RADIO: Your Base Buy and Why 1 Local businesses are searching for - PowerPoint PPT Presentation

RADIO: Your Base Buy and Why 1

Local businesses are searching for customers who want to… 2

Improve Home HVAC System Go t o t he Gym Make a Reservation Shop in a Store Open an Account Buy a Car Get a Haircut Buy a Cake Need Legal Advice Order Take Out Get Their Clothes Dry Cleaned Buy a Sandwich Order a Dozen Donuts Get a Massage Order Flowers Rent a Bike Eat Breakfast Go Bowling See a Movie Fill a Prescription Get Their House Painted Go to the Bank Have Their Home Cleaned Buy Groceries Get Their Dog Groomed Buy Sporting Goods Go Golfing Eat Wings on Sunday Buy Gardening Tools Fill up the Gas Tank Get Eye Exam 3

When trying to reach customers, you have a lot of local advertising options to consider … 4

Outdoor Direct Radio Broadcast Cable Newspaper Digital TV TV Mail 5

What are the common characteristics of the BEST PERFORMING local advertising? 6

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Potential Customers 2. Influence Close to Point Of Purchase 3. Provide Local Consumer Interactions 4. Create Emotional Connections 5. Build Trust & Credibility 6. Provide Un-Skippable Engagement 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 7

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Potential Customers 2. Influence Close to Point Of Purchase Radio is 3. Provide Local America’s #1 Consumer Interactions Mass Media, 4. Create Emotional reaching 93% Connections of the 5. Build Trust population. & Credibility 6. Provide Un-Skippable Engagement 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 8

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Only Radio Potential Customers reaches 2. Influence Close to customers Point Of Purchase listening on 3. Provide Local their way to Consumer Interactions the store. 4. Create Emotional Connections Physical store 5. Build Trust locations are & Credibility where 92% of 6. Provide Un-Skippable all transactions Engagement take place. 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 9

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Radio provides Potential Customers personal and 2. Influence Close to lasting Point Of Purchase connections. 3. Provide Local Consumer Interactions Radio is "live 4. Create Emotional and local” Connections on-air and in 5. Build Trust the community, & Credibility with live 6. Provide Un-Skippable concerts and Engagement local remotes. 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 10

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor On-air 1. Reach Your personalities Potential Customers drive emotional 2. Influence Close to Point Of Purchase engagement. 3. Provide Local Consumer Interactions The more 4. engaged a Create Emotional Connections listener is, the 5. more receptive Build Trust & Credibility they are to an 6. advertiser’s Provide Un-Skippable Engagement message. 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 11

Eight Characteristics of the Best Performing Local Advertising 3 out of 4 adults Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor agree that Radio 1. Reach Your is credible and Potential Customers trusted. 2. Influence Close to Point Of Purchase Consumers say 3. Provide Local that their favorite Consumer Interactions on-air personality 4. Create Emotional influences their Connections opinion. 5. Build Trust & Credibility Almost 8 out of 6. Provide Un-Skippable 10 Radio listeners Engagement graduate from 7. Be Cost from a fan to a Effective friend. 8. Deliver Affordable Ads Quickly 12

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Potential Customers Radio is not 2. Influence Close to vulnerable to Point Of Purchase ad blocking 3. technology. Provide Local Consumer Interactions 4. 2/3 of Radio Create Emotional Connections listening 5. occasions do Build Trust & Credibility not involve 6. switching Provide Un-Skippable Engagement stations. 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 13

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Potential Customers 2. Influence Close to Point Of Purchase Radio has a 3. Provide Local lower cost per Consumer Interactions thousand 4. Create Emotional impression Connections rate than most 5. Build Trust local media. & Credibility 6. Provide Un-Skippable Engagement 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 14

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Radio will Potential Customers create spots 2. Influence Close to for you at little Point Of Purchase to no cost and 3. Provide Local get you on the Consumer Interactions air within 24 4. Create Emotional Connections hours for special 5. Build Trust & Credibility promotions 6. and key Provide Un-Skippable Engagement opportunities. 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 15

Eight Characteristics of the Best Performing Local Advertising Broadcast TV Cable TV Newspaper Digital Direct Mail Radio Outdoor 1. Reach Your Potential Customers Only RADIO 2. Influence Close to meets all the Point Of Purchase 3. requirements Provide Local Consumer Interactions for delivering 4. Create Emotional Connections the BEST 5. Build Trust results for & Credibility LOCAL 6. Provide Un-Skippable Engagement ADVERTISERS . 7. Be Cost Effective 8. Deliver Affordable Ads Quickly 16

Reach Your Potential Customers Radio Connects with the Largest Audience 87 % 82 % 39 % 32 % 93 % ADULTS PER WEEK BROADCAST/ DIGITAL DIRECT MAIL NEWSPAPER CABLE TV RADIO Source: Radio/TV - Nielsen Audio Comparable Metrics Report Q3 2016; Digital/Newspaper: Scarborough USA+ 2016 Release 2 Total (Aug 2015 - Nov 2016); Gfk 17 MRI Fall 2016. Base A18+ (last 30 days)

Influence Close to Point of Purchase Radio Reaches Consumers Right Before They Shop 49% Radio 42% Direct Mail 21% Outdoor 12% Broadcast/Cable TV 8% Newspaper 6% Digital 18 Source: The Infinite Dial 2013, Edison Research and Arbitron; GfK MRI Fall 2016. Base: Grocery Shopping - Number Of Trips: 1+ in an average week

Provide Local Consumer Interactions Radio Provides More Ways to Engage Events Live Broadcasts/Remotes VIP Access VIP Access can be offered to Events of all sizes can be an Live Broadcasts leverage the consumers, clients, and industry opportunity for brands to provide excitement of current events as insiders for exclusive experiences consumers with once-in-a-lifetime a way to bring the ‘ of the during some of the most iconic live, one-on-one experiences with moment ’ energy to the masses moments in sports and the artists and events they love. through radio broadcast. entertainment. Sweepstakes & Contests Local Activations Local activations take place at Brands can give listeners a chance regionally relevant moments like to win a prize through either concerts , store openings , and contests (skill) or sweepstakes charity events , providing intimate (random draw). opportunities for fans to interact with their favorite on-air personalities. 19

Create Emotional Connections Consumers Tune in to Radio for Feel Radio Ads Emotionally Connect with Consumers. Good Moments and Connections Radio Ads Featuring On-Air Talent Boosts Emotional Engagement Scores Even More 64% 58% 55% 51% 47% 6.8 40% 33% 7.3 Hear Favorite DJ/Hosts/ Like to Work Part of a Keep Me Get in a Better Escape Song Shows with Radio Habit Company Mood Pressures Emotional Engagement Score 20 Source:Jacobs Techsurvey 12, Jacobs Media 2016, Nielsen Radio Ad Effectiveness Study, June 2016. Reported on a 10-point scale with a difference of 0.4 being significant

Build Trust & Credibility Listeners go from Fan to Friend Radio is the Most Credible Media Strongly Radio 74% agree 33% 78% Print 73% (Newspapers or Magazines) “I trust on -air personalities Television 70% like a friend.” Agree Internet 66% 45% Direct Mail 55% % of listeners 21 Source: Media Score/Local Ad Recall, Oct 2016. GFK MRI SPRING 2016. BASE A18+. Mansfield, M., “Direct Mail Marketing Statistics for S mal l Businesses,” Small Business Trends, January 10, 2017