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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:

1 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.

2 Leveraging Radio and (insert station name) for (Beverage Advertiser) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3 Agenda Radio –Reach –Relevance –Results Insight based ideas for insert advertiser

4 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)

5 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® 115, December 2012 © Copyright Arbitron (Persons 18+ Monday-Sunday 24-Hour Weekly Cume Estimate)

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 Source: Scarborough USA Release 2 (12 months only) 91 % 89 % 87 % Adults 21+ who drank any energy drink in the past week Adults 21+ who drank any bottled water in the past week Adults 21+ who drank any regular soft drink in the past week Radio is Relevant

10 Radio is Relevant To Soft Drink Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Daypart listening trends: 48-51% listen to the Radio during morning drive, weekdays 6A-10A. Over 37% listen during the day 10A-3P weekdays. 44% tune-in during the afternoon commute, weekdays 3P-7P. 43% are listening during the day on the weekends % most often listen to radio in the car. More than 53% listen to Traffic Reports. Average of 20% listen to Sports Play-by-Play. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

11 Radio is Relevant To Soft Drink Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Avid FM Radio listeners -- 80% Almost 18% have listened to Radio online and over 7% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. 56% agree that advertising on the Radio provides them with meaningful information about the product use of other consumers. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

12 Radio is Relevant To Soft Drink Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: 39% agree that advertising on the Radio provides them with useful information about new products and services. 39% agree that radio provides them with useful information about bargains. 33% think advertising on the Radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

13 Radio is Relevant To Water & Seltzer Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Daypart listening trends: 51% listen to the Radio during morning drive, weekdays 6A-10A. Over 37% listen during the day 10A-3P weekdays. 33% tune-in during the afternoon commute, weekdays 3P-7P. 44% are listening during the day on the weekends. 63% most often listen to radio in the car and 21% listen at home. More than 56% listen to Traffic Reports. Average of 18% listen to Sports Play-by-Play. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

14 Radio is Relevant To Water & Seltzer Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Avid FM Radio listeners -- 81% and 20% tune in regularly to AM Radio. Over 18% have listened to Radio online and over 7% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. 54% agree that advertising on the Radio provides them with meaningful information about the product use of other consumers. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

15 Radio is Relevant To Water & Seltzer Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: 38% agree that advertising on the Radio provides them with useful information about new products and services. 38% agree that radio provides them with useful information about bargains. Over 31% think advertising on the Radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

16 Radio is Relevant To Energy Drinks Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Daypart listening trends: 51% listen to the Radio during morning drive, weekdays 6A-10A. 39% listen during the day 10A-3P weekdays. 47% tune-in during the afternoon commute, weekdays 3P-7P. 45% are listening during the day on the weekends. 64% most often listen to radio in the car and 20% listen at home. More than 54% listen to Traffic Reports. Average of 21% listen to Sports Play-by-Play. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

17 Radio is Relevant To Energy Drinks Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: Avid FM Radio listeners -- 85%. Over 23% have listened to Radio online and over 9% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. 40% agree that advertising on the Radio provides them with meaningful information about the product use of other consumers. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

18 Radio is Relevant To Energy Drinks Consumers Adults 18+ who drank any Cola, Diet Cola or Carbonated Soft Drink in the past 6 months: 40% agree that advertising on the Radio provides them with useful information about new products and services. 40% agree that radio provides them with useful information about bargains. Almost 35% think advertising on the Radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

19 Radio Delivers the Largest Reach at Key Pre-Shopping Periods Source: MBI Touchpoints TM Base: Adults 25-54

20 Radio Works for Water Objectives: Drive trial of Nestles portfolio of water brands. Reinforce brand awareness during key water season (May- September).

21 Radio Works for Water Solution: Spring Water Rocks Nestle waters partnered with radio to activate a massive, event-driven promotion. Radio stations in 110 markets participated to bring Spring Water Rocks to life on-air, online and on- premise.

22 Radio Works for Water Solution: Spring Water Rocks Stations coordinated Spring Water Rocks sampling and misting station tent events at concerts and beaches in their markets. Street teams and personalities gave away branded t-shirts, sunglass holders, and branded water bottle holders with lanyards.

23 Radio Works for Water Solution: Spring Water Rocks On-air promotional announcements alerted listeners where the Misting Stations were located each day. Listeners could log on to the stations website to find the Spring Water Rocks event calendar.

24 Radio Works for Water Solution: Spring Water Rocks On-air programming integration with DJs following a song with liners such as that song really rocked, so does spring water. Check out the misting tent at the upcoming event.

25 Radio Works for Soda Objective: To promote the client's brands to women ages

26 Radio Works for Soda Solution: Girls Getaway B103 FM in Rockford, IL partnered with Diet Pepsi (through the local distributor, Pepsi-Cola of Rockford) to put together a contest to give away a "Girls Getaway" package. The package included everything the winner would need to spend a fun weekend with three friends at the Mystique Casino in Dubuque, Iowa. Hotel rooms, gift certificates for food and slot play were all included.

27 Radio Works for Soda Solution: Girls Getaway Listeners visited the station's website to describe what they like to do when they celebrate with their girlfriends. The station qualified ten of their favorite entries and picked the winner randomly from that selection. Each qualifier won a Diet Pepsi prize pack.

28 Radio Works for Soda Solution: Girls Getaway The contest was promoted with on-air and in-stream promotions and online on the homepage, contest page, and in an e-newsletter to loyal listeners.

29 Radio Works for Soda Results: The Contest Report showed the client that they nailed the target demographic –96% of entrants were female and 94% were ages 35 and above. Participation spiked in conjunction with the e-newsletter.

30 Radio Works for Soda Results: Program is in its 3rd consecutive renewal. This promotion has been a huge success and participation has grown each year. Its amazing to see the response we get from listeners! Weve created a promotion that shows our audience we understand what they want. Its a win for everyone involved.

31 Radio Works for Energy Shots Objective: Drive awareness and trial of 5- hour ENERGY as a substitute for coffee.

32 Radio Works for Energy Shots Solution: Break the Coffee Habit Radio partnered with 5-hour ENERGY to encourage listeners to skip the coffee break and try 5- hour ENERGY for a boost of energy that will last longer than a cup of coffee.

33 Radio Works for Energy Shots Solution: Break the Coffee Habit :05 to :10 timed contextual messaging ran during key times during the day when listeners are thinking about a coffee break. Contextual messages were followed by :30 brand spots.

34 Radio Works for Energy Shots Solution: Break the Coffee Habit Examples included: – 5am-8:30am – its time to face the day – 5-hour ENERGY will give you the boost you need for the day ahead. – Mid-afternoon lull (3pm) – dont give yourself a coffee break, give yourself a boost of energy with 5-hour ENERGY.

35 Radio Works for Energy Shots Results: Program deemed successful in driving sales of product.

36 Radio Works for Soda Objective: Make a classic Mexican soda brand, Jarritos, a U.S. favorite. –Jarritos is Mexicos first National soda brand and a cultural icon.

37 Radio Works for Soda Background: In 1989, Jarritos entered the U.S. market with a radio-centered plan targeting U.S. Latino audiences and was highly successful in terms of market share. In 2011, plans were put in place to begin roll- out to general market targets.

38 Radio Works for Soda Strategy: Conduct a pilot test for a local general-market outreach program in Los Angeles with Radio at its core. Build Club Jarritos, an online customer loyalty program advertised mostly through Network Radio.

39 Radio Works for Soda Activation: The general market plan for Jarritos focused on targeting males 18-24, and the program included online, out-of-home, and social media tie-ins. Radio was the capstone of the project, utilized to promote the beverages and drive people to the various platforms to engage with the brand.

40 Radio Works for Soda Activation: The Club Jarritos plan included a code under the cap promotion to accumulate points for prizes. Network radio was used to hyper-target each piece of creative to specific regions. Daily on-air daily winners were announced by station personalities.

41 Radio Works for Soda Results: Novamex (parent company of Jarritos) attributes much of their continued sales gain to using radio. David Flynn, Novamex Marketing Director, stated these programs, promoted largely via radio, brought a surge in brand awareness and engagement from their customers. Radio is the nucleus for these campaigns and Novamex depends on it to introduce the brand to new consumers and to grow the customer loyalty program.

42 Leveraging Radio for insert Beverages Advertiser Insight-Based Ideas

43 Insight #1 Fuel prices have risen by over 50% in five years, which has lead to an increase in bike riding and walking to get from Point A to Point B. Millions of American workers use a bike as their primary vehicle for commuting. 82% of the people commuting by bicycle do it for the environment, 46% ride to save money on gasoline. Water is the essential fuel for this behavioral trend. Fuel Efficiency Source: Survey of North American bicycle commuters: Design and aggregate results, Transportation Research Record: Journal of the Transportation Research Board, 1578,

44 Fuel Efficiency for Your Most Important Engine Advertiser X can own a behavioral-changing moment positioning itself as the essential fuel to keep ones engine running. Together, Radio station and Advertiser will create a multi-media movement promoting Advertiser Xs ability to protect and maintain ones most important vehicle – yourself and your body.

45 How it works: Station can help Advertiser X create and produce :30 or :60 brand spots to run adjacent to relevant news and health reports. Spots will communicate the cost and health saving benefits of walking and biking and the importance of keeping ones body fueled. Fuel Efficiency for Your Most Important Engine

46 How it works: Advertiser X sponsorship of National Walk (or Ride Your Bike) to Work Day. –National Walk to Work Day is the 1st Friday of April - April 5, 2013 Station and Advertiser X will generate awareness via on-air, online, on-site and at retail promotion. Fuel Efficiency for Your Most Important Engine

47 Promotion includes: :05, :10 and :15 promotional spots drive listeners to pledge on the stations website that they will participate in National Walk or Bike to Work Day. Station will skin the home page of the stations website with Advertiser X branding with pop-ups inviting visitors to sign the Walk/Bike to Work Pledge. Counter featured on the website indicating the number of people who have signed the pledge. Fuel Efficiency for Your Most Important Engine

48 Promotion includes: Advertiser X street teams will distribute samples/step counters to walking/biking commuters, messengers and bike cabs. Additional sponsorships include Radio remotes from local, in-market bike and walk-a-thons. Advertiser X provides ongoing sponsorship of health, wellness and weather-related mobile alerts. Fuel Efficiency for Your Most Important Engine

49 How it works: Radio partners with local celebrity talent to participate in the Walk/Bike to Work Day and announces on-air and online as each local celebrity signs the pledge. Radio station will provide live on-air and online coverage of National Walk/Bike to Work Day. Fuel Efficiency for Your Most Important Engine

50 How it works: Advertiser X fuel hydration stations at high traffic locations along commuting routes Advertiser X fuel efficiency wellness tents at highly-trafficked commuter stations and Radio station events. Fuel Efficiency for Your Most Important Engine

51 How it works: In addition to the pledge and event updates, online fuel efficiency destination will include: –Music downloads for recreational walking/running. –Calculate the $ saved by fueling with Advertiser X vs. gas. –Track your mileage and fitness regimen. –Get most recent health benefits of all Advertiser X products and water use in general. –Earn Im Fuel Efficient badges/points for prizing (e.g. T-shirts, caps, coupons, sports gear, etc.) Fuel Efficiency for Your Most Important Engine

52 How it works: Retail: –Gift-with-purchase or under the cap promotional opportunities for essential gear such as bike helmets, walking shoes, green bags, etc. –Point-of-purchase displays to promote National Walk/Bike to Work day Fuel Efficiency for Your Most Important Engine

53 Insight #2 Celebrity Gossip According to the American Psychological Association, the love for gossip is a natural occurrence in the American culture dating back to ancient times. Many Americans felt important if they knew the latest scoop and staying up to speed allowed them to be aware of what was going on around them. It was also a way to gain power or status. Similarly today, among groups of friends and co-workers, sharing the power of the information can have somewhat the same effect.

54 Scoop! Each morning, Radio station and Advertiser X will partner to bring listeners their daily dose of scoop from the world of entertainment or sports (as relevant to the Radio station format).

55 Scoop! How it works: Scoop is a daily :60 segment that will air on the station adjacent to regularly-scheduled sports or entertainment reports. Talent will be identified to deliver Scoop each day presented by Advertiser X. For example: –This is Ty Jones with todays Scoop, presented by Advertiser X. –Scoop content will come from a variety of established sources as well as firsthand/Radio station exclusive sources (e.g. TMZ, Terez Owens, Radio station interviews/guests, etc.)

56 Scoop! How it works: Advertiser X will have title or presenting sponsorship of all Scoop! reports on-air and online and could be integrated into content (where applicable.) For example: –Celebrity X spotted buying a six-pack of 5-hour Energy yesterday at….. Scoop! content will be streamed on both the radio station website as well as the Advertiser X website

57 Scoop! How it works: Radio remotes from local market events with on-location Scoop! Reporting of the competitions, concerts, movie screenings, etc. Consumer contest to guest report the Advertiser X Scoop! on-air and online. –Multiple entry points to enter the contest (online at the Radio station website, Advertiser X website and at select retail outlets.)

58 Scoop! How it works: Consumer contest to guest report the Advertiser X Scoop! on-air and online (cont.). –Listeners must upload an audition tape. –Auditions will be judged by Advertiser X and the Radio station with the final 5 posted for listeners to vote. –2 winners will guest report the Advertiser X Scoop! for 1 week and receive backstage passes to an upcoming concert to gain exclusive Scoop!

59 Insight #3 All-Natural Todays consumer demands nothing artificial, virtue-based attributes, solid foundations, community involvement and When you buy, buy only what you know and deeply trust. This consumer requires great brands to get real and tap their heritage. Source: MediaPosts Engage: Moms By Kyla Lange Hart

60 Naturally Refreshing Summer From road trips to Baseball games to July 4th festivities to weekends on the lake, summer is a much-needed time to kick back and refresh your mind, body, and soul. This summer, Radio DJs, listeners and their families call in, blog or video upload their summer experiences - as long as its naturally refreshing, it qualifies!

61 Naturally Refreshing Summer How it works: Every Monday, DJs from the Radio station discuss their Naturally Refreshing Summer experience from the weekend. Photo/video tours of the experiences will be documented by the personalities on the station website and personality page on social networking sites.

62 Naturally Refreshing Summer How it works: Beginning Wednesday, talent will tease the experiences they have planned for the upcoming weekend (or that upcoming evening!) Spot the DJ promotion on his/her weekend experience for a chance to win a series of instant win Naturally Refreshing prizes including: –Baseball game tickets –Amusement/Water Park passes –Cooler of Advertiser X beverages –Portable fans

63 Naturally Refreshing Summer How it works: Listeners and their families are invited to submit their own Naturally Refreshing experiences for a chance to win an all-expense paid cross country adventure from Advertiser X. –Submissions must include how Advertiser X was integral to the experience and include a photo or video where Advertiser X is featured/being consumed. –Listeners will be directed to upload their experiences to the stations website on an Advertiser X branded page.

64 Naturally Refreshing Summer How it works: :15 and :30 station-produced, promotional spots will drive listeners to , text, or upload their Summer experiences. Random listeners who submit experiences will be selected each day to receive Naturally Refreshing Summer rewards such as tickets to Childrens Museums, beach passes, concert tickets, movie passes, along with Advertiser X beverages to keep them refreshed throughout their experiences.

65 Naturally Refreshing Summer How it works: The listener that submits the most Naturally Refreshing Summer experience will be announced on-air and online and awarded their cross country road trip with a trunk full of ice cold Advertiser X beverages at the conclusion of the campaign.

66 Insight #4 Summer = Family Fun! Schools out. Summer Fridays kick in. Family Reunions are planned. The parks await and ice cream a plenty. Summer allows time for parents to enjoy their children. Summer also allows children to enjoy their parents. Summer, in many ways, is a time to enjoy the fullness of life. Sources: familytime.com, pasadenaisd.com

67 Idea: Drive-In Entertainment This summer, family-fun gets even more fun as Radio station and Advertiser X bring back the classic family destination – Drive-In movies and concert events live in [Insert Market].

68 Drive-In Entertainment How it works: Locally-created, unique radio hosted movie and concert events presented by Advertiser X. –Movie or concert events will take place 1 time per week throughout the summer beginning Memorial Day weekend and ending Labor Day weekend. –Venues for the Drive-In will include local parks, town greens, mall parking lots or be layered within pre-existing festivals.

69 Drive-In Entertainment How it works: Movie events hosted by Radio station will feature: –Crowd interactions –Games and Giveaways –Classic movie –Plenty of Advertiser X product and sampling Concert events hosted by participating stations will feature performances by artists TBD as available.

70 Drive-In Entertainment How it works: Opportunity to create a battle of the bands for one of the concert events featuring local up-and-coming bands who register to participate via the station website. Promotion/contesting for VIP seating to watch film from inside Advertiser X skinned/wrapped luxury vehicles.

71 Drive-In Entertainment How it works: Promotion for the Advertiser X Drive-In Entertainment events to drive participation will include: –:15 and :30 promotional spots that include each weeks event details including time, date, place, specific entertainment and online drive to register for VIP seating. –Online event listings for the entire Drive-In Entertainment schedule and a contest page to enter for VIP seats. –Integration within stations e-newsletter to loyal listeners with relevant dates, locations and highlighted entertainment.

72 Additional Idea Starters There are so many tactical and creative ways to promote beverages across Radios platforms. Below are some additional idea starters: Cooking with beverages: Vignettes with quick recipe enhancers using fruit juices and carbonated beverages. Weather triggered units: 100% humidity today. Dont forget to hydrate. Sound triggers: Top-of-the-hour reminders using the sound of a can opening followed by brand name and tagline. Commercial-free hours/Pod takeovers featuring refreshing music. Sweepstakes/contests to win a backyard barbecue, family reunion, weekend getaway, etc.

73 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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