the benefits of membership...leveraging radio for insert child care services advertiser . objectives...
TRANSCRIPT
The Benefits of Membership [email protected] | 800-232-3131
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“I used the information that I learned immediately and at home last night to prepare for a meeting I have today with a newspaper advertiser. I have the goods to rock their world.”
100% “Agree” or “Strongly Agree” the webinar was worth their time and energy.
“I have been a member for over 5 years. Very valuable info brought to my attention that will help in prospecting and maintaining business.”
“I didn't think I would learn much as I'm familiar with RAB, but learned several new tools to use.”
“Some definite areas of interest and new information not known before.”
“Lots of great stuff I never knew was available.”
“I need to follow up and get sellers to use!” – Sales Manager
“I used the information that I learned immediately and at home last night to prepare for a meeting I have today with a newspaper advertiser. I have the goods to rock their world.”
100% “Agree” or “Strongly Agree” the webinar was worth their time and energy.
“I have been a member for over 5 years. Very valuable info brought to my attention that will help in prospecting and maintaining business.”
“I didn't think I would learn much as I'm familiar with RAB, but learned several new tools to use.”
“Some definite areas of interest and new information not known before.”
“Lots of great stuff I never knew was available.”
“I need to follow up and get sellers to use!” – Sales Manager
100% “Agree” or “Strongly Agree” the webinar was worth their time and energy.
“I used the information that I learned immediately and at home last night to prepare for a meeting I have today with a newspaper advertiser. I have the goods to rock their world.”
“I have been a member for over 5 years. Very valuable info brought to my attention that will help in prospecting and maintaining business.”
“I didn't think I would learn much as I'm familiar with RAB, but learned several new tools to use.”
“Some definite areas of interest and new information not known before.”
“Lots of great stuff I never knew was available.”
“I need to follow up and get sellers to use!” – Sales Manager
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
• National Marketing
• Radio Show
• Radio Mercury Awards
• Software tools
– Account Manager (CRM)
– ezAuction
– PROposal Assistant
• Professional Development
– Online courses & certification
– Webinars
– In-person workshops
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s).
You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please
replace those with the name of the advertiser you are pitching.
In addition, we refer to your station(s) as “Radio Station” – please fill in your call letters or station ID.
Please delete this slide prior to your presentation.
Need assistance? View in slide show mode and click on the ask rab logo.
Leveraging Radio and (insert station name) for (Child Care Services Advertiser)
(Insert date of meeting)
Presented by:
Insert your name and title
INSERT RADIO STATION LOGO(S)
Agenda
• Why radio
• Insight based ideas for “insert advertiser”
Weekly Reach
Source: 2013 Doublebase GfK MRI weighted to Population (000) - Base: All
86% Radio Reaches
Adults 18+ with children under the age of 6 in the household.
Source: The Media Audit Media Day Analysis Jan 2012-May 2013
Adults18+ with children at home spend 21.6% of their time with radio
every day.
Parents spend more time with radio than with any other medium.
Source: The Media Audit Media Day Analysis Jan 2012-May 2013
Dual income, adults18+ with children under 6 spend 21.4% of their time
with radio every day.
Child care prospects spend more time with radio than with any other medium.
Why YOUR Radio Station
• Insert key facts as to why your radio station is the right medium for the Advertiser.
Leveraging Radio for insert Child Care Services Advertiser
Objectives
• Build awareness for the child care service in the local market/region.
• Drive inquiries, tours and registrations for the child care service.
• Establish the advertiser as the best, most trustworthy and caring establishment for child care.
Strategies
• Leverage all radio station platforms to engage the core target audiences.
– On-air
– Online
– Mobile
– Social
– Experiential (in-market/on-site)
• Create marketing solutions that will drive interest and influence choice for the child care services advertiser.
• Deliver turn-key programs that integrate into the radio station content in a relevant way.
DJ Day Care
Station talent spends a week at Advertiser X and records the experience including interviews with the instructors,
descriptions of the activities and more.
DJ Day Care
How it works:
• Radio station identifies the most child-friendly on-air talent to spend a week at Advertiser X.
– It may be one DJ for the entire week or a different personality for each day of the 5 days.
– Talent with children under the age of 5 could potentially enroll their child(ren) and become ongoing endorsers for the center.
• Station talent will get to know the kids, facilities and teachers and report back via live call-ins throughout the day about what’s happening on-site.
DJ Day Care
How it works:
• Content from DJ Day Care will be presented live (or recorded to sound live) every hour while the day care center is open and may include aspects that are important for Advertiser X to convey, for example:
– Interviews with instructors/teachers focused on the developmental benefits of certain activities.
– Interviews with children (pending guardian permission).
– Description of the current period’s activity.
– Behind the scenes reports (e.g., talent may talk about the super clean-up period and how amazed they are about how sanitary the environment is or a spotlight on how secure and safe an environment it is).
DJ Day Care
How it works:
• Each DJ Day Care segment will direct listeners to the radio station’s website to watch video-recorded DJ Day Care segments (shot by the participating talent) as well as additional engaging features including:
– Contest to enter to win a playdate with the DJ for you and your entire family.
– Video tour of the Advertiser X facilities.
– Featured interviews with the instructors and director of Advertiser X.
– Interactive games, with relevance to station format, for children to play at home with their parents (e.g., name that tune, sports games, etc.).
DJ Day Care
How it works:
• On the last day of DJ Day Care week, radio station will host an open house dance party and record live from Advertiser X.
– Advertiser X families and prospects will be invited.
– Radio station to run contests, activities and distribute prizes throughout the event.
– Advertiser X will offer limited time promotions for all new families that sign up during the event.
– Photo gallery from the event will be posted to the Advertiser X feature page on the radio station website.
– Radio station will run any funny outtakes or bloopers of the week on station site sponsored by Advertiser X.
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
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
www.rab.com
Same USER ID and PASSWORD
Mobile
Custom Charts
RAB Member Benefits: 800-232-3131
• Over 9,000 listings
• Easier-to-read format
• Plan information for radio and for
digital use
• Current Co-op scripts from many
manufacturers
• Logos, banner ads, skyscrapers,
and other visuals for digital co-op
available for download
• Weekly sales leads on
manufacturer promotions;
including incentives, advertising
aids, etc.
• Tutorials: Getting started in co-op
booklet for new co-op sellers. Co-
op 101 articles on how to target
your best prospects, use spec
ads, generate co-op proposals and
more.
• Approval and request forms,
affidavits and tear sheets, and
other useful documents for
download.
• Other timely articles on co-op-rich
categories and co-op sales
strategies made available on a
regular basis.
The New RAB
Co-op Directory
65
F.C.T. Reports (Finding Consumer Trends)
• Based on turn-key, online surveys that provide specific category insights
and qualified leads based upon querying your station's listener database and their purchase interests.
• Produced in partnership with Presslaff Interactive Revenue
• FREE - a benefit of RAB membership
Benefits • Revenue Generator
– Proof that station's broadcast listeners and website visitors are interested and qualified sales prospects for advertisers
• Insights Based – Provides insights for your local sales teams to approach new clients and encourage
additional ad efforts from existing clients.
• Actionable – Stations can email specific offers based on listener interests
• Trackable – Based on listener opt-ins allowing stations to increase listener database
Custom Reports
A mass medium delivering audio content
to passionate and loyal listeners across
multiple platforms
RADIO
244 Million P12+ tune in to
radio
every week
Source: Nielsen Audio, RADAR 122, September 2014 (Persons 12+, Monday-Sunday 24-Hour Cume
Estimates)
91% of Americans 12+
every week
Source: Nielsen Audio, RADAR 122, September 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume
Estimates)
RADIO’S REACH
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
124 Million P12+ have listened to
online radio in the past month
(am/fm streams or internet only streams)
M 18+ W 18+
Nearly 151/4
Hours Per Week
Nearly 131/4
Hours Per Week
CONSISTENT AUDIENCE TUNE-IN
Source: Nielsen Audio, RADAR 122, September 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
RADIO IS THE TOP IN-CAR DEVICE
86% of drivers cite
radio as their primary
in-car
entertainment
device
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
14.7 Hours
14.5 Hours
14.2
Hours
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
African American listeners and Hispanic listeners (versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 122, September 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment
30 million Over the next 3 years
phones will have an FM Chip
FM-ENABLED SMARTPHONES
To date, over:
• 950,000 app downloads
• 10,400 FM radio stations tuned to from the app
• 1,190,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
• On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it
• 66% of Smartphone users listen to online radio every week
• 55% of listeners said they listen to their favorite personalities on computers or mobile devices when away from a radio
• Tablet and Smartphone users over-index for weekly AM/FM radio listening
Source: The Infinite Dial 2014 – Edison Research / Triton Digital; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA; Scarborough USA+ Release 2 of 2012
LISTENERS TAKE THEIR AUDIO ON THE GO
RADIO WORKS FOR THE CONSUMER AND THE ADVERTISER
What We’ll Cover…
1. RAB@Work
2. The Pitch
3. Radio Sales Today
4. RAB.com
5. Member Response
Member Response
• 7:00 AM – 5:00 PM Central Time every business day
• 800-232-3131
Tiffiney Wyatt
Director/Member Response
QUESTIONS?
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