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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 (Florist 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 92% 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. 241,463,000 Weekly Reach Source: December RADAR® 115 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: A18+ who purchased flowers in shop/online/phone in the past six months Next Day
Source: Scarborough USA Release 2 (12 months only) 88 % 90 % 91 % Adults 18+ who shopped at any florist in the past 3 months African-American Adults 18+ who shopped at any florist in the past 3 months Hispanic Adults 18+ who shopped at any florist in the past 3 months. Radio is Relevant
Adults 18+ who shopped any flower shop in the past 6 months: Daypart listening trends: 54% listen to the Radio during morning drive, weekdays 6A-10A. 38% listen during the day 10A-3P weekdays. 47% tune-in during the afternoon commute, weekdays 3P-7P. 44% listen during the day on the weekends. More than 60% listen to Traffic Reports More than 30% listen to Sports Play-by-Play Source: Gfk MRI, - Mediamark Research, Inc Doublebase
Radio is Relevant Adults 18+ who shopped any flower shop in the past 6 months: 65% most often listen to the radio in their car (weekdays & weekends). 20% most often listen to the radio at home on the weekend. 79% are FM Radio listeners and 24% tune in regularly to AM Radio Over 23% have listened to Radio online and 10% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc Doublebase.
Radio is Relevant Adults 18+ who shopped any flower shop in the past 6 months: More than 47% agree that advertising on the Radio provides them with meaningful information about the product use of other consumers. Nearly 40% agree 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 Doublebase.
Radio Delivers the Largest Reach at Key Pre-Shopping Periods Source: MBI Touchpoints TM Base: Adults 25-54
Radio Works for Florists Objective: Motivate consumers to utilize flowers during the Thanksgiving and Christmas Holidays.
Radio Works for Florists Solution: Salute our Troops The Holidays are all about family and friends Flowers and Radio understood that unfortunately, not all families can be together for this holiday season.
Radio Works for Florists Solution: Salute our Troops To help make the season a little brighter for those with loved ones serving overseas, Flowers and Radio stations across the country reached out to find military families who deserved that little something extra.
Radio Works for Florists Solution: Salute our Troops Listeners ed in to their station with military families that they knew would not be together for the holidays. Stations and Flowers sent floral centerpieces to families in honor of their family serving.
Radio Works for Florists Solution: Salute our Troops Participating stations promoted the program through on-air and online promotional mentions. Where available, stations included some of the stories about local military families on their websites.
Radio Works for Florists Objective: Drive increased awareness and sales at local florists for fresh floral bouquets. Encouraged the use of fresh-cut flowers as an everyday pick-me-up for yourself or a gesture/gift for a special person.
Radio Works for Florists Solution: Flower Growers association used on-air personalities as endorsers. Each personality received a new bouquet at the beginning of every week and talked about how beautiful it was, what flowers were in it and what the individual flowers meant.
Radio Works for Florists Objective: Drive floral delivery sales for Valentines Day among Men with a secondary target of Women.
Radio Works for Florists Solution: Valentines Day Shout-Outs Whats a great way to tell that special someone you love them? Shout it out for the world to hear!
Radio Works for Florists Solution: Valentines Day Shout-Outs Participating local radio stations pre- promoted this opportunity with a call-to- action to their listeners to call, fax or in with a quick message (5-10 seconds) for that special someone. Station Street teams also captured listener shout-outs at appropriate events and appearances within the promotional window.
Radio Works for Florists Solution: Valentines Day Shout-Outs Throughout the day on Valentines Day, stations aired listener shout-outs on-air, in streaming broadcasts and posted them on the their station websites. Listeners whos shout-outs were featured won a gift card for a purchase at Flowers.
Leveraging Radio for insert Florist Advertiser Insight Based Ideas
Insight #1 To minimize cost. To personalize and customize projects. To create one-of-a-kind items. To make gifts that show you care. To be challenged to figure out how things work. To learn a new skill and keep your mind engaged. To enjoy a sense of accomplishment and the satisfaction of creating something useful and beautiful. To share something meaningful to you. To reduce your environmental footprint. To have fun. To relieve stress. Why DIY? Source: USA Today, Wikipedia.
Idea: DIY Floral Station and Advertiser X make it easy, fun and rewarding on so many levels to take on Floral projects while experiencing and sharing joy with family and friends.
DIY Floral How it works: Station will create DIY Floral on-air vignettes featuring a floral expert from Advertiser X sharing easy ways to create floral masterpieces for a variety of occasions and everyday projects: –Creative floral giving advice for important gestures (e.g., lifting spirits, saying Im sorry). Project idea: DIY: Floral Arrangement Made From a Kleenex Box with how to. –How flowers can transform your next get-together. Project idea: Centerpiece that divides into beautiful party favors.
DIY Floral How it works: Station will create DIY Floral on-air vignettes featuring a floral expert from Advertiser X sharing easy ways to create floral masterpieces for a variety of occasions and everyday projects: –Choosing the perfect plant for your workplace. Tips to find the plant or floral scheme to promote increased creativity, productivity, morale and innovation in the workplace. –Creating the perfect Hostess gift. Project Idea: Tea Garden in a Box: a wood crate planted with mint, rose geranium, pineapple sage, and lavender – the supplies for the hostess to make their own tea and enjoy again and again.
DIY Floral How it works: Station will create DIY Floral on-air vignettes featuring a floral expert from Advertiser X sharing easy ways to create floral masterpieces for a variety of occasions and everyday projects: –Mothers Day Project ideas: Floral designs placed inside a vase/vessel hand made by the kids; DIY Mothers Day corsage for mom; create flower pots covered in pictures of the grandkids and plant with Tulips. –Valentines Day Project Idea: Show you love her with a Valentine Wreath; Rose petal and photo collages; Rose of the week.
DIY Floral How it works: Vignettes will each run :60 in length and drive listeners to: –Station website/Advertiser X DIY Floral for podcasts and printable how to instructions and select video demonstrations. –Advertiser X information (phone, website, address) for all floral needs and supplies. –Listings/schedule for DIY Floral classes at Advertiser X retail location(s).
DIY Floral How it works: Radio will promote Advertiser X monthly or weekly DIY Floral classes to be scheduled during after-business hours and themed by audience and events: –Valentines Day Just for Men –Mothers Day Mother/Daughter –Kids-only build a bouquet for teacher appreciation
DIY Floral How it works: Radio will promote Advertiser X monthly or weekly DIY Floral classes to be scheduled during after-business hours and themed by audience and events: –Decorating with Flowers. –How to create a breathtaking centerpiece. –Brighten up your workplace.
DIY Floral How it works: Radio talent and staff will enroll in select DIY Floral classes and discuss their projects and experience on-air. Station will create an Advertiser X/DIY Floral page on the station website that will include: –Podcasts of vignettes –Video demos –Event/Class listings –Photo gallery of Radio station and listener DIY Floral projects
Insight #2 I got the fever!! (Spring fever that is!) Research proves that flowers trigger a happy emotional response in people, increasing the feeling of satisfaction and positively influence behavior. Spring also triggers happiness and is naturally associated with flowers and the floral industry (people are outside and colors are in bloom). The perfect time to stop, get outside and take some time to smell the roses. Source: Research conducted at Rutgers, The State University of New Jersey
Spread the Fever Radio station and Advertiser X partner to inspire listeners to decompress, de-stress and truly live spring through flowers. Through this multi-channel partnership, expect to see consumers across the community stopping to take the time to enjoy the roses!
Spread the Fever How it works: Im Spreading the Fever –Station talent begin to Spread the Fever by calling Advertiser X each morning for a week and ordering a small bouquet for someone in their life that is deserving of a pick-me-up, thank-you or just because gift (spouse, friend, family member or station co-worker). –Talent will indicate to Advertiser X the reason why the recipient is deserving of the daily bouquet and invite listeners to join him/her to help Spread the Fever by calling in and suggesting people they think deserve a bouquet.
Spread the Fever How it works: Im Spreading the Fever –Each day, listeners call, text or post on the stations website the individuals they think should receive a bouquet of the day and the reason why. –Based on submitted stories, Station, Advertiser X and listeners will select one consumer each day to receive a free bouquet. –All stories/nominations will be read/announced on-air and be posted online on the radio stations website for listeners to vote for their favorites.
Spread the Fever How it works: Im Spreading the Fever –:10 and :15 promotional spots will remind listeners to send in their nominations and invite others to visit the station site/Advertiser X to vote on their favorites. –The nominated stories with the most votes at the end of each day will be the recipient of the next days bouquet. –Each recipient will be announced and notified on-air daily via a surprise phone call from the DJ.
Spring Fever How it works: Random Acts of Spring –Station street teams blanket the market at high trafficked location handing out beautiful fresh flowers to brighten peoples day. –Each flower includes a gift tag coupon tied with a ribbon with $ off the next bouquet.
Insight #3 Moms. Flowers. Mothers Day. Every day, moms make a difference with all the little things they do, and all the big things, too. Moms are like flowers -- each one is uniquely beautiful in her own way. She warms your heart and makes you feel like smiling in her special way. It is no wonder that two-thirds of Americans, or 66.4% of consumers, are projected to buy $2.2B worth of flowers for Mothers Day this year. Source: National Retail Federation
Idea: Mums the World! Together, Advertiser X and Radio station celebrate Mom this Mothers Day through a unique multi-platform tribute and contest. Listeners will be invited to submit a picture of mother/child along with the most memorable advice shes ever given for a chance to win fresh flowers each week for a year.
Mums the World! How it works: Radio station will create, build and host a micro-site to house a Mums the World tribute to moms in the community. Mums the World.com micro-site will be skinned with Advertiser X branding with a direct link from the Radio Station and Advertiser X websites. –Radio station will run a prominent, fixed position promotional unit on the home page of their website that links to the Mums the World website.
Mums the World! How it works: Listeners will be able to upload a photo of them and their moms with ease and enter the advice they provided within the caption. Entrants will be able to turn the photo they submit into a Mothers Day greeting card for mom with notification that they were entered into the contest. –Each greeting card (postcard) will be an message template with the submitted photo framed by Advertiser X floral branded borders.
Mums the World! How it works: Once entered into the contest, visitors will receive an instant coupon from Advertiser X and the opportunity to opt-in to receive promotional offers. Mums the World promotion will be included in blasts to loyal listeners and can be included in a bounce-back reply to all text messages that come in to the station.
Mums the World! How it works: Advertiser X and Radio station will run :30 spots that promote and explain the Mums the World contest. –Hi, its DJ x, do you have a mom that you think is worthy of fresh flowers delivered to her doorstep every week this year? I sure do! Well, in honor of Mother's Day this year, Advertiser X and Radio station are partnering to celebrate all the Moms of [Insert market], all you need to do is add a photo of you and your Mom to MumstheWorld.com. Along with the photo, share the best advice she ever gave you and youll be entered to win. Its easy – but you better watch out because I think my moms got it hands down. Log on to MumstheWorld.com or click the link from the Radio Station website.
Mums the World! How it works: In addition to the pre-recorded spots, talent from each daypart will enter their own moms into the contest and walk listeners through it as they do it. Talent will also read some of the best advice provided by consumers that entered the contest and direct listeners to the Mums the World site to read them all.
Mums the World! How it works: Station will produce Mums the World! promotional posters to hang at Advertiser X locations Street teams will distribute Mums the World! postcards with a single Mum at high trafficked locations throughout the community.
Mums the World! How it works: All entries will be judged by the Radio station and Advertiser X, based on the following criteria: Originality; Creativity; and Appropriateness to contest theme. The Mums the World! contest winner will be notified by phone and announced live, on-air and online on Mothers Day, Sunday, May 12, 2013 along with the advice that she provided and the photo featured prominently on the home page of the station website.
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.