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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 (Weight Loss/Fitness 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 All Next Day
Source: GfK MRI Doublebase – 2012 – Weighted to Population. 87 % 86 % 84 % Adults 18+ who belong to any fitness club/gym and regularly exercise 2+ times per week. Adults 18+ who bought any meal/dietary/weight loss products or supplements in the past 6 months. Adults 18+ who used any diet organization or club (Jenny Craig, Weight Watchers, etc.) for diet control and eating habits in the past year. Radio is Relevant
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase. Radio is Relevant Adults 18+ who belong to any fitness club/gym and regularly exercise 2+ times per week: Format preferences include: 25% CHR/Top 40 20% Adult Contemporary 18% Country formats More than 59% listen to Traffic Reports 21% listen to Sports Play-by-Play
Radio is Relevant Adults 18+ who belong to any fitness club/gym and regularly exercise 2+ times per week: 58% listen to the Radio during morning drive, weekdays 6A-10A and 49% tune-in during the afternoon commute, weekdays 3P-7P. 45% listen during the day on the weekends. 67% most often listen to the radio in their car. 82% listen to FM Radio and 22% listen to AM Radio. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who belong to any fitness club/gym and regularly exercise 2+ times per week: 24% have listened to Radio online and 10% have visited a Radio Station, Radio Program or Radio Personalitys website in the last 30 days. 54% agree that advertising on the Radio provides them with meaningful information about the product being advertised. 38% agree that advertising on the Radio provides them with useful information about new products and services. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who used any diet organization or club (Jenny Craig, Weight Watchers, etc.) for diet control and eating habits in the past year: 63% listen to Traffic Reports 54% listen to the Radio during morning drive, weekdays 6A-10A and listening is steady through the remainder of the day (40% during midday, 42% 3P-7P). 46% listen during the day on the weekends. 66% most often listen to the radio in their car. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who used any diet organization or club (Jenny Craig, Weight Watchers, etc.) for diet control and eating habits in the past year: 81% listen to FM Radio and 22% listen to AM Radio. 17% have listened to Radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who used any diet organization or club (Jenny Craig, Weight Watchers, etc.) for diet control and eating habits in the past year: 78% agree that advertising on the Radio provides them with meaningful information about the product being advertised. 41% agree that advertising on the Radio provides them with useful information about new products and services. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio Delivers the Largest Reach at Key Pre-Shopping Periods Source: MBI Touchpoints TM Base: Adults 25-54
Radio Drives Weight Loss State Farm partnered with Steve Harvey to drive awareness and participation in The 50 Million Pound Challenge sponsored by State Farm. Steve Harvey promoted the importance of weight loss and engaged listeners to visit the 50 Million Pound Challenge website.
Radio Drives Weight Loss The website saw spikes upwards of 10K-12K unique visitors every time the program was mentioned on-air. State Farm further extended the relationship through HarveyKnowsBest.com where a series of comedic webisodes covered a variety of topics.
Radio Drives Healthy Weight Loss Radio partnered with the Lean Cuisine brand to create a promotion in the Baltimore/Washington markets to link the brand with local music events. Satisfy Your Music Taste with Lean Cuisine required listeners to submit Box Tops (UPC symbols) to receive tickets to concerts and entered them to win a grand prize sweepstakes. Program was successful in that nearly 800 unique UPC codes were submitted.
Radio Drives Fitness To persuade listeners to sign up for membership at Golds Gym, the advertiser sponsored the Power Hotties page on Power92.3.fm. The page was customized with Golds Gym branding including logos, location, information, a special membership offer, a register to win a six month membership contest, and click-through to Golds Gym home page.
Radio Drives Fitness Program was supported by :10 promotional announcements and a :60 schedule on KKFR-FM. During the 2-month promotional period, the Power Hotties section was the most visited section of Power92.3.fm, averaging over 150K page views per month. Over 500 unique visitors entered to win the six month gym membership.
Radio Drives Healthy Nutrition Met-Rx Stories of EmPOWERment was a tactical on-air radio campaign designed to give local consumers the sense that theyre listening to station programming and not an advertisement. :60 segments were exclusive to Met-Rx and consisted of a series of real stories of personal physical achievement from existing Met-Rx athletes as well as from local consumers.
Leveraging Radio for insert Weight Loss/Fitness Advertiser name Insight Based Ideas
Insight #1 If getting healthy isnt enough of an incentive for you to lose weight, perhaps some cold hard cash will do the trick. A new study found that people who are offered a financial reward for getting fit drop more pounds than people without the monetary motivation. Whats more motivating than cold hard cash? Sources: Journal of General Internal Medicine. Financial Incentives for Extended Weight Loss: A Randomized, controlled trial.
Idea: Pound for Cash Challenge Beginning New Years Day, Radio station and Advertiser X challenge the community to the first annual Pound for Cash Challenge. For every pound of weight that individuals in the community lose in the first three months of the year, Radio and Advertiser X will DOUBLE in cash for one (or more) lucky winner(s).
Pound for Cash Challenge How it works: In December, Radio station announces the Pound for Cash Challenge and encourages listeners to log on to the station site to register and join the challenge. Station creates a Pound for Cash webpage or microsite to house registrations, individual weight loss goals, track progress and provide daily motivational and instructional content.
Pound for Cash Challenge How it works: Upon registration, listeners will be required to submit their current weight and individual goals. –Calculators will be available on the site to calculate ideal goal weights, BMI and other key measurements.
Pound for Cash Challenge How it works: Each day, station will announce the current total number of pounds of community registrations and will include a digital counter to track the total pound pool on the website. For example: –Its day 5 of registrations for the Pound for Cash Challenge and were already up to a 500 pound challenge – that means $1,000 in cold hard cash for one lucky winner just in time for Spring. After all this Holiday merriment, who doesnt have weight to shed – Im in, you should be too -- register today to increase the prize potential!!
Pound for Cash Challenge Ho w it works: On New Years Day, the Pound for Cash Challenge officially begins. Registered entrants have determined their individual goals and chosen their method/regimen to follow to achieve the goals. –Website will provide a variety of Advertiser X branded diet and fitness paths (nutritionally sound and health professional endorsed).
Pound for Cash Challenge Ho w it works: Every day, registered users will receive text messages (or emails) from the station and Advertiser X with important reminders and to inspire motivation, for example: –AM wake up call message reminds users to eat a healthy breakfast and log on and record daily weigh-in. –MID MORNING message suggests a healthy smoothie and a lunch suggestion. –MIDDAY message reminds that the gym awaits and suggests a healthy dinner. –PM DRIVE message asks how the days going and provides various treats of the day – a music download, a personal call from a DJ, coupon/special offer, etc. –EVENING message provides motivation and alternative ideas to satisfying a craving for late night snacking.
Pound for Cash Challenge Ho w it works: On-air messaging mirrors the daypart based text messaging for registered users but is provided in first hand content from station talent and staffers that are participating in the Pound for Cash Challenge. For example: –AM Drive: Announce their personal daily progress (weight loss, gain or otherwise from their daily weigh-in), talk about their breakfast – discuss any challenges they are experiencing and how they are overcoming. –MID MORNING: If talent already worked out they may chat about todays regimen. –MIDDAY may include an interview with an Advertiser X expert on proper nutritional or fitness regimens. –PM DRIVE talent chats about how they did and how they are feeling today, what they ate and perhaps share and air their workout playlist. –EVENING – Call-ins from registered listeners share their successes, challenges and advice.
Pound for Cash Challenge Ho w it works: All endorsement content (previous slide) will also include a community progress update. –As of right now, weve collectively lost X # pounds, that translates to $X – congrats to us – lets keep it going….
Pound for Cash Challenge How it works: At the end of the 3-month period, station and Advertiser X announce the total number of pounds lost and the total prize package cash value. –This message is delivered via an on-air event, online and via text/email directing listeners to the LIVE Pound for Cash Challenge drawing at Advertiser X.
Pound for Cash Challenge How it works: One winner is randomly selected from all registered listeners to win the grand prize total. –The drawing will happen via LIVE remote from an Advertiser X location. –Additional prizes may be made available by Advertiser X for all registered participants.
Insight #2 Resolutions Roughly 1/3 of Americans say they have made a New Year's resolution to lose weight in the last five years. 51% of all respondents indicated that they will make a resolution to exercise more in the upcoming New Year. 35% said they will make a pledge to lose weight. 25% slack off and drop their resolution after the first week and 40% after the first month. Sources: Auld Lang Syne: Success predictors by John C. Norcross, Journal of Clinical Psychology.
Resolution Reminders A tactical platform that keeps weight loss, fitness and smoking cessation resolutions top of mind throughout the first quarter.
Resolution Reminders How it works: Station and Advertiser X will remind listeners of their resolutions with friendly messages and factoids across multiple touch points every day through March, 2013.
Resolution Reminders How it works: Examples of touch points and tactical placements include: –Top of the Hour IDs: Its 8 a.m., what did the scale say today? Let us know at station.com. Brought to you by Advertiser X = the Resolution Reminder. Its 10am, have you had your healthy morning snack? Brought to you by Advertiser X – the Resolution Reminder. Its 12 noon, did you know that if you walk X# of steps per day you will burn X# of calories? Get out there and walk to pick up a healthy lunch. This tip brought to you by Advertiser X – the Resolution Reminder.
Resolution Reminders How it works: Examples of touch points and tactical placements include: –Weather: Did you know that when xx weather condition happens, our bodies lose x% of water…. Brought to you by Advertiser X- the Resolution Reminder.
Resolution Reminders How it works: Examples of touch points and tactical placements include: –Traffic: Stuck in traffic? Leave one hand on the wheel and flex your other bicep. Brought to you by Advertiser X – the Resolution Reminder.
Resolution Reminders How it works: Examples of touch points and tactical placements include: –Music: Now thats a great song to work out to! Brought to you by Advertiser X – the Resolution Reminder. Did you know that working out to music will instinctively allow you to work harder? Brought to you by Advertiser X – the Resolution Reminder.
Resolution Reminders How it works: On-air promotion will drive listeners to the stations website to pledge their New Years resolution and opt-in for daily Resolution Reminders brought to them by Advertiser X. Throughout first quarter, the station website will include a ticker scroll to include individual resolutions, shout-outs to those having success and motivational comments from listeners and station talent.
Resolution Reminders How it works: All opt-in users will receive daily text or email messages from Advertiser X as reminders to stay on track and provide tips specific to their individual resolutions. –Healthy meal suggestions to encourage weight loss, simple daily fitness rituals, alternatives to smoking (chewing gum/lollypops/etc.)
Resolution Reminders How it works: Station talent will send daily tweets from Advertiser X reminding and asking listeners to share how they are doing with their resolutions.
Insight #3 Nutrition 101 So many people want to lose weight and live a healthier lifestyle, but youd be surprised how many people dont know the basics about how proper nutrition and a healthy balance of foods combine with daily fitness goals can help them simply and effectively achieve their goals.
Idea: Nutrition & Fitness Today Radio Station and Advertiser X present a new feature that is focused each day on a different aspect of nutrition and fitness and the impact proper (and improper) habits have on your overall health, wellness, weight and physical well-being.
Nutrition & Fitness Today How it works: Station will create a daily :60 feature or vignette sponsored by Advertiser X that airs in a fixed position and adjacent to Health, News, Traffic or Weather related content.
Nutrition & Fitness Today How it works: Type of Nutrition & Fitness Today content may include: –Definitions and suggestions that will benefit overall health and wellness (lower cholesterol, losing/maintaining healthy weight, heart health, etc.) –Exercises that can be done at home or office in under 5 minutes –What to look for on food labels? –Healthy habits and their impact on excelling in school and work.
Nutrition & Fitness Today How it works: Features/vignettes drive listeners to the station website for more information. Nutrition & Fitness Today sponsored by Advertiser X will be prominently featured on the home page of the station site with that days content teased.
Nutrition & Fitness Today How it works: When a listener clicks for more it will drive them to an Advertiser X skinned page on the station website that includes: –Archived Nutrition & Fitness Today vignette podcasts and text versions –Links to relevant and credible sources and articles –Link to Advertiser X website
Nutrition & Fitness Today How it works: When a listener clicks for more it will drive them to an Advertiser X skinned page on the station website that includes: –Recipes for success Healthy recipes designed by nutritionists. Listeners can share their recipes accompanied by the nutritional benefits and comment on the recipes designed by the nutritionists. Consumers can share featured recipes via one click email, Facebook and Twitter applications. Offers from Advertiser X.
Nutrition & Fitness Today How it works: When a listener clicks for more it will drive them to an Advertiser X skinned page on the station website that includes: –Selection of customizable workouts for body types, e.g.: 30 minute daily workouts to lose weight. 10 minute body part toning (arms, legs, tummy, etc.) All workouts accompanied by music playlists with the ability to purchase/download. Offers from Advertiser X.
Insight #3 Inspiration Drives Action When it comes to resolving for a New Year, New You, people are typically inspired by those who have achieved the desired success. This is why most weight loss programs partner with celebrities to use and endorse their programs. Salaries paid to celebrity endorsers of major weight loss programs average anywhere from $500K-$3MM. Locally – there is a more affordable and effective way……
Idea: The Next Advertiser X Spokesperson Together, Radio station and Advertiser X invite the local community to help select and makeover the next Advertiser X spokesperson.
The Next Advertiser X Spokesperson How it works: Station and Advertiser X present an on-air and online casting call to drive awareness for the promotion: –On-air :30 promotional spots announce that Advertiser X is looking for a local Spokes model and provide direction as to how to audition and vote on the contestants
The Next Advertiser X Spokesperson How it works: Interested listeners will log on to the stations website and upload a video of themselves that includes: –Why they believe they are the perfect candidate to follow the Advertiser X program, achieve success and become the brands local advocate/endorser.
The Next Advertiser X Spokesperson How it works: Videos will be screened by the station and Advertiser X and posted on the stations website for listeners to vote for their favorite candidates. The five finalists that receive the most votes from listeners will be enrolled complimentary into the Advertiser X weight loss and/or fitness program.
The Next Advertiser X Spokesperson How it works: Ongoing progress will posted on the station website and listeners will have the opportunity to cheer their favorites on, select weekly challenges for each contestant to take on and follow the program themselves for a final chance to be a 6 th contestant in the finals. On-air progress reports for all finalists will air daily. –Each finalist will have their own day (e.g. John Smiths progress is followed on Monday, Jill Browns progress is followed on Tuesday, etc.)
The Next Advertiser X Spokesperson How it works: Upon completion of the Advertiser X weight loss/fitness program, all finalists will receive a makeover and will be required to upload a video that includes them reading an Advertiser X script. Final videos will be posted on the stations website and on-air promotion will encourage all listeners to vote for their favorite.
The Next Advertiser X Spokesperson How it works: Listener votes will identify the final 3 candidates and a panel of judges from Advertiser X will award the winner. Consumers that followed the program online will have the opportunity to submit a video audition to be considered for the finals. The Next Advertiser X Spokesperson will be revealed/announced via a live remote at an Advertiser X location.
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.