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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 (Sporting Goods Advertiser) (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)
Source: GfK MRI Doublebase – 2011 – Weighted to Population. 94 % 91 % 92 % Women with kids ages 6-17 in the household who purchased sporting equipment (e.g. footballs, soccer balls) in the past 12 months. Adults 18+ who purchased any team sports clothing in the past year. Men who purchased sports clothing: Athletic Apparel/Work Out Wear in the past year. Radio is Relevant
Sporting Goods Category: Radio Usage Heaviest Radio listening occurs during morning and evening drive times. Average of 64% of Men and 55% of Moms listening during AM/PM drive times. Moderately high listening during weekend day (10AM-3PM). 92% of women with children 6-17 who purchased team sports clothing in the past year listen to FM radio. 30% of men who purchased team sports clothing in the past year listen to AM radio. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Sporting Goods Category: Radio Usage Heaviest Radio listening occurs during morning and evening drive times. Highest location for listening to the Radio is in the car during weekday and weekends. Radio format preferences among Men and Women who shop sporting goods stores: Country (both men & women over-index). Traffic reports reach more than 58% of both male & female shoppers. Men who shop sporting goods are also avid listeners of sports radio play by play broadcasts as well as Rock and Classic Rock formats. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio Dominates the Retail Day Source: MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All Next Day
% Shoppers Average Minutes Before Entering Store Radio is the Last Medium Shoppers are Consuming Before Entering the Store Source: Nielsen/Council of Research Excellence, TO BE READ: 62% of shoppers listen to Broadcast Radio 13 minutes before they enter the store
Radio Drives Sporting Goods Traffic Radio is a key element to Dicks Sporting Goods success. Dicks Sporting Goods has become the nations #1 sporting goods retail chain, with 300+ stores and more than $3B in annual sales. Along the way, thousands of radio commercials have been part of the mix featuring both retailer promotions that boost store traffic and sales, and brand messages that reinforce Dicks image as Americas premier full-line sporting goods retailer. Sources: RAB, Katz Marketing Solutions,
Radio Drives Sporting Goods Traffic Bass Pro Shops partnered with Katz to create and activate a Show Us Your Bass photo contest where consumers sent in/uploaded photos for listeners to vote for the best Bass photo. –Campaign included personality appearances at retail locations which generated tremendous exposure and traffic to select Bass Pro Shop locations. Finish Lines Everybody Has Sole sweepstakes was an in-store/online register-to-win program that successfully leveraged local radio to promote the promotion and drive retail traffic via Radio personality appearances. –Campaign included a grand prize to win a trip to the concert of your choice, 1 st prize of free shoes every week for a year and runner-up prizes including back to school survival kits (mp3 player, Finish Line gift card and music download gift card.) Adidas Outlet Stores ran a successful Holiday campaign that included on-air and online gift card giveaways that were positioned as stocking stuffers that keep ya movin. –Campaign was considered successful by both the client and agency constituents. Sources: RAB, Katz Marketing Solutions,
Leveraging Radio for insert Sporting Goods advertiser name Insight Based Ideas
Insight #1 High School Football has experienced unprecedented growth and attention: Stadiums seating up to 20K are sold out EVERY Friday night. Successful primetime NBC television show Friday Night Lights based on highly acclaimed book. Fan base includes students, alumni, parents, local business leaders and media. A huge percentage of fans watch the game equipped with radio to hear live commentary, district info, player stats, etc. A Diamond in the Ruff
Idea: High School Football Together, Radio and Advertiser X will celebrate and amplify the local spirit and pride surrounding High School Football by connecting community, players, coaches and fans with unique content, locally relevant experiences and merchandise from Advertiser X. NOTE: This idea can be adjusted to support any local school sport (soccer, baseball, etc.)
High School Football How it works: On-Air: Creation of weekly Advertiser X customized vignettes featuring the play-by-plays of the week from local High School games. –Play-by-plays can be branded using the Advertisers language – for example, if it were Dicks Sporting Goods Untouchable As One is their Football header – so the branded play- by- play could be Untouchable Player of the Week, Untouchable Fan of the Week, etc. If it were Sports Authority, their tagline is All things Sporting Good so the branded play-by-play might by the Sports Authority, Sporting Good Player of the Week or the Sports Authority Good Sports Fan of the Week. –Play by play vignettes run during the Friday night games (if possible) or through the weekend and Monday morning following each Friday game. NOTE: This idea can be adjusted to support any local school sport (soccer, baseball, etc.)
High School Football How it works (continued): On-Air: Sponsorship of existing or new High School football programming updates (features and scoreboard reports). Preceding each game, stations can program rival school alumni Sparring Spirits on-air. :30 and :60 spots created to announce Advertiser X support and participation in local high school football. –Spots drive to radio remotes at Advertiser X tailgates, pep rallies, stores and website.
High School Football How it works (continued): In Market: Bring individual spirit and strength of community together by hosting Advertiser X Tailgates and/or Pep Rallies. Radio station creates on-location tailgate concerts or pep rallies at big games or at Advertiser X locations. –Includes Radio station remote broadcast where personalities interview players, parents, boosters, alumni, execs from Advertiser X, autograph signings, meet & greets, etc. –Radio station promotes the Tailgate/Pep Rally on-air along with tips to get in the spirit with Advertiser X highlighting select merchandise. –Radio station street teams are dressed in Advertiser X merchandise distributing offers/flyers/tailgate/pep rally ideas. NOTE: This idea can be adjusted to support any local school sport (soccer, baseball, etc.)
High School Football How it works (continued): Online: Creation of areas on station sites dedicated to local High School Football and including features such as: –Player, students, cheerleader, alumni, and parent interviews, postings, and features –Scoreboards, team and player profiles. – Fan Cam section - consumer generated photos/video from games, pep rallies, tailgates could be posted online.
Insight #2 Play by Play Sports reports and play-by-play broadcasts on Radio are tremendously popular among Sporting Goods shoppers: 58% of Men who purchased team sports clothing in the last year listen to sports events play-by-play on Radio. 52% of Men 18+ who purchased a football in the past 12 months listen to sports events play-by-play on Radio. 34% of Women 18+ who purchased team sports clothing in the last year listen to sports events play-by-play on Radio. 32% of Women with kids 6-17 who purchased sports apparel in the last year listen to sports events play-by-play on Radio. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Idea: Outdoor Sports Reports Radio-created, Advertiser X-branded sports reports with an emphasis on the sports are most relevant to the Advertiser (e.g. Ski & Boarding Reports for ski shops, Cutting edge & extreme sports for Vans, main line sports reports for Dicks, Sports Authority, etc.).
How it works: –Reports would air adjacent to regularly scheduled sports updates or News reports. –Ability to include Advertiser X guest reporters (consumer promotion/contest) as well as athletes from covered events. Guest reporters could be Advertiser X employees and/or Radio could host a casting call at Advertiser X locations to give fans/customers the opportunity to record an on-air reporters notebook feature. For example: Its the 7th Inning Stretch here at Ford Field and todays game has proven to be an exciting and energetic matchup between the Braves and the Dodgers. Its been rough going for new skipper Freddie Gonzolez, But if the Braves can hang on for another inning-and-a-half, theyll have swept this 4-game series against LA, moving them within 2 games of 2nd place. Im Joe Q. Radio listener and this was my reporters notebook for Advertiser X. Outdoor Sports Reports
How it works (continued): –Content could be streamed on both the radio station website as well as the Advertiser X website. –Creation of Outdoor Sports Reports alerts for breaking news across Advertiser X sponsored sports. –Radio remotes from local market events with on-location Advertiser X Reporting of the competitions. –Retail promotions could include contesting for tickets to events, guest reporters and on-air reporters notebook features. Outdoor Sports Reports
Insight #3 Trivia If you've ever been in a sports bar, you have probably taken part in a sports trivia game. There is often a level of respect given to the guy (or gal) who knows the most obscure sports trivia answers. If youve never been in a sports bar, you probably have taken part in some sort of trivia game and recognize that it is a great learning tool and also quite addicting. Once hooked, the learning never ends! Source: Business Report: The Chronicle with Bloomberg; Stacy Finz, Chronicle Staff Writer
Idea: Sports Trivia Master Together, Radio station and Advertiser X partner to allow all sports enthusiasts the opportunity to strut their trivia stuff and train for the title of sports trivia master through an integrated program that will test sports knowledge and crown one listener as the Advertiser X Sports Trivia Master.
How it works: –Creation of a series of daily on-air sports trivia questions that are related to the sports most relevant to Advertiser X promotions. Spots will run in fixed positions, sponsored by the Sporting Goods advertiser. If the station airs sports reports, the spot runs adjacent to the reports each day. Questions will run the gamut from National to International to Local sports in line with relevance to the advertiser. Sports Trivia Master
How it works (continued): –Listeners answer the trivia question via text message to the station, log on to the station website or call in for a chance to answer live on the air. For text responses, Radio station will create a short code and include in the trivia question spot (e.g. to answer, text 1067 with your response and well let you know if youre a winner). All texts received will receive an auto bounce back text thanking the listener for participating with a message from the advertiser. Online responses will click, answer and be notified if they are correct or not. The listener must opt-in as a registered user to enter into the competition to be crowned Sports Trivia Master. Sports Trivia Master
How it works (continued): –Each correct response will earn the listener Sports Points that will be totaled up to determine if they are a contender for the Sports Trivia Master finals. Advertiser will have access to the database of participating listeners once the promotion has concluded. Sports Trivia Master
How it works (continued): –4 weeks into the campaign, correct answers will be totaled to determine finalists for an on-air live trivia contest hosted by the station personalities (game show format). Finalist contestants will participate in a live game show that can take place in-studio or at the Advertisers retail location via Radio remote broadcast where one final contestant will earn the grand prize title of Advertiser X Sports Trivia Master along with a gift package of sporting event tickets and gear from the Advertiser. Runner-up prizes will also be awarded to the other finalists. Sports Trivia Master
Insight #4 The Zone When you work out or play a sport you love, you almost always enter the zone. The zone acts either like an adrenaline rush or a form of meditation. Either way, it makes you feel more refreshed after doing it, and it also makes the workout or sport seem less like a chore and what it actually is – a lifestyle, a passion. Source: 2010 AdrenalineLifestyle.net
Idea: Feel the Rush When you go full throttle in sports, theres a rush that comes along with it. A rush thats addictive and keeps you wanting more. Together, Radio and Advertiser X will feed the addiction through a code- driven, interactive, in-market and on-air promotion providing access to experiences that will inevitably help the sports enthusiast Feel the Rush.
How it works: Radio station and Advertiser X create a hidden code promotional program that will provide access to experiences and cash rewards for listening to their favorite radio station and shopping Advertiser X. On-air personalities will announce a different code every day in a fixed position spot over the course of the promotional period for chances to win a variety of Feel the Rush experiences. Feel the Rush
How it works (continued): Radio will identify experiences and/or create/host locally relevant events and activities, for example: –Tickets to sporting events across the most relevant sports for the retailer. –Lift tickets for ski resorts. –Track/crew pit seats at NASCAR races. –Remotes from events that include extreme and outdoor sports. –Front row seats/backstage passes for concerts. –Cash, gift card and coupon prizing. Advertiser X tune-in spots will run to drive awareness of the time in which the code will be called – run out and shop Advertiser X to get as many codes as you can. New winners every day. Codes can be placed on specific merchandise or printed on receipts from Advertiser X. Feel the Rush
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.