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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 (Salon or Spa 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 Source: Scarborough USA Release 2 (August 2011-September 2012) 86 % 85 % Adults 18+ who visited a day spa in the past year. Adults 18+ who had a manicure or pedicure in the past year. Radio is Relevant 86 % Adults 18+ who had a hair color or highlights service in the past year.

10 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+

11 Source: Gfk MRI, - Mediamark Research, Inc Doublebase Radio is Relevant Listening habits of adults 18+ who have visited a day spa in the past year include: Format preferences: More than 25% listen to CHR/Top % listen to Adult Contemporary. 19% listen to Country. 19% tune-in to sports play-by-plays and 13% listen to News/Talk. More than 62% tune in regularly to traffic reports.

12 Radio is Relevant Listening habits of adults 18+ who have visited a day spa in the past year include: More than 56% listen to the radio during morning drive, weekdays 6A-10A. Nearly 36% are listening during the day 10A-3P weekdays. 50% tune-in during the afternoon commute, weekdays 3P-7P. 34% listen during the day on the weekends. 69% most often listen to the radio in their car during the weekdays and 64% on the weekend. 82% are regular FM radio listeners and 18% listen to AM radio. 25% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

13 Radio is Relevant Listening habits of adults 18+ who have visited a day spa in the past year include: 82% think advertising on the radio provides them with meaningful information about the product use of other consumers. 38% agree that advertising on the radio provides them with useful information about new products and services. Nearly 37% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

14 Radio is Relevant Listening habits of adults 18+ who have had a hair treatment (hair cut, color or highlights) in the past year include: Format preferences: 23% listen to Country. Average of 21% listen to CHR/Top 40. Average of 20% listen to Adult Contemporary. 16% tune-in to sports play-by-plays and 12% listen to News/Talk. More than 57% tune in regularly to traffic reports.

15 Radio is Relevant Listening habits of adults 18+ who have had a hair treatment (hair cut, color or highlights) in the past year include: Average of 53% listen to the radio during morning drive, weekdays 6A-10A. Nearly 37% are listening during the day 10A-3P weekdays. 46% tune-in during the afternoon commute, weekdays 3P-7P. 44% listen during the day on the weekends. More than 64% most often listen to the radio in their car during the weekdays and 60% on the weekend. 80% are regular FM radio listeners and 20% listen to AM radio. Nearly 18% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

16 Radio is Relevant Listening habits of adults 18+ who have had a hair treatment (hair cut, color or highlights) in the past year include: 92% think advertising on the radio provides them with meaningful information about the product use of other consumers. 38% 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 Doublebase

17 Radio is Relevant Listening habits of adults 18+ who have had a manicure or pedicure in the past year include: Format preferences: 25% listen to CHR/Top % listen to Adult Contemporary. 20% listen to Country. 15% listen to Urban. 60% tune-in regularly to traffic reports.

18 Radio is Relevant Listening habits of adults 18+ who have had a manicure or pedicure in the past year include: Average of 54% listen to the radio during morning drive, weekdays 6A-10A. 37% are listening during the day 10A-3P weekdays. 47% tune-in during the afternoon commute, weekdays 3P-7P. 47% listen during the day on the weekends. More than 66% most often listen to the radio in their car during the weekdays and 63% on the weekend. 83% are regular FM radio listeners and 18% listen to AM radio. 20% listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

19 Radio is Relevant Listening habits of adults 18+ who have had a manicure or pedicure in the past year include: 89% think advertising on the radio provides them with meaningful information about the product use of other consumers. 38% agree that advertising on the radio provides them with useful information about new products and services. 37% agree that radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc Doublebase

20 Radio Works for Day Spas Objective: To promote the Khara Spa to women shopping for Mother's Day gifts. Source: Emmis Indianapolis

21 Radio Works for Day Spas Solution: Which Mom is Yours? Khara Spa partnered with B105.7 to create a contest where listeners selected the profile that best described their mother and registered to win a spa day with services recommended for that lifestyle. Source: Emmis Indianapolis

22 Radio Works for Day Spas Solution: Which Mom is Yours? On-air commercials, promos, display ads, and e-newsletters drove listeners to a contest page on the B105.7 website. The page included descriptions of five different types of moms (mom-to-be, stay at home, working mom, etc.). Visitors selected the profile that best described their mother and registered to win the spa day. Source: Emmis Indianapolis

23 Radio Works for Day Spas Solution: Which Mom is Yours? The contest page also included: A video tour hosted by a station personality and a Khara Spa representative to show off all of the state of the art services that they offered. Information about Khara Spa, a video tour of the facilities, and a coupon for 15% off a spa service. Source: Emmis Indianapolis

24 Radio Works for Day Spas Results: At the end of a three week campaign, 283 people signed up for the contest. 90% of entrants were women and 80% were between the ages of 25 and 54. The video tours were viewed nearly 1,300 times. Source: Emmis Indianapolis

25 Radio Works for Salons Objective: Generate brand awareness. Drive in-store traffic to Supercuts locations in the Houston area. Associate Supercuts with the Houston Astros and their charity, Astros in Action. Source: Katz Radio Group

26 Radio Works for Salons Solution: Supercuts Superseats Giveaway Supercuts partnered with Katz Radio Group to create a multi-tiered promotion that included :30 Houston Astros in-game on-air support, an in- store sweepstakes and in-stadium experiences and promotion at Houston Astros games. Source: Katz Radio Group

27 Radio Works for Salons Solution: Supercuts Superseats Giveaway In-Store Sweepstakes: Live mentions during Astros radio broadcasts and monthly print ads in Astros Scorebook Magazine encouraged fans to stop by participating Supercuts to enter. Supercuts Superseats signs were placed at each haircut station and a drop box by the register were placed within 50 Houston-area Supercuts stores to drive residents to participate. 2 winners were selected each month and given a prize package including 4 tickets to a Houston Astros game. Source: Katz Radio Group

28 Radio Works for Salons Solution: Supercuts Superseats Giveaway In-Stadium: At each home game, the Supercuts Superseats Giveaway was promoted at least 2 times with live mentions on the Diamond-Vision scoreboard. Supercuts haircut booths were set up in the Minute Maid Park Concourse during 3 home games promoting a $5 haircut where all proceeds were donated to the Astros in Action charity. Source: Katz Radio Group

29 Radio Works for Salons Results: Increased Supercuts store traffic by 20% in the Houston area. Thousands of entries for the Supercuts Superseats Giveaway. The client was thrilled with the overall program. They felt that the association with the Houston Astros, and particularly, the promotions, helped them to achieve the objectives they had set. Source: Katz Radio Group

30 Leveraging Radio for insert Salon or Spa Advertiser Insight Based Ideas

31 Insight #1 Todays celebrities change their hairstyles almost as often as Lady Gaga switches up her crazy outfits. But these trendsetting haircuts are likely to go down in the history books alongside Farah Fawcetts oft-imitated winged-out waves and Audrey Hepburns famous pixie cuts. Nails are suddenly in the spotlight due to celebrity trends – Michelle Obama wowed an international audience with her lavender-hued nails and self-proclaimed nail aficionados Katy Perry and Zooey Deschanel get as much notice for their nail designs as their dresses on the red carpet.. Celebrity Emulation Sources: Glamour Magazine Beauty; Nails Magazine, The Big Book

32 Idea: Backstage Beauty Like a reporters notebook, Radio station talent goes backstage and behind the scenes to take note and share the hottest new dos, tips, toes and spa secrets of the musicians featured on the station.

33 Backstage Beauty How it works: Radio station will report on-air and in-streaming broadcasts on backstage beauty news focused on artists sporting new hair-dos, creative nail designs/colors and exotic/subtle make-up application. Reports can be: –Integrated within a regularly programmed Entertainment Report that airs on the station. –Presented through a stand-alone Backstage Beauty report. –Pre-recorded by station talent and aired to follow or proceed individual artist songs or play sets.

34 Backstage Beauty How it works: Examples of Backstage Beauty reports: That was Justin Bieber and Beauty and the Beat. In todays Backstage Beauty report – the Biebs was spotted sporting a new side-swept, under shaved haircut – a little bit from Rihannas playbook if you ask me…. Want to get the look – Advertiser X is the place. Visit the backstage beauty photo gallery on the station website – print or download the photo and bring it in to Advertiser X. On the subject of entertainment news…. Dave Navarro, the poster child for the man manicure was spotted sporting the new My kind of brown OPI polish last night – Advertiser X has it on the shelves – go to radio station website – print the coupon and go emulate the look. This Backstage Beauty report brought to you by Advertiser X.

35 Backstage Beauty How it works: Examples of Backstage Beauty reports: Ever wonder how Madonna prepares for her shows? Well Backstage Beauty presented by Advertiser X has the answer…. Backstage, the atmosphere is peaceful and family-oriented, with a kids' play room next to the singer's dressing room. On Madonnas opening night she had a massage and a facial – things are very quiet back there. Before each show, she spends an hour in hair and makeup, then performs some vocal exercises. Next, she warms up with some form of exercise, probably some free weights. Log on to the station website for more information and photos and download todays special radio offer from Advertiser X.

36 Backstage Beauty How it works: All Backstage Beauty reports will drive listeners to the radio station website feature page to include: –Celebrity hair, nail and makeup photo galleries. –Interviews live from any local or national red carpet event (e.g. whos hair, nails are you wearing?)

37 Backstage Beauty How it works: All Backstage Beauty reports will drive listeners to the radio station website feature page to include: (cont.) –Advice by beauty service: Mane Event– hair tips for every event, weather challenges, what to keep in your purse. Nail it– nail tips for every event, shape and size. Relax and Shine– advice for de-stressing and unwinding in anticipation of a big event. –Special daily or weekly offers from Advertiser X.

38 Backstage Beauty How it works: In market, radio station will create Backstage Beauty stations at key station events for quick hair, nail and makeup fixes as well as chair massage and reflexology. To further amplify the program and engage listeners, the radio station can host a contest where consumers submit as many songs as they can find with the word hair, nail or makeup in them. –Winner wins a makeover by Advertiser X and tickets to an upcoming radio station event or concert

39 Insight #2 Weather Allure Winter should come with another weather advisoryrough beauty conditions ahead. Summer can be awesome, but it can also wreak havoc on your hair & makeup. Though weather affects people in drastic ways, it can also affect the human race in simpler ways. It has been noted that the human immune system is affected in extreme heat or cold. Mood can also be affected by weather. Controlling our beauty conditions for all weather, has the ability to overcome any negative mood related action. Sources WebMD, anancymagazine; FamousWhy.com;

40 Beauty Forecast A multi-platform program that promotes Advertiser X services by providing on-air, online and mobile real- time beauty advice for current weather conditions and forecasts.

41 Beauty Forecast How it works: Advertiser X sponsors the stations daily weather report. As part of the sponsorship, the station will run specific advice according to that days weather forecast. For example: –Its a frizz alert day! Humidity levels are expected to be very high today – Advertiser X has the serums to apply to keep your hair in tact – call today for an appointment. –The UV index is a 6 today, color protection for your hair and nails is key. Visit the station website/Advertiser X or call today for an appointment. –Its 80 degrees and not a cloud in the sky – a flip flop day if Ive ever seen one, are your toes ready? Call Advertiser X today for an appointment., (pedicures, etc.)

42 Beauty Forecast How it works: Station websites wrap the weather widget with Advertiser X Beauty Forecast contextual messaging with a click through to opt-in for mobile alerts and checklists of the items and services appropriate for all weather conditions. Beauty Forecast alerts sent to station loyal listeners base via and text messaging with a link to opt-in for daily Beauty Forecast alerts. In market coverage can include Radio station remotes in the form of Beauty Forecast vans to fix a bad hair day on the spot surrounding high trafficked locations as well as at station hosted events.

43 Beauty Forecast How it works: In addition to the contextually relevant weather integrations, radio station will host a contest for listeners to become an Advertiser X Weather Girl or Weather Guy. Station will run promo spots directing listeners to a contest page on the stations website where listeners will upload a mock weather report with advice for bad hair day avoidance due to weather conditions and forecasts. Winner(s) will be selected by the stations programming staff. The lucky winner(s) would have a chance to partner with on-air meteorologists to provide real-time, on-air advice for all weather conditions and forecasts.

44 Insight #3 Makeover in Reality Long an element of daytime talk shows, Makeover reality content has successfully moved into the limelight in television shows such as Queer Eye, What Not to Wear, Extreme Makeover, Ambush Makeover and Pimp My Ride. Its not just about the makeover that makes these shows so popular. Its the surprise, humor, heart tugging backstories that make them succeed. Sources: Wikipedia, 2013

45 Idea: Get Slicked Know a guy or a girl that is in desperate need of some grooming? Dirty nails, a hair-do from the 80s, a beard that is in desperate need of a trim? Its time for that person to get slicked!

46 Get Slicked How it works: Advertiser X comes to the rescue as friends, family and colleagues get the extreme pleasure of exposing their favorite guys or gals current grooming issues by nominating them to get slicked on-air, online and in-market. The grooming victim will realize the benefits of Advertiser X while their nominators get the instant gratification from the prank. Get Slicked program is launched by inviting listeners to nominate someone through comical yet true scenarios (e.g. Do you have a brother that you watch roll out of bed and leave the house in 4 seconds flat every morning without a comb to his hair? Ever see your girlfriend go from gardening to a first date without even thinking about cleaning the dirt from her nails? etc.)

47 Get Slicked How it works: Listeners will record the nominated Get Slicked candidate via audio or text narration and/or video and submit to the station via text, , call-in or posting at the online feature page (anonymous nominations are welcome!) On-air :30 or :60 spots announce the Get Slicked program and detail how listeners can participate. Radio stations visit the site on a regular basis highlighting some of the funniest/most popular Get Slicked nominations on-air.

48 Get Slicked How it works: Online Creation of a Get Slicked feature page to house all nominations/pranks. Get Slicked nominators upload their audio, text or video to the site and share with their friends via Facebook/Twitter, inviting them to vote and post comments Most popular Get Slicked nominees win a suite of Get Slicked services from Advertiser X. Listings of in-market events/spotter programs where station street teams will be on hand to expose guys/gals that may be in need of getting slicked.

49 Get Slicked How it works: Online Before/After photo gallery of all Get Slicked victims. Victims that Got Slicked by Advertiser X will be interviewed about the experience on-air and online. In Market Get Slicked spotter program – Radio employed street teams are stationed outside popular gyms, clubs, bars, restaurants, retailers, etc. to hand out Get Slicked postcards including coupons to Advertiser X.

50 Insight #4 Time for Self-Renewal You work hard, you play hard, so why not relax hard? In our busy work lives, there is a conspicuous absence of scheduled blocks of planned fun or down time. To cope with overload, we might give up coffee, or take up yoga, or plan a weekly regimen at the gym, but we seldom make time to do... nothing. Yet it's hard to think clearly and feel relaxed when we're in the midst of a whirlwind of activity. Once in a while, we just have to break the routine. Sources: DivaTribe.com

51 Idea: Unwind on Wheels Radio station pampers listeners with a taste of the services and tranquility that Advertiser X provides through an Unwind on Wheels mobile spa program.

52 Unwind on Wheels How it works: Radio station transforms a station van and wardrobes it with all the essentials for mini-day spa treatments. Van will be wrapped with Advertiser X Unwind on Wheels branding. For 2-3 weeks, the radio station will travel the community, visiting high trafficked areas staffed with Advertiser X therapists offering experiences such as massages, polish changes, mini-facials and wellness consultations.

53 Unwind on Wheels How it works: On-air :15 and :30 promo spots will announce the Unwind on Wheels program, alert listeners to where they can find the van that day and drive them to the radio stations website for more information. :10 and :15 high frequency spots will run throughout the day reminding listeners to make appointments and look for the van.

54 Unwind on Wheels How it works: Live station call-ins from the Unwind on Wheels vans provide testimonials from customers who have experienced services on site, for example: –DJ: Im here with (insert name) who just finished her Advertiser X Unwind on Wheels services. (insert name) – what services did you have and what did you think? –That was the most amazing and relaxing experience Ive ever had on my way to work. I had a mini-facial and the Advertiser X esthetician was incredibly gentle, thorough and my skin feels so amazingly soft! –DJ – come on down to (location) – were here for another 2 hours. Visit the stations website and make your appointment now!

55 Unwind on Wheels How it works: Online, the radio station will create an Unwind on Wheels event page to include: –Track the mobile spa and get real time audio/video from the current location. –Provide a schedule of appearances (where it will be and when). –Allow listeners to pre-schedule appointments. –Offer downloadable coupons/special offers from Advertiser X.

56 Insight #5 Word of Mouth Beauty 60%-70% of women consult a beauty blog or other source for tips and advice at least once a month and find themselves educating the men and women in their lives about what theyve learned. Sources: The Truth About Beauty, McCann Truth Central

57 Idea: Tips from Head to Toe Radio station and Advertiser X to provide daily tips to women and men with regard to everything theyve ever needed or wanted to know about salon and spa etiquette as well as the health, wellness and appearance related benefits that come from proper grooming and treatments from head to toe.

58 Tips from Head to Toe How it works: Radio station creates a daily :30 or :60 Tips from Head to Toe segment featuring management, stylists, estheticians, massage therapists, wellness experts and nail technicians/designers from Advertiser X providing every day expert beauty tips. Segments will run across dayparts and will focus on subjects that both men and women of all ages can relate to, such as: –Spa and salon etiquette. –Whats the best type of massage for various types of individuals.

59 Tips from Head to Toe How it works: Segments will run across dayparts and will focus on subjects that both men and women of all ages can relate to, such as: (cont.) –How to prepare for a beauty service, e.g.: How long you need to let hair grow in for waxing services. What to do if your nail chips before you get to your appointment. Shampoo or not to shampoo before a color application. The pros and cons of eyelash extensions and tinting.

60 Tips from Head to Toe How it works: Each segment drives listeners online to the radio station website to opt-in for /mobile tips and users may request specific types of tips to receive. On the opt-in page, visitors can download special radio offers for Advertiser X services and enter for a chance to win an Advertiser X service accompanied by their favorite on-air personality. Winners of the contest will be announced on-air and online and talent will talk about the experience on-air in their daypart.

61 Additional Idea Starters Below are some additional tactical idea starters to promote salons and spas across radio platforms: Fun and interactive salon and spa related contests: –Nail decorating contest – most unique and creative designs. –Wild and wackiest hair-do contests (could be holiday/event themed, e.g. July 4 th, Halloween, Back to School, Christmas Holiday, etc.) Branded HD Channel featuring new age/spa music with interstitial advertising providing health and wellness tips. Daily deal offers for local beauty salons, nail salons and day spas. –Daily deal will be promoted on the station each week.

62 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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