“Octopus” Launched by Point-To-Point Marketing & Savage Media Group
Collaboration develops the first interactive sales tool for radio stations and advertisers
Dallas, Texas, January 8, 2008 – Point-To-Point Marketing and Savage Media Group have
launched “Octopus,” the first sales tool of its kind to interactively connect radio listeners to
stations’ advertisers. By combining radio’s capacity to reach mass audiences with the
interactivity of the Internet, “Octopus” provides advertisers an enhancement to their radio
spot campaigns with the value-added benefit of one-on-one marketing that’s measurable.
While the radio industry’s advertising sales are mostly flat, Internet revenue was projected to
grow more than 25% in 2007, with total billing surpassing radio for the first time ever.
“Octopus” was created to boost stations’ non-spot revenue efforts to help recapture those
dollars lost to the Internet.
Much of this shift in media investment is due to the Internet’s ability to measure response
levels as it “pulls” consumers seeking information about a product or company.
“Octopus” melds that “pull” with radio’s “push” of advertising messages to it audiences,
resulting in a powerful platform for advertisers’ database marketing efforts.
Savage Media Group founder and president, Scott Savage, commented, “Radio stations
have done a great job in embracing the Internet. ‘Octopus’ can further monetize that effort
by providing advertisers an interactive supplement to their radio buys. As a former radio
group head and general manager, I recognize the critical balance between new revenue
development and cost containment. So we devised a ‘cost-per-action’ (variable expense)
pricing model for Octopus.” Consequently, advertisers and radio stations only pay for the
service when results occur.”
Savage added, “Based on the results of test campaigns aired on a leading Dallas radio
station last month, we found “Octopus” capable of producing annual non-spot revenue
that’s about twice a station’s weekly cumulative audience. And that’s without having the
station give up inventory, add staff or any new expenses.”
“Octopus” has begun a national advertising campaign targeted to the radio industry and will
have a major presence at the Radio Advertising Bureau’s sales conference in Atlanta, February 11-13. More information is available at www.ptpoctopus.com.
Savage Media Group, LLC is a consultancy service for the radio broadcasting industry. The
company specializes in the areas of radio management, sales, marketing, recruitment and
brokerage services. Founder and company president Scott Savage launched SMG in December
2006 with the development of “Transitional Management,” a proprietary service enabling radio
stations to continue operating at full potential while a replacement for a Market Manager or
GM is being recruited.
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Innovative, New Service Addresses Critical Radio Management Issue
Dallas, Texas, December 12, 2006 – Savage Media Group today announced the launch of “Transitional Management,”
a proprietary service developed by company president and 32-year radio executive, Scott Savage. By temporarily filling
a vacant (or soon to be vacant) General Manager, Director of Sales or General Sales Manager position, “Transitional
Management” enables companies to continue operating at full potential without any loss of momentum while a
replacement for a key executive position is being recruited. Savage Media Group may also assist in the recruitment
and evaluation of candidates along with providing consulting services.
By performing the duties of the vacant position on-site, Savage Media Group maintains the operation of the radio
stations and determines the most important characteristics required in potential candidates. Not only does this result
in an extremely efficient search process, but also enables a smooth transition into the position for the new hire.
“From my years of experience in radio management, I recognize the importance of maintaining operational momentum despite a sudden vacancy in the GM, DOS or GSM positions,” said Scott Savage. “If a decision had been made to replace a manager, it was preferable not to have that person remain
at the station(s) while conducting a search, but at the same time, a qualified manager was needed in place to keep the
ball rolling. Also, if a manager resigned, there was always pressure to address the issue quickly. ‘Transitional
Management’ effectively tackles both scenarios while a replacement is being recruited.”
