RADIO: Your Base Buy and Why 1 Local businesses are searching for - - PowerPoint PPT Presentation

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RADIO:

Your Base Buy and Why

Local businesses are searching for customers who want to…

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Improve Home HVAC System Go to the Gym Make a Reservation Shop in a Store Open an Account Buy a Car Get a Haircut Buy a Cake Need Legal Advice Order Take Out Get Their Clothes Dry Cleaned Buy a Sandwich Order a Dozen Donuts Get a Massage Order Flowers Rent a Bike Eat Breakfast Go Bowling See a Movie Fill a Prescription Get Their House Painted Go to the Bank Have Their Home Cleaned Buy Groceries Get Their Dog Groomed Buy Sporting Goods Go Golfing Eat Wings on Sunday Buy Gardening Tools Fill up the Gas Tank Get Eye Exam

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When trying to reach customers, you have a lot of local advertising

• ptions to consider …

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Radio Cable TV

Newspaper

Digital Outdoor Broadcast TV

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Direct Mail

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What are the common characteristics of the BEST PERFORMING local advertising?

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Radio is America’s #1 Mass Media, reaching 93%

• f the

population.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Only Radio reaches customers listening on their way to the store. Physical store locations are where 92% of all transactions take place.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Radio provides personal and lasting connections. Radio is "live and local”

• n-air and in

the community, with live concerts and local remotes.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

On-air personalities drive emotional engagement. The more engaged a listener is, the more receptive they are to an advertiser’s message.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

3 out of 4 adults agree that Radio is credible and trusted. Consumers say that their favorite

• n-air personality

influences their

• pinion.

Almost 8 out of 10 Radio listeners graduate from from a fan to a friend.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Radio is not vulnerable to ad blocking technology. 2/3 of Radio listening

• ccasions do

not involve switching stations.

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Eight Characteristics of the Best Performing Local Advertising

Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Radio has a lower cost per thousand impression rate than most local media.

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Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Eight Characteristics of the Best Performing Local Advertising

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Radio will create spots for you at little to no cost and get you on the air within 24 hours for special promotions and key

• pportunities.

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Radio Cable TV Newspaper Digital Outdoor Broadcast TV

Eight Characteristics of the Best Performing Local Advertising

Reach Your Potential Customers Influence Close to Point Of Purchase Deliver Affordable Ads Quickly Build Trust & Credibility Provide Un-Skippable Engagement Be Cost Effective Create Emotional Connections Provide Local Consumer Interactions

1. 2. 3. 4. 5. 6. 7. 8.

Direct Mail

Only RADIO meets all the requirements for delivering the BEST results for LOCAL ADVERTISERS.

Reach Your Potential Customers

87% 82% 39%

Source: Radio/TV - Nielsen Audio Comparable Metrics Report Q3 2016; Digital/Newspaper: Scarborough USA+ 2016 Release 2 Total (Aug 2015 - Nov 2016); Gfk MRI Fall 2016. Base A18+ (last 30 days)

RADIO DIGITAL BROADCAST/ CABLE TV NEWSPAPER

Radio Connects with the Largest Audience

32%

DIRECT MAIL

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93

%

ADULTS PER WEEK

49% 42% 21% 12% 8% 6%

Radio Direct Mail Outdoor Broadcast/Cable TV Newspaper Digital

Influence Close to Point of Purchase

Source: The Infinite Dial 2013, Edison Research and Arbitron; GfK MRI Fall 2016. Base: Grocery Shopping - Number Of Trips: 1+ in an average week

Radio Reaches Consumers Right Before They Shop

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Provide Local Consumer Interactions

Sweepstakes & Contests VIP Access Events Local Activations Live Broadcasts/Remotes

Live Broadcasts leverage the excitement of current events as a way to bring the ‘of the moment’ energy to the masses through radio broadcast. Brands can give listeners a chance to win a prize through either contests (skill) or sweepstakes (random draw). VIP Access can be offered to consumers, clients, and industry insiders for exclusive experiences during some of the most iconic moments in sports and entertainment. Local activations take place at regionally relevant moments like concerts, store openings, and charity events, providing intimate

• pportunities for fans to interact

with their favorite on-air personalities. Events of all sizes can be an

• pportunity for brands to provide

consumers with once-in-a-lifetime live, one-on-one experiences with the artists and events they love.

Radio Provides More Ways to Engage

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Create Emotional Connections

Source:Jacobs Techsurvey 12, Jacobs Media 2016, Nielsen Radio Ad Effectiveness Study, June 2016. Reported on a 10-point scale with a difference of 0.4 being significant

Consumers Tune in to Radio for Feel Good Moments and Connections 64% 58% 55% 51% 47% 40% 33%

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Emotional Engagement Score

Radio Ads Emotionally Connect with Consumers. Radio Ads Featuring On-Air Talent Boosts Emotional Engagement Scores Even More

6.8 7.3

Hear Favorite Song DJ/Hosts/ Shows Like to Work with Radio Part of a Habit Keep Me Company Get in a Better Mood Escape Pressures

45% 33%

Build Trust & Credibility

Source: Media Score/Local Ad Recall, Oct 2016. GFK MRI SPRING 2016. BASE A18+. Mansfield, M., “Direct Mail Marketing Statistics for Small Businesses,” Small Business Trends, January 10, 2017

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Radio is the Most Credible Media

% of listeners

Agree Strongly agree

78%

“I trust on-air personalities like a friend.”

55% 66% 70% 73% 74% Direct Mail Internet Television Print Radio

(Newspapers

• r Magazines)

Listeners go from Fan to Friend

Provide Un-Skippable Engagement

Source: “The Components of Tuning Occasions; Switching vs. Tuning,” Nielsen, Media Monitors, Coleman Insights, December 2015

Radio Listeners Don’t Switch Stations

Reality Reality Perception

2/3

90

%

“People switch stations a lot and do not hear my ad.” Nearly

• f radio listening
• ccasions DO NOT

involve switching stations

• f radio listening
• ccasions among

loyal station listeners DO NOT involve switching

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$5.87 $13.03 $18.19 $20.39 $27.44 $30.20 $57.00

Outdoor Radio Cable TV Digital Newspapers Broadcast TV Direct Mail

Be Cost Effective

Estimated Cost per Thousand Impressions (CPM) by Media, Adults 18-49

Source: Media Dynamics, Inc. Intermedia Dimensions, Estimated CPMs, Adults 18-49, 2015. Digital Marketing Influencer. Commerce August 2016

Radio has a Very Low CPM

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Deliver Affordable Ads Quickly

Radio Cable TV Digital Outdoor Broadcast TV Time to Market High Slow

Radio has Low Creative Costs and is Quick to Market

Quick Low Direct Mail

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Newspaper

Source: Creative Report, 99U Conference, June 2015

$8:1

RADIO delivers the highest ROI

Radio

$2.6:1

Cable TV

$2.4:1

Newspaper

$2.8:1

Digital

Source: Nielsen, OAAA, MarketingCharts.com, Direct Marketing Association April 2015

$2.4:1

Broadcast TV

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$2.8:1

Outdoor

$1.2:1

Direct Mail

Radio Delivers Even Higher ROI in Key Categories

Source: Nielsen 2014 2015.

Department Store

17:1

Grocery Store

23:1

Mass Merchandiser

16:1

Retail

11:1

21:1

Auto After Market

Telecom

14:1 9:1

Home Improvement 26

Source: Nielsen 2014-2016

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Radio: Make it Your Base Buy

• Make Radio your base buy
• Add efficient digital vehicles to maximize

your marketing

• Coordinate the messaging across radio and

digital to further increase ROI

Maximize Your Marketing

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+ 19% + 23% + 31% + 35% 1 Platform 2 Platforms 3 Platforms 4 Platforms 5 Platforms 29% 31% 24% 8% 8%

Incremental ROI by Adding Platforms

Source: Analytic Partners, 2016; Analysis based on over 3,200 ad campaigns from 2010-2015; platforms include TV, Print, Radio, Display, Paid Search, Online Video, PR, OOH and Cinema. % of 3,200 advertising campaigns on up to 5 platforms.

71% of Campaigns are on more than 1 Platform

Advertising Across Multiple Platforms Increases ROI

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Source: Marketing Evolution, 2016; Analysis based on campaigns representing $100B in ads spending from 2010 to 2015; Digital comprises all ads including video, display and paid search ads on desktop and mobile.

The Optimal Ad Mix

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78%

Traditional

Persons 18+ Millennials 18-34

71%

Traditional

22%

Digital

29%

Digital

100 157

Non-Unified Messaging Unified Messaging

Indexed Impact of Different Types of Cross-Platform Creative Strategy on Equity Metrics

Source: Millward Brown, 2016, Analysis of 50 campaigns from 2011-2015; Impact show is aggregated effect on Association, Motivation and Salience metrics, established through online surveys of 1,400 consumers per campaign. 100 is index for non-unified

Consistent, Unified Creative Delivers Strongest Results

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C-Mail: Tailored Email Campaigns C-Target: Customized Audience Ad Campaigns C-Services: Digital, Mobile & Social Enhancements

Cumulus' digital product and services suite that can maximize the value of your radio campaign.

Cumulus Digital Solutions

C-Mail: Tailored Email Campaigns

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C-Target: Customized Audience Ad Campaigns

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C-Services: Digital & Mobile Enhancements

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C-Services: Social Media Management Enhancements

Digital, Mobile and Social products and services that provide:

Radio: Your Base Buy and Why

Delivering all 8 characteristics of best performing local advertising:

High Performance

Optimization & Management Increased Engagement Qualified Leads

• 1. Reach Your Potential Customers
• 2. Influence Close to Point of Purchase
• 3. Provide Local Consumer Interactions
• 4. Create Emotional Connections
• 5. Build Trust & Credibility
• 6. Provide Un-Skippable Engagement
• 7. Be Cost Effective
• 8. Deliver Affordable Ads Quickly
• Higher than

any other media

• Across

multiple Key Categories Radio delivers excellent ROI:

Best Performance Increased Performance

$8:1

RADIO

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How can we put all of this to work for your business…

Objective

• To expand brand awareness
• To attract new clients
• To promote annual fundraising events

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Marketing Solution

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• To create an on air and online branding schedule for Homeland Hospice
• Sponsorship of the Dr. Sanjay Gupta “A Better Life” segment on Wink 104
• :05 Branding Blast commercials to draw awareness your 5K walk/run
• Digital Direct Mail campaign to draw attendees for your seminar

41 Call Letters WNNK-FM Format Heritage Hot Adult Contemporary station with news and traffic playing “Harrisburg’s Best Music.” WINK 104 has been Harrisburg’s leader since January 1985. Target Audience Adults / Women 25-54 Median Age: 41 On-Air Weekly Listeners : 111,100

(Nielsen Audio: Fall 2016, Adults 18+ Mon-Sun 6am-12mid DMA)

Website: WINK104.com Website Visitors 13,672 (Unique, Average Monthly Visitors) On-Line Listeners 7,413 (Unique, Average Monthly Visitors)

With one of Central Pennsylvania’s best signals, WINK 104 blankets the Harrisburg Metro: Cumberland, Dauphin, Lebanon and Perry Counties, while reaching major portions

• f surrounding areas.

WINK 104’s clear signal allows your customers across Central Pennsylvania to hear your important advertising messages.

Reach Your Customer

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Reach Your Customer

COUNTRY FOR LIFE

Reach Your Customer

Call Letters:WZCY-FM Format: NASH FM 106.7… Country For Life. Has the largest signal coverage area in the market covering all of Harrisburg – York – Lancaster and everywhere in between. Country since January 20, 2012. Target Audience: Adults 25-54 Median Age: 39 Weekly Listeners: 89,300 (Nielsen Audio: Fall 2016, Adults 18+ Mon-Sun 6am-12mid DMA) Website: www.NASHFM1067.com Website Visitors: 4,651 (Unique, Average Monthly Visitors) On-Line Listeners: 3,861 (Unique, Average Monthly Visitors)

WZCY-FM NASH FM 106.7 has Central PA’s best 50,000 watt signal that covers the entire Harrisburg, Lancaster, Lebanon and York markets… and everything in between.

Engage with Your Customer

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Jenna loves the duality

• f her job. She loves

informing the community about the day’s top news stories and then showing her personality while bantering with

• ther jocks, which she

says suits her wit and

• creativity. Jenna spends

most of her spare time rooting on her son at his various sports. She can also be found outside on a kayak or hike, or just as easily on her couch watching Star Wars or any of her favorite Colorado teams. Denny loves that each day is different and no day is ever the

• same. It’s a rewarding challenge

trying to entertain people every day, he says. In his spare time, Denny loves to play Texas Hold ‘Em and spend time at the horse

• races. He also watches an

inordinate amount of television! Sue loves the variety of stories and conversations that each morning brings, while having lots of fun with co-workers. Away from the WINK Wake-Up Show, Sue loves to cook, shop, garden, decorate, volunteer, spend time on the beach, and make memories with family and friends. Hollywood loves everything about his job—the listeners, being on air, and the people he gets to work with. In his spare time, he enjoys anything

• utdoors including golfing, hiking,

biking, and golf, golf, and more golf!

HOLLYWOOD

Every weekday from 2PM–7PM

John O’Dea

Every weekday from noon–2PM featuring “Lunchtime Rewind”

The WINK Wake Up Show

Every weekday from 5:30AM–10AM

Back Row: Denny Logan Front row (left to right): John Wilsbach, Sue Campbell, Jenna Clay John likes that every day at WINK 104 is different. He also enjoys the different personalities

• f his co-workers. John doesn’t

have much spare time, but when he does, he enjoys spending it at the beach. John loves music, which is why he got into radio. He also enjoys being on the air and managing and working with the staff. In his spare time, John enjoys going to the movies, golfing, working out, playing racquetball, going to concerts, and watching Penn State football and Hershey Bears hockey.

Engage with Your Customer

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Chachi enjoys having live and local talent on the air. The great thing about radio is helping the community it serves, he says. His favorite part of that aspect is getting to hear what talent is hiding in our own backyard. These are the acts that you’ll see playing in the corner at your favorite coffee shop or bar, and with our help, we can increase their fan base and possibly help launch a flourishing

• career. Chachi and his wife have a little

daughter who keeps them very busy. He enjoys doing home improvements, watching sports, and trying out different restaurants and breweries in Central PA. His wife thinks he has a sick obsession with doing yard work and keeping their gutters clean. “I can’t disagree with her,” he says. Alex loves that his job doesn’t feel like work— he gets to just be himself. In his spare time, Alex enjoys traveling to fun cities throughout the US to go sightseeing and eat at great

• restaurants. He visits his hometown of NYC

as often as he can. If he could take a month

• ff and see the entire country by train, he

would do it. Someday when his kid grows up, he’d love to go to Europe. Alex also enjoys watching films. Last year his New Year’s resolution was to watch all of the great classic

• movies. He got hooked. A perfect date night

for him now includes popcorn, a bottle of wine, and a Humphrey Bogart film. And since Alex was born in New York, he is a Mets and Jets fan. So, yeah, he spends most of his life being disappointed!

Chachi in the Afternoon

Every weekday from 2PM–7PM

Middays with Alex Harley

Every weekday from 10AM–2PM

Media Offering

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Station Dayparts Total Spots Length Notes

WNNK-FM M-F 6A-7P 15 :30 Prime commercials WNNK-FM Sat-Sun 10A-3P 9 :30 Off-prime commercials WNNK-FM M-SUN 6A – 12Mind 24 :30 Matching internet radio schedule

Station Totals WINK 104 FM 48 commercials

Station Dayparts Total Spots Length Notes

WZCY-FM M-F 6A-7P 20 :30 Prime commercials WZCY-FM Sat-Sun 10A-3P 10 :30 Off-prime commercials WZCY-FM M-SUN 6A – 12Mind 30 :30 Matching internet radio schedule

Station Totals NASH 106.7 FM 60 commercials

Recommended Advertising Schedule – One Week Branding Schedule Will air every other week on NASH 106.7 FM & WINK 104

Sponsorship Offering

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This is an exclusive presenting sponsorship opportunity for your business to partner your name and brand with well known CNN Chief Medical Correspondent Dr. Sanjay Gupta. Each weekday in the 9am hour, Dr. Sanjay Gupta will provide a one minute segment on health related matters and how to ultimately lead ‘A Better Life.’ This is an exclusive presenting sponsorship opportunity for one sponsor and is sold as a twenty-six (26) week or fifty-two (52) week sponsorship.

Your Business will receive the following: 1. One (:60) second feature each weekday in the 9am hour on WINK 104

• each segment will include an open, mentioning your business as the sponsor
• a sixty second health tip voiced by Dr. Gupta
• a sixty second national commercial
• your thirty second commercial for Homeland

2. Minimum of 15 promos that will run throughout the week promoting the segment 3. Each feature includes a different health tip by Dr. Gupta 4. Your business logo and link promoting ‘A Better Life’ feature on the home page of wink104.com 5. Your business is permitted to use Dr. Gupta’s image in your advertising or other material (subject to advance approval and must be used in conjunction to promote ‘A Better Life’ daily feature and use ‘A Better Life’ logo and station logo) 6. Exclusivity of the feature on WINK 104 for (26 or 52) weeks 7. First right of refusal to continue the presenting sponsorship (60 day notice required)

Twenty-six (26) week schedule: One AM Drive Feature with :30 Commercial each weekday in 9am hour.

• WNNK-FM WINK 104: 260 Commercials (130 on air / 130 online)

Fifty-Two (52) week schedule: One AM Drive Feature with :30 Commercial each weekday in 9am hour.

• WNNK-FM WINK 104: 520 Commercials (260 on air / 260 online)

Business Name: ______________________________ Station selection(s): WNNK FM WINK 104__________ Station Investment: _____________________ Client Signature: ______________________________ Date: ________________________________

Media Offering

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Branding Blasts

Reinforcing Your Brand

What is a Branding Blast?

Branding Blasts are five (:05) second standalone commercial messages

• ffering placement often in an island position.

The most appealing aspect of Branding Blasts is that they air when the listener is engaged and actively involved with the programming content when your Branding Blasts airs on the radio.

Branding Blasts

Reinforcing Your Brand

Power of Your Brand Message

Five (:05) seconds might not seem like a lot of time or even look like a lot of words, but five (:05) can make an impact. Here’s a great example from Papa John’s Pizza: “Better ingredients. Better Pizza. Papa John’s. Now delivering.” They sure do SOUND …POWERFUL. Here’s an example of what your business Branding Blasts could sound like: Homeland Hospice. Our Privilege. Your Choice. A community outreach of Homeland Center.

• Sample weekly schedule:
• 20X per week M-F
• 4X per day for 5 days

Business branding:05 blasts to start on: _______________ And run for _______weeks for a total investment of:$_______ ______________________________________________________ Signature Print Date Business Name

Digital Program Offering

• Targeted digital direct mail campaign targeting a 20 mile radius of

Harrisburg, reaching women, 25-54 to 37,564 people

• Direct digital mail piece will highlight your upcoming free

seminar.

• 3% open guarantee or the mailing will be resent at no extra cost
• Targeting and re-targeting 37,564 people for seven days after

launch

• Facemail marketing to 37,564 people

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Offering Summary

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• To create an on air and online branding schedule for Homeland Hospice
• Sponsorship of the Dr. Sanjay Gupta “A Better Life” segment on Wink 104
• :05 Branding Blast commercials to draw awareness your 5K walk/run
• Digital Direct Mail campaign reaching 37K women near Harrisburg

Benefits Delivered to CLIENT

• Reach Your Potential Customers
• Influence Close to Point of Purchase
• Provide Local Consumer Interactions
• Create Emotional Connections
• Build Trust & Credibility
• Provide Un-Skippable Engagement
• Be Cost Effective
• Deliver Affordable Ads Quickly

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Name: Keith Hanshaw Phone: 717-901-3461 Email: Keith.Hanshaw@cumulus.com

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