This presentation was created on a blank basic
This presentation was created on a blank, basic Power. Point 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.
Presented by: Insert your name and title Leveraging Radio and (insert station name) for (Beer Advertiser) (Insert date of meeting) INSERT RADIO STATION LOGO(S)
Agenda • Why radio • Insight based ideas for “insert advertiser”
RADIO BOASTS HIGHEST MASS REACH AMONG TRADITIONAL MEDIA Weekly Reach (% of Population) Source: Nielsen Comparable Metrics Report Q 2 2017
RADIO REACHES BEER DRINKERS 91% 92% Adults 21+ who drank any domestic light beer in the past month. Adults 21+ who drank any imported beer in the past month. . Source: Scarborough USA+ 2016 Release 1 Total (February 2015 - April 2016) Adults 21+ who drank any micro-brewed/craft beer in the past month.
Radio Ads Drive Response % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio Base: Total Population 12+ Source: The Infinite Dial 2013 – Arbitron Inc. /Edison Research
Why YOUR Radio Station • Insert key facts as to why your radio station is the right medium for the Advertiser.
Leveraging Radio for insert Beer Advertiser
Objectives • Build awareness and interest among the core target audience. • Drive trial, purchase intent, store traffic and sales for Advertiser X.
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, traffic and sales for featured product and offers. • Deliver turn-key programs that integrate into the radio station content in a relevant way.
Leveraging Radio for Beer Advertiser Insight Based Ideas
Idea: Beyond the Drink Radio station and Advertiser X present listeners with all the ways they can continue enjoying their (insert beer brand) that go beyond actually drinking it! From recipes featuring beer as an ingredient to crafting projects that use the recyclable cans and bottles, listeners will have more reason to consume more (insert beer brand) than ever before.
Beyond the Drink How it works: • Radio station creates a ‘Buzzfeed’-like platform to host quick to follow ideas to use Advertiser X Beyond the Drink . – From “Can Chicken” to “Building Beer Can Bar Stools” listeners will be engaged and incented to go Beyond the Drink with Advertiser X. • Radio station will create audio and video vignettes each week that demonstrate in sequential and easy steps how to create mouth-watering meals or dazzling and useful crafts with Advertiser X beer brand as the central ingredient. – : 60 audio vignettes will run in fixed position spots across dayparts and will drive listeners to the radio station website for the step-by-step video demonstration.
Beyond the Drink How it works: • Radio station will house a “Beyond the Drink” feature page on its website that includes all Beyond the Drink video demos, printable instructions and shopping lists. – Daily videos will also be featured on the home page of the Radio station website and on the station’s social pages with a link to the Beyond the Drink homepage. – All video demos and audio vignettes will be easily shareable and listeners will be encouraged to share with friends across their social networks and email. – Feature page will include all video demos, audio versions for download, links to the Advertiser X website and a community forum for visitors to post their own recipes and craft ideas along with photos. .
Idea: Radio Rants Beer and sports go hand-in-hand. For the millions of Americans who settle down to watch their favorite sport in their living room or at their local bar, they do it with a beer in hand their take on the play-by-play in their mind. Together, radio and Advertiser X give fans the opportunity to “Monday Morning Quarterback” and rant about the “big game” via open mic on-air, online and in person.
Radio Rants How it works: • Every week following “big games, ” Radio station turns over the mic to listeners for Advertiser X Radio Rants. • Sports fans (‘Ranters’) will be allowed to contribute news, rumors, opinions, commentary and more on their favorite teams, players and topics. • Each “Advertiser X Radio Rants” segment can run as a full commercial pod takeover featuring a couple of extended Radio Rants or single rants in a : 30 or : 60 format.
Radio Rants How it works: • Every “Radio Rant” will run first in pod and be introduced ‘true live’ by the station talent currently on the air. – If the station programs sports reports, these segments should run adjacent to those reports. • Radio Rants will be pre-recorded to control and eliminate any offensive content. • Listeners will call-in to a dedicated phone line to record their rants which will air the following day. • Radio station will host live remotes at on-premise establishments each month to capture live Advertiser X Radio Rants.
Radio Rants How it works: • Station to include a Radio Rants feature on the home page of their website where consumers can listen to all Radio Rants (those featured on-air, extended versions and select rants that didn’t make it to air). • Listeners may vote for their favorite Rants online by “liking” them and sharing to their social networks. – At the end of the program, the “Ranter” with the most likes and shares will be awarded with the opportunity to be a guest sports reporter/broadcaster for the day. – Alternate prize would be to win a live radio rant “remote” broadcast from the winner’s home (e. g. , Super Bowl party).
Radio Rants How it works: • Radio rants can also be tweaked to work for non-sporting events such as entertainment news rants, etc.
Idea: Branded Content Series Radio weaves Advertiser X into the fabric of its listeners’ passions by creating contextual content segments that run inside or adjacent to the reports and programming their consumers crave.
Branded Content Series How it works: • Programming and reports may be chosen as they relate to Advertiser X pre-existing sports and entertainment alliances or based on the content that the target demographic is most loyal to. • Segments that air inside or adjacent to the programming content will be entitled with Advertiser X in line with its brand essence and personality (see examples on next slide). • Each branded series is also integrated within the appropriate programming channels on the station’s website.
Branded Content Series How it works: • Examples of the types of branded content that can be created: – Sports programming integration: • Advertiser X NFL Monday Morning Quarterback Report featuring the most refreshing moment of the game • Advertiser X Tailgate Reports featuring the most interesting menu – Music programming integration: • Advertiser X Great Taste Music Series where listeners have the ability to program an Advertiser-branded music block
Branded Content Series How it works: • Examples of the types of branded content that can be created: – Comedy: • Advertiser X Comedy featuring clips from local standup celebrities (including local market DJ’s) with a drive to Advertiser X-sponsored comedy festival events in each market. – Community Arts: • Station offers listeners the opportunity to bring Advertiser X to life artistically – listeners create artwork (oil, watercolor, glass, etc. ) that depicts how they feel about Advertiser X. • Listeners submit a picture of their artwork to the station for a chance to have their artwork transformed to a label, signage, etc. for the brand for a limited time.
Idea: Komic Keg Every day, station and Advertiser X invite listeners to kick back and enjoy at least 3 minutes of pure comic relief in celebration of nothing but life well lived with beer in hand. This fully integrated Komic Keg comedy platform includes on-air, online, on-and-off premise elements, all designed to bring a bit of humor into the everyday life of the everyday man.
Komic Keg How it works on-air: • Radio personalities open up the Komic Keg by presenting their listeners with Advertiser Xbranded laugh track vignettes featuring funny bits of local humor. • Vignettes may run : 30 to 3 minutes and content may include: – – – • DJ’s introduce the laugh track vignettes and close them by inviting listener “wannabe comedians” to call in and do fifteen seconds of Komic Keg on-the-air within a specified subject matter, for example: – – – Komic Keg rewinds from DJ monologues, stunts and interviews from years/months/weeks past Local newsmaker or celebrity foibles Local newspaper typos Are you a comedian looking for : 15 seconds of fame? You’re on tap, call in now and give us : 15 – today’s subject is “relationships” Are you a comedian looking for : 15 seconds of fame? You’re on tap, call in now and give us : 15 – today’s subject is “weather” Listeners who make the “station phone operator” laugh when they call in, go on-air and do their : 15 of Komic Keg.
Komic Keg How it works online: • Radio station creates a ‘Komic Keg’ page on the website to feature sections such as: • • • The Vault: Funny audio and video content from the station’s archive where listeners will have the ability to give station archived segments thumbs up or thumbs down, post comments, share via email, Facebook, twitter, etc. On Tap: Daily themes for listeners to submit their own standup routine (video, audio or comedic stories/remarks) and consumers vote for their favorites. Komic In Town: Local comedy listings around town including happenings where Advertiser X is sold. Beer Games: Station will create a widget for consumers to play classic beer games on the site (Quarters, Beer pong, Spin the bottle, etc. ). Station and the most appropriate (funny) DJ’s tweet Daily Doses of Humor to loyal listeners.
Komic Keg How it works on-and-off premise: • Radio hosted on-premise and retail events featuring Komic Keg standup nights. • DJ’s emcee and perform. • The top 10 listeners with the most votes from the “on tap” on-air and online program each perform. • Winner of the “funniest listener” will perform a : 60 standup routine with Advertiser X as theme to air on the station. • Station will have a series of big and small prizes for audience members.
Idea: Beer Tasting Together, station and Advertiser X help listeners find the taste and the brew that is right for them and right for any occasion through a fun and interactive “Beer Tasting” platform.
Beer Tasting How it works: • On-air beer trivia drives to on-premise beer tasting event. • DJ’s present trivia and facts across a different “Beer topic” each week. • Each week also includes a contest element where the talent challenges their listeners to get creative with theme. • Weekly themes include: Beer Names, Beer Ingredients, Beer Pairings, Beer Games (see next slide for sample descriptions). • The winners from each week’s contest are announced at an on-premise Beer tasting event. • Beer tasting event is recapped on-air the following day with an announcement of the contest winner.
Beer Tasting How it works (themes & example talent scripts): • Beer Names • Mainstream beer names are nothing special – really? That’s because they’re familiar…. (Budweiser? What's a 'Budweiser'? Michelob? What’s a Michelob? ). There a slew of foreign and domestic microbreweries that produce some really hilariously named beers. Have you ever drank an Arrogant Bastard Ale or a Seriously Bad Elf? We found some of the funniest beer names out there and want you to submit your own. If you think you can top Santa's Butt Porter, then bravo! Maybe Mother’s Milk? Log on to the station’s website, propose your own and come to the Beer Tasting event at (insert Bar). • • Beer Ingredients • • Pumpkin Ale, Summer’s Brew – these are just a couple of examples of different types of beer that are seasonal and have different flavors. Some pumpkin beers feature subtle hints of the squash and others taste like pumpkin pie – sweet and rich. Tasters may also detect notes of molasses, caramel, earthiness, and hazelnut. What do you think the next flavor and name should be? Log on to the station’s website, propose your recipe and name and come to the Beer Tasting event at (insert Bar). Beer Pairings • Red with meat and white with fish – easy when it comes to wine. What about beer? Is there any food that goes better with a lite beer versus another? What’s the right temperature? Should you serve beer in a can or in a glass? This can be confusing if you’re not a beer aficionado! Radio station and Advertiser X to the rescue. Advertiser X’s master brewer calls in and provides direction to listeners so that they can become an aficionado! Give me an example of what you learned – prepare the perfect menu, log on to the station’s website and come to the Beer Tasting event at (insert Bar) for your certification.
Beer Tasting How it works (Event): • Station hosts a series of Beer Tasting bar nights where Advertiser X beer is free flowing and attendees can enjoy tastings of the flavors and oddly named brews throughout the evening. • Station talent emcees the event and depending on venue may broadcast remotely or bring in music talent. • Advertiser X has brand experts on hand to answer questions and run the “tasting. ” • Winners from the previous week’s on-air/online contest are announced at each of the events.
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
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