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Presented by: Insert your name and title Leveraging Radio and (insert station name) for (Insert name of Ladies’ and/or Men’s Wear Advertiser) (Insert date of meeting) INSERT RADIO STATION LOGO(S)
Agenda • Radio – Reach – Relevance – Results • Insight based ideas for “insert advertiser”
Weekly Reach Radio reaches 92% of all U. S. consumers every week… 241, 463, 000 Listeners continue to turn to radio for news, information and entertainment, despite an ever-increasing selection of media options. Source: December RADAR® 115 National Radio Listening Report (Persons 12+ Monday-Sunday 24 -Hour Weekly Cume)
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® 115, December 2012 © Copyright Arbitron (Persons 12+ Monday-Sunday 24 -Hour Weekly Cume Estimate)
Radio Dominates the Day Next Day Source: Gf. K Media. Day 2012 (Fieldwork 11 -12/Doublebase Respondents) weighted to population (000) Base: A 18+
Radio Dominates the Day Next Day Source: Gf. K Media. Day 2012 (Fieldwork 11 -12/Doublebase Respondents) weighted to population (000) Base: A 18+
Radio Dominates the Day Next Day Source: Gf. K Media. Day 2012 (Fieldwork 11 -12/Doublebase Respondents) weighted to population (000) Base: A 18+
Radio is Relevant 92 % Adults 18+ who bought any men’s business clothing in the past year. 91 % Adults 18+ who bought any women’s business clothing in the past year. Source: Scarborough USA+ 2011 Release 2 (12 months only) 89 % Adults 18+ who bought any men’s casual clothing in the past year. 87 % Adults 18+ who bought any women’s casual clothing in the past year.
Radio is Relevant 92 % Hispanic Adults 18+ who bought any men’s business clothing in the past year 91 % African-American Adults 18+ who bought any men’s casual clothing in the past year Source: Scarborough USA+ 2011 Release 2 (12 months only) 90 % Hispanic Adults 18+ who bought any women’s business clothing in the past year 90 % African-American Adults 18+ who bought any women’s casual clothing in the past year
Radio is Relevant for Men’s Wear Adults who spent $500+ on big-ticket men's clothing (outerwear, formal wear, suits, jackets/blazers) in the past year: • Format preferences include: – 19% more likely to listen to Adult Contemporary. – 17% more likely to listen to Top 40/CHR. – 14% more likely to listen to Urban. – 13% more likely to listen to news/talk. – 12% more likely to listen to sports and 26% tune-in to sports play-by-plays. – 66% more likely to listen to traffic reports. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Men’s Wear Adults who spent $500+ on big-ticket men's clothing (outerwear, formal wear, suits, jackets/blazers) in the past year: • Daypart listening trends: – 50% listen to the radio during morning drive, weekdays 6 A-10 A. – 34% listen during the day 10 A-3 P weekdays. – 48% tune-in during the afternoon commute, weekdays 3 P-7 P. – 20% are listening in the evening between 7 P-11 P. – 43% are listening midday on the weekends. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Men’s Wear Adults who spent $500+ on big-ticket men's clothing (outerwear, formal wear, suits, jackets/blazers) in the past year: • 68% most often listen to the radio in their car. • 24% listen at home during the weekend. • Over 80% are regular FM radio listeners. • Over 28% are regular AM radio listeners. • Nearly 28% have listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Men’s Wear Adults who spent $500+ on big-ticket men's clothing (outerwear, formal wear, suits, jackets/blazers) in the past year: • 42% agree that advertising on the radio provides them with useful information about new products and services. • 42% agree that radio provides them with useful information about bargains. • 34% think advertising on the radio is amusing. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Women’s Wear Adults who spent $500+ on big-ticket women’s clothing (outerwear, formal wear, dresses, suits, jackets/blazers) in the past year: • Format preferences include: – 21% more likely to listen to Top 40/CHR. – 16% more likely to listen to Country. – 14% more likely to listen to Urban. – 67% more likely to listen to traffic reports. – 19% more likely to listen to sports play-by-plays. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Women’s Wear Adults who spent $500+ on big-ticket women’s clothing (outerwear, formal wear, dresses, suits, jackets/blazers) in the past year: • Daypart listening trends: – 57% listen to the radio during morning drive, weekdays 6 A-10 A. – 39% listen during the day 10 A-3 P weekdays. – 52% tune-in during the afternoon commute, weekdays 3 P-7 P. – 17% are listening in the evening between 7 P-11 P. – 48% are listening midday on the weekends. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Women’s Wear Adults who spent $500+ on big-ticket women’s clothing (outerwear, formal wear, dresses, suits, jackets/blazers) in the past year: • 69% most often listen to the radio in their car on the weekdays. • 55% listen in the car and 27% listen at home during the weekend. • Over 80% are regular FM radio listeners. • Over 22% are regular AM radio listeners. • Nearly 24% have listened to radio online in the last 30 days. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio is Relevant for Women’s Wear Adults who spent $500+ on big-ticket women’s clothing (outerwear, formal wear, dresses, suits, jackets/blazers) in the past year: • 85% agree that advertising on the radio provides them with meaningful information about the product use of other consumers. • 43% agree that radio provides them with useful information about bargains. • 42% agree that advertising on the radio provides them with useful information about new products and services. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase
Radio Works to Sell Clothes • Retail giant Marshalls was looking for a unique way to stand out with young female consumers and drive them in-store for back-to-school shopping. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes • Marshalls partnered with Katz Marketing Solutions and local radio stations to create “Fierce Fashionista Fridays” – a unique twist on a personality endorsement that utilized local radio stations’ summer interns as “fashion ambassadors” for Marshalls. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes • The “Fashion Ambassadors” voiced personalized messages onair and online. • Stations also aired shout-outs on “Fierce Fashionista Fridays” to announce winners of Marshalls BTS (back-to-school) gift cards. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes • On-site, Ambassadors hosted “Fierce Fashionista Foto Shoots” allowing listeners to try on clothing and pose for the chance to be showcased as one of the market’s “Fiercest Fashionistas. ” Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Results: Campaign won Mediaweek’s Media Plan of the Year for the Radio category. “At back-to-school, there’s so much screaming in media. We felt this program cut through in just the right way. ” Cindy Stockwell EVP Media Director, Hill Holliday Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Situation: • Dillard’s was looking for an opportunity to increase consumer engagement and elevate their position as a “go-to” retailer for the hottest trends. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Solution: • Kellie Rasberry, co-host of the nationally syndicated Kidd Kraddick Radio Show, was selected to work with Melissa, a Dillard’s personal shopper, to find her personal style and break out of her comfort zone. • Each week, for 12 weeks, Kellie debuted a new look pulled together from Dillard’s to help her define her personal style.
Radio Works to Sell Clothes How it worked: • The looks were debuted via 3 -4 minute video webisodes posted on www. kiddlive. com. • The webisodes were promoted across on-air and online platforms including: • Live DJ chatter across the Kidd Kraddick network • Online ads on the show website • Links on Kidd and Kellie’s social media sites Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes How it worked: • Each week listeners were encouraged to visit a promotional web page to vote on each look after watching the video. • All online components linked to Dillards. com to purchase the featured items. • Program included a sweepstakes overlay where listeners could register for a chance to win their own $1, 000 Dillard’s Fashion Makeover. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Results: • Over 130, 584 listener votes were registered on Kellie’s Fashion Makeover online location. • Dillard’s reported that online sales were positive, selling out of featured items. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Objectives: • Excite consumers about the grand opening of several Kohl's stores. • Educate listeners about the many ways to save with Kohl's Savings Tools. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Solution: Raise Your Receipt! • Kohl’s partnered with radio to activate a 10 -week program where local station talent conducted daily in-program live reads on-air promoting the grand openings. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Solution: Raise Your Receipt! • Talent encouraged listeners to log on to a custom designed website that was created and managed by Katz Marketing Solutions. • On the website, Kohl's shoppers could share their Kohl's savings story and highlight Savings Tools they used for a chance to win one of four daily $100 Kohl's gift cards. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Solution: Raise Your Receipt! • Kohl's Savings Stories were searchable by specific Kohl's Savings Tools, local market, newest to oldest or most viewed. Users could comment on stories and vote for their favorites to be included in the Kohl's Shopping Hall of Fame. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Solution: Raise Your Receipt! • All published stories could be shared via Facebook, My. Space and email. • "Sound bites" from local users' stories were used as part of the talents' daily live reads on-air. Source: Katz Marketing Solutions, www. raisingthevolume. com
Radio Works to Sell Clothes Results: • Kohl's exceeded grand opening expectations for their new stores. • The campaign was so successful, Kohl's expanded the program as their national holiday effort where they also used the content from over 1200+ unique user stories to include in 8 of their email communications to 22 million Kohl's customers. Source: Katz Marketing Solutions, www. raisingthevolume. com
Leveraging Radio for insert Ladies’ and/or Men’s Wear Advertiser Insight Based Ideas
Insight #1 Inspiration Drives Decision People inspired by friends and celebrities for fashion decisions. When it’s time for a new outfit or a shopping spree – 36% of women and 29% of men are inspired by people they admire and respect. Source: Cotton Incorporated’s Lifestyle Monitor Survey, 1 st six months of 2012
Idea: Outfit the Station Advertiser X and radio station partner to inspire listeners with fashion ideas to help them look their best for just about every occasion. Through a personal and authentic endorsement campaign, Advertiser X styles will come to life for men and women who admire and trust the personalities they listen to and follow every day.
Outfit the Station How it works: • Radio station provides a profile of each personality on the station to Advertiser X for weekly outfitting. – Profiles include their size, style, marital status, etc. , as well as the kinds of things they like to do when they are not on the air, and their weekly schedule. • Advertiser X outfits key on-air talent from the radio station each week to provide authentic fodder for a “what are you wearing? ” segment.
Outfit the Station How it works: • “What are you wearing? ” segment will air daily in each participating talent’s daypart throughout the course of the campaign. • In each : 60 -1: 20 segment, the personality will debut a new look pulled together by Advertiser X that helps him or her define their existing (or evolved) style for various occasions (work, play, happy hour, date night, concert, etc. ).
Outfit the Station How it works: • Since multiple talent will be outfitted by Advertiser X, each segment may take place in the form of a conversation between talent and show producers to help bring the outfits to life through commentary. • Segments will also feature interviews with outfitters from Advertiser X to get a better sense for why they chose various styles, fit, colors for each individual. • All segments will drive listeners to the radio station’s website to view all the pieces in the outfit with links to purchase at retail.
Outfit the Station How it works: • Radio station will create a feature page to host: – Podcasts from each “What are you wearing? ” segment. – Photo gallery of all of the outfits/looks for each of the radio station personalities. – Links to purchase the outfits or pieces from the outfits (e. g. , Buy “insert DJ name’s” look now). – Sweepstakes and online instant win game.
Outfit the Station How it works: • Radio station will build an online instant win game and host a grand prize “What are you wearing? ” sweepstakes. – Instant win game: • Interactive game where listeners need to match articles of Advertiser X clothing that best fits the radio station talent. • Listeners that match all of the combinations correctly will qualify for radio station prizes and/or an offer from Advertiser X.
Outfit the Station How it works: • Radio station will build an online instant win game and host a grand prize “What are you wearing? ” sweepstakes (cont. ) – Sweepstakes: • Grand prize sweepstakes for the entire wardrobe that Advertiser X provided to each of the radio station personalities. • To enter, listeners will select the wardrobe that is most appropriate for them and submit their “profile” into that sweepstakes pool. • Winner will be chosen and announced on-air by each participating personality; e. g. , “The lucky winner of MY custom Advertiser X wardrobe is (insert name) from (insert market). He/she is (select highlights from the submitted profile. )
Insight #2 The Wild Style of Music From the basement t-shirt line to the rapperowned brands, fashion is intertwined with music from design to marketing to obsession. Source: SXSW, 2013
Dressed to Rock Alt title: Music Divas and Divos Advertiser X and radio station invite listeners to release their inner fashion diva or divo and “steal the look” of popular music artists for a chance to win a wardrobe and a “modeling” spot on the runway of a radio hosted Advertiser X fall fashion show.
Dressed to Rock How it works: • Advertiser X sponsors play-sets or commercial free music hours. • Following each play-set or song couplets, DJ’s mention the artist and discuss their personal style and their fashion statements. For example: – “That was Carrie Underwood and “Two Black Cadillacs. ” Carrie’s style sure has evolved over the course of her career from a youthful and naive Southern belle to a sophisticated society girl. Try achieving her fresh and fun look with Advertiser X. Log on to the radio station’s website and learn how to dress to rock like Carrie Underwood. ”
Dressed to Rock How it works: • Following each play-set or song couplets, DJ’s mention the artist and discuss their personal style and their fashion statements. For example (cont. ): – “That was Bruno Mars and “When I was your man” – I love that guy – Bruno’s edgy and rock n’ roll style of dressing has made him popular with the ladies. He loves accessorizing, which gives him a personal and edgy look. Always wearing a fedora - preferably with a folded brim, and guys it’s a casual look, simple and easy to put together with a few items. Think you can steal the look? Bet you can, with help from Advertiser X. Log on to the radio station’s website and learn how to dress to rock like Bruno Mars. ”
Dressed to Rock How it works: • Following each play-set or song couplets, DJ’s mention the artist and discuss their personal style and their fashion statements. For example (cont. ): – “That was Justin Timberlake and “Suit & Tie” – Justin Timberlake's fashion transformation has taken him from hip-hop wannabe boy band style to sleek, sophisticated, and tailored. J. T. collaborated with designer Tom Ford on the album's "aesthetic. ” He’s looking good and it’s EASY to replicate with help from Advertiser X. Log on to the radio station’s website and learn how to dress to rock like Justin Timberlake. ”
Dressed to Rock How it works: • Radio station will create a “Dressed to Rock” feature page on the station’s website that includes all the celebrity looks featured on-air along with ideas/inspiration to “steal the look” from Advertiser X. • Visitors to the feature page can enter a “Dressed to Rock like…” contest by trying on/purchasing Advertiser X styles and uploading a photo of their look accompanied by an entry form that includes the artist they are trying to emulate. • Contest entries will be judged by the station and Advertiser X stylists and designers and 4 winners (2 men, 2 women) will be awarded the “Dressed to Rock” title.
Dressed to Rock How it works: • Station and Advertiser X will partner to host a Dressed to Rock fashion show in conjunction with the Fashion Week (September) where winners from the Dressed to Rock contest will model the latest Advertiser X fashions on the catwalk to the music of the artist they emulated. • The fashion show will be run by the radio station DJs and listeners will be able to secure tickets through a call-in, mobile and social networking promotion. • Winners from the Dressed to Rock contest will also receive a wardrobe from Advertiser X.
Insight #3 Style related news…. Always in fashion. Style Media (Style network and Style. com) marked its highest rated year ever in 2012. There is an enormous, and growing, number of fashion and shoppingrelated blogs -- about 2 MM, according to Technorati Inc. Radio reaches 85% of men who read the Fashion section in a newspaper (Daily or Sunday). Radio reaches more than 83% of women who read the Fashion section of a newspaper (Daily or Sunday). Sources: Nielsen, Technorati Inc. , Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Idea: Style Now Together, radio station and Advertiser X will keep listeners in the know by partnering to provide the daily scoop on what’s in, what’s out, the do’s and the don’ts as they relate to clothing, accessories, shoes and more for both men and women.
Style Now How it works: • Radio station will create a daily feature to run on-air and in station streams that is presented by Advertiser X to help listeners: – Keep up with the rapidly-changing fashion industry with news on the latest fashions and celebrity style. – Gain expert tips and advice on dressing with style now. – Find local deals and trends.
Style Now How it works: • Daily : 60 features may include a focus on one of the following topics: – Fashion gossip; e. g. , what national and local celebrities were spotted wearing. – An insider’s look at local designers and the hottest shopping spots and trends in (insert market) and online. – Style to wear now as associated with current weather conditions (rain gear, snow gear, beach wear, etc. ). – Fashion tips for seasonal holidays and events (e. g. , what to wear to a Memorial Day or Fourth of July Barbecue, what to wear to a child’s graduation, etc. ).
Style Now How it works: • On-air and streaming feature will drive listeners to the radio station’s “Advertiser X Style Now” web page where visitors will be able to partake in a number of social and interactive activities including: – Ability to comment and “like” the looks and identify which ones are fab or frumpy. – Listings of local designers and the hottest shopping spots and trends in (market) and online.
Style Now How it works: • On-air and streaming feature will drive listeners to the radio station’s “Advertiser X Style Now” web page where visitors will be able to partake in a number of social and interactive activities including (cont. ): – Interactive tool that enables visitors to upload a photo and try on featured Advertiser X clothing. – “Style Now Fashion Redux” – sweepstakes/contest to win a Style Now makeover.
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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