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. 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 (Legal 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. 243,177,000 Weekly Reach Source: March 2013, RADAR® 116 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Source: Scarborough USA+ 2012 Release 2 (August 2011-September 2012) 95 % 97 % Households that used a bankruptcy attorney in the past year. African-American households that used a personal injury attorney in the past year. Radio is Relevant 95 % Hispanic households that used other attorney services in the past year.
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+
Radio Works for Lawyers The money our firm invests in radio is well spent. The radio ads have produced a lot of business. They have been very effective. Robert K. Rainer Law Office of Robert K. Rainer Source: Lawyerviews.com
Radio Works for Law Firms Objectives: Build top of mind brand awareness for Lawyers.com. Increase website visits. Position Lawyers.com as the #1 online destination for knowledge and self-service of legal issues, insights, needs and do-it-yourself forms. –The WebMD for legal questions. Create the feeling among consumers that Lawyers.com is a valuable and trusted life management resource. Source: Katz Radio Group
Radio Works for Law Firms Solution: Lawyers.com tapped the Katz Radio Group to develop a plan and creative to get the word out for their brand and drive site traffic. A series of short form, positive messages, written in simple language (:10, :15 & :30 second units) aired in high frequencies throughout the media flight window. Messages reinforced that legal issues dont have to be complex, confusing or intimidating and empowered consumers to be their own legal champions. Source: Katz Radio Group Click the audio icon for :10 spot
Radio Works for Law Firms Solution: The over-the-air messaging was complemented by :30 and :60 second spots placed in station streaming broadcasts. The basic content of the messages was the same as over-the-air, but included an immediate call to action to click on a synchronized banner / hyperlink that drove listeners directly to the Lawyers.com website. Source: Katz Radio Group Click the audio icon for streaming spot
Leveraging Radio for insert Legal Services Advertiser Insight Based Ideas
Insight #1 Its a fact that life happens. Some life changing events are planned, others are surprises. Along with every life change, there are a number of legalities that consumers should be aware of to ensure that they survive and thrive throughout. Life Happens Source: Lawyers.com
Idea: Law & Life Together, Advertiser X and the Radio station present a campaign designed to educate and inform listeners of the things they need to know as they enter into various milestones of life, while positioning Advertiser X as the firm thats there to help with practice area expertise designed for those key life events.
Law & Life How it works: Radio station will partner with Advertiser X to create a Law & Life segment that focuses on legal issues surrounding everyday life milestones. Milestones and the related legal topic to be discussed could include: –First home – buy and sell a house; what it means to go to contract; things to look out for at closings. –Get married/get divorced – pre-nuptial agreements, divorce attorney. –New child – will and estate planning. –New job – contract negotiation. –Welcome to America – immigration and visas.
Law & Life How it works: The Law & Life segment will air in an interview style format between station talent and a lawyer or legal expert from Advertiser X. –Each segment will be :60 in length and should run first in pod adjacent to relevant content such as news updates. Each segment will include the opportunity for listeners to ask the lawyer a question about the law and their specific lifes circumstance to be answered directly and on-air in a future segment (pending listener consent).
Law & Life How it works: Each segment drives listeners to the stations website to a Law & Life branded feature. When a listener clicks the branded feature, they will have access to: –Listen to extended length podcasts of all previously aired segments along with additional information on the subject matter. –Complete a short form to Ask a Lawyer for specific advice. –Listing of all Advertiser X practice areas with practical tips for each. –Link to the Advertiser X website and/or contact information.
Law & Life How it works: Ask a Lawyer questions submitted on the station website will be provided to Advertiser X for the most appropriate legal expert to answer. The Advertiser X legal expert is taped and the Ask a Lawyer advice is aired the following week within the Law & Life segment. –For example: DJ introduces, I am here with Advertiser X. Karen Jones asked… Advertiser X answers; DJ closes: If you have a Law & Life question for Advertiser X legal experts, log on and complete the short form. Qualified leads via Ask a Lawyer are also answered via a direct email back to the individual that asked the question by Advertiser X.
Insight #2 History shapes our future Laws and legal decisions have influenced American lives in many ways by changing the way we do business, preserving our environment, protecting our citizens and much more. Every day, the legal system continues to create history for the future of tomorrow – from stem cell research to music file sharing to international movie piracy. There are new issues every day at the intersection of law, science, technology, business and life. Its an amazing frontier, one that continuously shapes our future. Sources: NOLO.com, Law for All; Stanford University.
This Day in Law Radio Station and Advertiser X partner to draw a correlation between legal history and the services that Advertiser X provides today.
This Day in Law How it works: Each day, stations will run a This Day in Law feature in between play sets or adjacent to news or other relevant segments. This Day in Law will include a piece of legal history that occurred on the current date, during years past and provide relevance to the current day and Advertiser Xs services. Each :60 feature will be introduced as This Day in Law – Legal News You Can Use, presented by Advertiser X.
How it works: Examples include: –This Day in Law, Legal News You can Use, presented by Advertiser X. The Oklahoma Land Rush of 1889 was the first land run into the Unassigned Lands and included all or part of the 2005 modern day Canadian, Cleveland, Kingfisher, Logan, Oklahoma and Payne counties of the state of Oklahoma. The land run started at high noon on April 22, 1889, with an estimated 50,000 people lined up for their piece of the available two million acres. Advertiser Xs real estate practice helps thousands of community members just like you to address concerns from boundary line issues to easements to real estate finance and more. Call Advertiser X today at… –This Day in Law, Legal News You Can Use, presented by Advertiser X. On this day In August 2010, New Yorks governor, David Paterson, signed into law a bill removing mutual-consent requirements and shortening the waiting period for no-fault divorce. At Advertiser X, Family Law encompasses all the legal issues you may experience as a family just getting started or one that may be struggling. Advertiser X is here to help. Call today at…. –This Day in Law, Legal News You Can Use, presented by Advertiser X. The National Minimum Drinking Age Act of 1984 was passed on July 17, 1984 by the United States Congress as a mechanism whereby all states would become thereafter required to legislate the age of 21 years as a minimum age for purchasing and publicly possessing alcoholic beverages. Advertiser X has a DUI practice with attorneys who have the education, training and experience to successfully represent clients who are involved in DUI matters. Advertiser X is here to help. Call today at…. This Day in Law
How it works: All This Day in Law features will be streamed and available via podcast on the Radio station website and can be made available on the Advertiser X website as well. :30 or :60 Advertiser X spots immediately precede and follow each feature.
This Day in Law How it works: To enhance local school history-based curriculum, Radio and Advertiser X will make the features downloadable for classroom presentation. In addition, Radio station and Advertiser X will host a mock trial for three schools in the area. In order to become one of the three schools to receive the mock trial event, schools are required to submit an entry on the stations website with the reason they believe their school would benefit from it. –Listeners will vote on the school they think should get the event. –Schools with the most votes will win the event.
This Day in Law How it works: Mock trial events will include focus on an aspect of the law that is relatable and relevant to the grades at each school. Radio station will surround the mock trial event with music, activities and contests. Advertiser X will have the opportunity to meet and greet with community members (parents, teachers, school officials).
Insight #3 Know your Rights A survey conducted by McCormick Tribune Foundation showed that while 52% of Americans can name at least two characters of the Simpsons TV cartoon family, only 28% are able to name more than one of the five fundamental freedoms granted to them by the First Amendment to the U.S. Constitution. Whether you are a consumer or a business, a teen or an adult, it is important to know the law and understand your rights across a variety of circumstances as laws are designed to protect you, and your best interests depend on them. Sources: Synovate, an independent market research firm; ACLU.org.
Know the Law There are so many everyday circumstances that are protected by laws, but very few people know what they are. Together, Advertiser X and Radio station partner to shine a spotlight on some of these circumstances in a light-hearted, factual and sometimes funny way.
Know the Law How it works: Radio station will integrate a Know the Law feature inside popular shows on the station where talent will banter and debate everyday occurrences where they question the law as it relates to the situation. Listeners will be invited to call, text, post or email the station with their own everyday occurrence where they question the law for an opportunity to be featured on a future show integration. Whether it is a station personality or listener-specific circumstance, the Advertiser X attorney will be called within each integration to resolve each issue from a legal perspective.
Know the Law How it works: Examples of topics/circumstances for the station teams to banter about: Someone on the station staff just bought a house. Theres a dilapidated fence separating them and their neighbor. –How do you know who owns it? –Whos responsible for repairing or replacing it? –What happens if I replace it and they own it? –The dog keeps coming through the fence and making on my lawn – who is responsible for cleaning it up?
Know the Law How it works: Examples of topics/circumstances for the station teams to banter about: Talent got pulled over for a traffic violation, but he/she KNOWS he/she was in the right. –What are his/her legal options? –What should he/she have done right there on the spot? The waiter spilled scorching hot coffee on me this morning. Not only did it hurt, but my new $200 shirt is ruined! –What are my options? –Can I sue the coffee company because it was too hot? (a la Seinfeld episode) –Who is responsible for the dry cleaning bill or can I get the money to buy a new shirt?
Know the Law How it works: Radio station will create a Know the Law feature page on the stations website that will include: –Message form for listeners to submit their specific occurrence where they question the law and a chance to be featured on a future show integration. Radio station will select listeners to be featured inside the integrations. All listeners that submit occurrences will be answered by Advertiser X. –How well do you know the law IQ game where listeners will answer basic multiple choice questions for a chance to win station prizes and discounts for Advertiser X services. –All Know the Law occurrences and the legal answers will be posted after each segment.
Know the Law How it works: Additionally, Advertiser X may sponsor relevant content on-air and online and provide contextually relevant short form messages. For example: –Traffic report sponsorship: Had a traffic incident? Call Advertiser X, they know the law. –Weather triggers: (blizzard conditions) Slip, fall and experience a personal injury on someone elses property? Call Advertiser X, they know the law. –Sports report: Think youve been fouled by someone? Call Advertiser X, they know the law.
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.