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 Book Store or Publisher) (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. 242,000,000 Weekly Reach Source: September RADAR® 114 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: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months Next Day
Source: GfK MRI Doublebase – 2012 – Weighted to Population; Base: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months 84 % 83 % 82 % Adults who bought any books at a book store in the past year. Adults who bought 11+ books at a book store in the past year. Adults who participated in a book club in the past year. Radio is Relevant
Adults who bought books at a book store in the past year: –Are strong FM and AM listeners – 80% and 22% respectively. –20% listen to CHR, 19% listen to Adult Contemporary, 19% listen to Country, 11% listen to Urban and 14% prefer News/Talk formats. –60% listen to Traffic Reports. –21% listen to sports play-by-play. Source: GfK MRI Doublebase – 2011 – Weighted to Population; Base: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months
Radio is Relevant Adults who bought books at a book store in the past year: –Over 52% listen in Morning Drive (6-10AM), 45% listen in Afternoon Drive (3-7PM) and 37% listen in Midday (10AM-3PM) –Weekend listening is strong with 44% of listening occurring between 10AM-3PM and 33% between 3-7PM Source: GfK MRI Doublebase – 2011 – Weighted to Population; Base: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months
Radio is Relevant Adults who bought books at a book store in the past year: –65% listen in the car during the week and 61% during the weekend. –20% listened to Radio online in the last 30 days and 8% visited a personalitys website in the past 30 days. Source: GfK MRI Doublebase – 2011 – Weighted to Population; Base: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months
Radio is Relevant Book lovers are engaged with advertising on the Radio: –80% of those people who participated in a book club in the past year agree that advertising on the Radio provides them with meaningful information about the product use of other consumers. –37% of book buyers who also participated in a book club in the past year agree that the advertising on the radio provides them with useful information about bargains. –38% think advertising on the Radio provides them with useful information about new products and services. –31% think advertising on the Radio is amusing. Source: GfK MRI Doublebase – 2011 – Weighted to Population; Base: Leisure Activities – How Often Engaged in: Reading books/participated in last 12 months
Radio Drives Book Sales Your Erroneous Zones: Before they became household names, Wayne Dyer and Scott Peck started out as authors. When Dyers first book, Your Erroneous Zones, was published, he filled his station wagon with copies and headed west to do as many radio shows as possible. The book ultimately became a best seller. Peck also began by doing three radio shows a day to help sell his first book, The Road Less Traveled, which was on the best seller list for 12 years. First Time Author: Author has done more than 650 interviews with Radio talk shows and has sold more than 23K books at $17.95, making over $356K on his first book. Source: Do radio interviews helps sell books?, akgmag.com; inoutpublishing.com
Leveraging Radio for insert book seller or publisher advertiser Insight Based Ideas
Insight #1 Readers are always looking for the best books to get and authors are trying to find the best readers for their content. Connecting the two involves the author reaching out. Readers want to hear from the author to discover what the book means to them. Authors continue to work hard to reach readers by signing events, radio interviews, and social networking on GoodReads, Facebook, and Twitter. Readers have a better experience to reading material when they connect with the author. The best way is when the reader hears from the authors voice. Inside the mind of an author. Sources: Authors Using Radio As A Marketing Advantage To Sell Books, examiner.com May 2012
Idea: Between the Pages Through a rich author interview series, Between the Pages, Advertiser X will bring listeners the unique opportunity to get an inside account of authors writing processes and how they develop characters and stories to build excitement for new book releases and drive traffic to retail and e-book sales.
Between the Pages How it works: Radio station talent will conduct interviews with selected authors, to air on the station and inside station streams. :30 and :60 segments featuring the DJs interview with the selected authors will run in a fixed position spot each Tuesday (Tuesday is the most common day that Publishers release new books.) –Each segment opens with Todays Advertiser X Between the Pages interview is with (insert author)
Between the Pages How it works: Available authors will answer a series of pre-selected questions about their inspiration when writing, creation of the characters and plotline and any other exciting background information they wish to provide. The spots will be recorded to sound live and run in the specific talents daypart in a first in pod position so that it will sound as if the author is inside the studio.
Between the Pages How it works: All interview segments will drive traffic to Advertiser X to purchase the featured book and other works that inspired the author. Advertiser X :30 or :60 brand spots will run adjacent to each vignette. Where possible Radio station will secure and host book signing events or meet the author events at Advertiser X locations. –Events will be promoted on-air, online and via e-blasts and e-newsletter integration
Insight #2 According to a FreeBooksy Survey, most authors saw an almost 10-fold increase in book units sold after they ran a promotion offer for a free sample or trial for a book. The sales unit spike was most highly correlated with the number of reviews a book had, the # of free downloads a book had and being featured on a 3 rd party site. Sampling & Personal Recommendations Sell! Sources: Forbes
Idea: Audio Book Bites To help build excitement and anticipation for book releases, station and Advertiser X will provide listeners with a sneak peek inside the pages of new books.
Audio Book Bites How it works: Audio Book Bites will air as a 2 or 3 minute segments, giving listeners an inside look at the most anticipated new book releases. Station will select appropriate talent to read a designated section of the soon to be released book, drawing listeners in…but leaving them wanting more!
Audio Book Bites How it works: Online, stations will feature extended versions of the audio segment and/or extended excerpts of the book for listeners to read themselves. To drive additional traffic to Advertiser X, station will put their street teams to work to hand out printed excerpts of the selected books with a coupon good for release-day only. –Station street teams can distribute the book passages at high traffic areas, the Monday/Weekend before the new book hits stores.
Insight #3 Book Clubs A business tycoon, Oprah Winfrey is an attentive student of popular culture and was well aware that reading groups were one of the phenomena of the 90's. She created Oprahs Book Club to fulfill her on-air promise to bring higher-level content to her show.. The club made Oprah the most powerful book marketer in the United States. Just one example of the power of a personality endorsed book club: when Oprah chose John Steinbeck's East of Eden, it became Oprahs 47th book selection to skyrocket to the top of bestseller lists. Sources: New York Times. Oprah.com
Idea: DJs Book Club In the vain of Oprahs Book Club, select station talent who are avid readers will partner with Advertiser X to create their own on-air, online and on site book club open to all listeners with a passion for literature.
DJs Book Club How it works: Each month, the DJ will select a book that he/she selected from Advertiser Xs bookshelves and invites listeners to read along and share thoughts and perspectives. A set date will be scheduled and announced on-air for live and in person Book Club events at an Advertiser X location to discuss the book of the month.
DJs Book Club How it works: Long form (1-3 minute) vignettes presented by Advertiser X will be extracted from the audio and videotaped discussion that occurs at each Book Club event. Content includes conversations between the DJ, members of the listening audience, Advertiser X experts and the author (where available).
DJs Book Club How it works: Vignettes run on-air in talents daypart and drive: –Participation for the next book. –Traffic to the stationsite.com to listen to/watch the discussion, download discussion guides, get other book recommendations from the DJ and how tos to create their own book clubs. –To Advertiser X to purchase the book(s). Advertiser X brand spots run adjacent to each vignette.
DJs Book Club How it works: Station will create a DJ Book Club page on the website to include: –Video and audio podcasts from the Book Club events. –Current and previous book selections. –DJ audio reviews of books he/she recommends (non-DJ Book Club books) –Discussion guides
DJs Book Club How it works: On the website (cont.): –Tools and helpful hints/ideas to create your own book club. For example: Themes: Dinner & a book (create a meal for your book club in sync with the era or location of the book) How to be a discussion moderator Types of individuals to invite to your book club –Message boards for listeners to share their own reviews/recommendations, book club ideas and photos/videos of their individual book club discussions. Those individuals who include Advertiser X in their book clubs or reviews may be randomly selected to win a year of books (1 per month) from Advertiser X for their book club.
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