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. In addition, we refer to your station(s) as Radio Station – please fill in your call letters or station ID. Please delete this slide prior to your presentation. Need assistance? View in slide show mode and click on the ask rab logo.
Leveraging Radio and (insert station name) for (Storage Facilities 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+ Next Day
Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day
Source: Scarborough USA+ 2011 Release 2 (12 months only) 86 % 85 % Adults 18+ who used a professional moving van line in the past year. Adults 18+ who are likely to do any remodeling to their home in the next 12 months. Radio is Relevant 83 % Adults 18+ who are likely to sell their home/residence in the next 12 months.
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase Radio is Relevant Adults who are likely to do any remodeling to their home or sell their home in the next 12 months may need to temporarily house furnishings in a storage facility. Their listening habits include: Format preferences: CHR/Top 40 (18% remodeling) (19% sell home). Adult Contemporary (19% remodeling) (18% sell home). Country (22% remodeling) (17% sell home). Listening to traffic reports and sports play-by-play on the radio is strong. Nearly 60% tune in regularly to traffic reports. Almost 70% of those that have used a professional mover in the past year tune in regularly to traffic reports. 20% tune in regularly to sports play-by-plays.
Radio is Relevant Adults who are likely to do any remodeling to their home or sell their home in the next 12 months may need to temporarily house furnishings in a storage facility. Their listening habits include: Daypart listening trends: Nearly 54% listen to the radio during morning drive, weekdays 6A-10A. Over 37% listen during the day 10A-3P weekdays. 43%-47% tune-in during the afternoon commute, weekdays 3P-7P. 40%-45% listen during the day on the weekends. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Adults who are likely to do any remodeling to their home or sell their home in the next 12 months may need to temporarily house furnishings in a storage facility. Their listening habits include: 63%-65% most often listen to the radio in their car. 80% are regular FM radio listeners. Nearly 22% are regular AM radio listeners. Almost 19% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Adults who are likely to do any remodeling to their home or sell their home in the next 12 months may need to temporarily house furnishings in a storage facility. Their thoughts towards advertising on the radio include: 50% think advertising on the radio provides them with meaningful information about the product use of other consumers. 40% agree that advertising on the radio provides them with useful information about new products and services. 38%-41% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio Works for Storage Facilities At Another Closet Self-Storage, weve run the gamut on every marketing idea out there. Ive come to the conclusion that the three best mediums for marketing self-storage are radio, TV and the Internet. Using these three mediums over the last four years, weve seen double-digit growth annually. Source: Inside Self Storage, Why You Should Use TV and Radio Advertising to Market Your Self-Storage Facilities Director of Operations Another Closet Self-Storage
Radio Works for Storage Facilities We have been utilizing radio around our area & reaching phenomenal success levels for the past 4+ years. I even have customers ask when our next ad will air again. They love them and so do we. Source: Inside Self Storage, Why You Should Use TV and Radio Advertising to Market Your Self-Storage Facilities Undisclosed Self-Storage Facility
Leveraging Radio for insert Storage Facility Advertiser Insight Based Ideas
Insight #1 Self-storage firms regularly deal with the dreaded problem of non-paying tenants or tenants who have abandoned their contracts. This problem typically results in a Storage Auction to empty the unit and recoup revenue. Storage Auctions are held almost every day of the week, in almost every city in America. In larger metropolitan areas, there are likely multiple storage auctions on any given day. On average, each storage facility is selling the contents of 3-6 storage units, although seeing 20-30 for sale at one facility, is not at all uncommon. There is no shortage of storage units on the auction block. Storage Auctions Sources: The Economist 2012
Idea: ezAuction Together, Advertiser X and radio station partner to turn the business of storage auctions into a turn-key, revenue-producing, buzz-building and awareness-generating marketing and ecommerce platform. Radio station will host and manage daily, weekly or monthly radio station Advertiser X auctions fueled by RABs ezAuction.
Note to Station Sellers RABs ezAuction e-Commerce platform offers all the tools you will need to host, track and manage online auctions. With ezAuction, you can create a complete online marketplace, manage complex inventories and process credit card payments. Please visit http://www.rab.com/ezAuction/index.cfm for a detailed tutorial, demonstration and additional tips to pitch the ezAuction product to your clients before pitching this idea.http://www.rab.com/ezAuction/index.cfm
ezAuction How it works: The Advertiser X auctions may take place as often as they are necessary based on vacated or abandoned units. Radio station will visit the storage unit(s), photograph the items available for auction, establish opening bids and increments, and post on the radio station/Advertiser X branded ezAuction site. Through on-air promotional announcements, live announcements and/or a specific program, the radio station will promote the items currently open for bid and drive listeners to the radio station/Advertiser X branded ezAuction site to bid.
ezAuction How it works: Station will post a schedule of upcoming auctions on their website and offer listeners the opportunity to opt-in for Advertiser X auction preview email blasts. Based on the popularity of each auction, station can transform the Advertiser X auctions into a regularly programmed weekend shopping show, hosted by talent, demonstrating the treasures found this week in Advertiser Xs vacated storage units. –Show will run on-air and stream online with bidding (shopping) to occur on the radio station/Advertiser X ezAuction site.
ezAuction How it works: Advertiser X will promote each radio station/Advertiser X branded ezAuction at their storage facility and tag :30 or :60 spots that run on the Radio Station across the most relevant dayparts. Revenue received from each auction may be converted to trade credits. –Advertiser X may convert an agreed upon percent (e.g., 70%) of the proceeds from the auction to fund an advertising schedule on the Radio Station.
Insight #2 Make Room for Passion When most people think of storage units, they envision a place where they can store their additional belongings. Today, storage units arent just for extra furniture or holiday decorations. Now they can be a great place to restore a car, keep a wine cellar and many other purposes. This movement has brought about a whole new craze to the industry. Sources: MPDailyFix.com
Play Space Radio Station and Advertiser X partner to bring a fresh perspective to storage facilities. By piquing interest and getting creative, well generate excitement and inspire innovative use of extra play space provided by Advertiser X.
Play Space How it works: Radio station challenges listeners to come up with the most creative and useful way to use an Advertiser X storage space as their own play space – whether it be for convenience, fun or usefulness. –:10, :15 and :30 promo spots will be recorded by the radio station to introduce the Advertiser X contest and direct listeners to a feature page on the radio station website to learn how to enter. After the first week of the campaign, the promo spots will also include a shout out for listeners to go online to the Advertiser X Play Space feature page to vote for their favorite submitted ideas. –Spots will air in high rotation across multiple dayparts on-air and in station streams. –Display advertising that links to the Advertiser X contest page will run in rotation on high trafficked pages of the station website.
Play Space How it works: Through a series of DJ endorsement spots, listeners will be inspired by ideas and driven to participate in the challenge and take advantage of an Advertiser X unit. Endorsements will include fresh and personally relevant ideas on how they are using various storage units. For example: –If the DJ is a cycler, he/she might talk about how they have a group of cycling friends that all chip in for a storage unit to store their cycles. On weekends they meet there and head off for various cycling adventures. –If the talent is an antique collector, he/she might talk about all of the treasures they have recently found from an Advertiser X storage auction or a local flea market and work to restore certain items in a unit provided by Advertiser X. –If the DJ creates art (paints, sculpts, writes, etc.), he/she might talk about how they create their best work in the peace and quiet of a unit at Advertiser X. –Sailors might discuss storing their boat in an Advertiser X unit and discuss the savings vs. storing at a Yacht Club.
Play Space How it works: A custom feature page will be created on the radio station website to house the promotion and include: –Floor plans and photos of the various units available at Advertiser X locations. –Listing of Advertiser X locations with a link to their website. –Contest rules and entry page requiring listeners to submit their ideas for how they would transform an Advertiser X unit into their Play Space. Station talent and staff submissions will also be included in the gallery. –Sign up for the opportunity to tour the Advertiser X storage space with station talent.
Play Space How it works: When listeners enter the contest, their ideas are posted to a Play Space idea gallery for visitors to vote for their favorites. The entries with the most votes will become finalists and the winner will be selected by Advertiser X and the radio station. –The winner will receive a free year of storage at Advertiser X, radio station prizing and be featured on-air and online. –Runner-ups will receive one to three months of storage space at Advertiser X, a radio station premium and be featured on-air and online. –All entrants will receive a special discounted offer from Advertiser X along with a radio station premium item.
Idea: Get Organized Together, Radio Station and Advertiser X will help listeners get organized to save space, time and money while re- introducing them to some of the more memory provoking and sentimental finds that turn up along the way.
Get Organized How it works: Radio station will partner with a local home organization or de-cluttering expert to present Advertiser X branded Get Organized tips to listeners through a custom created, on-air and streaming feature series. Get Organized tips will include practical ideas and solutions for organizing every area of your home including an Advertiser X storage space. Each feature will be 1-2 minutes in length (depending on content) and run daily or weekly in fixed position spots in each daypart.
Get Organized How it works: All on-air features will direct the listener online to a display feature that includes all Get Organized podcasts, additional detail/printable instructions and a link to Advertiser X website. Display feature will also include an Advertiser X online space planning tool to help create a customized, electronic design of storage space available at Advertiser X locations. Listeners may also download a coupon for first month free (or another discount) from Advertiser X.
Additional Idea Starters Below are some additional tactical idea starters to promote storage facilities across radio platforms: Fun and interactive storage related contests: –How many items contest (a la how many jelly beans are in the jar) – show an image of a full storage unit and run a contest where listeners have to guess the amount of items. –Whats Different photos – station posts 2 identical images of a full storage unit with 10 or more items manipulated (via Photoshop editing). Listeners must identify the items that are different to be entered to win. Commercial-free hours/Pod takeovers featuring music to store on your MP3. –Music to store for working out/the gym –Music to store for a relaxing and romantic evening –Music to store for your backyard barbecue
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.