomas said.

“So we know after one year having that sort of impact in the market is absolutely changing the landscape.”

To increase the station’s awareness levels there will be a campaign launching in the “next couple of months” with Michael Buble again the face.

Buble was the face of the easy listening station’s launch campaign last year (below), with the television ads featuring his popular soundtrack ‘Haven’t met you yet’.

http://www.youtube.com/watch?v=HC8Sxd3PiRM

There are “a lot more legs” left in that campaign, according to Thomas who described Buble as an “incredible ambassador” for Smooth.

“He fits the positioning perfectly. He is broadly appealing, males really admire him and he’s obviously a big hit with females,” Thomas explained.

“His music is also the right fit so he ticks a number of boxes.”

Thomas is confident Smoothfm will continue to grow as DMG moves to educate the 70% of radio listeners in Sydney and Melbourne who are unaware of its existence.

“For every one point of awareness that we increase we convert 80% of that into a listener on the station – it’s a really compelling proposition.”

The easy-listening nature of the station means time spent listening is high, a factor Thomas said will deliver an increase to its overall share.

“Plus its broad appeal means that there is definite upside in where we are now,” he continued.

Smoothfm 91.5 in Melbourne is currently ahead of Sydney’s Smooth 95.3 with Thomas attributing the difference to the fact that its marketing achieved better cut-through in Melbourne.

“But I think you’ll find it will settle out fairly evenly across Sydney and Melbourne because the markets aren’t so different.”

It is case of third time lucky for 91.5 and 95.3 which underwent two failed rebrands as first Vega Radio and more recently into Classic Rock.

Thomas said it was “incredibly important” Smooth worked, “but less so because we had two failures”: “It was more important getting it right because we knew that the opportunity was there.”

Smooth acts as a complimentary station to DMG’s Nova network which courts the under 40 market while Smoothfm focuses on females 35+.

The launch of Smoothfm has allowed Nova to remain true to its core audience with Nova now “the number one under 40 network”.

“We were well off the pace a couple of years ago on that so that focus has lead to some really good results.”

Asked where he wants Smoothfm to be on its second birthday, Thomas said: “Whilst we won’t say where we will be in 12 months, we do have pretty strong aspirations for growth.

“There is a hell of a lot of opportunity.”

Above (l-r): Melbourne GM Helen Davies, Thomas, CEO Cathy O'Connor and Group GM Louise Higgins at the Smoothfm party.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine