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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).

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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:

1 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.

2 Leveraging Radio and (insert station name) for (Non- Profit Arts Organization Advertiser) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3 Agenda Radio –Reach –Relevance –Results Insight based ideas for insert advertiser

4 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. 243,177,000 Weekly Reach Source: March 2013, RADAR® 116 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)

5 Radio reach is consistently high through all dayparts Weekdays and weekends, Americans young and old find reasons to tune in to radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers run ads throughout the broadcast day. Weekly Reach By Daypart Source: RADAR® 116, March 2013 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

6 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

7 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

8 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

9 Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+ Next Day

10 Source: Scarborough USA+ 2012 Release 2 (August 2011-September 2012) 92 % Households that contributed to arts/cultural organization in the past year. African-American households that contributed to arts/cultural organization in the past year. Radio is Relevant 92 % Hispanic households that contributed to arts/cultural organization in the past year.

11 Radio is the Source for Music Discovery Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Those saying it is Very Important or Somewhat Important to Learn About and Keep Up-To-Date With New Music % Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music

12 Radio Ads Drive Response % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Total Population 12+

13 Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase Radio is Relevant Adults 18+ who visited museums in the past years listening habits include: Format preferences: –More than 19% listen to CHR/Top 40 and Adult Contemporary. –17% listen to Country. –23% tune in to sports play-by-plays and 17% listen to News/Talk. –More than 61% tune in regularly to traffic reports. –80% are regular FM radio listeners and 23% listen to AM radio.

14 Radio is Relevant Adults 18+ who visited museums in the past years listening habits include: Daypart and place based trends: –More than 54% listen to the radio during morning drive, weekdays 6A-10A. –Nearly 38% are listening during the day 10A-3P weekdays. –47% tune-in during the afternoon commute, weekdays 3P-7P. –More than 45% listen during the day on the weekends. –66% most often listen to the radio in their car during the weekdays and 61% on the weekend. 20% listen at home on the weekends. –23% listened to radio online in the last 30 days. Nearly 10% visited a station, program or personality website in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

15 Radio is Relevant Adults 18+ who visited museums in the past years listening habits include: 59% think advertising on the radio provides them with meaningful information about the product use of other consumers. 36% agree that advertising on the radio provides them with useful information about new products and services. 34% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

16 Radio is Relevant Adults 18+ who attended live theater performances in the past years listening habits include: Format preferences: –More than 19% listen to Adult Contemporary. –18% listen to Country and CHR/Top 40. –22% tune in to sports play-by-plays and over 17% listen to News/Talk. –More than 62% tune in regularly to traffic reports. –More than 79% are regular FM radio listeners and 24% listen to AM radio.

17 Radio is Relevant Adults 18+ who attended live theater performances in the past years listening habits include: Daypart and place based trends: –More than 55% listen to the radio during morning drive, weekdays 6A-10A. –37% are listening during the day 10A-3P weekdays. –More than 47% tune-in during the afternoon commute, weekdays 3P-7P. –45% listen during the day on the weekends. –65% most often listen to the radio in their car during the weekdays and 61% on the weekend. 21% listen at home on the weekends. –20% listened to radio online in the last 30 days. More than 9% visited a station, program or personality website in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

18 Radio is Relevant Adults 18+ who attended live theater performances in the past years listening habits include: 63% think advertising on the radio provides them with meaningful information about the product use of other consumers. 37% agree that advertising on the radio provides them with useful information about new products and services. 35% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

19 Radio is Relevant Adults 18+ who visited a zoo in the past years listening habits include: Format preferences: –23% listen to CHR/Top 40. –More than 22% listen to Adult Contemporary. –21% listen to Country. –23% tune in to sports play-by-plays and over 13% listen to News/Talk. –Almost 13% listen to rock and 11% classic rock stations. –More than 62% tune in regularly to traffic reports. –83% are regular FM radio listeners and more than 19% listen to AM radio.

20 Radio is Relevant Adults 18+ who visited a zoo in the past years listening habits include: Daypart and place based trends: –55% listen to the radio during morning drive, weekdays 6A-10A. –37% are listening during the day 10A-3P weekdays. –More than 50% tune-in during the afternoon commute, weekdays 3P-7P. –46% listen during the day on the weekends. –67% most often listen to the radio in their car during the weekdays and 64% on the weekend. 18% listen at home on the weekends. –More than 22% listened to radio online in the last 30 days. More than 9% visited a station, program or personality website in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

21 Radio is Relevant Adults 18+ who visited a zoo in the past years listening habits include: 59% think advertising on the radio provides them with meaningful information about the product use of other consumers. 39% agree that advertising on the radio provides them with useful information about new products and services. 38% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase

22 Radio Works for Parks Objective: Educate residents of Indianapolis about the Indy Parks "Pooch Pass" (a pass for all of the city dog parks) Source: Emmis Indianapolis

23 Radio Works for Parks Solution: A custom contest allowed visitors to submit a photo of their dog for a chance to win a Pooch Pass and a year's supply of dog food. Users voted for their favorites, and the dog with the most votes won. Users could also register to win without submitting a photo. Source: Emmis Indianapolis

24 Radio Works for Parks Solution: The contest was supported with email blasts, on-air announcements, streaming ads, RDS (in car) scrolling, home page ads and promotion via the station's Facebook and Twitter accounts. Source: Emmis Indianapolis

25 Radio Works for Parks Results: The contest brought in 135 photo submissions and more than 50,000 votes over the 3-week period. The client was impressed by the results of this contest and appreciated the opt-ins that were collected. Indy Parks said they'd like to do a similar program to promote their various pool parks. Source: Emmis Indianapolis

26 Radio Works for the Performing Arts Background: The Arvada Center for the Arts & Humanities is a 1,000 seat theater in Denver, Colorado. Prior to partnering with KYGO, the client was under the impression that the station's listeners generally did not attend theater events. Source: Lincoln Financial Media

27 Radio Works for the Performing Arts Objective: To promote Arvada Center performances to KYGO listeners. Source: Lincoln Financial Media

28 Radio Works for the Performing Arts Solution: VIP Backstage Video Tour The station created an online feature page to promote the Arvada theater and enable Arvada to build their email database. The feature page focused on a special pricing package that offered three shows for $99. Visitors to the page experienced a "VIP Backstage Video Tour" hosted by one of the station's most popular on- air personalities. Source: Lincoln Financial Media

29 Radio Works for the Performing Arts Solution: VIP Backstage Video Tour Site visitors could register to win one of the $99 packages and opt in to receive more information about Arvada Center. Listeners were driven to the online feature page via on-air commercials, 21 web promos per week and a display ad on the station's homepage. The page was live for about one month. Source: Lincoln Financial Media

30 Radio Works for the Performing Arts Results: 126 people opted in to receive more information, which was especially impressive to them when they considered the theater's intimate capacity of 1,000. The campaign was successful in exposing the theater to a new demographic for the Arvada Theater. Source: Lincoln Financial Media

31 Leveraging Radio for insert Non-Profit Arts Organization Advertiser Insight Based Ideas

32 Insight #1 Arts and humanities play an important role in our livesthey provide enrichment and strive to provide enlightening and transformational experiences. They allow us to explore ideas, express emotions, better appreciate cultures from around the world and escape the minutia of the everyday and focus on the bigger picture. Local communities are filled with cultural events, organizations, dining establishments and more. Arts Appreciation Sources: Americans for the Arts

33 Idea: Night on the Town Together, Advertiser X and Radio Station partner to inspire listeners to truly explore and experience the cultures of their city by enjoying weekly nights on the town, share their thoughts & experiences and enter to win the ultimate night on the town.

34 Night on the Town How it works: Each week, Radio Station will create themed ideas for a Night on the Town (each including a visit to Advertiser X) and present them to listeners via high frequency, short form spots (:15 and :10). Themes are designed as relevant to Advertiser X happenings and the target audiences. For example: –By target audience: Date Night on the Town (intimate dinner followed by a concert in the park or a night at the opera, etc.). Family Night on the Town (a twilight trip to the local Zoo followed by one of the best family restaurants in town, boardwalk style dinner followed by an evening stroll at the park/beach). –By exhibit: Experience an Impressionism Night on the Town – start with a behind the scenes walk through Advertiser X Impressionism exhibit followed by dinner at a Parisian café right here in town. –By type of music: Jazz-y Night on the Town – dinner at a local New Orleans inspired/Cajun restaurant, Jazz performance at Advertiser X.

35 Night on the Town How it works: Each spot will invite listeners to visit the stations website to share photos and memories from their night on the town and enter to win the Ultimate Night on the Town. The radio station will create a contest page on its website to host: –The Ultimate Night on the Town contest. –Listing of all previously aired Night on the Town ideas. –Message board with photo gallery of Night on the Town listener experiences. –Opt-in to receive Night on the Town text messages and email blasts that include the ability to book reservations and receive discounts from select partners.

36 Night on the Town How it works: For the Ultimate Night on the Town contest, during the first 2 weeks of the campaign, listeners will visit the contest page on the Radio Stations website, complete an entry form including an essay (300 words or less) about how the arts have enriched their life and a recent photo or video. During the 3 rd week, five finalists will be chosen by a panel of judges from Advertiser X and the radio station and announced across radio platforms (on-air, online, mobile) and at Advertiser X location(s) and the website. Once the 5 finalists are announced, Radio Station will tag all Night on the Town spots to invite listeners to view and vote for their favorite finalist to be named the Grand- Prize winner of the "Ultimate Night on the Town." The entry with the most votes will win the Ultimate Night on the Town.

37 Night on the Town How it works: Ultimate Night on the Town grand prize package might include: –Tickets to Advertiser X event with a red carpet VIP experience. –Chauffeured transportation. –Invitations to receptions, backstage passes, etc. –Gift certificate to a spa. –Gift certificate/reservations at a local 5-star restaurant. –Wardrobe (gift certificate to a local Mens and Womens wear retailer). –Camera to document the experience. –Luxury hotel stay.

38 Night on the Town How it works: Four lucky runners-up will each receive tickets to the Advertiser X event. The Ultimate Night on the Town experience will be documented in photos and video and posted on the station website to conclude the campaign.

39 Insight #2 Radio & The Arts… Perfect Harmony Organizations in the Non-Profit Arts category enrich peoples lives, touch our hearts, enlighten us, exhilarate us, challenge us and inspire us. More Americans view or listen to broadcasts and recordings of arts events than attend them live (exception is live theater). Radio remains the leading source for audio entertainment. Sources: The National Endowment for the Arts (NEA) in partnership with the U.S. Census Bureau Survey of Public Participation in the Arts; The Infinite Dial 2013, Arbitron Inc. and Edison Research

40 Inspiring Performances Together, Advertiser X and Radio Station will capture the hearts and minds of listeners on a daily basis through an Inspiring Performances vignette series that also promotes current Advertiser X exhibits, events and activities.

41 Inspiring Performances How it works: On-air and streaming vignettes series featuring inspiring performances from all facets of arts, culture and humanities. –Vignettes will be produced by the station and introduced by radio station talent in each day part where it is scheduled to air. –Inspiring Performances profiles may be individuals or groups performing/exhibiting at Advertiser X, curators, local inspiring performers (e.g., top talent from a local music school, local street performer, the local Zoos lion tamer, etc.). –Vignette will include the talent discussing how theyve been inspired by the art they are continuously perfecting, what drives them, the importance of art and culture in our lives, etc. as well as a live demonstration of their talent (some of their music, a reading, description of art, etc.).

42 Inspiring Performances How it works: Each vignette opens and closes with the Advertiser X brand and tagline and is followed by a commercial featuring Advertiser X upcoming, not-to-be- missed, inspiring performances, exhibits, events. Inspiring Performances compilation CD (digital download or DVD) may be produced featuring extended content from the Inspiring Performances series and ordered from the stations website and Advertiser X location(s) with all proceeds going to Advertiser X.

43 Inspiring Performances How it works: Radio Station will create an Advertiser X branded Inspiring Performances feature on the website to include: –Podcasts of each vignette. –Videos and photo gallery to showcase the work of the performers. –Event and exhibit listings for Advertiser X. –Video backstage or behind the scenes tour of Advertiser X hosted by a station personality and a representative from Advertiser X. –Collect orders for the Inspiring Performances compilation CD, digital download or DVD.

44 Insight #3 The Arts Critic Reviews make up a good portion of mainstream medias arts coverage. In this everyones-a-critic world, why are people still reading, watching and listening to reviews? 1)To help make decisions about what to see/hear/read. 2)To get news – what, when, where, why. 3)To better understand – interesting to hear about other interpretations. 4)To follow distinctive voices. Sources: The Tangential; The New York Times

45 Idea: Countdown to Advertiser X Each week, Radio Station will remind listeners of all the upcoming events, exhibits, activities available from Advertiser X through a new, weekly countdown to Advertiser X that combines event listings with personality endorsements, previews and listener testimonials to drive attendance to each event.

46 Countdown to Advertiser X How it works: Station talent will take to the airwaves and social-sphere to present event listings and exclusive sneak peeks/previews for upcoming Advertiser X events and exhibits. In advance of each exhibit or event, talent will visit Advertiser X to record a video sneak peek (if its a live performance – he/she may visit a rehearsal). Beginning at least one-two weeks prior to each event/exhibit, talent will speak on air about the event. –Provide the what, where, when, how and how much. –Direct listeners to the radio stations website to view exclusive previews.

47 Countdown to Advertiser X How it works: Radio Station will create a Countdown to Advertiser X feature page that is linked from a banner on the home page to house the sneak peeks. In addition, talent will post teasers through their Facebook fan pages and Twitter feeds.

48 Countdown to Advertiser X How it works: Once the event/exhibit is open, station talent invites listeners to share their testimonial with regard to what they experienced. –Listeners will text, email or call a dedicated listener message line and share an audio or video testimonial that may be included on-air. –For example: This is Jamie from (insert town) – I saw the Advertiser X exhibit – I was blown away, it left me feeling incredibly exhilarated! Im planning on going back a million more times. Listener testimonials will be reviewed by the station and Advertiser X for content and select audio segments will run on-air and video segments will be posted to the Countdown to Advertiser X feature page on the stations website.

49 Countdown to Advertiser X How it works: In addition, each week, the radio station talent endorser(s) will give away 3 pairs of tickets to the Advertiser X event/exhibit. –Listeners need to answer a question about Advertiser X, email/text it to the station and the winner will be announced on-air, online, on Facebook and on Twitter the following day. –For example: Question is posted to Facebook/Twitter on Monday with instructions to get the answer to the station via email or text by 3pm. Tuesday, correct answers are pulled and 1 winner is randomly selected and announced for the 1 st pair of tickets. New question is posted to Facebook/Twitter on Tuesday with instructions to get the answer to the station via email or text by 3pm. Wednesday, correct answers are pulled and 1 winner is randomly selected and announced for the 2 nd pair of tickets. New question is posted to Facebook/Twitter on Wednesday with instructions to get the answer to the station via email or text by 3pm. Thursday, correct answers are pulled and 1 winner is randomly selected and announced for the 3 rd pair of tickets.

50 Additional Idea Starters Below are some additional tactical idea starters to promote non-profit arts organizations across radio platforms: Fun and interactive games (online & mobile): –Zoo: Matching game where kids can match the animal to its habitat. –Music/Theater: Music & theater trivia games and contests. –Museum/Art exhibits: Word search or crossword puzzles featuring words or clues from the exhibit/artist. Radio experiential marketing: –Enhance exhibits, theatre, performances, concerts and zoo days with radio appearances. –Radio station will promote the events and invite listeners to join in the fun where the station will be on hand to spin music, host activities, contests and more.

51 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.


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