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Presented by: Insert your name and title Leveraging Radio and (insert station name) for (insert Automotive dealer/company name) (Insert date of meeting) INSERT RADIO STATION LOGO(S)
Agenda • Radio – Reach – Relevance – Results • Insight based ideas for “insert automotive advertiser”
Weekly Reach Radio reaches 93% of all U. S. consumers every week… 241, 700, 000 Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options. Source: RADAR® 112, March 2012 © Copyright Arbitron (Persons 12+ Monday-Sunday 24 -Hour Weekly Cume Estimate)
Weekly Reach By Daypart 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. Source: RADAR® 112, March 2012 © Copyright Arbitron (Persons 12+ Monday-Sunday 24 -Hour Weekly Cume Estimate)
Automotive Sales Event Consumer Portrait of a “General” Automotive consumer: • Adults 18+ • Male & Female – Of those adults 18+ who are very likely to purchase any new vehicle in the coming year, 50. 8% are men and 49. 2% are women. • Over 50% are employed with a household income of $60 K+ Consumer portraits will vary based on make and models, for example: • Hybrid/Electric vehicles are targeting tech-savvy (Chevy Volt) and “Greenies” (Prius) • Moms & Urban/Suburban families/Moms are being targeted by brands such as Prius c and • Brands such as Chevy Sonic and Ford Focus are targeting Millennials Sources: The NPD Group 2009; Gf. K MRI 2011: Aftermarket Business 2008
Radio is Relevant 89% Women 25 -54 with kids under 17 who are likely to buy a new vehicle in the next 12 months. Source: Gf. K MRI Doublebase – 2011 – Weighted to Population. 84 % Adults 18+ that are influenced by rebates and incentives for new vehicle purchase decisions. 88 % Adults 18 -34 who are likely to buy a new vehicle in the next 12 months.
Radio is Relevant • Consumers who plan to buy a new vehicle within the next 12 months and are influenced by rebates and incentives are also engaged with Radio: – Up to 88% listen to FM Radio – Approximately 63% listen to Radio in the car • Up to 50% listen on the weekends between 10 am-3 pm • Up to 57% listen during morning drive on weekdays between 610 am – About 57% tune in to Traffic reports • 73% of vehicle owners with an FM Radio said they use it during most car trips Source: Gf. K MRI Doublebase – 2011 – Weighted to Population; NPD Group, February 2012
Radio Drives Automotive Sales “The invisible nature of listening creates a ‘pseudo interaction’. Consumers visualize how On. Star can help in their life. ” Andrew Young Director of Marketing & Advertising On. Star Corporation • Volkswagen partnered with Radio for 2 consecutive years to custom create a music tour that traveled to 20 markets on college campuses. The campaign resulted in improved dealer traffic and brand awareness among young adults for their priority vehicle line-up. • Radio remotes and an on-air/in-store sweepstakes program where individual names were called out to win a Chevy Trail. Blazer resulted in an increase in dealer traffic, number of test drives and ultimately car sales during the month-long promotion. • A Chevy dealer association partnered with local radio stations in Ohio to run a unique radio and text messaging campaign where listeners were asked to text a unique bid to win a Chevy Silverado (the lowest bid that no other consumer placed won the vehicle. ) – Nearly 31 K “bids” were received and 69% of all participants opted in to be contacted by the local dealer.
Leveraging Radio for Insert Automotive advertiser name here Insight Based Ideas
Insight #1 Staycationing The staycation phenomenon is occurring and research has determined that it is a long-term trend that most likely will continue well into the future. Location-based leisure spending on trips continues to decline as a share of all location-based entertainment spending on the rise. The summer represents the highest percentage of staycations with common activities including swim clubs, movies, local family entertainment centers, amusement parks, museums and zoos and attendance at local festivals and sporting events. Sources: Randy White, CEO White Hutchinson Leisure & Learning Group, 2011
Idea #1: A Hometown Summer Together, Radio and (insert advertiser name) will provide listeners with ways to rediscover their very own Hometown and surrounding neighborhoods through an integrated on-air, online, social and inmarket experiential campaign designed to promote local consumer spending and promotion/display of the (insert advertisers name) vehicles and offers. • How it works: – “Hometown Summer” on-air segments presented by “Advertiser X” begin running in Mid-May through Labor Day and focus on all the activities (common, rediscovered and undiscovered) that listeners can take advantage of this summer right here at home – Each segment includes a call out for listeners to text or upload ideas and photos of their summer discoveries to a station created, Advertiser X branded, Hometown Summer Facebook page – Excerpts from the listener experiences may be included in future on-air segments – Station will also award unique listener experiences with tickets to local events (baseball games, concerts, amusement parks) and “Advertiser X” can provide a fleet of vehicles to give “free rides” to the events – Inclusion of the “Advertiser X” vehicles in hometown Memorial Day parades – Potential to place vehicles in “hot” locations (beach, pool clubs, ball parks) as a place to unwind, cool-down and listen to music in the vehicles
Insight #2 London 2012 Olympic Games Today more than ever, we as a “global community” crave connection and conversation around major events. One such event is the 2012 Summer Olympic Games – an event that inspires community, team, achievements and performances. When considering the uniqueness of the Olympic Games, which are played out over 17 full days and feature thousands of athletes competing across 26 sports, the implications and opportunities for brands to connect with consumers via various touch-points throughout the day are unparalleled. Note to seller – PLEASE REMOVE BEFORE PRESENTING!! BMW has been chosen as the Official Automotive Partner for the London 2012 Olympic and Paralympic Games and is helping athletes “make their appointment with History” but before that, they are doing their bit to help Games hopefuls qualify and succeed at the Games. They are called the BMW London 2012 Performance Team. NBC and GM have signed a deal that will give the automaker a major sponsorship role in the 2012 London Olympic Games. The partnership gives GM exclusive domestic automotive advertising rights during the Games televised on NBC. GM says its Olympic ads will mainly focus on the Chevrolet and Cadillac brands. Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12
Idea #2: Driven to Achieve Radio and Advertiser X leverage the momentum of the Olympics Summer Games to recognize local achievements in local sports. 17 local individuals (or teams) will be recognized on the Radio station over the 17 days of the Olympic Summer Games. How it works: • Messaging begins pre-Memorial Day weekend with a drive to an advertiser branded page on the station website (or custom Facebook page) to submit candidate nominations for the “Driven to Achieve” program • A mix of : 10, : 15 and : 30 spots will run in high rotation and include or run adjacent to specific Memorial Day Automotive Sales Event spots/incentive information – • • E. g. Advertiser X and station present Driven to Achieve – 17 local athletes or teams will be profiled on the station during the Summer Olympic Games – do you know one of them? Log on to website and nominate your athlete and check out the HUGE sales event going on at Advertiser X at address Nominations may be submitted by anyone – proud soccer moms, coaches, camps, schools, etc. - and every entry will be reviewed by the station, agency and client to determine the 17 athletes that will be selected for profiles Messaging pre-July 4 th will announce/reveal the 17 athletes that are Driven to Achieve along with 7/4 sales event information 17 athletes will be interviewed by station DJ’s and cut into a series of : 60 vignettes (2 -3 per athlete/team) From July 27 -August 12, vignettes will air each day and run adjacent to Summer Games recaps that may be airing on the station each day (current, recaps of the previous day’s US achievements) – E. g. Yesterday in London, Michael Phelps does it again!! The US won a gold for the 400 meter and Ryan Lochte brings home a Silver. Here in (insert city) the Advertiser X Driven to Achieve program is profiling Adam Smith (run the : 60 vignette. )
Insight #3 Summer Fridays Nearly half of Fortune 1000 companies have instituted a compressed workweek during the summer by allowing workers to put in longer hours Monday through Thursday in exchange for taking off all or part of Friday. Companies are moving in the direction of giving employees flexibility over when they work because it’s been proven that Summer Friday benefits are much more effective than ice cream socials or company picnics. The gift of time is the most precious gift you can give an employee, and it pays off in employee engagement. Source: survey of personnel directors at Fortune 1000 companies conducted for The Washington Post, July 2011
Idea #3: “Advertiser X ” Drives You Into Your Weekend Local Radio creates a special multi-platform program designed to celebrate the highly anticipated tradition of Memorial Day, 4 th of July and Labor Day Automotive Sales events. This on-air, online and event driven campaign leverages the much anticipated tradition of Summer Fridays while building excitement for the sales events by giving consumers the “feel” that Advertiser X has literally taken over their favorite Radio station. How it works: • Ultimate Summer Fridays – – – • Three Ultimate Summer Friday events will take place the Friday before each of the 3 holiday weekends (Memorial Day, July 4 th, Labor Day) The station will lead into each Ultimate Summer Friday through a “countdown” style media tactic of : 5 -: 15 second teaser messages • For example: “The big event will be here in just 10 days…Advertiser X” On each of the Ultimate Summer Fridays, stations will air a series of customized messaging of various lengths in high frequency throughout the entire day • Messaging can range from mentions to special on air features, contests, music blocks, commercial free hours, etc. Continuity – – – Weekly on-air countdowns to Summer Fridays begin during p. m. drive on Thursday afternoon through midday Friday • Countdown interspersed with ideas that Advertiser X is providing for a fun weekend Streaming players skinned with Advertiser X branding and wallpaper with various vehicle beauty shots To give listeners a little something extra, stations will offer summer related weekend prizes from Advertiser X (e. g. family beach passes, tickets to some of the biggest concerts in town, etc. )
Insight #4 A Slice of Americana Parades, Graduations, Fireworks, Carnivals, Baseball & Apple Pie…. . Memorial Day weekend kicks it all off and marks the “official” start of summer. A time for family togetherness, community connections, home grown celebrations and a true “Americana” spirit in towns across the country.
Idea #4: Front Row Seat Consumers throughout the market will have the opportunity to “test drive” the comfort and amenities of the Advertiser X fleet of vehicles via a Front Row Seat to the community spectaculars all summer long. How it works: • Local Radio stations position a dozen or more vehicles in the best spots for viewing Memorial Day Parades, 4 th of July Fireworks, movie nights concert events on the green • Radio station promotes the events and runs a contest for VIP seats • When listeners log-on to enter for the VIP seating, they opt in for re-contacting by the Advertiser X • VIP seats are limited to the number of vehicles parked as “Front Row Seating” for priority viewing of these spectacular events • Each actual event is hosted by the Radio station – – – DJ Crowd interactions Giveaways Games Open to the entire community Vehicle displays with advertiser representatives to answer questions
Insight #5 Millenials According to a study conducted by Viacom research, Millennials are 6 times less likely to have a driver’s license; only 37% say they enjoy driving and most see a car driven by needs not passion. While cars used to be a major source of self-expression, there are endless new platforms for that. Millennials see a car driven by needs not passion. Why should Automakers target Millennials? Because it is the largest group since the Baby Boomers at 79 MM strong and their purchasing power is estimated to be at $170 billion. Radio reaches 92% of 12 -24 -year-olds weekly -- and they spend over 11 hours tuned in every week. Source: Marketing Daily News, 4/3/12; com. Score data; Arbitron RADAR 112, March 2012 – Persons 12 -24 (Mon-Sun 24 -Hour Weekly Cume Estimates)
Idea #5: Get a Job Millennials see a car driven by needs not passion. The #1 need for Millennials as they plan on leaving the college campus and entering the work force is finding a job. Radio stations are always looking to recruit great, young, ambitious talent to join their sales force. Together, Advertiser X and Radio fulfill everyone’s needs (and passions) through the “Get a Job” program where the Radio station brings select vehicles on to college campuses to host a “mini” job fair with interviews taking place in the vehicles. How it works: • Radio station creates a mini job fair where they promote that they’ll be driving select “Advertiser X” vehicles around campus interviewing people for real jobs at the station – – • Interested candidates sign up/schedule a time with the station, who then show up on campus and conduct real interviews right there in the vehicles. – • • Station runs a series of : 10’s and : 15’s announcing the program and providing the dates/times for the specific college campuses and a text short code for listeners to request an interview All texts received are sent a bounce back message from Advertiser X letting them know the message was received As appointments are scheduled and confirmed, listeners will receive a text or email confirmation with the image of the vehicle and some key selling points of the car to help them identify it as their meeting spot Station broadcasts live from the mini job fair(s) which are exclusively sponsored by Advertiser X While students are waiting for their interviews, Advertiser X has the opportunity to showcase display vehicles
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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