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 Car 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. 242,100,000 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 2011 (Fieldwork 10-11/Doublebase Respondents) weighted to population (000) Base All Next Day
Source: Scarborough USA+ 2011 Release 2 (12 months only) 90 % 89 % 88 % Households purchased brake repair in the past year Households purchased transmission repair in the past year Households purchased anti-freeze/coolant in the past year Radio is Relevant 89 % Households purchased new tires in the past year
Radio is Relevant Adults who purchased maintenance on any vehicle in the past year: –Over 52% listen to radio M-F 6a-10a. –47% listen to radio M-F 3p-7p and over 36% listen during midday. –Are big FM listeners (81%) and 21% listen to AM radio. –Almost 66% listen to the radio in their car on a typical weekday and 61% during the weekend. –43% more likely to be listening to the radio on weekends from 10a-3p. –52% more likely to listen to Traffic reports. –21% listen to any sports play-by-play on the radio. –18% listened to radio online in the last 30 days. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio Drives Car Care Business "We remain heavily focused on radio advertising, because the return we get is a key contributor to our earnings growth." Bill Rhodes, President, CEO, AutoZone –Jiffy Lube attracted new and loyal customers through a radio-created texting campaign –Ames, IA listeners were offered a chance to win free oil changes for a year. Each respondent automatically received a $5 coupon toward their next oil change via text promotion. –Promotion generated a 50% response rate (vs. previous non-radio efforts which yielded 20%). –Autoworks generated 14K+ responses through a Pedal to the Metal sweepstakes –Stations ran spots inviting listeners to enter to win a full day of racing instruction at the Richard Petty Driving Experience. –Live remote broadcasts took place from racetracks and Autoworks stores. –Good Guys experienced their biggest in-store promotion through a partnership with the Seattle Mariners Radio Network –Broadcaster Mike Blowers along with ace Pitcher Jamie Moyer appeared at select Good Guys locations and provided autograph signings, Mariners and station merchandise giveaways.
Leveraging Radio for (insert Car Care advertiser name) Insight Based Ideas
Insight #1 70% of motorists do not prepare their cars for winter weather which can result in unnecessary headaches and expensive car repair bills. Just as it's necessary for us to put on a coat, hat and gloves in cold weather, our cars need a similar kind of attention if they're going to function at their best potential throughout the winter season. Winterizing the Car
Idea: Prepare to Avoid Repair Advertiser X and Radio station present listeners with time and money saving tips for getting your car through the winter and staying safe out there during tough road conditions.
Prepare to Avoid Repair How it works: Radio station will create :30 and :60 vignettes that answer key questions and provide tips for car care before winter weather strikes. –Vignettes will answer questions like what should you keep in the car with you? What parts should you check before driving? How important is gas and oil during the winter? Is there anything I can do with the tires? –Topics to include: Emergency kits - what you need and why Make sure your 4WD works Check your belts & hoses Replace windshield wipers & fluids Check your defrosting and heating units Keep your fuel tank full Put in the right amount of antifreeze Check your oil and oil viscosity Check your battery Tires
Prepare to Avoid Repair How it works: Vignettes may be voiced by a spokesperson from Advertiser X in an interview format with the Radio station personality/reporter or recorded by the Radio station personality. Prepare to Avoid Repair spots will air adjacent to traffic or weather with contextual lead-ins, for example: –Weather: It may be a perfectly sunny day today, but winter is coming. Advertiser X has some Prepare to Avoid Repair advice to be sure your car is ready…. –Traffic: You think the pothole you just bounced through was bad, wait until after the first snow. Advertiser X has some Prepare to Avoid Repair advice to be sure your tires dont fail you….
Prepare to Avoid Repair How it works: Mobile extension: Radio spots invite listeners to text an Advertiser X short code to the Radio station with a need for winterization to receive a bounce back coupon for that service with Advertiser X. Prepare to Avoid Repair podcasts will be archived on the Radio station website along with additional advice and downloadable coupons for Advertiser X. Advertiser X and Radio station host a Prepare to Avoid Repair day at Advertiser location(s) where listeners are invited to come have their vehicle checked for winter and meet and greet Radio station talent.
Insight #2 The auto repair business is changing. Dealerships' service departments are in serious competition with the independent repair facilities. Vehicles are evolving at a rapid pace and are more hi-tech, requiring repair facilities to continually upgrade their equipment and educate their technicians. Everyone is always having a big sale or no one is available to look at my car for a week. Is it any wonder that many of todays consumers find themselves lost in a "labyrinth of auto repair?" Is it any wonder that more and more people are looking for a trusted guide to help them understand what to do? HELP! My car needs fixing & dont know where to go…
Idea: Talent Field Trips Listeners are connected to their DJs – the DJs are trusted implicitly, they are often the first voice a listener hears in the morning and a voice that travels with them throughout their day. Advertiser X leverages this connection by inviting the stations talent to enjoy a service for their personal vehicle and then discuss the experience with listeners over the air and online.
Talent Field Trips How it works: Advertiser X works with the Radio station to identify the Radio personalities that have the most trusted relationships with Advertiser-targeted listeners. Selected Radio personalities (and family members) receive service on their personal vehicles. Camera crew follows the personality throughout the experience as the Radio personality speaks with technicians, sales and customer service representatives and work begins on the vehicle.
Talent Field Trips How it works: On-air, talent will speak candidly to their listeners about the experience mentioning the real things that matter, for example: –They fixed my car right the first time. –I can trust them to do the job at a fair price. –They welcomed my questions and concerns and took the time to answer them. –They explained in plain speak what the problems were and my options…. Patiently. –Id recommend them to ANYONE. Talent will direct listeners online to view the full experience, for example: –If you dont believe what I am saying, watch my experience online at the station website and see for yourselves – these guys are great!! Advertiser X can sponsor the stations streaming player and run the video experience while online listening occurs.
Talent Field Trips How it works: Talent will post endorsements along with a click to watch the video and receive an Advertiser X offer on their social networking pages (Facebook, Twitter, Blog and personality page on the station website). Additional opportunity to allow the Radio personality to bring the station vehicle for service along with a producer and record that experience as well. –Advertiser X may sponsor the station vehicle via custom produced magnet or sticker that states the van was serviced by Advertiser X so the music continues to play!
Insight #3 About two-thirds of teen drivers are "clueless" or have "average" knowledge when it comes to basic car maintenance, according to a parental survey conducted by AutoMD.com, an automotive repair website. Two in three teens don't know how to change a flat tire, check or change the oil, or jumpstart a battery, according to the survey. They are also unable to identify basic car parts or perform emergency roadside repairs. 62% of the parents surveyed say it is "extremely important" for teens to be able to identify basic car parts to stay safe on the road. Do you know how to change a tire?
Idea: Get Schooled on the Tools Together, Advertiser X and Radio station host a series of free Get Schooled on the Tools workshops hosted at Advertiser X location(s) designed especially for teens. Each workshop will provide attendees with the knowledge and know-how of basic car parts and maintenance to keep everyone safe on the road.
Get Schooled on the Tools How it works : Advertiser X runs a series of :30 What If scenario messages to convey the importance for teen drivers to have an understanding of the basics when it comes to car care. For example: –What if a teen driver is coming home late from football practice and their tire blows out? Do they know how to change the tire? Do they even know where the spare is? If the answer is no to either of these questions, sign them up for the Advertiser X Get Schooled on the Tools workshop – its Saturday, its free and all you need to do is stop by Advertiser X or log on to the station website to register today. –What if you left the light on inside the car and now it wont start. You are stuck in the empty parking lot of the mall where you work because you had to close tonight. Do you know how to jump the battery? If not, you might want to sign up for the Advertiser X Get Schooled on the Tools workshop – its Saturday, its free and all you need to do is stop by Advertiser X or log on to the station website to register today.
Get Schooled on the Tools How it works: :10 or :15 Radio on-air promos complement the What if spots with a drive for Get Schooled on the Tools weekly registrations. ̶ Dont miss this weeks Advertiser X Get Schooled on the Tools – its focused on everything tires – wheres the spare, how to put it on, whats a jack, you may know – I dont so Im going!! Its at Advertiser X on Saturday at 3pm. Log on to the station website and register today. Station will set up a registration area/page on the stations website and all data collected will be shared with Advertiser X. ̶ Advertiser X digital promotional ads will click through to the registration area/page.
Get Schooled on the Tools How it works: Radio station and Advertiser X discuss how many and when the Get Schooled on the Tools workshops would be scheduled. ̶ Ideally, it would be a 4-6 week series to be scheduled for weekends or afternoons/early evenings (after school), ̶ Each week would focus on one specific task and all the parts, knowledge and hands-on trial required for a teen to master the task. For example: Week 1: Tires (how to change a tire – spares, jacks, checking the air, etc.) Week 2: Dead battery (how to jump it, cables, where it is, etc.) Week 3: Oil (how to test it, how to change it, different types, etc.) Week 4: Windshields, windows and wipers (different kinds, changing them, fluids, etc.) Week 5: Filters (what are they, where are they, how do you change them, etc.) Week 6: Headlights/rear lights (what to do when they go out, keeping them clean, etc.) ̶ All curriculum in the workshop is hands-on and provides attendees with when they should NOT do it themselves and call Advertiser X.
Get Schooled on the Tools How it works: Radio station personnel will be enrolled in all the Get Schooled on the Tools workshops. Interspersed throughout the workshops and at the end of each one, Radio stations will host pop quizzes and reward perfect scores with Radio station prizing and offers from Advertiser X. All attendees will be registered to win a grand prize from the station and Advertiser X that will be awarded at the conclusion of the series.
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