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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 (insert Beer/Bar 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)
Radio Dominates the Day Source: GfK MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All Next Day …… and Beer Owns the Night
Source: GfK MRI Doublebase – 2011 – Weighted to Population. 91 % 89 % 90 % Men 21-34 who go to Bars/Night Clubs 2+ times per week and drink Beer Men 21-34 who drank 6+ glasses of Beer/Ale in the past 7 days Men 35-49 who drank 6+ glasses of Beer/Ale in the past 7 days Radio is Relevant 87 % Adults 21+ who drank 6+ glasses of Beer/Ale in the past 7 days
Radio is Relevant 60% of M21-34 rely on Radio to provide them with information about beer (2nd only to TV). Brand/Product awareness is radios #1 strategic strength with Adult Beer Drinkers. –75% of older Adult Beer Drinkers (A35-49) believe radio is a good medium for making them aware of brands/products. –52% of older Adult Beer Drinkers believe radio is a good medium for making them seek information about brands/products. –70% of younger Adult Beer Drinkers (A21-34) believe radio is a good medium for making them aware of brands/products. –50% of younger Male Beer Drinkers believe radio is a good medium for making them seek information about brands/products. Sources: New 2010 Compose Source Data: Planning Platform and processed survey data delivered April 2010 - 10,000 respondent survey in the field the first month of January 2010. GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant Men 21-34 who drink 6+ glasses of beer per week. –Over 55% listen to radio M-F 6a-10a and 3-7p –Are big FM listeners (84%) –Over 62% listen to the radio in their car –35% more likely to be listening to the radio on weekends from 12a-6a –23% more likely to listen to the radio in places other than their car, work or home on the weekend –Listen to Alternative (26% more likely), All Sports (27%) –27% more likely to listen to Classic Rock and Rock –42% more likely to listen to Traffic reports –29% listen to any sports play-by-play on the radio Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant M35-49 who drink 6+ glasses of beer per week –Over 62% listen to morning drive driving the week –Over 52% listen to evening drive –More than 52% listen during the day M-F and weekends –Are big FM listeners (85%) –63% listen to radio in their car during the week and 56% on weekends –50% more likely to listen to Traffic Reports –38% listen to any sports play-by-play on the radio –20% more likely to listen to Rock and Classic Rock Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio Builds Beer Brands The beer category is known for stand-out, break-through Radio creative and has been recognized by the major marketing and creative awards organizations: –Budweisers Real Men of Genius –Began running in 1998 –Identified as the most awarded campaign in advertising (not just radio). –Dos Equis Most Interesting Man –Began running in 2006 –Radio Mercury Awards, Cannes, Clio and One Show Award winners –MillerCoors/Miller Brewing –Radio Mercury Awards and numerous Clio and One Show merit awards –Molson Brewing –Radio Mercury and One Show Awards –All spots can be found, previewed and shared by visiting http://www.radiomercuryawards.org/2012AudioLibrary.cfm http://www.radiomercuryawards.org/2012AudioLibrary.cfm Purely a brand effort, the Real Men of Genius campaign is the most awarded and recognized radio campaign in history. Its as fresh and genuine today as when it launched 10 years ago Mark Gross, DDB Chicago
Radio Drives Beer Sales MillerCoors uses radio to build brand equity and community relationships. For us its about fun. We run two kinds of advertising – one that focuses on brand building and the other is promotional and often linked to our distributor partners. Radio plays a significant role with both because we are able to leverage an idea in a customizable, local way. Brad Feinberg, Group Media Manager, MillerCoors –Miller Lite Happy Hour Roadblock –Miller Lite successfully ran a promotion where they road blocked spots at 4:53pm Wednesdays through Saturdays to target the Happy Hour crowd. –Coors Light Its getting cold in here –Coors Light licensed Nellys Its getting hot in here and swapped out hot for cold to create the spots. Campaign created significant brand buzz and a lift in sales. –Henry Weinhards Station Appearance at Grocery Drove Sales –Key elements included a grand prize giveaway (Traeger Grill), onsite sampling opportunities for seasonal beer, and a joint selling opportunity for the grocery store (chicken and beer). –Twisted Tea Olympics drove trial and sales in Buffalo and Baltimore –The Boston Beer brand partnered with radio stations to create Twisted Olympics featuring a series of offbeat and twisted sporting events that laddered up to medal ceremonies. Events were deemed successful by the client and local distributors.
Leveraging Radio for (insert beer or bar advertiser name) Insight Based Ideas
Insight #1 Beer and sports. Sports and beer. For millions of Americans who settle down to watch their favorite sport in their living room or at their local bar, the two go hand in hand. Just as these guys love their sports and their beer, they also love sharing their opinions (sometimes quite loudly) about the big game, the players, the teams and the calls. Beer Sports
Idea: Radio Rants A multi-faceted platform presented by Advertiser X that gives the sports fan the opportunity to Monday Morning Quarterback and rant about the big game via open mic on the air and online.
Radio Rants How it works: Every week following big games, Radio station turns over the mic to listeners for an Advertiser X Radio Rants. Sports fans (Ranters) will be allowed to contribute news, rumors, opinions, commentary and more on their favorite teams, players and topics. Each Radio Rants segment can run as a full commercial pod takeover featuring a couple of extended Radio Rants or single rants in a :30 or :60 format. Every Radio Rant will run first in pod and be introduced true live by the station talent currently on the air. –If the station programs sports reports, these segments should run adjacent to those reports
Radio Rants How it works: Radio Rants will be pre-recorded to control and eliminate any offensive content. Listeners will call-in to a dedicated phone line to record their rants which will air the following day. Station to include a Radio Rants feature on the home page of their website where consumers can listen to all Radio Rants (those featured on air, extended versions and those that didnt make it to air). Listeners may vote for their favorite Rants online and at the end of the program; the Ranter with the most votes will be awarded with the opportunity to be a guest sports reporter/broadcaster for the day.
Insight #2 No matter where you go to enjoy leisure time activity you can be fairly certain of one thing: Beer will be there. After all, it is the most widely consumed alcoholic beverage and is the 3 rd most popular drink overall, after water and tea. Beer is There
Idea: Branded Content Series Radio weaves Advertiser into the fabric of its listeners passions by creating contextual content segments that run inside or adjacent to the reports and programming their consumers crave.
Branded Content Series How it works: Programming and reports may be chosen as they relate to Advertiser X pre-existing sports and entertainment alliances or based on the content that the target demographic is most loyal to. Segments that air inside or adjacent to the programming content will be entitled with Advertiser X in line with its brand essence and personality (see examples on next slide). Each branded series is also integrated within the appropriate programming channels on the stations website.
Branded Content Series How it works: Examples of the types of branded content that can be created: –Sports programming integration: Advertiser X NFL Monday Morning Quarterback Report featuring the most refreshing moment of the game Advertiser X Tailgate Reports featuring the most interesting menu –Music programming integration: Advertiser X Great Taste Music Series where listeners have the ability to program an Advertiser branded music block.
Branded Content Series How it works: Examples of the types of branded content that can be created: –Comedy: Advertiser X Comedy featuring clips from local standup celebrities (including local market DJs) with a drive to Advertiser X sponsored comedy festival events in each market. –Community Arts: Station offers listeners the opportunity to bring Advertiser X to life artistically – listeners create artwork (oil, watercolor, glass, etc.) that depicts how they feel about Advertiser X. Listeners submit a picture of their artwork to the station for a chance to have their artwork transformed to a label, signage, etc. for the brand for a limited time.
Insight #3 Beer commercials are some of the funniest and most relaxed campaigns in the advertising industry. The brands highlight their innovations and point of difference in a way that really hones in on what it means to be a dude and relating to the core target demographic. Radio campaign examples include Budweisers Real Men of Genius, Dos Equis Most Interesting Man and Fosters. FUNNY sells beer. Beer Ads are FUNNY!!
Idea: Komic Keg Every day, station and Advertiser invite listeners to kick back and enjoy at least 3 minutes of pure comic relief in celebration of nothing but life well lived with beer in hand. This fully integrated Komic Keg comedy platform includes on-air, online, on-and-off premise elements, all designed to bring a bit of humor into the every-day life of the every-day man.
Idea: Komic Keg How it works on-air: Radio personalities open up the Komic Keg by presenting their listeners with Advertiser branded laugh track vignettes featuring funny bits of local humor. Vignettes may run :30 to 3 minutes and content may include: –Komic Keg rewinds from DJ monologues, stunts and interviews from years/months/weeks past –Local newsmaker or celebrity foibles –Local newspaper typos DJs introduce the laugh track vignettes and close them by inviting listener wanna be comedians to call in and do fifteen seconds of Komic Keg on-the-air within a specified subject matter, for example: –Are you a comedian looking for :15 seconds of fame? Youre on tap, call in now and give us :15 – todays subject is relationships –Are you a comedian looking for :15 seconds of fame? Youre on tap, call in now and give us :15 – todays subject is weather –Listeners who make the station phone operator laugh when they call in, go on-air and do their :15 of Komic Keg.
Idea: Komic Keg How it works online: Radio station creates a Komic Keg page on the website to feature sections such as: The Vault: Funny audio and video content from the stations archive where listeners will have the ability to give station archived segments thumbs up or thumbs down, post comments, share via email, facebook, twitter, etc. On Tap: Daily themes for listeners to submit their own standup routine (video, audio or comedic stories/remarks) and consumers vote for their favorites Komic In Town: Local comedy listings around town including happenings where Advertiser X is sold Beer Games: Station will create a widget for consumers to play classic beer games on the site (Quarters, Beer pong, Spin the bottle, etc.) Station and the most appropriate (funny) DJs tweet Daily Doses of Humor to loyal listeners.
Idea: Komic Keg How it works on-and-off premise: Radio hosted on-premise and retail events featuring Komic Keg standup nights DJs emcee and perform The top 10 listeners with the most votes from the on tap on-air and online program each perform Winner of the funniest listener will perform a :60 standup routine with Advertiser X as the theme to air on the station Station will have a series of big and small prizes for audience members
Insight #4 Worldwide, 20,000 brands of beer are brewed in 180 styles, from ales, lagers, pilsner and stouts to bitters, cream ales and iced beers. 64% of heavy beer drinkers believe taste is the most important factor when purchasing beer, so how do they choose from 20K brands? There are over 20K Beer brands Source: Compose 2010
Idea: Beer Tasting Together, station and Advertiser X help listeners find the taste and the brew that is right for them and right for any occasion through a fun and interactive Beer Tasting platform.
Idea: Beer Tasting How it works: On-air beer trivia drives to on-premise beer tasting event. DJs present trivia and facts across a different Beer topic each week Each week also includes a contest element where the talent challenges their listeners to get creative with the theme Weekly themes include: Beer Names, Beer Ingredients, Beer Pairings, Beer Games (see next slide for sample descriptions) The winners from each weeks contest are announced at an on-premise Beer tasting event Beer tasting event is recapped on air the following day with an on-air announcement of the contest winner
Beer Tasting How it works (themes & example talent scripts): Beer Names Mainstream beer names are nothing special – really? Thats because theyre familiar…. (Budweiser? What's a 'Budweiser'? Michelob? Whats a Michelob?). There are a slew of foreign and domestic microbreweries that produce some really hilariously named beers. Have you ever drank an Arrogant Bastard Ale or a Seriously Bad Elf? We found some of the funniest beer names out there and want you to submit your own. If you think you can top Santa's Butt Porter then bravo! Maybe Mothers Milk? Log onto the stations website, propose your own and come to the Beer Tasting event at (insert Bar) Beer Ingredients Pumpkin Ale, Summers Brew – these are just a couple of examples of different types of beer that are seasonal and have different flavors. Some pumpkin beers feature subtle hints of the squash and others taste like pumpkin pie – sweet and rich. Tasters may also detect notes of molasses, caramel, earthiness, and hazelnut. What do you think the next flavor and name should be? Log on to the stations website, propose your recipe and name and come to the Beer Tasting event at (insert Bar) Beer Pairings Red with meat and white with fish – easy when it comes to wine. What about beer? Is there any food that goes better with a lite beer versus another? Whats the right temperature? Should you serve beer in a can or in a glass? This can be confusing if youre not a beer aficionado! Radio station and Advertiser X to the rescue. Advertiser Xs master brewer calls in and provides direction to listeners so that they can become an aficionado! Give me an example of what you learned – prepare the perfect menu, log on to the stations website and come to the Beer Tasting event at (insert Bar) for your certification
Beer Tasting How it works (Event): Station hosts a series of Beer Tasting bar nights where Advertiser X beer is free flowing and attendees can enjoy tastings of the flavors and oddly named brews throughout the evening. Station talent emcees the event and depending on venue may broadcast remotely or bring in music talent. Advertiser X has brand experts on hand to answer questions and run the tasting. Winners from the previous weeks on-air/online contest are announced at each of the events.
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