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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 (insert Wine & Spirits 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 21+ Next Day …… and Wine & Spirits Own the Night
Source: Scarborough USA+ 2011 Release 2 (12 months only) 91 % 90 % 88 % Adults 21+ who bought any Champagne or sparkling wine in the past 3 months Adults 21+ who bought any white wine in the past 3 months Adults 21+ who bought alcoholic beverages at a liquor store Radio is Relevant 90 % Adults 21+ who bought any red wine in the past 3 months
Radio is Relevant Radio and mobile are the ONLY media maintaining prevalence among drinkers aged 21-34 whether they are socializing at a bar or at someones home between the hours of 7pm-midnight.
Radio is Relevant Adults 21-34 who purchase alcoholic beverages at a liquor store: –Over 55% listen to radio M-F 6a-10a and M-F 3p-7p. –During the weekend, over 47% listen to radio 10am-3pm and over 40% listen between 3p-7p. –Are big FM listeners (88%). –Over 67% listen to the radio in their car during the weekdays and over 64% on the weekends. –29% listened to the radio online in the last 30 days and 12% visited a personalitys website. –41% more likely to listen to CHR/Top 40. –48% more likely to listen to Traffic reports. –26% listen to any sports play-by-play on the radio. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant A21+ who bought wine in the past 6 months at a liquor store: –56% listen to morning drive driving the week. –More than 45% listen during the day M-F and weekends. –Are big FM listeners (80%). –26% listen to AM radio. –67% listen to radio in their car during the week and 60% on weekends. –55% more likely to listen to Traffic Reports. –27% listen to any sports play-by-play on the radio. –20% listened to radio online in the past 30 days. Source: GfK MRI Doublebase – 2011 – Weighted to Population
Leveraging Radio for (insert Wine & Spirits retailer name) Insight Based Ideas
Insight #1 The holidays bring the opportunity to celebrate with the ones you love. Whether it's a cocktail at midnight on New Year's Eve, a festive toast on Christmas Day or a sip of wine as you light the Hanukkah menorah. With the really fun names and the interesting varieties of taste – an original cocktail is sure to brighten up any festivity. Cocktails are fun!
Idea: Holiday Cocktail Competition With all the parties coming up this holiday season, there are tons of different seasonal drinks that make the rounds. We all have our personal favorites, but Advertiser X and Radio station want to know…. Whats your signature holiday party cocktail?
Holiday Cocktail Competition How it works: :30 and :60 series of spots voiced by station talent: –Announce the holiday cocktail competition and details to drive participation. –Provide their own cocktail concoction ideas and enter them into the competition. –Remind listeners to enter their own cocktails and vote for their favorites on the station website. –Invite listeners to the final round Cocktail Mix-off at the Advertiser X location.
Holiday Cocktail Competition How it works: Listeners send in their own cocktail recipes and include a brief description of how the yuletide beverage came to be. –Entries posted on an Advertiser X holiday branded page on the stations website, submitted at Advertiser X location(s) or by texting the recipe and description to Advertiser X short code at the Radio station.
Holiday Cocktail Competition How it works: Contest prizes could include: –1, Grand Prize: All expense paid trip to see the ball drop on New Years Eve in Times Square, NYC –1, Second Place Prize: Tickets to a must-attend New Years Eve concert or party –8, Third Place Prizes: Cocktail Glass Sets, Barware and gift cards to Advertiser X
Holiday Cocktail Competition How it works: Listeners vote for their favorite recipes online and the Top 10 are invited to compete at the Advertiser X mix off. –Top 10 will mix and serve their own recipe to a panel of Radio station, Advertiser X and listener judges. –Listeners that came to watch, cheer on the finalists or join in on the fun, collectively get a voice in the final vote. –Judges award prizes. Advertiser X promotes the Official Holiday Cocktail on premise and on-air via custom created :30 and :60 spots.
Insight #2 When it comes to wines and spirits, there are an abundance of brands to choose from and price points dont necessarily correspond to quality. With the abundance of brands to choose from, consumers are not sure what to buy, who to trust or where to buy it. Im SO confused!!
Idea: The Wine & Spirits Guy(s) Radio station personalities talk weekly with Advertiser Xs specialists (sommeliers, connoisseurs, chefs, etc.) on various wines and spirits. The goal of each conversation is to inform, educate, provide ideas and invite wine and spirits consumers to join them at Advertiser X to indulge in tastings, promotions and quality products.
The Wine & Spirit Guy(s) How it works: Each week, Advertiser X identifies a specific wine or spirit guy to be interviewed by a station personality, for example: –Wine sommeliers –Tequila experts –Vodka connoisseurs –Professional bartenders
The Wine & Spirit Guy(s) How it works: Conversations/interviews are recorded in studio and cut into a series of :30 and :60 spots that will air throughout the week. –Interviews will be videotaped and hosted as expert webinars on the Radio station website as well as in Advertiser X location(s) and on their website.
The Wine & Spirit Guy(s) How it works: Content will include information such as: –Criteria for selecting the appropriate brands –Differences between brands –Flavor options and what flavor means –Recipes – for cocktails or even ways to use the wine or spirit to add flavor to food –Entertaining with that particular wine or spirit – party ideas, how to serve it, etc. –Invitation to tasting events at the Advertiser X locations –How tos – how to taste a wine at a restaurant, how to distinguish vintages, pairings, etc.
The Wine & Spirit Guy(s) How it works: Tastings at Advertiser X may be sponsored by Wine & Spirit brands. –Radio stations will provide appearances, meet & greets and giveaways to complement the tasting –Coordinate live call-ins by the Wine & Spirit Guys from the tastings –Radio can recommend various music for various wines and spirits
Insight #3 A theory espoused by vintner Clark Smith, co-founder of the R.H. Phillips Vineyard and senior enologist at Vinovation, a wine consultation firm, proposes that a wine (or cocktails) taste is dramatically impacted by the music that accompanies it. Smith says: Everybody recognizes that music has moods. Quite simply, I think that wines (and liquors) carry mood also and so the drink is acting like another musical instrument in the orchestra. If it's playing in the wrong thematic mode, it clashes with the rest of the musicians." Music & Drinks
Idea: Wine & Spirit Music Pairings Advertiser X presents perfectly paired wine and cocktail suggestions by matching the moods evoked from wines & spirits and that artists, lyrics, genre and speed of the songs played on the Radio station.
Wine & Spirit Music Pairings How it works: Advertiser X provides the essence of wines and spirits to pair with music being played on Radio station. Together, Advertiser X and Radio Station identify the songs/types of songs to pair with each wine and spirit for promotion, for example: –Pinot Noir loves romantic –Oaky Chardonnay needs something sultry –Sweet Chardonnay craves Saccharine Oldies
Wine & Spirit Music Pairings How it works: On-air and online in station streams, DJs provide intros and outros for songs and playsets with copy that brings the pairings to life. By speaking about the song(s) and drink(s) through similar language, the pairings will become surprisingly obvious, for example: –The perfect cocktail pairing for the smooth sound of artist and song you just heard, would be insert wine or spirit. For more Wine & Spirit Music Pairings, log on to the station website or visit Advertiser X. –Adjectives that bring the essence and mood of music and drink include: Smooth, bubbly dry, fruity, jammy, bold, earthy, zesty, etc.
Wine & Spirit Music Pairings How it works: Creation of a Wine & Spirit Music Pairings guide featuring music to pair with a variety of products available at Advertiser X. –Guide produced by the Radio Station and distributed at Advertiser X locations. –Promotional spots drive listeners to Advertiser X to pick up the free guide. Radio hosted Wine & Spirit Music Pairing events and tastings at Advertiser X location(s). –Radio station will spin music while Advertiser X serves the perfectly paired cocktails for each genre that is played.
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