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. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.
Leveraging Radio and (insert station name) for (Accounting or Tax Services 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
Source: Scarborough USA+ 2011 Release 2 (12 months only) 88 % 87 % Adults 18+ who used an accountant in the past year Adults 18+ who used a financial planner in the past year Adults 18+ who used an internet/online tax preparation program or service Radio is Relevant
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase Radio is Relevant Adults 18+ who used a tax preparation professional or service or a CPA or other Financial Professional in the past year: Almost 60% listen to Traffic Reports Are active listeners to Sports Play-by-Play Almost 18% of those who used a tax preparation professional or service Over 22% of those who used a CPA or other financial professional
Radio is Relevant Adults 18+ who used a tax preparation professional or service or a CPA or other Financial Professional in the past year: Daypart listening trends: 52-55% listen to the Radio during morning drive, weekdays 6A-10A 37-39% listen during the day 10A-3P weekdays Almost 50% tune-in during the afternoon commute, weekdays 3P-7P An average of 15% are listening 7P-Midnight. 42-44% listen during the day on the weekends. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Adults 18+ who used a tax preparation professional or service or a CPA or other Financial Professional in the past year: 60-66% most often listen to the radio in their car. 14% of those who used a tax preparation or professional say they listen to Radio at work 77-84% are regular FM Radio listeners 17-25% are regular AM Radio listeners Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant Adults 18+ who used a tax preparation professional or service or a CPA or other Financial Professional in the past year: Over 53% think advertising on the Radio provides them with meaningful information about the product use of other consumers. 36-41% agree that advertising on the Radio provides them with useful information about new products and services. 36-40% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio Works for CPA/Tax Professionals Objectives: Generate awareness for Jackson Hewitt tax services. Drive Traffic to retail locations.
Radio Works for CPA/Tax Professionals Solution: Jackson Hewitt partnered with Radio to create a multi-channel campaign focused on a pain-free Tax season. Radio created Jackson Hewitt branded Tax Survival kits that included aspirin, heating pad, massager, calculator and coupons for Jackson Hewitt services.
Radio Works for CPA/Tax Professionals Solution: Listeners were invited to call in with or submit their biggest tax headache stories online for a chance to receive the Survival Kits. Stations executed a series of live radio remotes where the Survival Kits were distributed to qualified listeners.
Radio Works for Accounting Objective: The mission was simple: Save Bob. Their nearly two-decade-old radio campaign featuring Bob, an every-man representation of an Accountemp temp, which needed to be rebooted for a new generation.
Radio Works for Accounting Strategy: Establish Boband thousands of Accountemp temps just like himas the perfect fit for the core audience's needs. The agency developed a multichannel campaign featuring coworkers singing the praises of Bobs nearly legendary personality and performance.
Radio Works for Accounting Results: BtoB Magazine's Best Awards named the campaign best campaign for 2012..
Radio Works for Accounting Objective: Undisclosed software manufacturer needed a strong introduction for its small business accounting software to go against its number one competitor. Solution: Presenting sponsorship of small business advice radio programs featuring profiles of local business leaders in the fastest small business growth markets. Software was given away daily to small businesses of the day. Results: Sales in supported markets outperformed other markets by 42%
Leveraging Radio for insert Accounting or Tax Services Advertiser Insight Based Ideas
Insight #1 Referrals are the #1 source of new business for most Accounting and Tax Services firms. Referrals come from a variety of sources – local CPA boards and associations, networking events, friends, co-workers and colleagues. In local markets, personal relationships are the key to success. When dealing with a local firm, clients come to the professional, not the firm. Relationships, Relationships, Relationships! Source: AICPA, AAM (Association of Accounting Marketers)
Idea: Seal of Approval Together, Advertiser X and Radio station partner to identify a trusted base of local endorsers to speak on behalf of Advertiser X to refer their services to the community at large.
Seal of Approval How it works: Radio station identifies on-air talent to work with Advertiser X to prepare their tax return and/or take advantage of other accounting services. Talent will speak to the experience on-air in the form of :60 spots and hone in on the specific attributes and expertise that Advertiser X provided. At the end of each spot, the personality will say Advertiser X has my Seal of Approval.
Seal of Approval How it works: Advertiser X identifies clients to be interviewed for a :60 vignette which will rotate with the personality endorsements. –Spots can be introduced by the personality, for example: –If you dont trust my Advertiser X Seal of Approval give a listen to what Joe Smith, Owner of Smiths Hardware has to say about Advertiser X, Joe – tell me how Advertiser X has impacted your business…
Insight #2 Visibility in the local Community Professionals in local firms need to be involved in their local community. Be active, be visible and be part of key programs was Best Practice advice published in CPA Digest. Sources: CPA Digest, Quote from Abram Serotta, President of Serotta Maddocks Evans & Co.
Score in your Community! Advertiser X will Score in the Community through this multi-channel platform designed to drive awareness of Advertiser Xs community involvement and provide information about local happenings.
Score in your Community! How it works: Advertiser X and Radio station create a Best of insert market feature that runs on-air daily featuring actions of real people, activities, places and products that make the community the best place to live, play and work. The Best of insert market is presented exclusively by Advertiser X and runs :60 in length. Each feature is followed by a :30 brand spot for Advertiser X –Spot may include specific actions Advertiser X is making to improve the community (e.g., volunteerism, charitable donations, sponsorship of the local Little League, etc.)
Score in your Community! How it works: Best of insert market segment topics can support any existing in-market efforts of Advertiser X and implied endorsements across a myriad of categories, for example: –Best ideas to improve your family or business Financial Health during tax season (or at end of the Fiscal Year, or the holidays, etc.) –Best places to make donations –Best ideas for volunteering for community improvement projects –Best play from this weeks High School Football game –Best performance from local school plays –Best resources for Home School families
Score in your Community! How it works: On-air features direct listeners to the stations website for a full listing of Best of features and links to get involved. Best of page of the station website will be skinned with Advertiser X branding and include financial tips that relate to the season for local businesses and families – for example: –Recommended apps to help keep track of tax deductible receipts –Financial benefits of donating time and money to local organizations –How to choose the right 401K plan for your employees –Creating and managing a budget for Holiday shopping
Score in your Community! How it works: Station creates a bi-annual or quarterly Advertiser X Best of… event to celebrate the organizations and individuals who made it to the Best of… list during the year/quarter. Event is both a networking and social event for Advertiser X in that it will draw in featured individuals and businesses (prospects) as well as the entire community.
Score in your Community! How it works: Best of… event may be a concert, sporting or taste of the town type of event (depending on the season). Events will be hosted by the station with DJs on hand to emcee and include a brief presentation by Advertiser X.
Score in your Community! How it works: On-air :10 and :15 promotional spots will run to announce the event and direct listeners to opt-in and register on the station website for a chance to receive a pair of the limited number of free tickets. –Advertiser X will have access to the names and contact information for all registrations for marketing, networking and prospecting purposes.
Insight #3 Tax Returns Lets face it. Tax time has had a bit of a bad rap for years. You know, talk of never-ending piles of work for the accounting industry and dreaded long hours. Bah-humbug! Its actually the opposite – Tax Return time is an accountants moment to shine! Sources: Sources: XO Group Inc., 2012 – theknot.com & weddingchannel.com; The Wedding Report, 2011
Idea: We Love Taxes! A platform that celebrates the REFUND! For listeners, how does the refund feel. For the accountant, how much theyve earned for their clients. For the community, how much theyll benefit. For all, the party of the year, hosted by the station on April 15, 2013.
We Love Taxes! How it works: Radio station and Advertiser X do the opposite of what consumers everywhere expect during Tax Season – instead of doom, gloom and dread, its celebrated, promoted and beloved!
We Love Taxes! How it works: Via personality endorsements, station shouts out to listeners, We Love Taxes and let us tell you why…. –Personality endorsers strut their refund stuff with listeners, talk about how Advertiser X helped them earn money this tax season and secured them the best refund ever. –Endorsers chat with other station personnel and ask them why they love taxes this year (may be a refund, may be the ease of filing with Advertiser X, may be how the refund feels).
We Love Taxes! How it works: Each endorsement spot concludes with a call for listeners to share what their refund feels like and why they love taxes. –Listeners call, text or log on to the station website to share their story of what a refund feels like, how they plan to spend the money and how they filed their return this year. –All consumers that share their stories will be automatically entered to receive station prizes and a free consultation or service from Advertiser X.
We Love Taxes! How it works: Alternatively, listeners can also share why they dont love taxes and give Advertiser X the opportunity to address their challenges and answer their questions. –All posts are automatically entered to win station prizes and free Advertiser X consultation/services. –Advertiser X will post responses to the concerns and follow-up privately via email.
We Love Taxes! How it works: Station will create an Advertiser X We Love Taxes branded page on the website for listeners to post their stories and Advertiser X to respond to listener questions. A live clock will be featured prominently on the home page of the station website with a running counter of how much Advertiser X has saved and earned for their clients throughout the 2013 Tax season. –Visitors who click the clock will be driven to the Advertiser X We Love Taxes! branded page.
We Love Taxes! How it works: The We Love Taxes page will also include helpful tips for filing this years taxes, including: –Tax Tips from Advertiser X in the form of how to videos –Tax Refund Calculator –Links to recent tax laws and guides
We Love Taxes! How it works: Station will throw a We Love Taxes blowout bash for the entire tax paying community. :15 and :30 promotional spots, created and produced by the station, will run leading up to the April 15 th event: –Did you get a good tax refund, or did you have to pay more taxes? Well, it doesn't matter. Come join Advertiser X at the We Love Taxes! party. Its the station party of the year, Monday night, April 15th, and help us celebrate the end of the tax season. DJ and team will be there from (insert time). Dress up like Mr. Money bags from Monopoly and get more drink discounts!
We Love Taxes! How it works: Party will take place at a local venue and branded Advertiser X. –Branded items such as cocktail napkins, signature Advertiser X drinks, Consultation nook lounge area, Tax Confessional and more. Station DJs will be on hand to spin music, live call-ins to on-air and interspersing the evening with Tax Trivia for must have prizes. Potential for additional entertainment (e.g., Comedians, Music talent, Local celebrities and more).
Insight #4 Balance Seekers Balance Seekers are todays consumers who work hard to earn their money. Trying to spend for fun and enjoyment and save for future security. All with a goal of living a life well lived. Accountants are trusted, objective individuals and their work is at the heart of sound financial decisions. A CPAs role is to help companies grow and families to build financial security. All with a goal to ensure clients live a life well lived. Sources: Experian Marketing Survey, Simmons National Consumer Study.
Balancing Acts Advertiser X and Radio station partner to help Balance Seekers balance their lives (and their checkbooks), through practical and inspiring advice that will help them prioritize, manage their time and finances, and enjoy life.
Balancing Acts How it works: Creation of an on-air Balancing Acts feature where CPAs from Advertiser X take over the mic and provide :60 of helpful advice. Advice may cover a variety of topics but will always help listeners become financially fit and achieve balance so that they can pursue what they do best - running your business, managing your home finances and enjoying life. Balancing Acts will run each day during AM drive adjacent to news updates and repeated in Midday and PM drive.
Balancing Acts How it works: Lead-in and lead-out to introduce and close each Balancing Act feature will be pre-recorded by the most appropriate station personality or reporter: –Lead-in: And now, heres Jim Jones from Advertiser X with this mornings Balancing Act tip to achieve financial fitness. –Lead-out: Thanks Jim. Tune in tomorrow for the next Balancing Act feature and log-on to the station website/AdvertiserX to hear them all and take the Find Your Balance quiz. Each Balancing Act feature is followed by an Advertiser X spot.
Balancing Acts How it works: Station will create a Balancing Acts feature that will run in a fixed position on the station website. When the listener clicks, they will be redirected to an archive of Balancing Acts podcasts. Sidebar links will include: –Find Your Balance quiz: Interactive multiple choice questions that will provide a Balance profile with suggestions for improvement from Advertiser X. –Schedule a meeting/consultation with Advertiser X. –Link to Advertiser X website/contact information.
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.