Presentation on theme: "This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s)."— Presentation transcript:
This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as Advertiser X – please replace those with the name of the advertiser you are pitching. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.
Leveraging Radio and (insert station name) for (insert Insurance Agent or Broker) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)
Agenda Radio –Reach –Relevance –Results Insight based ideas for insert advertiser
Radio reaches 93% 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. 242,100,000 Weekly Reach Source: June 2012 RADAR® 113 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Radio Dominates the Day Source: GfK MediaDay 2011 (Fieldwork 10-11/Doublebase Respondents) weighted to population (000) Base All Next Day
Source: GfK MRI Doublebase – 2011 – Weighted to Population. 84 % 88 % Adults who purchased homeowners or property insurance from an agent. Adults who purchased life insurance through an agent or broker. Adults who purchased medical insurance on the internet. Radio is Relevant 84 % Adults who purchased auto insurance from an agent.
Radio is Relevant Adults who purchased auto insurance from an agent: –Over 52% listen to radio M-F 6a-10a –Are big FM listeners (over 82%) and 22% listen to AM radio –Over 63% listen to the radio in their car –42% more likely to be listening to the radio on weekends from 10a-3p –48% more likely to listen to Traffic reports –22% listen to any sports play-by-play on the radio Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant Adults who purchased life insurance through an agent or broker: –Over 56% listen to morning drive during the week. –Over 47% listen to evening drive and 37% listen during midday. –78% are avid FM listeners and 29% listen to AM radio. –66% listen to radio in their car during the week and 60% on weekends. –54% more likely to listen to Traffic Reports. –28% listen to any sports play-by-play on the radio. –20% more likely to listen to Adult Contemporary, Country and News/Talk formats. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant Adults who purchased homeowner or property insurance from an agent: –Over 54% listen to morning drive driving the week. –45% listen to evening drive and 37% listen during midday. –78% are avid FM listeners and 24% listen to AM radio. –62% listen to radio in their car during the week and 59% on weekends. –51% more likely to listen to Traffic Reports. –25% listen to any sports play-by-play on the radio. –22% more likely to listen to Country formats. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio Drives Insurance Leads Radio is something that's really working for us. It is very local, can be very intimate and allows you to target as narrowly or broadly as necessary. Lisa Cochrane, SVP Advertising, Allstate State Farm engaged Steve Harvey to drive awareness and participation in their sponsorship of the 50 Million Pound Challenge weight loss initiative. –Personality endorsement was a tremendous success. –50 Million Pound Challenge website saw spikes upwards of 12,000 whenever it was mentioned on air. –Radio ran a successful Allstate Ten Grand for the Road sweepstakes to promote motorcycle coverage in the states of California and Texas. –Station DJs voiced :60 product messages tagged with consumer promotion details and created, hosted and managed the promotional registration website. –Over 150 Motorcycle dealers posted collateral to encourage registrations. –The program generated over 57K page views and 11K qualified leads to Allstate. –GEICO achieved strong engagement metrics and a high volume of buzz with its contextual :15 auto insurance radio campaign. –:15 GEICO spots promoting auto insurance and a special 15% savings offer were strategically inserted immediately following auto advertisers ads.
Leveraging Radio for (insert Insurance Agent/Broker) Insight Based Ideas
Insight #1 Milestones mark a significant change or stage in development in a persons life and with very few exceptions are worth recognition, celebration and public acknowledgement. Because they mark such significant change, they have a direct impact on life and the insurance required to protect all that is precious. Lifes Milestones
Idea: Your Life Announcements Together, Radio station and Advertiser X create a new forum for celebratory families to announce their life changing moments and share them with the entire community.
Your Life Announcements How it works: Radio station will air a weekly series of Advertiser X Your Life Announcements. –A segment series that highlights listeners happy moment and the back-story that goes along with it. –The series could be considered in the same vein as Wedding Announcements in the Sunday newspapers or a New Baby announcement in a community newsletter. Listeners can submit their announcements and story on an Advertiser X branded page on the stations website, by phoning in to the station or submitting a form in a station branded box at an Advertiser X agency location. Those chosen to have their milestone moment featured on air will be interviewed as part of the produced weekly segment to bring the emotion to life.
Your Life Announcements How it works: Your Life Announcement will run in fixed position units in each daypart (AM drive, Midday, PM drive, Evening) Specific days will be designated for various Your Life Announcement milestones, for example: –Monday: Just Born Announcements – Today, Advertiser X congratulates the Jones family on their new addition, Lila… –Tuesday: Birthday Announcements – Today, Advertiser X congratulates Jim Douglas on his 50 th birthday…. –Wednesday: Welcome to the Neighborhood Announcements – Today, Advertiser X wants to welcome the Smith family to the Pines neighborhood…. –Thursday: Obituary Announcements – Today, Advertiser X expresses their deepest condolences to the family of…. –Friday: Getting Married Announcements – Today, Advertiser X wants to congratulate Kim Weiss and Mike Beck on their engagement…..
Your Life Announcements How it works: Your Life Announcement will run as an Advertiser X branded ticker on the radio station website with details listed on the branded page (where listeners can also submit their milestones). Advertiser X may follow up with each listener that posts their milestones with a custom congratulatory message and appropriate information about insurance policies that may apply to the new life circumstances (new baby, marriage, new home, new to the area, etc.).
Insight #2 People like to do business with companies they feel support their belief systems and work toward common goals. As a locally involved citizen, you connect with your community in a more meaningful way and create a mutually beneficial experience. When you get involved in your community, you create a circle of benefits: The community improves, the community feels a connection with you and your business grows. The hand that gives, gathers.
Idea: Protecting the Community A deteriorating school, a playground with peeled paint, a park in need of maintenance, urban re-development -- every community has something that is worth protecting. Advertiser X and Radio station will create a user generated content program which asks listeners what part of their communities need/deserve to be protected by Advertiser X. Just like Advertiser X protects individuals, families and their properties, it will now help protect a cherished piece of the community.
Protecting the Community How it works: On-air promotional spots will drive listeners online to a branded Advertiser X page on the stations site to submit their nomination for a community property in need of a touch-up or makeover. Submissions will be collected and a panel of Radio station and Advertiser X representatives will decide on the project(s) in the community to be funded and protected by Advertiser X. –Advertiser X to set the $ amount for project funding. Number of projects that can be taken on will depend on the scope of the project(s) awarded and Advertiser X funding. Once the project(s) is determined, station personalities will announce it across all day parts and continuously provide details with regard to progress as the project gets coordinated.
Protecting the Community How it works: Working with Advertiser X, the Radio station will coordinate the community project which will include station appearance at the site. Station talent will run promo spots to solicit community volunteers to come along with station and Advertiser X staffers to the site and help with the community project. Radio station will execute live on-air call-ins from the project site on the day of the project and photos will be uploaded to the stations website.
Insight #3 According to a recent survey by marketing consultation firm Strategic Impact, almost 80% of respondents (consisting of investment and insurance professionals) relied on referrals as their primary source of generating new business. Referrals
Idea: True Stories There is nothing more powerful than an endorsement from people just like you when seeking an insurance agent or broker to work with to protect your most precious assets.
True Stories 79% of consumers indicate they ask family and friends for insurance advice and 65% said they also asked colleagues and social acquaintances. Source: National Association of Insurance Commissioners Survey
True Stories Together, Advertiser X and Radio make it easier to access trusted referrals through a series of real, experience based listener testimonials for Advertiser X.
True Stories How it works: Advertiser X provides Radio station with a list of some of their best clients to solicit testimonial stories. Radio station reaches out and requests interviews with clients/listeners. Station talent interview the clients/listeners, probing for information such as: ̶ Tell me your personal story – who are you, tell me about your family, what was your personal circumstance to seek out an Insurance agent? ̶ How did you choose Advertiser X? Did you switch from another agent? Who helped you? ̶ Why they like the agent – is it the customer service? Is the agent friendly and knowledgeable? ̶ Did the company they represent do a particularly good job handling a claim? ̶ Have their rates for a particular coverage increased or decreased over the past three years? ̶ Does the agent review their policy annually to make sure they're getting the best coverage at the best price?
True Stories How it works: Interviews are cut into a series of :60 true listener stories that will evoke passion, provide valuable information and provide an undisputed recommendation/endorsement for Advertiser X. :60 spots run inside programming hosted by the station talent interviewer for contextual relevance. Testimonials may be videotaped for a series of longer form True Story webisodes hosted on the stations website as well as Advertiser Xs website. ̶ Digital podcasts will be archived on the stations website and Advertiser X website as well.
True Stories How it works: As a thank you for participating, Radio station and Advertiser X will host a dinner celebration for clients/listeners and their families. Clients/listeners will be invited to bring along a guest family which will serve as an additional referral source for Advertiser X.
Insight #4 The #1 priority for 9 out of 10 marketing and media briefs in the Insurance category is a need and desire to generate qualified leads in an effort to sell product and grow business. Leads
Beyond the Spot Ideas All Insurance Agents and Brokers will look for ways to generate qualified leads with a mechanism built in to measure success and response rates. The beyond the spot ideas on the following slides are measurable promotional tactics that can be customized for any Agent and product or service. All promotions would be supported with an on-air campaign that directs the listener to the activity.
Beyond the Spot Ideas Sweepstakes designed for relevance with the insurance product that Advertiser X needs/wants to promote, for example: Automotive insurance: Family Road Trip sweepstakes where listeners have a chance to win a new SUV, wagon or minivan and tickets to exciting events in the region (within driving distance). Home-owners/Renters insurance: Home Décor Makeover sweepstakes where listeners have a chance to win a makeover including all furnishings for the room of their choice in their home. Life insurance: Name Your Milestone sweepstakes where listeners have a chance to win a gift card to select retailers for the Milestone of their choice (e.g., baby store, toy store, home furnishings store, bed/bath store, etc.).
Beyond the Spot Ideas Advertiser X branded Insurance trivia game on the stations website. ̶ Engaged listener prospects answer trivia questions based on specific products and services offered by Advertiser X ̶ Registered players automatically entered to win a grand prize sweepstakes and instant wins ̶ Advertiser X owns list of registered players for remarketing purposes Radio station appearances and remotes from: ̶ Events sponsored by Advertiser X (e.g., Little League games, Street Fairs, Parades, etc.) ̶ Advertiser X locations
Beyond the Spot Ideas Radio station hosted networking events sponsored by Advertiser X: ̶ Small business breakfasts ̶ Speed networking ̶ Concerts in the park ̶ Opportunity for Advertiser X to meet and greet with prospects and provide contests such as submit a business card to win a free lunch.
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