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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. In addition, we refer to your station(s) as Radio Station – please fill in your call letters or station ID. Please delete this slide prior to your presentation. Need assistance? View in slide show mode and click on the ask rab logo.
Leveraging Radio and (insert station name) for (Heating, Ventilation and Air Conditioning 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 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. 241,463,000 Weekly Reach Source: December RADAR® 115 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day
Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day
Source: Scarborough USA Release 2 (12 months only) 88 % 89 % 90 % Adults 18+ whose household installed heating/air conditioning in the past year African-American Adults 18+ whose household installed heating/air conditioning in the past year Small business owners Radio is Relevant 91 % Hispanic Adults 18+ whose household installed heating/air conditioning in the past year
Source: Gfk MRI, - Mediamark Research, Inc Doublebase Radio is Relevant Adults 18+ who installed central air conditioning or central heating (Gas, Oil, Electric) in the past year: Format preferences include: Country (21% A/C) (22% Heating). CHR/Top 40 (17% A/C) (20% Heating). Adult Contemporary (15% A/C) (16% Heating). News/Talk (15% A/C and Heating). Urban (11% A/C) (14% Heating). Listening to Traffic Reports and Sports Play-by-Play on the radio is strong. 55% (A/C), 54% (Heating) tune in regularly to Traffic Reports. 23% (Heating), 18% (A/C) tune in regularly to Sports Play-by-Plays.
Radio is Relevant Adults 18+ who installed central air conditioning in the past year: Daypart listening trends: 51%-56% listen to the radio during morning drive, weekdays 6A-10A. 35% listen during the day 10A-3P weekdays. Over 45% tune-in during the afternoon commute, weekdays 3P-7P. Over 17% are listening 7P-Midnight. 42%-45% listen during the day on the weekends. Source: Gfk MRI, - Mediamark Research, Inc Doublebase
Radio is Relevant Adults 18+ who installed central air conditioning in the past year: 58%-63% most often listen to the radio in their car. 18%-24% listen at home during a typical weekday and 22%-27% listen at home during a typical weekend. 77%-80% are regular FM radio listeners. 20%-22% are regular AM radio listeners. Over 17% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc Doublebase
Radio is Relevant Adults 18+ who installed central air conditioning in the past year: 57% think advertising on the radio provides them with meaningful information about the product use of other consumers. 33% agree that advertising on the radio provides them with useful information about new products and services. 34%-36% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc Doublebase
Radio Works for HVAC Contractors Objectives: Gain awareness of Wiegold services in the Naples/Fort Meyers markets. Drive sales/increase revenues. Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Solution: Wiegold Home Show with Dave Borowski For 12 years, Wiegolds Vice President, Dave Borowski, hosted a weekly, one hour call-in show that ran each Saturday on WINK News Radio from 9am-10am. Radio Works for HVAC Contractors Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Solution: The show was scripted weekly by Borowski so that he was prepared to do the show if there were few or no calls during the hour. Listeners were directed via more than 250 commercials and promo spots per week to submit questions via the Wiegold website. Radio Works for HVAC Contractors Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Solution: Topics were chosen for seasonal and climatic relevance. Borowski stated, the best radio is reflective of what is happening right now. Radio Works for HVAC Contractors Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Results: The contractor stated that their radio program was a tremendous tool for creating awareness in the market and helped differentiate the company from other HVAC contractors. If the contractor is top of mind, he gets the call first. We dont get price shopped, so my margins stay healthy. Dave Borowski, Vice President, Wiegolds Air Conditioning & Heating Radio Works for HVAC Contractors Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Radio Works for HVAC Contractors Objective: Develop a trusted reputation in the community. Drive sales of specific product and services promoted each week. Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Radio Works for HVAC Contractors Solution: Gene Slade Jr., owner of Air Genie Air Conditioning in Bonita Springs, FL began hosting his own radio show in 2008 shortly after he started Air Genie. His weekly show is broadcast on 9 radio stations and takes a freewheeling approach to content. Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Radio Works for HVAC Contractors Solution: Each week, he and a co-host pick a topic and chat live for an hour. Co-hosts include his General Manager or an expert on a specific topic (e.g. duct systems). Each show includes a special offer for listeners, (e.g. a tune-up at a special price.) Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Results: The radio program alone was responsible for growing my business from a start-up to $2.5MM Gene Slade, Jr. - Owner, Air Genie Air Genie has funneled almost 100% of their promotional budget to the weekly radio show format. Radio Works for HVAC Contractors Source: Air Conditioning, Heating & Refrigeration News, May, 2012
Leveraging Radio for insert HVAC Advertiser Insight Based Ideas
Insight #1 In President Obamas February 12, 2013 State of the Union address, he said our housing market is finally healing from the collapse of Home prices are rising at the fastest pace in six years. Home purchases are up nearly 50% and construction is expanding again. This is confirmed by data published by Bloomberg in January indicating that the housing market will play a more central role in the U.S. economic expansion in New homeowners spend more in their first six months than established homeowners spend in 5 years. They need many products and services and haven't yet developed shopping loyalties. Housing is home. Sources: Barack Obama State of the Union Address, ; Bloomberg, 1/29/13; WelcomeWagon.com
Idea: Housewarming Together, Advertiser X and Radio Station partner to reach out and welcome new home owners to the community while providing them with all they need to make their home warm & cool.
Housewarming How it works: Radio Station establishes a relationship with local government offices or real estate professionals to get listings of individuals and families who recently moved to the area. Through a weekly Advertiser X branded segment, Radio Station provides a warm & cool welcome to the new neighbors on-air and online. Each segment asks listeners to tell the station if they are or have a new neighbor in their area to receive a shout out in future segments.
Housewarming How it works: Each listener mentioned in the Housewarming segments will receive a Housewarming gift from Advertiser X and the Radio Station to include: –Special offer for Advertiser X services. –Radio Station merchandise. –Additional product/offers from other (non-competing) local supporting sponsors on the station. Radio Station creates an Advertiser X branded Housewarming page on the stations website with information and a directory of local services for listeners new to the community.
Housewarming How it works: Advertiser X branded Housewarming page on the stations website may also include social and interactive elements such as: –Message board for neighbors to post a note welcoming their new neighbors and for the newbies to post questions to established members of the community (e.g. Wheres the best dry cleaner? Who delivers the best pizza? How do I get involved in recreational activity?, etc.) –Radio Station personalities will post video tours of their community with all their favorite spots. –Advertiser X and Radio Station Welcome neighbor e-card templates to introduce yourselves to your new neighbors.
Housewarming How it works: At the end of each quarter, Radio Station will host an Advertiser X sponsored Housewarming Party for all of the communitys new neighbors. On-air promo spots will alert all listeners about the party, for example: –Come join Advertiser X to welcome all of our new neighbors to our great community. The Radio Station new neighbor housewarming party is on X date and time at Y, Z location. Its the warmest and coolest bash of the season where youll meet and greet your new neighbors, make new friends while listening to great music and winning some great prizes. Ill be there – cant wait to meet you on X date and time at Y, Z location.
Housewarming How it works: All new neighbors that have been mentioned in on-air and online Housewarming shout outs will receive personal invitations to the party with additional incentive from Advertiser X. Station will also post promotional invitations through: –E-newsletters. –Social networking sites (Facebook fan pages and Twitter). –Station website – home page and the Advertiser X Housewarming page.
Insight #2 Climate Control The HVAC business is seasonal. Most HVAC repair and replacement jobs occur during the seasons when occupants are least comfortable with their climate. Sources: U.S. Department of Energy, Better Buildings Business Models Guide.
Comfort Zone Radio Station and Advertiser X partner across all four seasons to keep listeners comfortable at home, in the office (and even in the car) regardless of each days climate and weather conditions.
Comfort Zone How it works: Radio Station will create a Heat and A/C feature to be integrated within or included directly adjacent to weather reports each day. For example: –Meteorologists predict a 7-degree rise in temperature today. This is the hottest summer since Is your central air operating to beat the heat? Call Advertiser X for a free evaluation. These same features will be integrated on the Radio Station website alongside the online weather report and forecast. –Advertiser X may sponsor the online feature and skin the weather feature with Advertiser X branding.
Comfort Zone How it works: In addition to the Weather report integration, Radio Station will create short- form Advertiser X Cooling Quotes and Heating Quotes messaging to run throughout day parts. Cooling and Heating Quotes can range in length from :05-:15 messages and quote scientific studies, university websites and health reports relative to the impact cold and heat can have on us. Cooling and Heating Quotes will also be featured in an Advertiser X ad unit adjacent to news on the Radio Station website.
Comfort Zone Example Cooling Quotes & Heating Quotes: Todays Cooling Quote brought to you by Advertiser X: Did you know that extreme heat can impact birth rates and sperm counts according to a Columbia University study? It is critical that your home be set to the appropriate levels. Advertiser X can tell you how…. Todays Heating Quote brought to you by Advertiser X: Did you know that in cold weather, a faster heartbeat benefits muscular and respiratory function, but in an unfit individual can also increase the risk of heart failure? Winterizing your heart is as essential as winterizing your home and exercise plays an important role. Make sure your home is ready for the workout. Advertiser X can tell you how….
Comfort Zone How it works: To further extend the program, Radio Station and Advertiser X follow each weather sponsorship and Cooling Quote/Heating Quote with a sweepstakes opportunity to beat the heat AND hold the cold. Listeners are invited to log-on to the station website or text an Advertiser X short code to the Radio Station to enter to win a prize such as: –Win a summer trip to Alaska AND a winter trip to Hawaii (or choose) –Win a trip to a Stanley Cup finals game (on ice) AND the NFL Pro Bowl (in Hawaii)
Comfort Zone How it works: All listeners that enter the sweepstakes are invited to opt-in to receive future offers from Advertiser X. Advertiser X may use this database for new business leads.
Idea: Power Save! Save energy. Save money. Save the earth. Advertiser X will provide Power Saving solutions to listeners through a cross-platform partnership with the Radio Station designed to provide tips, products and Advertiser X services that will help them easily save energy, money and the community.
Power Save! How it works: Advertiser X will thematically sponsor the most relevant Radio Station programming to their target audience(s) both on-air and on the stations website. For example: –Sports sponsorship: Advertiser X Power Save! of the Game. –Weather sponsorship: Advertiser X Power Save! Temps – advisable home/office thermostat setting for the current outdoor temperature.
Power Save! How it works: Advertiser X will thematically sponsor the most relevant Radio Station programming to their target audience(s) both on-air and on the stations website. For example: –Traffic: Advertiser X Power Save! providing alternate routes for bumper to bumper traffic conditions). –Music: Power Save! of the hour where listeners can save the song they just played for future free download to MP3.
Power Save! How it works: Each Power Save! moment will direct listeners to the stations website feature (sports, weather, traffic, music as relevant) for more content and downloads. Downloads may include: –Power Save! Play of the Game – the video play. –Power Save! listing of all advisable temperatures for home/office thermostat settings based on outdoor weather conditions. –Power Save! traffic routes for all congested spots in the area. –Power Save! music of the day for download to an MP3.
Power Save! How it works: Each Power Save! moment as it relates to the Radio Station programming content will be brought to you by Advertiser X and is followed by :60 spots featuring Advertiser X Power Save! tips for energy efficient heating and cooling. Each Power Save! :60 spot can be produced by the Radio Station with guidance from Advertiser X.
Power Save! How it works: Tips to be featured in the Power Save! spots might include: –How to choose the right programmable thermostat and how much you will save by switching to one. –Simple steps to improve duct performance, why its important and how much you will save by working with Advertiser X to seal, repair and replace. –Why upgrading to Energy Efficient heating and cooling equipment is a smart move before winter or summer and how much time, money and energy you will save by upgrading.
Power Save! How it works: Each of the Advertiser X Power Save! spots may include an offer as it relates to the topic from Advertiser X, e.g. 20% discount on a programmable thermostat, $50 off a duct inspection, etc. All spots include a call-to-action to visit Advertiser X online at the station website/advertiser X and phone number. –Station can also invite listeners to text an Advertiser X short code to the station if they wish to be contacted by Advertiser X.
Idea: Chill Pads & Hot Spots Radio Station and Advertiser X partner to drive relationships and referrals through an experiential based platform. Together, well make it easy for Advertiser X to demonstrate the ongoing comfort their heating and cooling services provide through Chill Pad and Hot Spot respites at sporting events and the content designed to cool off or heat up the listeners mood.
Chill Pads & Hot Spots How it works: Advertiser X and Radio Station will align with sports organizations (major league and minor league) and arenas in the local market to bring fans the ultimate relaxation locations in the venues/at the events. Advertiser X will own title sponsorship/naming rights of these Cool Off/Warm Up lounges during the entire sports season OR designated months throughout 2013.
Chill Pads & Hot Spots How it works: Advertiser X Chill Pads will be used in summer months (e.g. for Baseball) and can be executed in-stadium in upper/lower decks where fans receive the most sun- exposure. –The Chill Pad can potentially be set up as a tented area over the actual upper deck seats…those sitting in the seats will get to watch the game in air conditioned comfort, courtesy of Advertiser X. –The Chill Pad (or Lounge) can also be in specific areas outside field viewership areas (parking lots) where fans can have access to flat screen TVs, refreshments, complimentary food, etc.
Chill Pads & Hot Spots Advertiser X Hot Spots will be used in Fall/Winter months for football (high school, college and NFL), and can be executed in-stadium. Both Advertiser X Chill Pads & Hot Spots can be executed around tailgating. –Specific sports teams host LIVE broadcasts, provide fans with full amenities OR provide fans the opportunity to win the chance to enter lounges in stadium by random seat selection.
Chill Pads & Hot Spots On-air: Station will create Chill Zone and Hot Spot programming blocks. –Blocks can be offered as commercial-free programming to chill out & relax brought to you exclusively by Advertiser X. –Chill Zone blocks may feature love songs, jazz, etc. –Hot Spot blocks would feature new songs that are hot on the charts. Programming blocks will promote upcoming Chill Pads & Hot Spots locations and drive listeners online to the stations website for full listings.
Chill Pads & Hot Spots Online: Station will create a virtual Advertiser X Chill Pad or Hot Spot (based on season) that will include: –Music appropriate for chillin or todays hottest hits. –Full listing of where to find the Advertiser X Chill Pads and Hot Spots. –Contact information for Advertiser X/Link to their website.
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.