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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).

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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 (insert advertiser that is appropriate for a Holiday strategy) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3 Agenda 3 Most Powerful Retail Days Radio –Reach –Relevance –Results Insight based ideas for insert advertiser

4 Holiday is a $469B+ industry with $2.5B spent in Advertising Media to support it. $275MM of the total was spent in Radio last year. Retails Most Important Season Sources: National Retail Federation 2011

5 As many as 152MM people shopped at stores and websites on Black Friday in 2011. Foot traffic increasing 5% from 2010. Retails Most Important Season Sources: National Retail Federation 2011. ShopperTraks National Retail Sales Estimate, November 2011.

6 103MM Americans shopped at small businesses on Small Business Saturday in 2011. Retails Most Important Season Sources: National Retail Federation 2011. ShopperTraks National Retail Sales Estimate, November 2011.

7 CyberMonday deals lured a record number of online shoppers in 2011, leading to a 33% jump in sales. Retails Most Important Season Sources: National Retail Federation 2011. ShopperTraks National Retail Sales Estimate, November 2011.

8 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)

9 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® 113, June 2012 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimates)

10 Radio Dominates the Retail Day Source: GfK MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All Next Day

11 % Shoppers Average Minutes Before Entering Store 13 36 42 58 16 57 56 57 47 46 29 Radio is the Last Medium Shoppers are Consuming Before Entering the Store Source: Nielsen/Council of Research Excellence, 2010. TO BE READ: 62% of shoppers listen to Broadcast Radio 13 minutes before they enter the store

12 Source: Arbitron PPM Metros; October 2011 - January 2012, Mon-Sun 6AM-Mid; P6+ Avg Qtr Hr Rating for Holiday Stations Average Quarter Hour Rating for Holiday Music Stations Audiences Double with Holiday Music Holiday Stations = WLTW-FM / KOST-FM / WLIT-FM / KOIT-FM / KVIL-FM

13 Source: Arbitron PPM Metros; October 2011 – January 2012, Mon-Sun 6AM-Mid; P6+ Avg Weekly Cume for Holiday Stations Average Weekly Cume Rating for Holiday Music Stations Audiences Double with Holiday Music Holiday Stations = WLTW-FM / KOST-FM / WLIT-FM / KOIT-FM / KVIL-FM

14 Source: GfK MRI Doublebase – 2011 – Weighted to Population. 86 % 84 % 86 % Adults who purchased gift cards in the past year. Adults who shopped a mass merchandise store in the past 3 months Adults who shopped a specialty retailer in the past 3 months. Radio is Relevant 86 % Adults who ordered merchandise online in the past year.

15 Radio is Relevant People who bought gift cards in the past year: –80% listen to FM Radio –25% listened to Radio online in the last 30 days and 26% visited a station or personalitys website –65% listen in the car during the week and weekend –28% listen to play-by-play sports events on the Radio Listeners that have visited a mass merchandise store (e.g. Walmart, Target) in the past 3 months: –Heaviest Radio listening (approximately 75%) occurs during morning and evening drive times as well as daytime (10AM-3PM) –Highest location for listening to the Radio is in the car –72% of Internet Radio listeners have visited a mass merchandise store in the past 3 months –80% listen to FM Radio and almost 30% listen to AM Radio Source: GfK MRI Doublebase – 2011 – Weighted to Population

16 Radio is Relevant Adults that have ordered merchandise online in the past year: –82% listen to FM Radio –30% of all adults that ordered merchandise online in the past year listen to Internet Radio –67% listen in the car during the week and 63% listen in the car during the weekend –57% listen to morning drive Radio (6AM-7AM) and 49% listen to afternoon drive (3PM-7PM) People who have shopped a specialty retailer in the past 3 months: –83% listen to FM Radio –65% listen in the car during the week and weekend –53% listen to morning drive Radio (6AM-7AM) and 47% listen to afternoon drive (3PM-7PM) –40% of listeners who visited a Radio or personalitys website shopped a specialty retailer in the past 3 months. –42% of Internet Radio listeners have visited a specialty retailer in the past 3 months Source: GfK MRI Doublebase – 2011 – Weighted to Population

17 Radio Drives Holiday Sales Targets Holiday Circular Sneak Peek campaign contributed to a 4% sales increase during a highly competitive Holiday season. This campaign was also the recipient of the Mediaweek Media Plan of the Year Award. [ Click to Play ]Click to Play

18 Radio Drives Holiday Sales In 2010, Small Business Saturday was launched as a National Day to support Small Business. Small Business Saturday is sandwiched between Black Friday and Cyber Monday. American Express partnered with Radio to build on their national marketing platform to motivate consumers to shop small and help small business owners get found and get noticed during Small Business Saturday and the Holiday Shopping Season. In 2011, Radio contributed to a 70% lift in awareness for Small Business Saturday by providing: –Local relevance and an authentic voice in market –Education – Merchant & Consumer –Social scale & impact –Immediacy

19 Leveraging Radio for (insert advertiser name that is appropriate for a Holiday strategy) Insight Based Ideas

20 Insight #1 According to a recent survey that asked consumers how holiday music makes them feel, 38% said Full of Good Cheer, 24% said Cozy, 17% said Merry, 14% said Eggnoggy and 7% said Jolly. All positive emotions that get consumers into the spirit of the holiday and ready to shop. Power of Holiday Music

21 Idea: 12 Ways from Advertiser Together, Advertiser X and Radio station leverage the power of Holiday Music by creating a special seasonal song that brings specific Advertiser X products, services and offers to life via a poetic and fun twist to the classic 12 Days of Christmas song.

22 Idea: 12 Ways from Advertiser How it works: Stations can produce a custom song to the classic 12 Days of Christmas music bed each week, integrating specific copy points and offers that Advertiser X wishes to have featured. –See slides 24-25 for an example script. Layer in a personality endorsement component where the participating DJ presents his/her own rendition of the 12 Ways from Advertiser and invites listeners to come up with their own lyrics as well. –All performances (DJ and consumer generated) along with lyrics are posted online at the station website each week along with a downloadable weekly Advertiser ad with a link to their website. –Listeners that post their own 12 Ways can receive instant redeemable offers from Advertiser.

23 Idea: 12 Ways from Advertiser How it works (cont.): Listeners that provide proof of purchase for all 12 Ways from Advertiser featured each week are entered into a station grand prize sweepstakes Run 12 Ways from Advertiser to kick off Holiday Music blocks or Holiday songs –If your station flips to 24/7 Holiday music, 12 Ways from Advertiser may be a presenting sponsor of Holiday Music All the Time on your station.

24 Example Lyrics: 12 Ways from Advertiser The first way from Advertiser to please true loves of mine A little black dress for $19.99 The second way from Advertiser To please true loves of mine Two Elmos dancing And a little black dress for $19.99 The third way from Advertiser To please true loves of mine Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The fourth way from Advertiser To please true loves of mine Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The fifth way from Advertiser To please true loves of mine Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The sixth way from Advertiser To please true loves of mine Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The seventh way from Advertiser To please true loves of mine Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The eighth way from Advertiser To please true loves of mine Eight GB iPod Nanos Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 Continued next slide….

25 Example Lyrics: 12 Ways from Advertiser The ninth way from Advertiser To please true loves of mine Nine rolls of Holiday Charmin Eight GB iPod Nanos Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The tenth way from Advertiser To please true loves of mine Ten St. Judes greeting cards Nine rolls of Holiday Charmin Eight GB iPod Nanos Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The eleventh way from Advertiser To please true loves of mine Eleven cookie cutters Ten St. Judes greeting cards Nine rolls of Holiday Charmin Eight GB iPod Nanos Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 The twelfth way from Advertiser To please true loves of mine Twelve childrens classics Eleven cookie cutters Ten St. Judes greeting cards Nine rolls of Holiday Charmin Eight GB iPod Nanos Seven inch digital photo frames Six pounds of Stove Top Five dollar snuggly slippers Four trees and trimmings Three pop up dreidels Two Elmos dancing And a little black dress for $19.99 Continued from previous slide….

26 Insight #2 Its the time of year (despite best intentions) that is always filled with running around last minute to find the perfect gifts (or the one gift on your list that you forgot), bobbing and weaving through the hundreds of people crowded into your small town grocery store looking for the toothpicks for your appetizers, baking for the kids holiday bake sale, bringing the holiday decorations down from the attic, and trying to fit a workout or a ball game somewhere in the mix to feel balanced and great for that party later in the day. Its multi-tasking at its best because there simply are not enough hours in the day! Holiday Mayhem

27 Idea: Shopping Triggers During the hectic holiday time, consumers are in the car, listening for the sound bites, information and entertainment they crave while running around town trying to get everything accomplished. Together, Radio station and Advertiser capitalize on this behavior and provide regularly scheduled, contextual bits of content through unique sponsorships of regularly scheduled programming features and segments.

28 Shopping Triggers How it works: Advertiser provides factual copy points that the station will weave in a contextual way to the subject matter being discussed in the sponsored segment. For example: WEATHER: Hey Insert Market, todays forecast is going to be FREEZING, highs only hitting the mid 20s and with the wind chill it will feel like below 0. We suggest you stay warm by checking out sweaters, scarves, coats, blankets and more at Advertiser X. Buy it for yourself and as a gift! Advertiser X will keep you warm all winter! TRAFFIC: Traffic is bumper to bumper on 22 North… Good news though -- the checkout lanes at Advertiser X are wide open this evening, so take a detour from the commute and stop in to start your holiday shopping at one of their X locations right here in Insert market. MUSIC: Were about to kick off the next music block featuring What Makes you Beautiful by One Direction – Advertiser X makes you beautiful – theyve got all the latest in fashion and accessories to make you or any of your friends & family on your holiday shopping list. TOP OF THE HOUR ID: Its 7am, as you head to work its a good time to brainstorm a gift for her. She doesnt want a new remote control, what she does want is that watch in the window of Advertiser X Its 5pm, as you head home from your busy day, its a good time to think about a gift for him. He doesnt want another holiday tie, he wants a new remote.

29 Shopping Triggers How it works: Advertiser receives sponsorship status for the features that the station includes in standard programming on a daily basis (e.g. Weather, Traffic, News, Top of the Hour ID, Music blocks, Sports reports, etc.). Trigger messages will also be featured on the stations website in the form of banners and static skins for players and weather/traffic/news widgets. Station will run a contest among listeners to submit best and worst gift ideas for the Top of the Hour ID integrations. Winning ideas will receive a station prize and be included in future triggers and potentially at the Advertiser retail location

30 Insight #3 Its a feeling women get when browsing through racks of suits, dresses, skirts, tops, kids clothes, groceries, gadgets, you name it. Its almost always a high ticket, high fashion or high value find. Sometimes its just a limited edition or hard to find, must have item. It really is what shopping Black Friday, Cyber Monday (even Small Business Saturday) is – some call it a sport, some call it an addiction but for most it is simply a feel good, emotionally charging experience. The Thrill of the Find

31 Idea: Bragging Rights A platform that celebrates the best Holiday find (and finder) in town! Radio station encourages listeners to shop Black Friday, Small Business Saturday and Cyber Monday and then report back with their stories. Stories of the find, stories of savings, stories of a shared experience with friends and family, stories about supporting local businesses, funny stories about things they witnessed, etc. for a chance to be the Advertiser X insert market Fabulous Finder of the Year.

32 Bragging Rights How it works: Beginning 2 weeks prior to Black Friday, station announces the Advertiser X contest and encourages listeners to get out there and shop Black Friday, Small Business Saturday and Cyber Monday and report back with their thrill of the find story: –On-air :15/:30 promo spots explain the Advertiser X sponsored contest –:15/:30 Advertiser X brand commercials run adjacent to the promo spots During Thanksgiving week, Radio personalities begin to share what it means to them when they experience a thrill of the find themselves and declare that they plan on entering the contest as well. –:10/:15 promo spots run as reminders to get out and shop the weekend –Spots provide the benefits for shopping Advertiser X on all three key days (Black Friday finds/deals, Small Business Saturday rewards, Cyber Monday finds/deals)

33 Bragging Rights How it works: Beginning Thanksgiving evening and Black Friday, listeners will log on to the station website and enter the contest –Site will include an entry form questionnaire and the ability for the consumer to upload a photo, audio and/or video file that brings the Thrill of their Find experience to life –On air, through the weekend, promo spots for the contest and Advertiser X spots continue to run and also include a shout out for listeners to go online and vote for their favorite find Following the 3-day sale weekend, station will continue to promote for uploads and listener voting for the remaining 2 weeks of the Holiday shopping season The top 10 listener rated finders will then be judged by Advertiser X and the Radio Station and the winner will be announced just in time for the Holidays

34 Insight #4 Christmas easily remains the most popular card- sending holiday, typically accounting for just over 60% of all individual seasonal cards sold each year. Approximately 2 billion boxed and individual Christmas cards are sold in the U.S. each year. This is not inclusive of custom printed photo cards and ecards that families send each year for the Holidays. Sources: Greeting Card Association, 2011 Holiday Greetings

35 Idea: Streams of Wishes A holiday ticker that runs across all Radio station streaming players for listeners to post holiday wishes to their friends and family.

36 Streams of Wishes How it works: Beginning the week before Black Friday and extending through the entire Holiday promotional window, listeners will be directed to their stations website to post wishes to their friends and family in a live scroll across the streaming player. –On-air promotional spots will announce the Streams of Wishes program –Advertiser X tags their brand spots with a drive to participate in the Streams of Wishes Wishes can range from what I want for the holidays from Advertiser X messages to simple happy holidays to loved ones. Advertiser X content will run within audio streams and integrated within the players skins and ad units. DJs will visit the site throughout the day and highlight/shout out select wishes in the form of :05 or :10 announcements. Select wishes may also be featured as RDS tags.

37 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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