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 (Bridal/Wedding Services 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: Respondent – Marital Status: Engaged Next Day
Source: GfK MRI Doublebase – 2012 – Weighted to Population. 88 % 90 % 92 % Adults 18+ who are currently engaged to be married. Adults 18+ who shopped Davids Bridal in the past 3 months. Adults 18+ who bought mens formal wear (Tuxedo) in the past year. Radio is Relevant
Source: Gfk MRI, - Mediamark Research, Inc Doublebase; Base: Respondent – Marital Status: Engaged. Radio is Relevant Adults 18+ who are currently engaged to be married: Format preferences include: 30% CHR/Top 40 25% Country formats 18% Adult Contemporary 16% Rock More than 48% listen to Traffic Reports 16% listen to Sports Play-by-Play
Radio is Relevant Adults 18+ who are currently engaged to be married: Daypart listening trends: 52% listen to the Radio during morning drive, weekdays 6A-10A 41% listen during the day 10A-3P weekdays 47% tune-in during the afternoon commute, weekdays 3P-7P 21% are listening 7P-Midnight. 47% listen during the day on the weekends. Source: Gfk MRI, - Mediamark Research, Inc Doublebase; Base: Respondent – Marital Status: Engaged
Radio is Relevant Adults 18+ who are currently engaged to be married: 64% most often listen to the radio in their car. Avid FM Radio listeners -- 88% 22% have listened to Radio online and 9% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. 48% 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; Base: Respondent – Marital Status: Engaged.
Radio is Relevant Adults 18+ who are currently engaged to be married: 41% agree that advertising on the Radio provides them with useful information about new products and services. (50% among those who purchased a Tuxedo in the past year.) 41% agree that radio provides them with useful information about bargains. 36% think advertising on the Radio is amusing. (40% among those who purchased a Tuxedo in the past year.) Source: Gfk MRI, - Mediamark Research, Inc Doublebase; Base: Respondent – Marital Status: Engaged.
Radio Delivers the Largest Reach at Key Pre-Shopping Periods Source: MBI Touchpoints TM Base: Adults 25-54
Radio Works for Bridal Challenge: Ben Bridge Jewelers wanted to do something for the communities they serve to celebrate their 100th Anniversary.
Radio Works for Bridal Solution: They partnered with Z90 & 91X in San Diego, Power 106 in LA and Wild in Portland to produce and promote The Diamond Dash.
Radio Works for Bridal The Program: The Ben Bridge Diamond Dash Ben Bridge Jeweler along with support from their radio station partners turned the "hunt" for an engagement ring into an interactive real-world scavenger hunt using location-based mobile gaming technology.
Radio Works for Bridal The Ben Bridge Diamond Dash How it worked: Couples solved challenges from clues on their cell phones to earn points for the chance to win a $14,000 A. JAFFE diamond bridal set. The digital scavenger hunt sent the couples throughout the streets of San Diego, Los Angeles and Portland, OR. Runners-up received a pair of Tissot watches and everyone participating received a prize package from Ben Bridge Jeweler.
Radio Works for Bridal The Ben Bridge Diamond Dash How it worked: Radio stations promoted on-air, online and through social media. Stations hosted the events and remotes during the hunts. Results: The program was deemed a success.
Radio Works for Bridal Challenge: Manns Jewelers in Rochester, NY partnered with Entercoms 98PXY to help attract young engagement customers in a marketplace that considers Manns to be too high- end.
Radio Works for Bridal Solution: Manns Presents: Platinum Proposal Together, Manns and 98 PXY put out a call for New York-based couples to write their love stories in 300 words or less and upload them along with a photo to platinumproposal.com (their facebook fan page.)
Radio Works for Bridal Manns Presents: Platinum Proposal How it worked: The contest was promoted via social media, radio commercials and Radio station street teams who distributed flyers dressed in bridal attire.
Radio Works for Bridal Manns Presents: Platinum Proposal How it worked: A judging panel including the CEO of Manns alongside 2 DJs from 98 PXY and the 2011 Platinum Proposal winners, narrowed entries to the top 25 and listeners judged the finals.
Radio Works for Bridal Manns Presents: Platinum Proposal Results: Winner received a $12K platinum engagement ring. Bridal sales were measured +15% as a result of the program. Campaign generated a significant amount of buzz and press.
Leveraging Radio for insert Bridal/Wedding Services Advertiser Insight Based Ideas
Insight #1 Game shows have thrived for decades because they offer the pleasure of playing at home (competing with the folks on-screen) and of hearing or watching the contestants emotional roller- coaster ride. The Newlywed Game was the second-longest running game show on ABC (only Family Feud lasted longer) and a modern installment of the classic series currently airs on GSN. Today, game shows are still thriving under an assumed identity of reality television. The games are a little more involved, the prizes are substantial, you see a lot of emotions and you can can watch the games people play. Game Shows Source: USA Today, Wikipedia.
Idea: The NearlyWed Game Station and Advertiser X bring game shows back to Radio through a new program that brings local engaged couples in studio each week to compete amongst each other for a chance to win a bridal/wedding service from Advertiser X. Its the Newlywed game for the local Nearly Weds!
NearlyWed Game How it works: Each week, the NearlyWed game on the radio station will showcase three newly engaged couples. The couples compete by guessing each others answers to questions ranging from the first time they met to the details of their love life. As they compete for highly valued engagement, bridal, wedding and honeymoon products and services, you can expect entertaining moments and brutal honesty!
NearlyWed Game How it works: Advertiser X branded promo spots, blasts to loyal listeners and website and Facebook fan page promotions invite local, newly engaged couples to complete a short application to be contestants on the show. –Qualifying couples will be engaged (not yet married), at least 18 years old and live in the community. Qualifying couples are scheduled to participate in the game show which will air weekly on a specified day/time (same day/time each week.)
NearlyWed Game How it works: The NearlyWed show will be pre-recorded for air on the station as well as video taped for viewing on the station website. NearlyWed Game is hosted by talent in the daypart for which it airs and each show runs 5-10 minutes in length. –Advertiser X will be the exclusive advertiser in the segment
NearlyWed Game DJ will ask couples one question from key relationship categories Questions may include: –In the Kitchen Who is the better cook? What is your fiancés favorite flavor of ice cream? What would your fiancé request as a last meal? How does your fiancé like his/her steak cooked?
NearlyWed Game Questions may include: –In the Bedroom Describe your fiancé's sexiest pajamas. What song would you pick to describe your fiancé in the bedroom? When is your fiancé least appealing to you? Most appealing? –On a Date Where did you go on your first date? What did your fiancé think about you after your first date? What would be your fiancé's ideal date?
NearlyWed Game Questions may include: –For the Honeymoon Whats your fiancés dream spot for Honeymoon? How many bags will your fiancé pack for the Honeymoon? How much will your fiancé splurge on new clothes for the Honeymoon? –For the Wedding What color are the bridesmaid dresses? (for the groom) What song will your fiancé choose to be your first dance? How will you arrive at the wedding?
NearlyWed Game Questions may include: –Family: How many children does your fiancé want to have? What does your fiancé dislike the most about his/her future in-laws? Where does your fiancé want to live in 10 years? –Each other: What do you like best about your spouse? What one trait of yours annoys your spouse the most? What was your first impression of your spouse?
NearlyWed Game The couple that answers the most questions correctly will win that weeks prize package from Advertiser X. Each runner-up will receive a smaller offer from Advertiser X and their 5-10 minutes of fame on the radio station.
Insight #2 Everyone Loves a Good Love Story Our bookstores and movie theatres make lots of money off of romantic storylines. The plot usually begins when boy meets girl or girl meets boy and sparks fly. Theres always some form of tension in the storytellers plotline and although the outcome is predictable, people still pay to hear the storyline packaged in a new setting with different characters. It doesnt matter if its Shakespeare, Jane Austin, Disney or Stephanie Meyers Twilight series, people of all ages enjoy rekindling their idealism that true love is indeed possible. Sources: Stonington Mystic Patch, September 2012
The Proposal Do you have the best engagement story ever? One that will surely earn you your rightful place among the great love stories of our time? Or perhaps the wildest? Or the craziest? Radio and Advertiser X want listeners to share it with other listeners for a chance to win a prize package of bridal/wedding services from Advertiser X.
The Proposal How it works: Radio station and Advertiser X will invite couples to submit their proposal stories along with any audio/video or still photography that may accompany the story at radiostation.com –Co-branded :10, :15 and :30 promotional spots will air on the station. –Dedicated blasts will be sent to all newsletter subscribers and loyal listeners brought to you by Advertiser X. –Display units on the home page of the station site accompanied by Advertiser X units. –Advertiser X skinned media players on the station site.
The Proposal How it works: Couples will upload their proposal stories and listeners will be invited to vote for their favorites: –Station talent will visit The Proposal entries on a daily basis and read select ones, reference others and remind listeners to log on to stationsite.com/theproposal to vote for their favorites.
The Proposal How it works: To determine the Grand Prize winner, a panel of judges from the station and Advertiser X will review the top 10 proposals that received the most votes and award 1 st, 2 nd and 3 rd place prizes of various levels of bridal/wedding services packages from Advertiser X. The Grand Prize announcement may be made via a Radio hosted bridal fair event at an Advertiser X location.
Insight #3 Planning a Wedding is a Full Time Job The last three months leading up to their wedding, brides spend an average of 11 hours a week planning the event. Approximately 1/3 of brides use an event/wedding planner, with more than half of those brides hiring them for day-of coordination. With the rising costs associated with weddings and the number of details that require meticulous attention, it is a wonder how recently engaged couples have the time to create the most magical day of their lives without compromising real life. Sources: Sources: XO Group Inc., 2012 – theknot.com & weddingchannel.com; The Wedding Report, 2011
Idea: The Wedding Planner Radio Station and Advertiser X follow 3 local, recently engaged couples as they plan their weddings at 3 distinct budget levels with the help of a professional Wedding Planner while their fellow listeners vote on selections for the dress, the tux, the venue, the flowers and the music.
The Wedding Planner How it works: Station will partner with a successful, local Wedding Planner professional to execute the program. –Advertiser X may recommend a preferred Wedding Planner for partnership. Radio station runs a casting call to select 3 very different couples that qualify to work with The Wedding Planner –Listeners will apply by submitting a proposal for why they believe they are most deserving of The Wedding Planners help.
The Wedding Planner How it works: Proposals will be reviewed by Advertiser X, the station and the Wedding Planner and 3 couples will be selected based on the strength of their proposal. Each of the 3 couples will need to execute a wedding at different budget levels and primary wedding goals/objectives.
The Wedding Planner How it works: The 3 couples and the Wedding Planner will be introduced to the stations listening audience via 3, :60-1:20 vignettes that run in high frequency to kick off the program. Each vignette will profile the individual couples, their story and the reason why they were chosen and also introduce The Wedding Planner and how the program will work. –The spots will include the listener voting mechanism to determine final selections for key wedding decisions for each couple. –Every spot opens with The Wedding Planner presented by Advertiser X. –Advertiser X brand spots run adjacent to all vignettes.
The Wedding Planner How it works: All interactions that The Wedding Planner has with each couple are video/audio taped and edited versions will be shared with the stations listening audience via on-air vignettes and online webisodes. –Advertiser X brand and product will be integrated via product placement throughout all vignettes and webisodes. –All webisodes play in an Advertiser X skinned media player. –Stations Facebook fan site and Twitter accounts will include posts and tweets from the couples and the Wedding Planners on a regular basis.
The Wedding Planner How it works: Meetings occur for all phases of the wedding planning: –First meeting to set goals, budgets, dates and style/tastes. –Subsequent weekly (daily at critical times) meetings for each phase of wedding production: Venue, catering, wardrobe, wedding party, rehearsal dinner, photographer/videographer, flowers, entertainment, invitations, website, registries, etc.
The Wedding Planner How it works: Once the Wedding Planner and the couples narrow choices, listeners are invited to vote for the final decision they think the couples should make, for example: –Listeners choose among the final 3 Gowns –Listeners choose among the final 3 Bridesmaid dresses –Listeners choose among the final 3 Color schemes –Listeners choose among the final 3 Venues –Listeners choose among the final 3 Songs as first dance
The Wedding Planner How it works: The radio station website will house a channel or microsite exclusively for The Wedding Planner presented by Advertiser X. Site will include: –All webisodes –Listener voting –Checklists and guides for all brides and grooms to be that are planning their own weddings –Ask the Wedding Planner and Ask Advertiser X feature where couples can post questions for the experts to answer.
The Wedding Planner How it works: At the end of the program, Radio station will post video segments from each of the couples weddings as they occur and tally all the costs/elements that were put in place by The Wedding Planner.
Insight #4 WOW – Thats more than the average annual U.S. salary!! In 2011, over $50B was spent annually in the U.S. on weddings and the average U.S. wedding cost is $27K. Sources: Sources: XO Group Inc., 2012 – theknot.com & weddingchannel.com; The Wedding Report, 2011
Idea: The Wedding Games Insert Market couples will compete in a series of entertaining, must-watch wedding themed sports/activities for a chance to win a $25,000 dream wedding from Advertiser X
The Wedding Games How it works: Station and Advertiser X present an on-air and online call for engaged couples to register for the 1 st Annual Radio station/Advertiser X Wedding Games event. –:10, :15, :30 and :60 spots promote the event and Advertiser X participation Event will take place in a local field or could take over the parking lot at an Advertiser X location.
The Wedding Games How it works: At The Wedding Games event, registered couples will compete in games including: –Bouquet or boutonniere toss –Cake feeding –First dance, ballroom dance contest –One legged race (with a garter) –Hors Doeuvre eating Couples will also score points for the number of fans they recruit to come cheer them on during The Wedding Games.
The Wedding Games How it works: Event can be webcast and streamed from the radio station website to include fans from outside the local market. Radio station will broadcast remote from The Wedding Games and include on-air play by plays, standings and shout outs for achievements made by competing couples.
The Wedding Games How it works: Every registered couple will receive a wedding services goody bag from Advertiser X, secondary sponsors and the Radio station for participating. The Grand Prize winner will receive a $25,000 dream wedding.
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.