Sell Clients What They Already Want - Radio Advertising Bureau Isn't Anymore.pdf · Non-Traditional Isn’t Non-Traditional Anymore RAB Webinar 2013 RAB.com 3/12/2013 Radio Advertising

Non-Traditional Isn’t Non-Traditional Anymore RAB Webinar 2013

3/12/2013 RAB.com Radio Advertising Bureau 2013

Non-Traditional Isn’t Non-Traditional Anymore

Sell Clients What They Already Want

ON-AIR ONLINE ON-SITE ON DEMAND

Brandeis C. Hall ∙ VP/Professional Development ∙ [email protected]

• Overview

• Trends

• Research

• Prospecting

• Case Studies

• Success Stories

What we’ll cover…



So, what happened to NTR?

On-air commercials

Everything Else

On-air commercials

Everything Else

The new client view…

Is this now how you see it, too?



1963: Marketing Spend = $17 Billion

70% Advertising = $12 Billion

14.3% Advertising = $146.57 Billion

2012: Marketing Spend = $1.189 Trillion

2013: Advertising = ?

Source: Veronis Suhler Stevenson 2012

25.5%


Advertising = $172.4 Billion

15.3% Advertising = $146.57 Billion


“If you’re in the advertising business, you’re in a shrinking business.”

Source: Veronis Suhler Stevenson 2012



Advertising / Sales Promotion / Sponsorships

*Projected

Source: IEG Sponsorship Report

Typical Promotional Spending Ratios



It’s about driving sales,

driving traffic, and

changing consumer

behavior.

9

This is not about the MEDIA…

What do advertisers want?

• Increase brand loyalty

• Create awareness and visibility

• Drive retail traffic / sales

• Change or reinforce image

• Differentiate brand from competitors

• Demonstrate commitment to niche market

• Sample / Display brand attributes

• Business-to-business marketing / Hospitality relationships

http://www.google.com/url?sa=i&rct=j&q=changing+consumer+behavior&source=images&cd=&cad=rja&docid=VDcHetjzMnO4zM&tbnid=nfsqxsTnRKs2cM:&ved=0CAUQjRw&url=http://thedoublethink.com/2010/11/agile-marketing-part-i-the-importance-of-adapting-to-change/&ei=oFwmUZy4OsOc2AXu5YHADw&psig=AFQjCNE2NqnZolB3HDn6YMrpdOeI7dSAGg&ust=1361554876501526



Your

Station

On-Air Advertising Cause Marketing Digital Marketing

Sweepstakes

Contesting

Experiential

Marketing

Database Collection On-Site Sales Branding & Display

Integrated, multi-platform, marketing opportunities

…What they really, really want?

Taco Bell's ‘Feed the Beat’ program

now part of SXSW festival

ConAgra Content Integration Tackles Hunger With Feeding America

Frontier Mall Renews First Interstate Bank Sponsorship of Indoor Play Area

Ball Park Brand Announces Grand

Slam Sponsorship With Warner Bros.

InterContinental Hotel Groups, American Pistachio

Growers Among 2013 Sponsorship Renewals

Blue Cross Champions 2 Innovative Health Events Through Sponsorship

Novo Nordisk Partners With Rock Solid

Mud Run, Adds Kids’ Course For Event

New York Rangers And Chase Announce

Community Initiative To Refurbish Local Hockey

Rinks Damaged In Hurricane Sandy



What Are Advertisers Using?

• Event Marketing

• Premiums/Promotions

• Endorsements

• Internet

• Mobile

• Social Networking

• Coupons

• Brand Marketing

• In-Store Marketing

• Cause Marketing

• Public Relations

• Loyalty Programs

• Games & Contests

• Sweepstakes

• Product Sampling

• Product Placement

• Trade Promotion

• Advertising

• Database Marketing

• Branded Entertainment

What Does Your Station Have To Offer?

Event Marketing

Premiums/Promotions

Endorsements

Internet

Mobile

Social Networking

• Coupons

• Brand Marketing

In-Store Marketing

Cause Marketing

• Public Relations

• Loyalty Programs

Games & Contests

Sweepstakes

Product Sampling

• Product Placement

• Trade Promotion

Advertising

• Database Marketing

Branded Entertainment



STATION ASSETS MARKETABLE BENEFITS

What Does Your Station Have To Offer?

Monthly Planner May

Holidays Sports Other Events

Mother’s Day March Madness Chili Open

National Bike To Work Day NBA Spring Fling

International World Turtle Day NHL

Memorial Day

Feature sponsorships include

opening and closing billboards!



• Relevance

• Authenticity

• Social Responsibility (Cause Marketing)

• Engagement

• Activation

• Digital Initiatives

• Measurement / Accountability

• Tangible Benefits

• Intangible Benefits

The Integrated Triad

Relevance:

Match between the core values of the consumer and the

values represented by the sponsor and the property




Relevance:

•On-site sampling at event

• Inclusion on station website

• Gift-with-purchase

• On air commercials

• Station newsletter inclusion

• Blog posts by station staff


Authenticity / Social Responsibility:

How a company showcases its core business attributes.

"If you are to engage in cause marketing, do so in a way that is authentic to your brand. The cause should be relevant to your consumer set and align with who you are and what you do.”

- Mitch Baranowski, principal and chief creative officer at BBMG




Social Responsibility:


Social Responsibility:

communicating enough about their cause

marketing efforts.

91% believe companies should tell them

how they are supporting causes.

58% believe companies are Only

Source: Cone, Inc.




Authenticity:

Deepen consumer engagement through brand immersion

and participation

Engagement:




Engagement:

Case Study – Wright Bacon

BRAND AWARENESS

Custom :60 second “Bigger, Better Sports Reports” for Wright Brand Bacon

aired Mondays and Fridays in a fixed PM drive position.

International Bacon Day – September 4th

Stations aired a tongue and cheek interview with Heather Lauer, renowned

author of Bacon: A Love Story

WBB’s Backyard Grilling Tour

Partnership with Bass Pro Shops and the Ultimate Smoker and Grill to

execute local market sampling events hosted by local radio stations.

RESULTS

“We hear consumers saying they hear our spots and sports reports all the

time! The program was truly targeted towards our audience and achieved

our client’s needs.” Jackie Barrera, Director of Media/Asher Media

26



Activation:

• ‘Espresso Yourself’ haiku contest

• Talent endorsement

• On air commercials

• Live mentions

• Football Friday Morning sponsorship

• On air interview – store franchisee


Solution

Results

• “Locally syndicated” :60 interviews between Radio talent

and Starbucks’ Coffee Guru, Jason Simpson

• Bold Ambassador DJs discussed a different brew each

week

• Talent participation in an on-site Barista Education at a

local Starbucks location captured on video and posted

weekly on Starbucks branded talent pages and station sites.

Starbucks Bold sales up 25%.

Convey Starbucks difference and increase sales of

Starbuck’s Bold coffee

Objectives

Case Study – Starbucks Coffee



Solution

Results

Objectives

• Achieve direct energy savings while increasing interest in

energy efficiency & renewable energy for residential /

commercial customers.

• Maximize awareness for multiple programs by combining

marketing and promotional efforts targeted to specific

audiences during various time periods

• Campaign components incl. billboards and sponsorships,

energy efficiency tips, mythbuster contest, “Ask the Expert”

interviews and more.

• Print, online, social media & direct mail supported Radio

• Live Read Radio Tips varying in length and by season

• :15 Phantom Load Tip directed audience to focusonenergy.com.

• 75% increase in Focus on Energy’s name recognition

• Focus on Energy program goals were exceeded by over 100%

• Focus on Energy website saw a surge in visitor activity during the

Radio campaign. Highest numbers since the program inception.

Case Study – Focus On Energy

Measurement / Accountability:

Variables through which change can be measured:

Return-On-Investment, Return-On-Engagement,

Return-On Relationship




Changing Need For ROI Validation


No Answer 1%

Very Important 34%

Somewhat Important 26%

Extremely Important 26%

Not Too Important 9%

Not At All Important 2%

Importance that sponsored property or partners help measure

results of involvement…





Types of Measurement:

• Visibility

• Attitude & Awareness

• Behavior


Tangible Benefits:

Tangibles

Sponsor Recognition in Measured Media

Sponsor Recognition in Non-Measured Media

High-Impact Website Visibility

Sponsored Integration in Social Media

Sampling / Display

High-Impact Display

Database Access and Mailing Lists

Tickets and Hospitality




Intangible Benefits:

Intangibles

Prestige

Awareness

Audience Loyalty

Category Exclusivity

Clutter Management

Ability to Activate

Networking Opportunities

Track Record


Core Concerns:

• Justify expenditure to senior

management

• Demonstrate results to

departments that funded the

activity

• Demonstrate results to

areas impacted




How Deals Get Done

Prospecting:

Most Active Categories:



Automotive : Promote vehicles outside of showrooms; drive dealer traffic; generate prospect database Insurance: Create differentiation; generate prospect database; demonstrate community support Financial Services: Demonstrate community support; drive branch traffic; gain hospitality for clients Beverages: Gain on-site sales rights; showcase product attributes (esp. sports/ energy drinks)

Sponsorship Goals:

Prospecting:

Most Active Companies



Most Common Forms of Sponsorship Leverage

Most Valuable Sponsorship Benefits



• Is there audience fit and relevancy?

• What is their current sponsorship activity?

• What are category trends and hot buttons?

• Will their participation add excitement?

Prospect Criteria:

Prospecting:

• 45% of companies determine budgets in the 4th quarter

• 28% plan budgets in the 1st quarter

• 18% in the 3rd quarter

• 9% in the 2nd quarter

Did You Know?

Source: IEG/Performance Research Sponsorship

Decision-makers Survey

Prospecting:



• 30% of marketers execute local campaigns within eight to

20 days of a national launch

• 88% of respondents who have executed local and

national campaigns simultaneously believe this has given

their brand a competitive advantage.

Source: Center for Media Research, March 2013

Prospecting:

5 Key Questions:

• Product/Services

- What new products/services do they want to feature?

• Customers

- Is there audience fit and relevancy?

• Partnerships

- What partnerships can be leveraged?

• Timing

- When to execute the campaign? For how long?

• Budget

- What kind of budget is allocated for this campaign?

Prospecting:



• Know prospect’s fiscal year

• Understand your prospect’s business

• Host prospects at events

• Provide turnkey platforms

• Provide post-event reports / recaps

Homework:

ON-AIR ONLINE ON-SITE ON DEMAND

Brandeis C. Hall ∙ VP/Professional Development ∙ [email protected]

Non-Traditional Isn’t Non-Traditional Anymore

Sell Clients What They Already Want

Documents

Sell Clients What They Already Want - Radio Advertising Bureau Isn't Anymore.pdf · Non-Traditional Isn’t Non-Traditional Anymore RAB Webinar 2013 RAB.com 3/12/2013 Radio Advertising