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Leveraging Radio and (insert station name) for (Advertisers that will benefit from Holiday Décor and/or Products and services for winterizing the home)

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Presentation on theme: "Leveraging Radio and (insert station name) for (Advertisers that will benefit from Holiday Décor and/or Products and services for winterizing the home)"— Presentation transcript:

1 Leveraging Radio and (insert station name) for (Advertisers that will benefit from Holiday Décor and/or Products and services for winterizing the home) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

2 Agenda Radios reach and relevance Insight based ideas for insert advertiser Relevant case studies

3 Radio reaches 92% of all U.S. consumers every week… Listeners continue to turn to radio for news, information and entertainment, despite an ever-increasing selection of media options. 242,489,000 Weekly Reach Source: June 2013, RADAR® 117 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)

4 Radio reach is consistently high through all dayparts Weekdays and weekends, Americans young and old find reasons to tune in to radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers run ads throughout the broadcast day. Weekly Reach By Daypart Source: RADAR® 117, June 2013 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

5 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

6 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

7 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

8 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

9 Holiday Décor The National Retail Federation reported that 68% of U.S. consumers would spend more than $6B on Christmas decorations in –Consumers plan to spend 7.82% of their holiday budget on decorations. –20% of consumers indicated home décor or home related furnishings as their most-requested gifts for the 2011 holiday season. –12% of consumers indicated that they were most likely to shop a home improvement store during the 2011 holiday season. A 2010 study by the National Christmas Tree Association indicated that younger adults are more likely to purchase real Christmas trees. Sources: NRF; Big Research; Deloitte

10 Home Winterization According to a forecast by IHS Global Insight, the projected annual growth rate from for Home Insulation & Weatherization products is +8.1%. The U.S. Department of Energy reports that only one in five homes built before 1980 included satisfactory insulation, meaning home investments can be escaping through unsealed windows and faulty doors. The most cost efficient way to keep a homes heat inside, while keeping the heating bill respectable, is to add fresh insulation to the attic, ceilings, basement, and walls. –These can be do-it-yourself home upgrades that could cause instant energy savings between 10-20%. Sources: IHS Global Insight, US Department of Energy, National Energy Assistance Directors Association

11 Source: Source: Scarborough USA Release 2 (August 2011-September 2012) 92 % 93 % Households who made any home improvements in the past year. Households that made any additions to the home in the past year. Households who painted or wall papered the interior of residence in the past year. Radio is Relevant 93 % Households who remodeled a kitchen in the past year.

12 Radio Ads Drive Response % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Total Population 12+

13 Radio is Relevant Format preferences vary based on the type of home winterization project: –22% of listeners who bought a coal or wood stove or an electric space heater in the past year prefer Adult Contemporary. –Nearly 26% of listeners who installed electric heating in the past year prefer CHR/Top 40. –Over 26% of listeners who installed vinyl windows in the past year prefer Country. –26% of listeners who installed clad wood windows in the past year prefer News/Talk. –Traffic reports and sports play-by-plays do well among most home improvement consumers regardless of project. Source: 2012 Doublebase GfK MRI weighted to Population (000) - Base: All

14 Radio is Relevant Daypart habits: –An average of over 56% of adults that purchased or installed home winterization items listen to radio during morning drive time, M-F 6a-10a, and an average of 49% listen in afternoon drive, M-F 3p-7p –Midday listening is strong with nearly 38% tuning in M-F 10a-3p –On the weekends, listening is steady as follows: Average of 31% listen 6a-10a Average of 44% listen 10a-3p Average of 31% listen 3p-7p –Are big FM listeners (80%) and an average of 20-25% listen to AM radio –60%-70% of listening occurs in the car Source: 2012 Doublebase GfK MRI weighted to Population (000) - Base: All

15 Radio is Relevant Online listening is strong among households who invested in key winterization projects in the past year: –25% of households who installed electric central heating in the past year listened to radio online in the last 30 days –23% of households who bought or installed a fireplace in the past year listened to radio online in the last 30 days –19% of households who bought a heat pump in the past year listened to radio online in the last 30 days –Over 19% of adults who bought home insulation in the past year listened to radio online in the last 30 days Source: 2012 Doublebase GfK MRI weighted to Population (000) - Base: All

16 Radio is Relevant Listening habits of adults households who have made any home improvements in the past year: 51% think advertising on the radio provides them with meaningful information about the product use of other consumers. 39% agree that advertising on the radio provides them with useful information about new products and services. 37% agree that radio provides them with useful information about bargains. Source: 2012 Doublebase GfK MRI weighted to Population (000) - Base: All

17 Radio Drives Business for Heating & Cooling Objective: –Generate increased call volume and service leads for heating and cooling maintenance. Solution: –3 month campaigns for both heating and cooling included a combination of :10 and :60 commercials, a web presence and on-site event sponsorships. Results: –Within the past year, Tri-City Appliance has generated $1MM+ in new appliance business sales and service leads as a direct result of the radio marketing program with Cox Media Group Connecticuts Star 99.9.

18 Radio Works for Home Improvement Successful campaign where radio stations in select markets did appearances in Home Depot locations in conjunction with How To clinics focused on winterizing the home. DJs participated in the workshops & talked about their experiences on-air. Copy used to promote these appearances: Learn first-hand how to identify areas in the home where major air leaks occur, as well as tips for reducing them. Attend a free Weatherization clinic at The Home Depot during the month of November. Visit homedepot.com or your neighborhood Home Depot for clinic schedules. Decorate your home for the holidays. During the month of November attend a clinic at The Home Depot on How To Enhance Your Home with Holiday Lighting. Visit homedepot.com or your neighborhood Home Depot for clinic schedules.

19 Radio Works for Home Improvement Radio successfully activated a series of on-air Orange Box tips: Improving your home's envelope – the walls, ceiling, windows, floors and doors – improves your home's comfort and energy efficiency. The EPA's ENERGY STAR program recommends first sealing air leaks and then adding insulation for a low-cost way to reduce your energy bills. This helpful hint is brought to you by The Home Depot. You can do it. We can help. To stop drafts in your home, use clear caulk around internal window and door frames without having to color-match your paint. This helpful hint is brought to you by The Home Depot. You can do it. We can help. Save money on your heating bill by installing weather-stripping around exterior doors and sealing the gaps around pipes, outlets and wall switches. This helpful hint is brought to you by The Home Depot. You can do it. We can help.

20 Leveraging Radio for Home Décor advertiser Insight Based Ideas

21 Insight Holiday time inspires homeowners to make improvements and repairs to get ready for the many friends and relatives who will visit, and sets the stage for a magical season. Holiday Décor Sets the Holiday Tone

22 Idea: Deck the Home Radio and Advertiser X help consumers celebrate the magical season with inspirational ideas for honoring traditions, decorating with a festive flair and decking their own halls in their own style within their own budget. Radio sets the stage by Decking their Homes with Advertiser X as the exclusive provider of the stations trees, trimmings and more.

23 Deck the Home How it works: Radio stations Deck their Home –Station decorates live trees reflecting their format with Advertiser trimmings for a budget of $50/tree. Trees can be auctioned or given to needy families in the community. –Station studios can be decorated with trimmings from Advertiser X and the websites home page is decorated with Advertiser X flair and presented exclusively by Advertiser X beginning Black Friday throughout the holiday season. Includes images of the live tree and studio décor. –Potential for DJs/station personnel to take on the challenge and deck their personal homes exclusively through Advertiser products.

24 Deck the Home How it works: Station personalities present on-air, DIY Holiday projects to get your home ready by providing inspiration from what they did with Advertiser X. –Projects along with full shopping lists can be posted to the station website. Listeners are invited to showcase their Holiday flair via the station website. –Post photos of your Holiday Home, Tree, Traditions, etc. Significant on-air and online promotion drives to: –Local Advertiser store(s). –Station websites and Advertiser X.com/Holiday. –Text Deck the Home to the station for daily/weekly holiday reminders.

25 Insight Home tours (especially Holiday Home Tours) provide an opportunity to live vicariously and be inspired by escaping daily life and visiting historical or modernistic takes on the magic of the holidays. All in the surroundings of a beautiful piece of architecture not typically open to the public. Living Vicariously

26 Idea: Holiday Home Tours Radio and Advertiser X partner to open doors to historic, celebrity and everyday homes in local markets for consumers to enjoy beautiful and creative holiday home décor and gain inspiration for the décor of their own homes.

27 Holiday Home Tours How it works: Radio stations and Advertiser identify and secure rights to showcase historic and celebrity homes in the local market for Holiday Home Tours. –Live tours would be scheduled for 1-2 weekend days prior to the Holidays. –Virtual tours (video and still photography) would be made available on the stations website. –Advertiser X may offer to decorate these homes for the holiday season and the tour. Virtual tours would be supplemented by content from the Advertiser, for example: –A photo featuring the Holiday tree will include an inspiration thought bubble and a click-through for trees and trimmings from Advertiser X. –Video of a Holiday dressed dining table may include inspiration thought bubbles about how to decorate your own dining room with merchandise from Advertiser X.

28 Holiday Home Tours How it works: Station runs on-air and online promotional units to invite listeners to join them on the live and virtual Holiday Home Tours presented exclusively by Advertiser X. For example: –Join station and Advertiser X on a Holiday Home tour this weekend!! This one weekend event offers the opportunity to see some of our regions best homes decked out for the holidays. If you cant make it in person, log on to stationsite.com/AdvertiserHolidayHome to take the virtual tour, get inspiration for decorating your own holiday home with Advertiser X and then posting it on the site to win a Holiday Décor Advertiser gift card. Advertiser :30s or :60 brand and promotional spots are tagged with the details of the Holiday Home Tours.

29 Holiday Home Tours How it works: Listeners are invited to upload a home tour of their own personal Holiday Home and post their how to and DIY instructions for others to replicate the look with Advertiser. –All uploaded home tours will be entered to receive a gift card from Advertiser X for additional décor enhancements.

30 Leveraging Radio for Home Winterization advertiser Insight Based Ideas

31 Insight The U.S. Department of Energy reports that only one in five homes built before 1980 included satisfactory insulation, meaning home investments can be escaping through unsealed windows and faulty doors. The majority of these homeowners are unaware of the simple cost- effective solutions that will ultimately save 10-20% in energy costs. Frozen Money Pits

32 Idea: Countdown to Winter Radio and Advertiser X present a 1-month, simple, easy-to-follow countdown of 31 ways to winterize your home and get a seasons worth of savings and peace of mind.

33 Countdown to Winter How it works: Each day during a month preceding cold weather forecasts (will vary based on market), station will air a 31-day countdown to Winter including 31 easy-to-follow home winterization tips brought to listeners exclusively by Advertiser X. On-air :30-1:20 segments (length depends on content for each tip) will be created and sponsored exclusively by Advertiser X. Station personality introduces each segment with verbiage such as: –So you've pulled your sweaters out of mothballs and found your mittens at the bottom of the coat closet. But what about your house -- is it prepared for the cold months ahead? Its the Advertiser X official countdown to winter including 31 days of tips for winterizing your home to save up to 20% on energy costs this year. So listen up – heres todays tip.

34 Countdown to Winter How it works: Following the DJ intro, tips may be presented by an Advertiser X voice-over or an expert representative from Advertiser X. Topics include (not limited to): –Caulking and weather stripping to prevent air leaks –Replacement of furnaces older than 15 years and cleaning of filters –Insulation blankets for the water heater tank –Attic insulation –Programmable thermostats –Heating duct cleanings and addition of insulation to ductwork. –Emergency kits –Smoke alarm and carbon monoxide detection –Gutters and ridge vents should be cleaned –Window screens should be taken down and replaced with storm windows –Get the fireplace ready –Prevent plumbing freezes –Landscaping and outdoor surfaces

35 Countdown to Winter How it works: Following the Countdown to Winter tip, on-air personality closes the spot and verbiage may include: –Advertiser X has all the supplies you need to take on this easy-to-handle project that will save you money all season long. Visit stationwebsite.com/Advertiser to hear the tip again, get step-by-step instructions and find other ways to save with Advertiser X during the countdown to winter. Station website includes an Advertiser X branded section that hosts podcasts of each Countdown to Winter segment as well as: –Step-by-step DIY instructions to take a winterization project. –Coupons for the supplies for each project from Advertiser X. –Links to Advertiser X for more information about the project and products.

36 Insight More than one in five children in the United States lives in a family struggling with poverty. The situation is urgent for these 13 million American kids. As unemployment rises and safety networks fray, it is up to community partners to come together to help ensure children and families in the United States receive the vital basics they need to survive. Giving Back

37 Idea: Save Money & Help Others Live Better Radio station and Advertiser X present a campaign designed to help local listeners make a difference in the lives of needy families in their community. Together, we will encourage listeners to nominate families in need of utility assistance, winterization supplies or even warm clothes for kids and purchase Advertiser X merchandise to winterize their own home. For every $X amount purchased in that community, Radio station will donate $X in merchandise to the nominated families in need.

38 Save Money & Help Others Live Better How it works: Drive awareness –Heavy media schedules and DJ live reads promote: The Advertiser X winterization product offerings to help listeners save money and improve their homes efficiency throughout the winter. Opportunity to help needy families in each community. Family nominations –Radio station creates a simple application to nominate families in the community who are in need of assistance. –Applications could be submitted online via station website, Advertiser X website, mailed in or dropped off at local Advertiser X store(s) or the radio station. –Nominated family stories are read on-air to encourage greater participation.

39 Save Money & Help Others Live Better How it works: Giving –Radio station will donate merchandise based on preset amounts to be determined. –Listeners invited to contribute donated merchandise to help families they select from the nominees. Blankets, portable heaters, coats, etc. which could be dropped off at Advertiser X location(s) or the Radio station studio. –Families that benefited based on this campaign are invited to share their story on-air and online.

40 Next Steps Gain feedback on ideas Station to revise based on feedback and propose schedules and costs Plan activation timeline including commercial creative and station produced spots (if required) Discuss how campaign success will be measured Launch campaign


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