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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. 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 (Pools & Spas [Hot Tubs] 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:Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase; Scarborough USA+ 2011 Release 2 (12 months only) 87 % 91 % 87 % Households who own a hot tub or whirlpool spa. Adults 18+ whose household installed an in-ground swimming pool in the past year. Households who bought pool chemicals in the past year. Radio is Relevant 91 % Hispanic Adults 18+ whose household installed a pool or spa in the past year
Radio is Relevant Of the households that installed an in-ground swimming pool in the past year and those that own a hot tub or whirlpool spa: Daypart listening trends: More than 55% listen to the radio during morning drive, weekdays 6A-10A. 38%-41% listen during the day 10A-3P weekdays. More than 45% tune-in during the afternoon commute, weekdays 3P-7P. 45%-50% listen during the day on the weekends. Almost 60% tune in regularly to Traffic reports and an average of 20% listen to Sports Play-by-Plays. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Of the households that installed an in-ground swimming pool in the past year and those that own a hot tub or whirlpool spa: 63%-70% most often listen to the radio in their car. 15% of those who installed an in-ground swimming pool say they listen to radio at work. 20%-25% listen to radio at home during the weekends. 80%-86% are regular FM radio listeners and over 24% are regular AM radio listeners. 18%-22% have listened to radio online in the past 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Of the households that installed an in-ground swimming pool in the past year and those that own a hot tub or whirlpool spa: 41%-52% 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. An average of 35% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio Works for Pools & Spas Objectives: Generate awareness for Klenswite Pools & Spas. Drive traffic to Klenswites retail location. Encourage sales of pools/spas, equipment and service contracts.
Radio Works for Pools & Spas Solution: The Super Spectacular Random Spring Backyard Giveaway Klenswite Pools & Spas has partnered with Coastal Broadcasting Systems for 2 consecutive years on a multi-touchpoint promotion where listeners have a shot at winning prizes including a hot tub valued at $4,000.
Radio Works for Pools & Spas Solution: Consumers were invited to listen to 98.7, the Coast and FUN 106.3 daily for the chance to be a random caller that would be entered to go to a station hosted party at Klenswite Pools & Spas retail location. –Stations partnered with local retailers in the market to provide alternate form of entry to the station hosted party at Klenswite Pools & Spas.
Radio Works for Pools & Spas Solution: Party hosted by the radio stations included catering from a local Bistro/Pizzeria. Listeners attending the party received a number for a chance to win one of many prizes including a brand new Warrior XL Hot Tub valued at $4,000.
Radio Works for Pools & Spas Results: Klenswite Pools & Spas deemed the promotion successful and are renewing the program for the 3 rd consecutive year during the summer of 2013.
Radio Works for Pools & Spas A radio station ran a 10 day digital marketing program for a non-disclosed pool company that was promoted through social media and email. –Campaign included a cyber remote, a feature channel and an online game. –Program achieved over 700 page views for pools that cost over $100K and far exceeded the clients expectations. Beachcomber Hot Tubs uses radio for their stores. Franchisee owner, Ross McColl stated. "Radio seems to be one of the best ways to keep your name on peoples minds and reinforces print ads and mailers. –McColls partner in the business uses his own voice in the ads which has created a lot more feedback from customers and acquaintances who say they heard the ads.
Leveraging Radio for insert Pools & Spas Advertiser Insight Based Ideas
Insight #1 1.Encourage Quality Family Time. 2.Create an Outdoor Resort at Home. 3.Have a Party. 4.Stay Healthy. 5.Relax. 6.Increase the Value of your Home. 7.Stay Cool. 8.Keep an Eye on Your Kids. 9.Save Money. 10.Long Lasting Fun! Top 10 Reasons to Own a Pool Source: Advanced Pools & Spas
Idea: Fun in the Sun Together, Advertiser X and Radio Station partner to ensure that everyone has a safe and fun summer of swim through a Fun in the Sun platform that will provide tips for a Summer of Fun, a forum for photo, video and idea sharing and more.
Fun in the Sun How it works: Radio station will create a series of Fun in the Sun :30 and :60 vignettes featuring practical tips across a myriad of topics as they relate to a summer of fun in the pool including: –Pool safety. –Planning the perfect pool party (BBQ, luau, cocktails by the pool, birthday, etc.). –Fashion – hottest swim wear, cover ups, etc. –Toys – must have pool toys for kids and adults. –Sunscreen/demystifying SPF.
Fun in the Sun How it works: Each vignette will be followed by a :30 or :60 Advertiser X spot that will be a live read personality endorsement focused on the benefit of owning an Advertiser X pool of your own at your home. Spot topics/copy examples may include: –Create an Outdoor Resort at Home: A well designed Advertiser X swimming pool isnt just water; it will transform your backyard into an oasis. With waterfalls, caves and a swim-up bar, your pool will serve as a relaxing oasis right in your own backyard. Contact Advertiser X today for a free estimate at…
Fun in the Sun How it works: Spot topics/copy examples may include: –Increase the Value of Your Home: Recent studies show that owning a pool increases the value of your home. It also makes your property more attractive to prospective homebuyers. If it comes time to move, owning a pool built by Advertiser X may be the difference between selling your home quickly or keeping it on the market. Contact Advertiser X today for a free estimate at… –Quality Family Time: When you build a pool with Advertiser X, you actually create a fun and relaxing space for the entire family to spend time together without leaving home! Contact Advertiser X today for a free estimate at… –Save Money: A pool from Advertiser X is easier to finance and maintain than most people think. In the long run, pools are less expensive than big family vacations and other entertainment options – and they last longer. Contact Advertiser X today for a free estimate at…
Fun in the Sun How it works: Each vignette and endorsement spot will direct listeners to visit the radio station website/funinthesun for more information. Radio Station will create a Fun in the Sun feature page on its website to include: –Podcasts of the vignettes and links for more information. –A link to Advertiser X website and/or a simple form to complete to schedule an appointment for a free estimate.
Fun in the Sun How it works: Radio station will create a Fun in the Sun feature page on its website to include: –Photo gallery for listeners to post pictures and videos of your own Fun in the Sun. –Message boards organized by vignette topic for listeners to post their own experiences, questions and tips. Radio Station will monitor the message boards and photo gallery throughout the course of the campaign and include shout outs on-air (when relevant) with listener generated tips and photos that other listeners must check out.
Insight #2 1.Affordable. 2.Fits anywhere. 3.Can be used year round. 4.Easy to maintain and energy efficient. 5.Vacations/therapy" 365 days of the year. Top 5 Reasons to Own a Hot Tub Source: The Association of Pool & Spa Professionals, December 2012
Idea: The Gift that Keeps on Giving Together, Advertiser X and Radio Station partner to drive awareness of the benefits of owning a Hot Tub or Spa while positioning it as the best gift you could buy for yourself or a loved one because of the health, affordability, convenience and social benefits that it provides. Its the gift that keeps on giving.
The Gift that Keeps on Giving How it works: Through a robust personality endorsement campaign, Advertiser X hot tubs and spas will become the must-have gift of the year! Advertiser X will install a hot tub at the Radio Station personalitys home (gift from the station) and/or (if possible) at the Radio Station. Station talent will speak about the process of working with Advertiser X to choose the hot tub that best suits their needs and how easy it was to choose, purchase and install.
The Gift that Keeps on Giving How it works: Key points that the talent will speak to in their endorsement spots include: –The best gift theyve EVER received. –Affordability. –One size doesnt fit all – there are so many options – indoor, outdoor, 2 person, 10 person models. There is something for everyone regardless of how small or large your home and your family is. –Its year round relaxation regardless of indoor or outdoor.
The Gift that Keeps on Giving How it works: Key points that the talent will speak to in their endorsement spots include: –They are easy to maintain and energy efficient. –Provide vacations/therapy 365 days of the year. –Great venue to connect with family and friends. –Provide a multitude of health benefits from stress reduction to muscle recovery.
The Gift that Keeps on Giving How it works: Personalities will invite listeners to text or visit the station website for a chance to win an Advertiser X Hot Tub, The Gift that Keeps on Giving for their own home. To enter, listeners can either: –Text their name, phone number and a 3 word reason as to why they want the gift that keeps on giving to the Radio Station. –Fill out a brief questionnaire online at the Stations website/Advertiser X. –Visit Advertiser X and enter at their retail location.
The Gift that Keeps on Giving How it works: Advertiser X will receive the full list of sweepstakes entries for re- marketing purposes. Sweepstakes winner will be announced via live radio remote from the Advertiser X retail location or an event at the Radio Station.
Insight #3 Weather and Swimming Days that feature sunshine and air temperatures reaching into at least the mid-70 degree range is when weather starts getting warm enough for most people to get into the pool. Many areas in the United States hit the 90s at some point in the summer. This is when pools start transitioning from being a place for recreation to a place of refuge. Yes, a dip in the pool is a great way to refresh when the temperatures can be classified by some of us as scorching or oppressive! Sources: TheFunTimesGuidetoWeather.com
Its a Pool Day Radio Station and Advertiser X will partner to create customized messages that are triggered by each days weather conditions. Its a pool day when the sun is shining and the temperature hits 75 o or higher. Its a day for the Hot Tub when the temperature is below 70 o.
Its a Pool Day How it works: Advertiser X will sponsor the weather reports during AM, Midday and PM drive times Monday-Sunday. Radio Station will create copy for several :10 and :15 Advertiser X spots that will rotate depending on each days weather conditions and run adjacent to the weather report.
Its a Pool Day How it works: Example :10/:15 spots that will run adjacent to weather reports: –Today in [insert market], its a perfect pool day! The temperature is 75 o and going up to 80 o with a UV index of 6 – its definitely an Advertiser X pool day and remember your SPF 15 sunscreen. –Today in [insert market], its overcast with a chance of thunderstorms in the afternoon. Its still warm so Ill call it an Advertiser X pool day, but remember – first sign of thunder and lightning, get your kids out of the pool! –Today in [insert market], its going to be a SCORCHER. Stay in your Advertiser X pool as long as you can and remember to check the filter and water levels as the water may evaporate quicker than normal.
Its a Spa Day How it works: Example :10/:15 spots that will run adjacent to weather reports: –Today in [insert market], were expecting about 6 of snow which could cause a nasty commute. Good thing you can get home and relax with the steam and bubbles rising to the sky in your Advertiser X hot tub or spa! –Today in [insert market], we start off the day with a sprinkle that should clear to sun by noon. Why dont you plan a midmorning jog followed by a relaxing dip in your Advertiser X hot tub. Remember – the best temperature for muscle relaxation in the spa is 102 o.
Its a Pool Day How it works: Each weather sponsorship is followed by a :30 or :60 Advertiser X brand spot that includes a weekly offer. Advertiser X will sponsor the weather report inside the stations streaming broadcast. –Streaming broadcast will include the same :10/:15 adjacency messages that are running over the air.
Its a Pool Day How it works: Advertiser X will also sponsor the weather feature on the Radio Stations website. –Weather feature may be skinned with Advertiser X branding, include a line of relevant copy underneath each weather forecast and a link to Advertiser Xs website. –Liner examples: Its an Advertiser X pool day today. Cool off and stay chill! Its an Advertiser X spa day today. Soak, relax and de-stress!
Insight #4 What's hot and cool at the same time? A pool & spa party, of course! One of the best ways to cool off in the hot summer is a pool party, and a key element of a great pool party is great summertime music! Sources: About.com 2013
Pop-Up Pool Party Radio Station and Advertiser X will partner to create the hottest party of the summer in [Insert Market]. The Pop-Up Pool party will feature DJs spinning, celebrity appearances/performances and lots more with an Advertiser X pool in the center of the action.
Pop-Up Pool Party How it works: Radio Station and Advertiser X will identify and gain permits to build a one-day "pop-up" pool and hot tub at a popular park or venue in [insert market]. The pool will feature a chic pool deck with spa, palm trees and cabanas.
Pop-Up Pool Party How it works: Pop-Up Pool Party will be promoted as this summers hottest party and the only way in is to listen for the Advertiser X cues and call or text the radio station when you hear them. Promotional units will be created/recorded by the Radio Station and spots will run as follows: –On-air and in-station streams via :15 and :30 spots –Online via banners and dynamic digital units
Pop-Up Pool Party How it works: Radio Station can include an advance invitation opportunity to loyal listeners and loyal/VIP Advertiser X customers via: –Integration in the Radio Stations e-newsletters/e-blasts to loyal listeners. –Email to loyal VIP Advertiser X customers.
Pop-Up Pool Party How it works: Radio Station and Advertiser X will partner to develop the cues to be used to trigger listeners to text and call to enter to win a ticket to the Pop-Up Pool Party, e.g.: –Splash, diving board sound or a soda/beer can opening sound followed by Advertiser Xs name/tagline/youre invited – text or call now…. –Every time you hear the tune/lyrics to Twisting by the Pool by Dire Straits – its your cue to text or call for a chance to get invited. –Keyword: Pool and Spa. Every time you hear a DJ mention the words Pool & Spa, its your chance to text or call in for a chance to get invited.
Pop-Up Pool Party How it works: Radio Station will create a Pop-Up Pool Party feature page on the stations website to include: –Exclusive photo gallery and videos of performances. –Entry form to score an invitation. –Didnt make it to the Pop-Up Pool Party? Station will create a section on the website where visitors can download a checklist and how to tips to create your own jammin pool party at home. Tips and ideas will include music playlists, shopping lists, Advertiser X pool, etc.
Pop-Up Pool Party How it works: Radio Station websites home page will be skinned with Pop-Up Pool Party imagery, presented by Advertiser X, for the month leading up to and following the Pool Party. Feature page will include links to Advertiser Xs website, information on how to plan the purchase of your own pool. Additional extension may be to auction off or create a sweepstakes for someone to win or purchase the Pop-Up Pool after the party is over.
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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