Using Radio to Reach DC Decision Makers
Using Radio to Reach DC Decision Makers
Presented toJon Buglino
Miles Pell
240.747.2926
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
All content is intellectual property of Clear Channel Communications
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
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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
All content is intellectual property of Clear Channel Communications
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
All content is intellectual property of Clear Channel Communications
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
All content is intellectual property of Clear Channel Communications
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
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