Multi-Station Integrated Promotion iHeart Media – Quad Cities Presented by: Kelly Meyer Local Sales Manager
In the beginning, Marconi invented radio in 1901. WOC-AM became the first radio station west of the Mississippi River. The year was 1922. In 1987, the Quad Cities had AM/FM combo stations under separate owners, and a standalone FM. Stations were housed in corporate buildings, bank towers, television stations and one building was being built specifically for radio stations – including WOC-AM. In 1988, the late President Ronald Reagan dedicated this new building. He had started his broadcast career at WOC-AM prior to moving to WHO-AM in Des Moines. 1996 – The Telecommunications Act of 1996 passes and 2 radio companies in the Quad Cities come together to form the Quad City Radio Group. QCRG featured 8 stations – 6 FM signals and 2 AM signals.
Senior Account Executive, Jonna Schuler, calling on a local grocery store, Eagle Foods came up with a vendor program for Halloween. The goal – tie in candy vendors of Eagle Foods and do something no one else was doing. What to do? Questions were asked….how cool would it be to have people trick or treat for that candy? In a place they never get to see – a place of mystery – that touched their lives every day. An idea was born…
iHeart Media Halloween Walk • Listeners and their families are invited to Trick or Treat at the iHeart Media stations every October. • The event officially runs from 4pm-6pm. Lines start to form at 3:30pm and candy is handed out until all of the listeners have gone through the station. • Kids come in costumes to see the stations, interact with the DJs and receive goodies from area businesses
When Eagles Food grocery stores went out of business, Fareway Stores jumped on board and brought Pepsi with as a co-sponsor. Their goals are involvement in a high-profile event, be involved with the community, promote Fareway in a unique way, drive traffic and name awareness, leverage their vendors with unique ideas. The “bare bones” of the idea is an old fashioned vendor program. • Pepsi gets included in 3 Fareway ad inserts in Q4 – one each month. Fareway and Pepsi are included in all of the promos running on the iHeart stations. Promos are on-air, on the iHeart stream, and online through digital products and Pushdowns. • Fareway gives Jonna a list of other vendors to approach for this event. The have a choice of Tier 1 or Tier 2 levels. At Tier 1, the vendor is included in 1x Q4 sale ad insert. At Tier 2, the vendor is included in 2x Q4 ad inserts.
Vendors have included: Wells Blue Bunny Hostess M&M Mars Frito-Lay Hershey General Mills Swiss Valley/Prairie Farms Brach’s Candy
Fareway receives premium placement within our building including banner during the event. Team members from the stores are on-site to hand out candy and flyers promoting Fareway. Pepsi brings a truck and hands out soft drinks from the parking lot. The vendors have placements in the building or parking lot according to their needs. Swiss Valley and Blue Bunny have had trucks on-site where they hand out free samples. Candy is distributed throughout the building in offices or studios. Brach’s Candy sends Mr. Peanut every year and interact with the crowd. Major Sponsorship Level: $3500 Vendor Level: $600 - $1000
The Halloween Walk grew over the years presenting opportunities: • How can we make it unique and promote it in different ways? • What do we do while people are waiting in line?
The power of our radio stations delivers the message inviting listeners to attend our Halloween Walk every year Promos run on each station, their iHeart streams, as well as digital SOV and Pushdowns The day of the event – each station runs dedicated promos, liners and dynamic lead brought to the listener by a specific sponsor Sponsor is station Naming Rights Sponsor – they provide candy, flyers and can help at event
Online coverage through QCGhoulGuide.com Each participating vendor gets a business listing on our QCGhoulGuide QCGhoulguide.com also provides listings for pumpkin patches, corn mazes and trick or treat times
Additional vendors are allowed to participate each year - each participating vendor is expected to provide candy or another treat to hand out Large Sponsorship Opportunities Larger Supporting Sponsorship or Decorating Sponsorships are available each year – includes a portion of on-air promos • Participants have included banks, cable company, Halloween decorating store • Featured location in parking lot or inside station – dependent on client needs Large Sponsorship Level: $1500 - $2000
Trunk or Treat Offered to a car dealer – Lujack Auto Plaza • Cars brought to station lot and decorated by Lujack staff – they have internal contest • Listeners trick or treat out of the cars Trunk or Treat Sponsorship Level: $2000-$2500
Small Business Opportunities Listeners have entertainment and interaction from local businesses as they set up in parking lot during the walk – hand out flyers and candy or product Dentist Offices Pumpkin Patch U-pick Apple Farm Chiropractors Restaurants Insurance/Finance Dance Studios Photo Studios Daycare facility Long Line Entertainment Sponsor Level: $300
New for 2017 – Halloween Walk Cam In 2016, we featured a live stream of the walk as listeners trick or treated their way through the studio. This year, the opportunity will be available for sponsorship. Also included will be the online photo gallery of this year’s Halloween Walk. Halloween Walk Cam Sponsorship Level: $2500
3 Pillars of Success 1. Is it good for the listeners? • Listeners love this event • Need to provide shuttle service due to crowds • Families come to this free event – dressed in costume ready to have fun • Amazing feedback on stations, clients, and listener experience • Attendance has grown from 400 children in year 1 to 3500 in recent years
3 Pillars of Success 2. Is it good for the client? • Fareway and Pepsi have been sponsors since it became available • Community event • Uniqueness of event separates Fareway from other grocery stores • On-air, on-line, and on-site exposure brands Fareway • Vendors participate getting benefit of premium placement in ads an on-site • Pepsi team is blown away every year by attendance • Supporting Sponsors and small business allow them to market to a captive audience
3 Pillars of Success 3. Is it good for the station? • Monetarily one of our most profitable events • Grown from less than $8K to peaking in $12K-$15K range • Hard costs kept to a minimum – trade available for services • Market impression is important • Listeners are fascinated by inside of station and meeting air-staff • One of the strongest touch-points our stations have with listeners • Favorite event of many iHeart staff members • Showcases the Power of iHeart Media in Quad Cities
Questions? Thank-you!
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