92.7 big fm m aking your m arketing d ollar work smarter 1
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92.7 BIG FM
MAKING YOUR MARKETING DOLLAR WORK SMARTER
WHO’S LISTENING?
Sources: RAM Multi-media Establishment Survey 2013
JUST ABOUT
EVERYONE!
79% of INDIANS
across 89 cities
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DELIVERING REACH AND FREQUENCY
RADIO WORKS!
•Radio & TV delivers equivalent REACH
PEAK RADIO LISTENERSHIP IS ALMOST EQUAL TO PEAK TV REACH
REACHING OUT
2827
RADIO TV
Source: TAM & RAM, TG: TV-CS 10+ & Radio – All 12+, Markets: 8 Metros, Period: Wk6-13’12
(In Millions)
•Radio & TV enjoy similar demographics.
SIMILARAUDIENCES
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SALIENCE
RADIO ENSURES BRAND PRESENCE ACROSS DAYPARTS
vis a vis COMPETITION
• Radio drives BRAND SALIENCE with a greater Share of Mind and higher spend efficiencies
Source: IRS
% Audience Dispersion TV
Newspaper
Radio Internet
Early Morning5 33 18 2
Breakfast to Lunch6 38 18 21
Post Lunch21 23 21 51
Evening to Dinner37 6 31 24
After Dinner32 1 12 3
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EFFICIENCIESOvercoming the Long Tail
• Radio stations have HIGHER REACH than several genres of TV
• Radio helps OVERCOME the FRAGMENTATION in a TV plan
• Radio reach in HINDI SPEAKING MARKETS beats Hindi News & Hini Music
Sources: TAM CS15+ & IRS Q4’12
RADIO DELIVERS GREATER REACH THAN SEVERAL TV GENRES
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BETTER CHOICEVis a vis key TV genres
• Radio enables you to talk to more audiences in your Target Group
•Delivers equivalent reach compared to Hindi movies as a genre and between 1.5X TO 6X REACH compared to popular genres such as Sports, Eng GEC & News
Sources: TAM CS15+ & IRS Q4’12
RADIO DELIVERS MULTIPLES OF REACH
• Sample media plan of Rs 1 Crore for both mediums•A 4 week plan in the 4 Metros•Top 3 TV Channels from News, Music & English entertainment taken.•Radio – Top 3 stations/city
RADIO REACHES 31% OF THE UNIVERSE AT 3+ ACROSS THE 4 METROS AS COMPARED TO 7% REACHED BY TV
REACH FREQUENCY COMPARISON
1+ Reach % 3+ Reach %0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 47%
31%29%
7%
RADIOTV
REACH% OF THE UNIVERSE
GREATER ADDRESSABILITY
TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
• Sample media plan of Rs 1 Crore for both mediums•A 4 week plan in the 4 Metros•Top 3 TV Channels from News, Music & English entertainment taken.•Radio – Top 3 stations/city
THE AVERAGE FREQUENCY DELIVERED BY RADIO IS MORE THAN DOUBLE THAT OF TV
REACH FREQUENCY COMPARISON
AVG FREQUENCY
RADIO TV0
1
2
3
4
5
6
7
5.8
2.1
HIGHER OPPORTUNITY TO SEE
TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
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RETURN ON INVESTMENTSBetter Bang for your Buck
• The top radio stations offer a 60-100% ADVANTAGE in Cost Per Thousand as compared to the top Hindi GECs
ADVANTAGE IN CPT TERMS
Basis:Radio: 12 spots per day, 7 days a week, 30 second spots & market rates. TG12+TV: Rs.50 lacs spent on the channels for 4 weeks campaign. TG MF15-44 SEC ABC
Sources: TAM & IRS Q4’12
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EFFECTIVENESS
• Radio ensures delivery against your planned SHARE OF VOICE
• Radio complements both the REACH & FREQUENCY objectives of any brand campaign
• With ADDED BENEFITS• Control by
Time of Day and/orDay of Week• Reach people Out of Home• Geo-Targeting• Higher rotate on messages
RADIO FULFILLS MULTIPLE ROLES IN THE MARKETING PLAN
Word of MouthSocial NetworkingAwarenessBrand Equity InteractivityPromotion
AUDIENCE
MASSREACH
LOCALAPPEA
L
TIMESPENT
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FY12-13
WHO’S SPENDING ON RADIO
S.O.V ON RADIO BY CATEGORY
14Sources: Adex Data FY12-13
The traditional advertisers are all here – leveraging Radio for varied objectives including but not limited to
FMCG for Top of mind, brand engagement
Service sector using radio for
Real estate for lead generation
Retail for driving sampling & foot falls
Telecom for information & engagement
EVERYONES HERE…ARE YOU?
FMCG sector is the largest spender on Radio with brands across the product spectrum using it to meet their objectives.
Some key advertisers -
Procter & GambleHindustan Lever LtdCoca Cola India LtdCadburys India LtdPepsi Co India Holdings ITC LtdGodrej Sara Lee LtdRaja Biscuits Industries Ltd Johnson & Johnson LtdReckitt Benckiser (India) Ltd
Sources: Adex Data FY12-13
FMCGTHE BIG SPENDERS
Sources: Adex Data FY12-13
RETAILTHE BIG SPENDERS Pantaloons Retail India
Ltd Reliance Retail Ltd Lifestyle Rathna Fan House RmKv Silks Infiniti Retail Ltd Vasanth & Co Titan Industries Ltd Pai Intl
ORGANISED RETAIL HAS A GREATER SoV ON RADIO
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SUMMING UP Radio as a medium helps ensure your marketing and brand objectives are met
SO WHY
RADIO?
Reach and Frequency Radio outstrips other media in terms of house-hold penetration
360 degree engagement Performs multiple roles in your marketing plan – drives engagement with your
audiences, can be used for targeted geographic/ audiences & gives Activations capabilities
Impact Giving brand salience throughout day-parts therefore heightening long-term
property associations
Cost efficiency Delivers better CPT than a whole lot of other media vehicles
SO WHERE DO WE COME IN?
RADIOWorks!
Ok
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Operates FM Radio in
45 cities and reaches
1200 towns and 52,000 villages
and over 200 million
Indians
Operates a bouquet
of channels across
the English Entertainment &
Regional Ent space
Creating IP Events
& Content
WHO ARE WE?
92.7 BIG FM
•Part of RBNL, India’s leading media conglomerate
•We are lead players in all markets that we operate• Leader across Delhi, B’lore and Kolkata• No.1or 2 in 29 markets
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WHY US?• Every 3rd mass product consumer in the
metros is OUR LISTENER
• UNBEATABLE REACH in the 4 key metros
amongst the well settled and the well heeled
• We reach out to the maximum Hindi speaking
consumers with our network of 45 stations
across India
BIG ON PRESENCEWhere it matters
•Our radio presence
across the country
helps EXTRACT THE
BEST in terms of
market weights in
terms of REACH &
GVTs
BIG FM STATION PRESENCE COVERS FOR UPTO 84% OF TV UNIVERSE
Base Universe:25.98Crs /Total GVTs 18089Mn GVTs
Sources: TAM Universe Data (4wk Average of Reach & GVTs)
BIG ON PERFORMANCELeaders in RAM Markets
• BIG FM is a consistent
performer across
markets that carry
the highest media
weights
Kolkata’s No.1
Bangalore’s No.1
Delhi’s No.1
Source :RAM WK28Mon- Sun 12am-12am
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BIG ON DELIVERYWe truly deliver DELHI
•4X reach compared
to Mirchi at 5+
•1.5X reach
compared to Fever at
5+
•Consistently #1 at
any reach frequency
level
Source :RAM WK 22-2512-34 Mon- Sun 12am-12am
Cume(‘000)
Share
Source :RAM, All 12 + Mon- Sun 12am-12am
TSL
BIG ON GROWTH
Outpacing others in
Delhi
• 2.5X growth in share
BIG FM has made larger
strides than any of its
competitors in Delhi
• 48% increase in reach
• 66% increase in TSL
• Reaching the # 1 spot
with a peak listenership
of 79L during Wk28’13
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BIG OVER COMPETITIONBIG v/s MIRCHI
• 92.7 BIG FM delivers
better against Mirchi
across the RAM
Markets
Delhi Kolkata
Bangalore Mumbai
Source :RAM WK28Mon- Sun 12am-12am
BIG OVER COMPETITIONBIG v/s MIRCHI
…and in the IRS markets
•Wider presence &
reach in the Hindi
Speaking Markets
9921*
8635*
Cumes
Source IRS Q4 2012 *RAM MARKETS NOT INCLUDED
BIG ON RETURNSBIG v/s MIRCHI
• 92.7 BIG FM delivers
BETTER CPTs across
the key metros
•Mirchi CPTs are upto
5X higher as
compared BIG in a
key market like Delhi
Sources: RAM & RS Q4 2012
Calculations at Estimated Market Rates
1 week campaign of 12 spots per day in
metros 7 days a week, 30 second spots
BIG ON ODDSPower of 2 in PUNJAB
•Our combined TV &
Radio presence in
Punjab gives us the
edge over options
REACH (000)
BIG ON BENEFITSUnbeatable proposition
• One stop shop –
service efficiencies for
your brand
• Common properties
across platforms –
increase brand salience
• Get the multiplier effect
– boost campaign
effectiveness
AMRITSAR
LUDHIANA
PATIALA
CHANDIGARH
JALANDHAR
TV BROADCASTACROSS THE
STATE
REACHING YOUR CONSUMERS ACROSS
VILLAGES, CITIES AND TOWNS IN PUNJAB
1 2 , 7 0 0
• Music Station
formats that are
designed to cater to
the needs of the city
•Celebrity led shows,
that set a
benchmark
BIG ONINNOVATION
RJ KARIZMA KAPOOROn BIG MEMSAAB a one of its kind Radio magazine show, airing in the mid-afternoon across all HSM Markets featuring the Bollywood Diva Karizma Kapoor
RJ ANNU KAPOORDebuting at #1 in its time-band, SUHAANA SAFAR with Annu Kapoor adds a new dimension to music experience. Bringing “Filmy duniya ki kahi ankahi kahaniyan” alive in his inimitable style.
RJ NEELESH MISRAA first ever on radio, YAADON KA IDIOT BOX, a radio show in a novella format takes the listener on a journey, with a musical story-telling format on love, separation, and relationships
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BIG IMPACTNow in it’s 6th Season
The BIG Green Ganesha is one of our most talked, most appreciated and most awarded initiatives.Our effort to create a mass campaign to bring to fore an environmental issue has met phenomenal success. Some numbers: • Over 11 TONNES of
newspapers collected• Touching 1.5CRORE
people• Collaborating with over
350 CIVIC BODIES• 35 LAKH DEVOTEES• 200 CELEBRITIES joined
us in support
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BIG SURROUNDImpact Properties
92.7 BIG FM is the undisputed leader when it comes to offering brands INTEGRATED PLATFORM services that deliver LONG TERM VALUE
With a successful lineage of having executed over 40 different properties ACROSS GENRES AND GEOGRAPHIES
• Entertainment Awards• Music Awards• Television Awards• Talent Hunts
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BIG ON EXECUTIONMass Engagement
Brands repose their trust with us for executing larger than life ideas.
The Safety Run was conceived as an idea for Total to establish their brand in India • The run was held
across 21 CITIES SIMULTANEOUSLY• 35000 PEOPLE
participated in the run• Organized with over
500 ALLIANCES
To create buzz for Whirlpool’s new refrigerator(Neo I chill) and motivate Trade Dealers, BIG FM Delhi created a special property called “BIG GARMI KI CHUTTI” involving extensive on-air and on-ground elements designed to give Delhiites a chance to win a Refrigerators throughout the month and enjoy with BIG FM RJs at Dealer points .
BIG GARMI KI CHUTTI
WITH WHIRLPOOL
To meet Mirosoft’s objective of engaging consumers across multiple platforms with an aim to showcase the best of Windows 8- UI, BIG FM created an extensive 360 degree plan which included on air and on ground and digital promotions. It resulted in more than 1.30 L demos over a period of 6 days.
MICROSOFTWINDOWS 8
LAUNCH
BIG ONACTIVATIONSActivating Brand
Ideas
•We help our client brands not just to reach their audiences but also ENGAGE with them
• With our CREATIVE SOLUTIONS we create compelling ideas that ensure the brands meet their desired objectives
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SUMMING UP • When it comes to radio in India, 92.7 BIG FM is the Largest FM network and your ideal choice– 45 stations reaching over 4.3Cr listeners across
1200+towns– #1 station in Delhi, Bangalore & Kolkata– Widest presence and reach in Hindi Speaking
Markets– Offers a powerful combination along with its TV
channels Spark Punjabi & BIG Magic– Better CPTs ensure great return on marketing
investment
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BIG CASESTUDIES
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LUX BIG STARA First Ever Integration
• This was the first time that the brand integrated into FM programming
To bring alive/refresh the LUX connect of being the BEAUTY SOAP of the STARS through the ages
To engage listeners with the profiles of the LUX Beauties on BIG STAR a syndicated show across HSM on 92.7 BIG FM.
STRATEGY OBJECTIVE
Dedicated 1 hour show alotted only to LUX across 16 markets•RJ Anirudh talks about LUX beauty queens to his female/male fans•Each day featured 1 LUX BIG star•4 segments(2min each) in 1 hour
EXECUTION
Radio – Promos, RJ mentions, Contest played with fansTime checks,weather/Stock updates played in the form of shayaris
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DOMEXGERMS KA THE END To establish the relevance
of germs and the diseases they spreadEnhance the ToM and Salience of Domex as the solution to put an end to the menace of these germs
To bring the germs alive on radio. Integrate the concept into regular and make them to cause disruption on the shows.Introduce “The End” song and create buzz
STRATEGY OBJECTIVE
A 2 phased approach was adoptedPhase 1 •Established the Germs as characters•Make the germs wreak havoc on showsPhase 2•Enhanced recall with Pehchaan Kaun contest•Integration with Aktor calling Aktor• Teasers for song•Unleash song in Bhappi Lahiri’s voice at High dB
EXECUTION
Radio – Promos, RJ mentions, Contest played with fansDigital- The Domex song viralled on Social Media
MEDIA VEHICLE USED
Bringing the brand promise ALIVE
• Legendary music composer Bhappi Lahiri sang the specially composed song
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Wheel Muskurahatein
• A 3 month plan that worked so well that it was extended by another 3 months!
ACTIVE WHEEL
To establish the brand amongst young middle class couples by becoming a part of their daily lives and engaging with them.
An AFP “Active Wheel Muskurahatein” was created .A 30 min show with a focus on UP/Jharkhand markets
STRATEGY OBJECTIVE
The show had 4 segments created to bring alive core brand attributes with an engagement with the TG wherein couples come on air and participate•The segments:
• Khushi Ki Bahaar,• Baat Humaari Tumhaari,• Farmaahish Aap ki,• Sawaal Jawaab on Wheel
EXECUTION
Radio – Promos, RJ mentions, Contest played with fans
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EXECUTION
CLOSE UP ANTAKSHARI
To strengthen the brand association with it’s long term property in its focus market. To engage with the core TG of the brand i.e. Youth
Bring alive the traditional game of Antakshari on radio by riding on the competitive nature of the game.Engage users across by getting cities to compete against each other
STRATEGY OBJECTIVE
The multi-phase activity saw participation through on-ground activation in malls, colleges etc. The selections were held in 9 cities across UP wherein 20 participants were selected , with top 2 being selected for each cityThe grand finale with 18 participants was conducted on Radio over 9 weeks
Radio – Promos, RJ mentions, Contest played with fansTV- Extensively promoted on BIG MAGIC with a special finale episode
MEDIA VEHICLES USED
• Popular Bhojpuri star
MANOJ TIWARI played
host to Antakshari
that pitted
participants from 9
CITIES ACROSS UP
Create awareness and traction for Harpic-Toilet cleaner in Central India
BIG FM proposed an association with its Flagship property BIG Memsaab – an initiative that gives housewives an opportunity to showcase their hidden talents – giving Harpic a platform to directly engage with its consumers – the women of the household
STRATEGY OBJECTIVE
The activity was organized in different phases. The initial phase consisted of on-air promotion, teasers and calling for entries and RWA activation followed by city finales and Mega Finale to get Big Memsaab Bihar, Big Memsaab Jharkhand & Big Memsaab MP. Two Big Memsaab got shortlisted from each state and made their entry to Grand Finale.
EXECUTIONRadio: Promos and teaser phase, RJ Mentions, Ad spots, Entry spots, Live OB LinksOff-air activation: RWA Activations, City, Mega & Grand Finales, SMS Blast, Print Ads, OOH
MEDIA VEHICLE USED
HARPIC BIG MEMSAAB
To promote Parle G for building Mental Ability and Physical Stamina.
BIG FM conceived RJ Marathon to promote Parle G’s core proposition of mental ability and physical stamina. Radio’s potential was maximized with the non-stop RJing concept as it tested RJs mental and physical stamia
STRATEGY OBJECTIVE
RJs targeted at 92.7 hours of non stop marathon, Chennai’s RJ Dheena who targeted 168 hours (7 days) to break Guinness record of 138 hours. RJ Marathon was executed on-air through brand integration in show elements, Parle G Olympic Genius Contest, Parle G Energy Breaks for ad breaks and Parle G Energy Songs
EXECUTION
Radio: Content integration, RJ hosting show for at least 92.7 hrs and promos. On ground activation in malls and RWAs. PR in print, television and social marketing
MEDIA VEHICLE USED
PARLE-G RJ MARATHON ON BIG FM
To create a platform for the Hindi heartland that mixed entertainment with local flavour thereby resonated with both audiences in urban & rural regions and in turn exciting marketers
Creation of Mele Ka BIG Star, a platform covering the biggest melas of the Hindi heartland providing a unique opportunity to regional talent to go beyond the local mela and showcase their skills which to the entire country.
STRATEGY OBJECTIVE
The publicity phase covered more than 200 towns & villages and subsequently the on ground auditions were conducted at 10 melas across UP, MP & Bihar and identifying talent from these places for a reality television series. Special engagement zones were created in the Mela grounds with sponsor branding. The TV series was broadcasted on BIG Magic
EXECUTION
Promotion through RJ mentions, spots etc on BIG FM, promos on BIG Magic, On ground promotions included branded zones with special canters, signages in the mela grounds.
MEDIA VEHICLE USED
HORLICKSMELE KA BIG STAR
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