2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_

March, 17th | 2011

Radio Impact - Create Efficient & Successful Advertisement on RadioEsther Raff, CEO AS&S Radio

March, 17th | 2011

Radio Impact

2

Overview German Radio Market

Demands on Sales Houses

New Marketing & Sales Structure at AS&S Radio

Case Study FMCG: How does Radio perform into a cross media mix campaign?

What’s next?

Agenda

March, 17th | 2011

Overview – German Radio Market

March, 17th | 2011

Radio Impact

4

German Radio Sales Houses

Duopoly privatepublic & private

March, 17th | 2011

Radio Impact

5

A Unique Position

March, 17th | 2011

Market view - Demands on Advertising

March, 17th | 2011

Radio Impact

7

Demands on Sales Houses

A growing demand for…

… analyzing & understanding the needs,

…strategic & creative consulting,

…new media solutions,

… and a proof of effectiveness and efficiency of radio advertising.

March, 17th | 2011

Radio Impact

8

What did we do?

Source: German Marketshare for Radio in percentage, Nielsen Media Research Germany. 2007 –2011 (January)

34,564,5

2007

36,3

62,3

1,4

2009

38,0

60,5

1,5

2010 2011

40,7

57,7

1,62010

34,6

63,7

1,7

2008

March, 17th | 2011

Radio Impact

9

New Marketing & Sales Approach: I.P.C.P.

Sales identify customers needs & analyze possibilities to support marketing and media plan.

Marketing & media experts define a strategic approach (media planning, creative solution, product definition).

Creation of an individual concept including both demo ads and (new) customized products.

Campaign is tracked & evaluated by research analyst team.

March, 17th | 2011

Radio Impact

10

Radio 2.0 –new marketing model I.P.C.P.

March, 17th | 2011

Case Study FMCG –Radio performance into a cross media mix campaign

March, 17th | 2011

Radio Impact

12

Case Study FMCG

Product: Listen & Surf

Best of both media - Radio & Online

Real crossmedia campaigns

Perfect synergy

March, 17th | 2011

Radio Impact

13

Case Study FMCG

Campaign Strategy

New FMCG Product launch in Spring-Summer 2010

Split of national products into four regions (radio & online)

Modulation of advertising impact by weather forecast

higher impact

lower impact

Flexible and easy booking conditions

working

March, 17th | 2011

Radio Impact

14

Case Study FMCG

Proof I

Telephone interviews and on site-survey

Crossmedial combination of radio and online advertising increase product awareness up to more than 70%.

Telephone Interview OnSite-Survey

no contact with campaign

Surf Listen & Surf

Listen+40%

+70%+74%

March, 17th | 2011

Radio Impact

15

Case Study FMCG

Proof II

Campaign increase directly spontaneous brand awareness and advertising recall.

Buying intention was largest in survey group with crossmedial contacts.

Spontaneous Brand Awareness

no contact

Spontaneous Advertising Recall

contact with campaign

March, 17th | 2011

Radio Impact

16

Case Study FMCG

Conclusion

Combination of radio and online planned in one campaign worked perfectly.

Crossmedial contacts have a deeper advertising impact than mono-media campaigns – multiplying effect.

New product has been launched successfully.

Campaign led to higher buying intention.

Strategy worked very well

Mission accomplished!

March, 17th | 2011

What’s next?

March, 17th | 2011

Radio Impact

18

What‘s next?

We want to establish Radio as a…

attractive & modern,

target-group specific,

customer, time and message specific,

flexible,

quick,

sales promoting and efficient

…advertising medium, that should be on any 360° communication plan!

March, 17th | 2011

Radio Impact

19

Why?

March, 17th | 2011

Thank you for your attention!