Guru Preso2

transcript

THE ORIGINAL WIRELESS

Radio: Classic Technology in the Modern World Still Captivates Audiences

www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.Radiogurupdx.com

The indisputable, prove facts…

235,000,000People reached by Radio every week

Advertising Age, October 23, 2007

Radio is accessible to everyone – all walks of life.

93% of the Metro Area listens to Radio weekly.

The average person listens to about 3 hours Radio daily.

83% of the Metro Area are reached when you combine Local Radio with the Internet.

Working folks listen to more Radio.

Digital Savvy Consumer’s are heavier Radio listeners.

92% of lead-in audience stay tuned through commercial breaks.

67% hearing things on the Radio will remind me to look up something when I’m using the Internet.

Radio is Bold Face marketing

Local Radio is

PERSONAL.“I feel like the advertisements were directed toward me personally,” and “Advertisers who use this medium care more about reaching me personally.”

Wirthlin Worldwide Study: Radio’s Personal Relevance,Personal Connection

TOP 5Emotional attributes people associate with local Radio:

www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

Improves your mood.

Makes you feel motivated.

Comforts you.

Makes you relax.

Helps you have a good time.

Local Radio is

POWERFUL.“The key to advertising today is reaching the individual through multiple channels of communication states.”

Richard Rosen, CEO

AlloyRed Brand-Interaction Marketing and Advertising.

RADIO FANS + ONSITE + ON AIR + ONLINE + MOBILE

= PERSONAL CONNECTION

Local Radio leverages it’s power to capture large audiences on air

and grounds your message with technology:

Websites.

Text messaging.

E-Messages.

Online Streaming

HD Radio

Indisputable…

RELEVANCE

Local Radio is

PROFITABLE.Radio moves product. Across four different advertisers, Radio advertising consistently and significantly increased product sales and delivered meaningful profit for each dollar of advertising. Radio demonstrated that it can function as a primary medium for advertising.

Millward Brown and Information Resources, Inc. Radio’s ROI Advantage, June 2005

Radio is

PROFITABLE.Wal-Mart Radio's Top Spender.The discount retailer has had some of the Best Sales Numbers of Any Store During the Economic Downturn. At the same time it's Boosted Radio Spending. Media Monitors says Wal-Mart was radio's biggest advertiser last week, airing 52,739 spots. That was 17,000 more than the second-biggest spender, Geico.

October 2008 Radio Ink

Weston KIA

STORY & STRATEGY

Mr. Mike Berryman

History:

Weston Kia started as a converted Gas Station

7 UNITS A MONTH AVERAGE

My Marketing Mantra:

Dominate One Medium

I Chose to RADIO

CHALLENGESELL CARS AND LOTS OF THEM…FAST:

Poor reputation for quality KIA

No Awareness for KIA Brand in PDX

No Awareness for Weston as a Dealer

ACTIONDOMINATE THEN EVALUTATE:

Poor reputation for quality KIACreate a message that Sticks & Compels

Make the Message Count with Intense Frequency

Know thy Customer, Know thy Station

Went from 7 units to: 68 in the first month 73 units the second month81 units the third month

WESTON DOMINATED SALES

RESULTWESTON KIA BLEW EVERYONE’S MIND:

What happened for the next 7 years?

#1 Oregon KIA Retailer

RESULTThe Rest of the Story:

Awards & RecognitionTop KIA Dealer in the US

RADIO & INTERNET

“People just don’t wake up with a KIA trigger in their mind and search for more info on the web.

Something doesn’t come from nothing. Radio drives Internet activity for us.”

What about NOW in this UGLY ECONOMIC

INCLUDE & INCREASE RADIO in YOUR

MARKETING MIX by at least 25% and WIN!

THANK YOU

Radio Ad Lab Studies…

• Engagement, Emotions, and the Power of Radio Gallup & Robinson

• Radio and the Internet: Powerful Complements for Advertisers Gallup & Robinson

• Personal Relevance Two: Radio’s Receptive Ad Environment Harris Interactive Inc. and the Radio Ad Lab

• Radio’s ROI Advantage Millward Brown and Information Resources Inc., Radio Ad Lab

• Synergy: The Benefits of Moving Money Into Radio The PreTesting Company and the Radio Ad Lab

• Personal Relevance, Personal Connections: How Radio Ads Affect Consumers Wirthlin Worldwide and the Radio Ad Lab

• Radio Ad Lab White Papers www.radioadlab.com - www.rab.com

and Other Sources of Information…

• Radio Marketing Guide and Fact Book 2007-2008 Advertising Bureau

• “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising Radio Ink, July 17, 2007

• “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood that Unites Radio and Its Listeners” Radio Ink, June 4, 2007

• www.dictionary.com

• Synergy: The Benefits of Moving Money Into Radio The PreTesting Company and the Radio Ad Lab

• Media Facts: A Guide to Competitive Media Radio Advertising Bureau

• Newspaper Association of America

Media Audit 2007

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