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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 (Pet Care 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. 242,000,000 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 All Next Day
Source: GfK MRI Doublebase – 2012 – Weighted to Population. 86 % 85 % 88 % Adults 18+ who bought pet food/flea control products at a Pet Specialty store (e.g. PETCO, PetSmart). Adults 18+ who took their pet to the Veterinarian in the past year. Adults 18+ who bought pet food/flea control products online. Radio is Relevant
Adults 18+ who bought pet food/flea control products at a Pet Specialty store (e.g. PETCO, PetSmart): –Over 53% listen to radio M-F 6a-10a and 48% M-F 3p-7p. –Are big FM listeners (81%) and strong AM listeners (20%). –Over 65% listen to the radio in their car. –44% more likely to be listening to the radio on weekends from 10a-3p. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who bought pet food/flea control products at a Pet Specialty store (e.g. PETCO, PetSmart): –22% more likely to listen to CHR/Top 40 and 20% more likely to listen to Adult Contemporary formats. –20% listened to radio online in the last 30 days. –57% more likely to listen to Traffic reports. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who bought pet food/flea control products at a Pet Specialty store (e.g. PETCO, PetSmart): –52% agree that advertising on the Radio provides them with meaningful information about the product. –37% believe that Radio provides them with useful information about new products and services. –31% think advertising on the Radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who took their pet to the Veterinarian in the past year. –25% more likely to listen to Country, 21% more likely to listen to CHR/Top 40, 15% Classic Rock and 15% Rock formats. –81% listen to FM Radio and 19% tune-in to AM. –Over 53% listen to morning drive and 47% listen to evening drive during the week. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who took their pet to the Veterinarian in the past year. –64% listen to the Radio in the car during the week and weekend. –More than 40% listen during the day M-F and weekends. –Over 54% listen to Traffic reports. –19% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who took their pet to the Veterinarian in the past year. –52% agree that advertising on the Radio provides them with meaningful information about the product. –37% believe that Radio provides them with useful information about new products and services. –30% think advertising on the Radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio Delivers the Largest Reach at Key Pre-Shopping Periods Source: MBI Touchpoints TM Base: Adults 25-54
Radio Drives Pet Food Sales Personalities in 44 markets nationwide across multiple dayparts, national and niche programming, who are pet owners, have been identified and have taken the Purina ONE 30-Day Challenge. After taking the challenge they determined they could substantiate positive, healthy changes in their pets.
Radio Drives Pet Food Sales These personalities have become the spokespeople for Purina ONE. In each spot, the radio personality tells his/her personal story and provides a "call to action." Listeners are asked to call an 800 number to try the 30-Day Challenge and receive a coupon for one free (small) bag of dog or cat food.
Radio Drives Pet Food Sales Purina ONE experiences noticeable increase in sales, market share and brand equity in the markets where the endorsements take place.
Radio Drives Pet Store Traffic Radio has hosted a series of successful remote broadcasts where listeners were invited in to local PetSmart stores to show off their pets: –Beauty Pageant: Pets came dressed in their favorite costume! –Tricks and Treats: Show off your pets skills to the judges for a chance to win! –Holiday: Bring in your pet for a picture with Santa, the Easter Bunny and others. –Howl-O-Ween costume party/contests
Radio Drives Viewers to the Dog Show Sources: Radio Ink, RAB, MIX100.com With a goal to drive viewer tune-in for the AKF Eukanuba National Dog Championship, Radio orchestrated a street team promotion in the priority markets. Street teams visited local dog parks and asked trivia questions about the Dog Championship. Correct responses were rewarded with a free $3 IAMS coupon and Animal Planet branded doggie treat dispensers.
Radio Drives Viewers to the Dog Show Sources: Radio Ink, RAB, MIX100.com Winners were also entered into a sweepstakes to win a spa experience for their pooch. On-air support included :60 brand spots and promotional units encouraged listeners to be on the lookout for the street teams. Each winning dog and dog owner in all markets had their names mentioned on-air. The program resulted in strong viewership levels.
Leveraging Radio for insert Pet Care advertiser name Insight Based Ideas
Insight #1 Its an undisputed fact that people LOVE their pets. The majority think that their own pet is the cutest, the smartest, the funniest and the most loveable! Pet owners also like to show off their furry friends. In fact, a survey by Mintel found that 42% of dog owners and 33% of cat owners take lots of pictures of their pets to share with friends and family. Showoffs…
Idea: Radio Station Mascot Mascots are defined as a term for something that is thought to bring luck and notoriety and are often used by Radio stations as an additional branding vehicle to bring the call letters to life and increased attention at community events. For the first time, Station and Advertiser X partner to search for a local pet to be the 2013 Official Mascot of the Radio Station.
Radio Station Mascot How it works: Station personalities take to the airwaves and announce that Advertiser X, the pet care expert, is helping scout out a mascot for the Radio station. Sample copy: Bet youve got one of the cutest, most Tailnted pets anyone has ever seen. The question is: Do you think your adorable dog, cat, cow, ferret or rabbit can represent the image of our Radio station? If the answer is yes, weve got an opportunity for you! Station and Advertiser X are looking for a Mascot to represent the radio station. Its a great chance to show off your furry friends and itll give your pets more than their 60 seconds of fame with their cute little faces being viewed by thousands upon thousands of people who listen to us and visit us online every day. All you have to do is visit Advertiser X or log on to radiostation.com/mascot to enter.
Radio Station Mascot How it works: Radio station builds an Advertiser X branded page on the website to host the contest and includes a prominent link from the home page to enter the Radio Station Mascot contest presented by Advertiser X.
Radio Station Mascot How it works: Listeners who enter their pet will be required to upload video and/or photos of their pet along with the reasons why they believe their pet should be the official Radio Station Mascot. –Station and Advertiser X may partner together to create a list of criteria/qualities they are looking for in the pet that are in sync with the Radio Stations brand, format and personality. –All entries will automatically receive a special offer from Advertiser X for participating.
Radio Station Mascot How it works: Every time a new entry is uploaded, the station alerts fans via Facebook and Twitter that new entries have been posted. On-air promotional spots will alert listeners to go online to vote for the pets they believe most represent their radio station.
Radio Station Mascot How it works: Station talent visits the site during their daypart and talk about some of the entries and votes on the one(s) they think best represents the station. All entries are share-able via Facebook, Twitter, text and email –Station personalities tweet and post their favorites to their Facebook and Twitter feeds
Radio Station Mascot How it works: The pets with the most listener votes will qualify as semi-finalists and appear in the finals. The finals will take place at a live Radio-hosted event at an Advertiser X location and include 4 semi-finalists that received the most votes. Judges will include a panel of Radio station management and personalities alongside Advertiser X experts.
Radio Station Mascot How it works: The winning pet will receive a grand prize from Advertiser X (e.g. full year of pet care supplies) and the title of Radio Station Mascot. The earned title of Radio Station Mascot will include: –Photo shoot of the pet as the pet will be included with the stations logo on station merchandise such as t-shirts, stickers, tattoos, frisbees, etc. –Live appearances at Radio station-hosted and sponsored events (along with the pets parents) Trophies & Advertiser X Gift Cards will be awarded to all runner-ups.
Insight #2 Pets are Funny One of the best things about owning a pet is the hours of entertainment you get when they're just being themselves! A dog that chases flies, a cat that runs into walls, a snake that hangs from doorknobs, a bird that says inappropriate things. The stories are endless and add a little bit of funny into our daily lives.
Idea: [Insert Market] Funniest Pet Tails Station and Advertiser X partner to bring some of Americas funniest pet stories to life on-air and online market by market. DJs share their stories, call-ins share their stories, street teams capture stories and listeners are asked to conduct experiments with their pets and present the results on air.
[Insert Market] Funniest Pet Tails How it works: Personalities who are pet owners kick off the Advertiser X Funniest Pet Tails program by sharing their own Funniest Pet Tail and invite anyone out there that has a story of their own to share to call in to the station, log on to the website or visit Advertiser X to share their story. –Station will set up a Funniest Pet Tails recording kiosk at Advertiser X locations for guests to share their stories. –Online, listeners can write or upload their stories along with photos and videos of their pets in action. –Station street teams equipped with recording equipment will visit local dog parks and solicit funniest pet Tails live and in person.
[Insert Market] Funniest Pet Tails How it works: For sharing their stories, listeners will be randomly selected to receive special offers from Advertiser X. All truly Funny Pet Tails will debut on-air in Advertiser X :30 or :60 segments that are hosted by the pet owner station DJs. All spots will be available on the station website in a Funniest Pet Tails gallery where the authors can post video and photos as well.
[Insert Market] Funniest Pet Tails How it works: To make the program more interesting, the station will also provide assignments or experiments for listeners to try out with their pets and invite them to share the results the following day. For example: –Today, I want you to go home and put a pair of sunglasses on your pet, report back with the reaction. –Tonight, hide your pets favorite toy and ask it where it is, then report back with the reaction. Dont worry, Advertiser X has plenty more of those toys if you forgot where you hid it! –Dress your pet up for a black tie affair and show us the photo; the best looking pet wins a special Advertiser X prize. –Have a suggestion for all of us listening to try? Let us know and well put it out there…
[Insert Market] Funniest Pet Tails How it works: At the end of the program, 12 of the best Funniest Pet Tails will be selected for inclusion in an Advertiser X 2014 Funniest Pet Tails calendar. –Each of the 12 pets will have their own month in the calendar along with their name and their Funny Pet Tail. –Calendars will be sold by Advertiser X with proceeds going to local pet shelters.
Insight #3 Pet Adoption Did you know that approximately 4MM adoptable dogs & cats are killed each year due mainly to overpopulation? Did you know that 25-30% of dogs for adoption in animal shelters are purebred? The other 70- 75%, of course, are lovable, wonderful mixed-breed pets, just waiting for a chance to be your perfect new friend. Thank goodness for the humane society, SPCA, rescue organizations and hardworking, dedicated animal shelter volunteers! Without them, millions of pet dogs, cats, and even rabbits and horses would not find homes each year. Source: Adopt-a-pet.com
Idea: Pet of the Day In partnership with local pet adoption centers, Radio Station and Advertiser X shine a spotlight each day on a pet that needs a loving home.
Pet of the Day How it works: Each day in a fixed position time in each daypart (AM drive, Midday, PM drive, Evening) radio station will feature a "Pet of the Day segment. Each :30 or :60 segment will be read live by the personality in the daypart and will provide a basic description of the pet that needs a home. Spots are all presented by Advertiser X.
Pet of the Day How it works: Spots will describe the pet in detail (see next slide for examples) and provide information for interested listeners as to how to adopt that specific pet or learn more about the organization behind him/her. Spots direct the listener to the station website where they will click the Advertiser X Pet of the Day icon on the home page. Station will create a Pet of the Day page on the website that includes all pets that were featured on the air along with their description and photos (if available) –Links and information to the local organization(s) behind the pets will accompany each pet.
Pet of the Day How it works: Examples of descriptions of the pets in need of homes for :60 spots: –Four month old Darwin was found wandering the streets of Winchester with a broken hip. We've made him one of ours and he has already had the necessary surgery to ensure that he'll have the healthy, happy life every pup deserves! This little showstopper has his whole life ahead of him and we can't wait to watch him blossom. Our best guess is he is some part mastiff, some part heartthrob. He is now living in a foster home with two other pups and two loving Karuna foster parents. –Ginger is one of the sweetest angels to hop into our hearts. This little bunny rabbit is very social -- wants attention and petting all the time, and it doesn't take much to earn her trust. A few quiet words...a piece of parsley… that's about all it takes. Kind reassurance is all she needs to make a new friend in each human who visits her in the foster home. –Meet Bianca, she is a domestic short-haired cat who was rescued living outdoors in Ditmas Park. If you cannot commit to forever for this sweet girl, how about being a foster parent while she awaits her forever home? Or foster to adopt? Bianca is petite and all white except for a dark tabby-striped "tiara" on her forehead and ears, and a dark, tabby-striped tail and one black spot on her rump.
Pet of the Day How it works: Station will host live remote events at Advertiser X locations on key Holidays/events such as: –National Pet Month (April) –National Pet Week & Be Kind to Animals Week - 1st week of May –Adopt-a-Shelter-Cat Month - June 1-30 –International Homeless Pets Day - August 15 –National Dog Week - Last week of September –Adopt-a-Dog Month - October 1-31 –National Cat Day - October 29 –National Animal Shelter Appreciation Week - Nov 5-11
Pet of the Day How it works: Listeners can visit the events and meet the adoptable pets that have been featured on-air and online (among others) and meet and greet with the organizations representing them. Live events will include music and the Tailnt and station team will conduct a series of contests and giveaways at each Advertiser X event and do live on- air call-ins from each event.
Pet of the Day How it works: Station will create Pets of the Month posters that can be displayed at Advertiser X locations for continuity throughout the program and drive listeners to the station website for more information on the featured pets. –Posters will include pictures of all the pets featured on-air the month prior. Station will track the number of pets that found homes due to the Pet of the Day program for Advertiser X to promote from a PR perspective at the conclusion of the program.
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.