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 (insert Grocer, Foodservice, Ice Cream Brand or Ice Cream Shop) (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
Media used by these same grocery patrons from 1pm to 6pm: A18-64 / Moms 51% / 48% - AM/FM Radio 46% / 40% - Television 22% / 25% - Internet 6% / 4% - Newspaper 4% / 4% - Magazines Source: 2012 USA TouchPoints Grocery patrons engage with AM/FM Radio more than any other medium in the hours surrounding grocery shopping To be read: 51% of adults 18-64 who shopped for groceries between 1 and 6pm also listened to AM/FM Radio during those same hours
Source: GfK MRI Doublebase – 2011 – Weighted to Population. 85 % 84 % 83 % Adults who visited an Ice Cream store/restaurant in the past 6 months. Adults who ate ice cream in the past 6 months. Adults who bought ice cream at a convenience store in the past 30 days. Radio is Relevant
Adults who ate ice cream in the past 6 months: –80% listen to FM Radio –52% listen to Traffic Reports –63% listen in the car during the week and 58% during the weekend –16% listened to Radio online in the last 30 days and 8% visited a personalitys website in the past 30 days People who visited an ice cream restaurant in the past 6 months (Baskin-Robbins, Ben & Jerrys, Cold Stone Creamery, and Dairy Queen): –82% listen to FM Radio –48% listen to Traffic Reports –25% listen to Sports Reports –53% listen in Morning Drive (6-10AM), 47% listen in Afternoon Drive (3-7PM) and 38% listen in Midday (10AM-3PM) –64% listen in the car during the week and 62% during the weekend –18% listened to Radio online in the last 30 days Adults who bought ice cream at a convenience store in the past 30 days: –81% listen to FM Radio –59% listen in the car during the week and 57% listen in the car during the weekend –50% listen in Morning Drive (6AM-7AM), 45% listen to afternoon drive (3PM-7PM) with 37% listening in Midday (10AM-3PM) Source: GfK MRI Doublebase – 2011 – Weighted to Population
I Scream, You Scream, We all Scream For Ice Cream…. Especially Radio! Through a partnership between Greater Media/Philadelphias WMMR The Preston & Steve Show and Bassetts Ice Cream, the show developed an ice cream flavor on-air with the help of listeners. –They gave it a signature name and marketed it on-air and online. –The flavor was the number one-selling pint flavor in Philadelphias leading convenience store chain in the first year. Unilever was looking to drive awareness, consideration and ROI for Klondike ice cream bars during key summer months and used Network Radio to convey key attributes of the brand with a local overlay in key markets where listeners were invited to participate in a contest and create videos of themselves fulfilling a challenge set forth. –Radio drove lifts in awareness, consideration and intent to purchase among the core target audience. Baskin-Robbins was thrilled with the results from a Mothers Day Take the Cake Contest where listeners were invited to tell Radio why their mom or a deserving mom takes the cake for a chance to win a Mothers Day cake from Baskin-Robbins Radio is able to provide an advertiser with a variety of options besides just a recorded commercial. Radio stations can provide Internet support, live promotional announcements, events, texting, and even podcasting sponsorships for people who miss the show. Radio can truly deliver an integrated multi-touchpoint campaign to our consumers. Chris Fandozzi, EVP, Bassetts Ice Cream – a marketer that has used Radio as its exclusive media partner since 2005. Sources: Radio Ink, RAB, MIX100.com
Leveraging Radio for insert ice cream advertiser name Insight Based Ideas
Insight #1 Eating ice cream really does make you happy. Scientists have found that a spoonful of the cold stuff lights up the same pleasure center in the brain as winning money or listening to your favorite music. Neuroscientists at the Institute of Psychiatry in London scanned the brains of people eating vanilla ice cream. They found an immediate effect on parts of the brain known to activate when people enjoy themselves. Further, a survey conducted by WebMD asked consumers to rank foods on happiness, excitability, pleasantness, and comfort. The top ranked food for emotional response was ice cream. Ice Cream = Happiness
Idea: Have Ice Cream, Be Happy. Scientific proof identifies Music and Ice Cream as triggers for happiness, and isnt the world a better place when people are happy? Together, Radio and Insert Ice Cream advertiser join forces to spread happiness and encourage daily Ice Cream and music breaks all summer long. How it works: 4pm fixed position road blocks –Every day, beginning July 1 through post-Labor day, station personality that is currently on the air will remind listeners to take an Ice Cream Break at Advertiser X. Its 4:00pm, time for an Ice Cream break at Advertiser X. Itll make you happy – I know its making me happy right now! Have Ice Cream, Be Happy at Advertiser X. –Digital pop-ups on streaming players and station websites run the same message at 4:00pm each day with a click-thru for instant coupons for Advertiser X Weather and traffic triggered ice cream messaging –When the weather or the traffic is bad enough to set listeners over the edge, its time for a Have Ice Cream. Be Happy message. –Messages are triggered upon specific conditions, e.g. torrential rains, over 95 o,, 10 mile back-ups, 1 hour airport delays, etc. and run on-air and via online adjacency to weather and traffic reports Have Ice Cream, Be Happy Commercial-Free Music Blocks –Brought to you by your station and Advertiser X because we know that Music and Ice Cream = Happiness Free music and ice cream day at the park, camps and swim clubs –Radio station brings music and Advertiser X ice cream to popular parks, camps and swim clubs and stages remote broadcasts with giveaways and free ice cream samples.
Insight #2 Ice-Screamers Its no surprise that Kids between the ages of 2 and 12 are the biggest ice-screamers, eating more than half of the ice cream sandwiches, bars and prepackaged cones made each year. Their discerning moms want their children to enjoy the same quality of play and life that they remembered and cherished. Ice cream plays a significant role in those experiences that trigger so many happy memories.
Idea: Sundae Fun Day Together, Radio and Insert Ice Cream Advertiser will provide the ideas, tools and traditions for kids to enjoy ice cream in a new way and for moms to go back to their childhood experiences and share that pure joy every Sunday with their kids and family. How it works: Radio station creates a series of vignettes that run throughout the week announcing Sunday as Sundae Fun Day. Sundae Fun Day vignettes feature tips and ideas for family fun activities and recipes for success that revolve around Ice Cream, Advertiser X and quality family time every Sunday. Examples of content: –Create your own Advertiser X Ice Cream stand –Host an Advertiser X Ice Cream party –Use Ice Cream at Advertiser X as a reward for good behavior, great sports play, good grades, etc. –Make new, fun recipes that include Advertiser X ice cream Full podcasts and additional detail for each of these how to activities will live on the Radio station website and include links to Advertiser X website for promotional offers and additional activities. Sundae Fun Day –Advertiser X owns the airwaves every Sunday providing the music or talk that will provide the background for each weeks activity (e.g. set up your own Advertiser X Ice Cream Stand with music from the Radio station to draw customers in.) Radio station to set up listener Birthday Clubs –Promotional messages invite listeners to sign themselves and their children up for the Radio station/Advertiser X Birthday Club –All registrants receive a shout out from station DJ on their birthday on the air, an email with a personalized audio message from the DJ and a coupon for free ice cream from Advertiser X. Birthdays that fall on a Sundae Fun Day receive an ice cream cake from Advertiser X.
Insight #3 National Ice Cream Day In the USA more ice cream is consumed per head than any other country in the world. Such is the love that Americans have with Ice Cream and why, in July 1984, President Ronald Reagan designated July as National Ice Cream month. He also named the third Sunday in July as National Ice Cream Day and stated that these two events should be observed with appropriate ceremonies and activities.
Idea: Celebration of Ice Cream Radio and Advertiser X present a seasonal platform that celebrates everything Ice Cream has brought to our lives. It celebrates the fun, the happiness, the flavors and the trivia and encourages listeners to participate and join the celebration. How it works: Ice Cream trivia –Throughout the month of July, Radio stations present ice cream related trivia questions each day and invite listeners to call or text in with their answers. –The winners will be announced/played on-air and online each day with a more elaborate description of the correct answer. Winners receive coupons to Ice Cream Advertiser X and Station-provided prizes. Trivia examples: Weight of the World Record ice cream sundae (Answer: 54,915 pounds) How many gallons of ice cream does the US make each year. (Answer: The United States makes over 1.5 billion gallons of ice cream a year. That's enough for every man, woman, and child in America to eat 184 single scoop cones: one a day for each of us for almost six months!) How many licks does it take to eat a single scoop ice cream cone (Answer: about 50) How many Eskimo Pies would it take to stand as high as the Washington Monument? How about the moon? (Answer: 1,209 and 3 billion, respectively) Name the 10 weirdest ice cream flavors (Answer: Mashed Potato and Bacon, Tuna Fish, Fried Pork Rind, Chili con Carne, Garlic, Sauerkraut, Horseradish and Beer, Mustard, Dill Pickle, Ketchup) Name the 5 most popular flavors in America (Answer: Vanilla, Chocolate, Butter Pecan, Strawberry and Neapolitan) Design the next package or create the next flavor for Advertiser X –Promotional spots encourage listeners to come up with the next package design or new flavor for Advertiser X ice cream –Listeners submit their entries by uploading a design or completing a flavor form by clicking on the Advertiser X button on the station website –Consumers vote to narrow the entries down to a top 10 and then Advertiser X and the Radio station judges and selects the final winner –New flavor or packaging will debut during National Ice Cream Month, July 2013
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