GRM Radio Campaign

Using Radio to Reach DC Decision Makers

Using Radio to Reach DC Decision Makers

Presented toJon Buglino

Miles Pell

240.747.2926

[email protected]

All content is intellectual property of Clear Channel Communications

Marketing Marketing ObjectivesObjectivesMarketing Marketing ObjectivesObjectives

•Brand GRM as the premier Document Management Solutions provider in the DC area.

•To shorten sales cycle by reaching business owners and decision makers responsible for document management.

•Generate new business accounts throughout MD, DC and VA

All content is intellectual property of Clear Channel Communications

Radio is…Radio is…Radio is…Radio is…

All content is intellectual property of Clear Channel Communications

ON LINE

Digital capabilities offering interactive opportunities to complement and enhance your campaign and reach consumers using multiple touch points

ON TARGET

An environment that delivers consumers who are engaged and passionate about the content

Exposure to your message when and where consumers are ready to buy or shop

ON AIR

A mass medium capable of easily delivering your message to many people

Targetable (by demo, lifestyle and geography) to assure the right people are exposed to your message with little waste

4

ON AIR. ONLINE. ON TARGET.

RadioRadioRadioRadio

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ACCORDING TO ADVERTISING EXPERTS…HERE IS WHAT RADIO DOES BEST!

Source: Compose 2010; Based on Expert Panel (40 senior planners/researchers from leading media agencies)

96%Control by Time of Day and/orDay of Week

89%Reach peopleOut of Home

82%Geo-Targeting(Target by DMA / Metro)

79%Create/Rotate Messages Quickly

5

Tactical Tactical StrengthsStrengthsTactical Tactical

StrengthsStrengths

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RADIO REACHES LISTENERS OUTSIDE THE HOME WHEN THEY ARE READY TO BUY

6Source: : 2012 MBI USA TouchPoints Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership

% of overall usage done outside of home, by location

Close to Close to PurchasePurchaseClose to Close to PurchasePurchase

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AUDIO STREAMING MIRRORS THE AVERAGE WORK DAY

Local Streaming Station Audience, Arbitron PPM, October 2012, Persons 18+ (33 stations from 24 metros)

Drive-time peaks are expected when streaming in cars becomes standard.

LISTENING PEAKS between 8AM – 5PM

7

8-9AM

4-5PM

Listening at Listening at WorkWork

Listening at Listening at WorkWork

All content is intellectual property of Clear Channel Communications

DRIVESSALES

Target’s Personality driven Holiday 2009 campaign drove a 2.5% increase in store traffic and contributed to a 2% overall sales lift

RADIO INFLUENCES ACTIONS AND IMPROVES MARKETING OBJECTIVES

BUILDS BRAND TRUST

ING Direct used this tactic and experienced a record number of accounts opened in 1 day

Incremental accounts per day up 353%. 

ENGAGES CONSUMERS

Local station ran a text promotion for a beer distributor that yielded 11,426 incoming texts in 10 minutes

INCREASES

BRAND AWARENESS

Firehouse Subs saw a 10% sales increase in markets when radio was used and maintained those gains – comparable sales went from -6% to +11%

DRIVES WEB TRAFFIC

Aloft Hotels (Starwood) saw 20%-67% increase in visits to their websites after an on-air and streamed radio promotion

Source: Radio Advertising Bureau Case Studies 8

Behavior Behavior MotivatorMotivatorBehavior Behavior MotivatorMotivator

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Which station in the greater DC Which station in the greater DC area will work Best for GRM? area will work Best for GRM?

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What station ranks highest What station ranks highest among decision makers 35+ among decision makers 35+

in DC?in DC?

What station ranks highest What station ranks highest among decision makers 35+ among decision makers 35+

in DC?in DC?

All content is intellectual property of Clear Channel Communications

Recommended Weekly Recommended Weekly ScheduleSchedule

Recommended Weekly Recommended Weekly ScheduleSchedule

Day Part Monday-Friday StationMorning Commute

(6a-9a)7x (:30 second) BIG 100.3

At Work Radio

(10a-4p)10x (:15 second) Wash fm

Evening Rush Hour

(4p-8p)5x (:30 second) 5x (:15 second)

BIG 100.3Wash fm

iHeartRadio Stream

(5a-8p)10x (:30 second) Wash fm

This commercial schedule capitalizes on This commercial schedule capitalizes on daily DC Metro area commute for key daily DC Metro area commute for key decision makers and at work listening decision makers and at work listening

throughout the day to reach those with throughout the day to reach those with influence surrounding them.influence surrounding them.

All content is intellectual property of Clear Channel Communications

WASH Rewards Custom SurveyWASH Rewards Custom SurveyWASH Rewards Custom SurveyWASH Rewards Custom Survey

How does it work?Consumers earn points to take a custom survey that identifies their needfor your product or serviceA list of consumers who are qualified and opt-in are delivered to you each week

BenefitsQuickly identify specific consumers who want more information about your businessEnables you to shorten the sales cycle by finding consumers who are ready to buy in the near futureIncrease brand exposure

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GRM’s ImpactGRM’s Impact

• Using two of the top 3 stations reaching decision makers, this campaign results in 37 weekly commercials on air and streaming on iHeartRadio.

• On average every week GRM’s commercials will reach 290,000 adults age 35+ throughout the DC area approximately 1.6 times creating almost 475,000 gross impressions weekly

• Monthly Presence in front of WASH Rewards’ growing member base with customized survey for direct lead generation.

»Total 6 Month Investment: $118,875

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Thank you for your time and consideration.

I look forward to working with GRM Document Management!

Miles PellMarketing Consultant

Direct | 240.747.2926Cell | 240.888.5957

[email protected]

All content is intellectual property of Clear Channel Communications

8% 9% 9%11%

20% 19% 20%17%

21%

18%14% 14%

9%12%

P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

61% Married

63% Household Income

$75,000+

65% Own Home

45% 1+ Child At Home

56% Occupation:White Collar

62% 5+ Hours

On-Line a Week

47% $500+ Spent

On-Line Annually

69% College

Educated

97.1 WASH-FM's Audience is…

Who is WASH-fm?

97.1 WASH-FM = WASH-FMWashington, DC MSA - Arbitron PPM Su12 (July12/Aug12/Sept12) - P12+ Cume Audience Composition - M-Su 6a-12midWashington, DC MSA - Scarborough Sept11-Aug12 - A18+ Cume Audience Composition - M-Su 6a-12midTotals may not total 100% due to rounding

Format = Adult Contemporary

Age Breakout:

23%

15%

62%

Black Hispanic Other

Men48%

Women52%

Gender: Ethnicity:

97.1 WASH-FM

Washington, DC

Median Age 97.1 WASH-FM = 42

WASH = 29% WASH = 60% WASH = 60% WASH = 40% WASH = 54%Adults 35-64Adults 18-34 Adults 18-49 Adults 25-54 Adults 35-54

All content is intellectual property of Clear Channel Communications

7%9%

14%11%

18% 19% 19%17%

23%

18%

13% 14%

6%

12%

P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

60% Married

74% Household Income

$75,000+

70% Own Home

43% 1+ Child At Home

61% Occupation:White Collar

70% 5+ Hours

On-Line a Week

59% $500+ Spent

On-Line Annually

75% College

Educated

Format = Classic Rock Hits

BIG 100.3

Washington, DC

BIG 100.3 = WBIG-FMWashington, DC MSA - Arbitron PPM Su12 (July12/Aug12/Sept12) - P12+ Cume Audience Composition - M-Su 6a-12midWashington, DC MSA - Scarborough Sept11-Aug12 - A18+ Cume Audience Composition - M-Su 6a-12midTotals may not total 100% due to rounding

Who is BIG 100.3

BIG 100.3’s Audience is…

Age Breakout:

10%11%

79%

Black Hispanic Other

Men59%

Women41%

Gender: Ethnicity:

BIG 100.3 = 32% BIG 100.3 = 63% BIG 100.3 = 61% BIG 100.3 = 42% BIG 100.3 = 55%Adults 35-64Adults 18-34 Adults 18-49 Adults 25-54 Adults 35-54

Median Age BIG 100.3 = 41