smart target power point
Post on 09-Jul-2015
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Get it Wood-Fired in the Wilderness! A Tradition of Trust!
Big City Selection…with Twice the Satisfaction!
Beef…its what’s for Dinner…In Nebraska!
Something you have always wanted to do!
Wear it like you mean it!
Urban Living…Redefined!
Do you even have one?
Many small businesses feel they...
Are throwing ad dollars at the wall hoping they stick Can't afford to effectively “brand” their business Get lost in the “clutter” Don’t know which medium works the best today Don’t know how to maximize their website and social media
efforts
Sound familiar?
Is Your Current Marketing StrategyIs Your Current Marketing StrategyGetting you the results you want? Getting you the results you want?
*Roy Williams – “The Wizard of Ads”
Understanding CustomersUnderstanding Customers
Technological TrendsTechnological TrendsDramatically changed how we communicate and gather informationDramatically changed how we communicate and gather information
• Over 225 Million Americans have High-Speed Internet! 80% regular use!
• More internet bandwidth used by 20 homes today….than the entire internet in 1995!
“91 million viewers watched 5 billion videos in the U.S. on YouTube in July 2010” ComScore Press 9/10/10
Google has become a verb2 Billion searches per month!
The Mobile Movement!The Mobile Movement!
•Nearly 90% of Americans have a mobile device
•52,000 texts sent per second in the US (triple since 2007)
•Business texting growing rapidly! (izigg.com 90210)•FM radio AP on Android and iPhone•Over 40% of users have Smartphones-up
from 30% in 2010!
Airline Boarding Passes
SOCIAL MEDIA FOR SMALL BUSINESSSOCIAL MEDIA FOR SMALL BUSINESS
Social Media is redefining “word of mouth”
•Content is CRITICAL•Granular connection with like minded consumers!•Small business litmus test for SM
•Website•P1 engaged?•Commitment of time/energy
Advertising clutter is at an all time high!
Average American is exposed to 3000-5000 advertising messages per day.
A consistent, compelling message to a targeted audience is the best way to increase awareness.
Frequency is extremely expensive on MOST traditional mediums.
Cut Through the Clutter with Cut Through the Clutter with FrequencyFrequency!!
*Roy Williams – “The Wizard of Ads”
The BUYING FUNNEL
External Media creates awareness and brand preference
Research, Web, Influencers, reputation
Contact, shopping
Loyalty and CRM Programs….make them ADVOCATES
Decision!
Frequency Can Be Expensive on Traditional Media! Frequency Can Be Expensive on Traditional Media!
Newspaper
Subscriptions are down and costs are rising
Most effective for “Transactional” offers
Television
• Explosion in use of DVR and TIVO
• Cable penetration is low and fragmented
• 62% of corporate marketers feel TV is less effective that 2 years ago (Assoc. of
National Advertisers)
Media OptionsMedia Options Outdoor
• High cost on populated roadways
• Most effective as directional
• Limited message (content and changes)
Direct Mail
• Becoming less effective and more costly
• Warm lead vs. Cold lead prospects
Yellow Pages
• Quickly being replaced by web/smartphones
• Most users go to white pages
Radio is the most cost effective way to reach your target audience with a powerful and compelling message about your business……..and do it at a time that has the biggest chance to impact their buying decision!
63% of radio listeners are within 1-hour
hour of the point of major purchase!
Radio offers AFFORDABLE Frequency!Radio offers AFFORDABLE Frequency!
Radio reaches 93% of the Radio reaches 93% of the
population every week.population every week.
Sirius/XM- January 2012 20 million users. (FCC)
iPods/MP3 - An estimated 30 million Americans use them weekly. (cnet news)
Internet Radio - 60 million each week in America. (digitalmediawire) 75 million subscribers to Pandora 2011.
WHO IS LISTENING??WHO IS LISTENING??
Radio reaches 93% of American adults each week. That’s 285-Million consumers!
Intrusive (vs. passive)
One-on-one conversation gives very personal message
Positive “Word of Mouth” to a huge audience!
Theatre of the mind
Effectively drives traffic to business website (1 in 4 site radio)
Ties all marketing together
Message, schedule, number of listeners
Radio is PowerfulRadio is Powerful
Make it compelling!
Features and Benefits
Communicate your business “brand”
Make it memorable
Transactional and Relational message
Always include a “call to action”
Message is EVERYTHING!Message is EVERYTHING!
Chain was nearly bankrupt – 200 locations
Last ditch marketing effort Hired Richards Group/Dallas Recruited Tom Bodett - 1986 Could only afford radio Wrote compelling, memorable ads
Emerged stronger than ever – 800 locations
Sold to ACCOR for $1.3 billion in 1990
Cell phone Obese Pet Tax Season
MOTEL 6: Radio Done Right!MOTEL 6: Radio Done Right!
GoodRadio.TV Station: KDKD-FMGoodRadio.TV Station: KDKD-FM
KDKD 95.3 FM Country Adults 25-54
GoodRadio.TV Station: KDKD-AMGoodRadio.TV Station: KDKD-AM
KDKD 1280 AM OldiesAdults 35-64
GoodRadio.TV Station: KXEA-FM
•KXEA FM
•104.9 FM
•Classic Hits
•Adults 18-49
n analysis of the station’s inventory indicates that we have the immediate ability to provide local
businesses an affordable opportunity to reach a large number of potential customers.
Target Your Marketing! Target Your Marketing!
How are we going How are we going to do that?to do that?
Empty seats cost the airline money and cost traveler opportunity
Discount seats available before a flight to provide win-win Airline gets a client Traveler gets a great deal
Empty spots cost the station money and business owner opportunity
Discount spots on set schedule provides win-win Station gets a client Business owner gets a great deal
Empty Seats = Empty SpotsEmpty Seats = Empty Spots
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$10
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Huskersrule10
Smart Target Works!
Radio campaign period: 6/01/12 through 5/31/13
Up to 60% off normal rates
Production, copywriting, and creative included
:30 second ads!
30 ads per station, per month
The PlanThe Plan
The Plan: Monthly Calendar The Plan: Monthly Calendar (Sample)(Sample)
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
:30 Commercial
:30 Commercials
:30 Commercials
Weekly Schedule on Each Station
Monday – Sunday 6am-8pm 50%
Monday – Sunday BTA 50%
30 commercials per week!
90 commercials per month!
Janesville- Ft. Atkinson
Only 10 Available
ONLY $399 per month
Commercial Production
Creative Copy Writing
Streaming ads available!
90 commercials per month!
Investment
THANK YOU!
Put the power of Smart Target to work for your business today!
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