Half My Marketing Works… Now I Know Which Half NEW  for 2006!
Point-To-Point  &  Mercury Radio Research <ul><li>Tim Bronsil </li></ul><ul><li>[email_address] </li></ul><ul><li>(513) 23...
Important Notice <ul><li>Not all data from our 2006 National Study is included in this presentation.  </li></ul><ul><li>Ot...
ALL RIGHTS RESERVED <ul><ul><li>ALL RIGHTS RESERVED.  COPY OF THIS MATERIAL, OR ANY CONCEPT HEREIN, IS STRICTLY PROHIBITED...
Research Methodology <ul><li>N = 600 </li></ul><ul><li>Persons 18-54 </li></ul><ul><li>Age, Sex, and Ethnic quotas match U...
Research Methodology  Listen  Often  to Formats
Potential Diarykeepers and Meterkeepers <ul><li>Potential  Diarykeepers  (Answer: “Yes”): </li></ul><ul><ul><li>“ Some com...
The Sample Profiling the Survey Sample
Sex
Age
Ethnicity
Perceived Quality of Favorite and Second Favorite Station Is your Favorite/Second Favorite Station Good, Very Good, or Alm...
Favorite Station Quality
Favorite Station Quality by Sex/Ethnic
Favorite Station Quality by Men/Women Age
Favorite Station Quality by Formats
Second Favorite Station Quality
Second Favorite Station Quality by Sex/Ethnic
Second Favorite Station Quality by Men/Women Age
Second Favorite Station Quality  by Formats
Second Favorite Station Quality by Intensity of Station Fans
Potential for Increased Listening Can you wring more listening from a P1 listener?  What about a P2 listener?
Could you listen More to  Favorite  Station or Not?
Could you listen More to  Favorite  Station or Not by Sex/Ethnic
Could you listen More to  Favorite  Station or Not by Men/Women Age
Could you listen More to  Favorite  Station or Not by Formats
Could you listen More to  Favorite  Station or Not  – based on whether you think your Favorite Station is Good, Very Good,...
Listen to Favorite  A Lot or Only Slightly More than Sec Favorite ?
Listen to Favorite  A Lot or Only Slightly More than Sec Favorite  by Sex/Ethnic
Listen to Favorite  A Lot or Only Slightly More than Sec Favorite  by Men/Women Age
Listen to Favorite  A Lot or Only Slightly More than Sec Favorite  by Formats
Listen to Fav  A Lot or Only Slightly More than Sec Fav  by Intensity of Station Fans
Could you listen More to  Second Favorite Station  or Not?
Could you listen More to Second Favorite Station or Not by Sex/Ethnic
Could you listen More to Second Favorite Station or Not by Men/Women Age
Could you listen More to Second Favorite Station or Not by Formats
Could you listen More to Second Favorite Station or Not by Intensity of Station Fans
Potential for Increased Listening – Summary  <ul><li>Almost 70% of listeners could listen MORE to their “Favorite” station...
Direct Mail Behaviors When you get unsolicited mail at home, what do you usually do?
When you get mail from…at home, what do you do?
… from Radio Stations by Sex/Ethnic
… from Radio Stations by Men/Women Age
… from Radio Stations by Formats
Direct Mail Behaviors – Summary  <ul><li>Listeners are as likely to open radio station direct mail as they are to open cir...
Radio Advertising You’ve Seen Recall for TV, Direct Mail, Telemarketing, and Outdoor advertising
Advertising Recall TV, Mail,  Phone, Outdoor
Advertising Recall TV, Mail,  Phone, Outdoor Trends
Advertising Recall TV, Mail,  Phone, Outdoor by MEN
Advertising Recall TV, Mail,  Phone, Outdoor by WOMEN
TV  Advertising Recall by  Format Fans
Direct Mail  Advertising Recall by Format Fans
Telemarketing  Advertising Recall by Format Fans
Outdoor  Advertising Recall by Format Fans
Advertising Effectiveness –  TRIAL  / New Cume After seeing the Spot, getting the Mail, answering the Call, or seeing the ...
Advertising Effectiveness –  TRIAL  / New Cume – Summary
I’ve  TRIED  a Radio Station  Because I... Total
I’ve  TRIED  a Radio Station  Because I... Trends (2004-2006)
I’ve  TRIED  a Radio Station  Because I... by Men
I’ve  TRIED  a Radio Station  Because I... by Women
I’ve  TRIED  a Station Because I Saw a  Commercial on   TV  – by Format Fans
I’ve  TRIED  a Station Because I Got Something in the   MAIL  – by Format Fans
I’ve  TRIED  a Station Because I Saw  BILLBOARD Advertising  – by Format Fans
I’ve  TRIED  a Station Because I Received a  Phone Call  – by Format Fans
Advertising Effectiveness –  TSL After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did...
I’ve  Listened Longer  to a Station Because I... Total
I’ve  Listened Longer  to a Station Because I... Trends (2004-2006)
I’ve  Listened Longer  to a Station Because I... by Men
I’ve  Listened Longer  to a Station  Because I... by Women
I’ve  Listened Longer  to a Station Because I Saw a  Commercial on   TV  – by Format Fans
I’ve  Listened Longer  to a Station Because I Got Something i n   MAIL  – by Format Fans
I’ve  Listened Longer  to a Station Because I Saw  BILLBOARD Advertising  – by Format Fans
I’ve  Listened Longer  to a Station Because I Received a  Phone Call  – by Format Fans
Advertising Effectiveness –  TSL  – Summary  <ul><li>Potential meterkeepers – like diarykeepers and average listeners – ar...
Advertising Effectiveness –  Discovering a Station After seeing the Spot, getting the Mail, answering the Call, or seeing ...
I’ve  Discovered  a Station  Because I... Total
I’ve  Discovered  a Station Because I... by Men
I’ve  Discovered  a Station  Because I... by Women
I’ve  Discovered  a Station Because I Saw a  Commercial on   TV  – by Format Fans
I’ve  Discovered  a Station Because I Got Something by  on   MAIL  – by Format Fans
I’ve  Discovered  a Station Because I Saw  BILLBOARD Advertising  – by Format Fans
I’ve  Discovered  a Station Because I Received a  Phone Call  – by Format Fans
Direct Mail Sensitivity to Station Loyalty Will you open direct mail from  any  station – or just the ones you know?
Definitely  Open Mail from a Station that’s… Total
Definitely  Open Mail from a Station that’s… Total
Definitely  Open Mail from a Station that’s… by Sex/Ethnic Percentages read up and down; GREEN means “high,” YELLOW means ...
Definitely  Open Mail from a Station that’s… by Men/Women Age
Definitely  Open Mail from a Station that’s… by Format Fans
Direct Mail Sensitivity to  Station Loyalty <ul><li>Listeners are much more likely to open direct mail from their favorite...
Direct Mail:  Form What does the most powerful Direct Mail look like?
“ Very Likely”  to Open or  Read Over
“ Very Likely”  to Open or  Read Over
“ Very Likely”  to Open or Read Over – Sex/Ethnic INDEX How to Read Index Tables:  Example – “150” means the segment is 50...
“ Very Likely”  to Open or Read Over – Men/Women Age INDEX
“ Very Likely”  to Open or Read Over – Format INDEX
Direct Mail:  Form  – Summary  What Should the Mail Look Like? <ul><li>Form of direct mail most likely to be opened and re...
Direct Mail:  Content What does the most powerful Direct Mail contain?
“ Very Likely”  to Open or  Read Over
“ Very Likely”  to Open or  Read Over
“ Very Likely”  to Open or Read Over – Sex/Ethnic INDEX
“ Very Likely”  to Open or Read Over – Men/Women Age INDEX
“ Very Likely”  to Open or Read Over – Format INDEX
Direct Mail:  Content  – Summary    What should the Mail Contain? <ul><li>Most likely  to Open/Read Over: </li></ul><ul><u...
Contest Mechanics How should the Contest work?
Preferred Method of Contest Registration – Total
Preferred Method of Contest Registration – Total
Preferred Method of Contest Registration – Trends
“ Very Likely”  to Participate in Contest – Total
“ Very Likely”  to Participate in Contest – Total
“ Very Likely”  to Participate in Contest – Sex/Ethnic INDEX
“ Very Likely”  to Participate in Contest – Men/Women INDEX
“ Very Likely”  to Participate in Contest – Format INDEX
Contest  Mechanics  – Summary  How Should the Contest Work? <ul><li>Online registration is preferred – by far – over all o...
Hottest Prizes Very Likely to participate in a contest to win…
Hottest Prizes – Total  Very Likely to Participate in Contest to Win…
Hottest Prizes – Total (I) Very Likely to Participate in Contest to Win…
Hottest Prizes – Total (II) Very Likely to Participate in Contest to Win…
Hottest Prizes – Sex/Ethnic INDEX
Hottest Prizes– Men/Women INDEX
Hottest Prizes– Format INDEX
The Hottest Prizes – Summary  <ul><li>Top-Ranked Prizes: </li></ul><ul><ul><li>$100,000 Cash </li></ul></ul><ul><ul><li>Yo...
Tokens/Premiums Which of the following items would you like to get from a Radio Station for free?
Tokens/Premiums
Tokens/Premiums
Tokens/Premiums – Sex/Ethnic INDEX
Tokens/Premiums – Men/Women INDEX
Tokens/Premiums – Format INDEX
Tokens/Premiums – Summary  <ul><li>Would most like to get for free: </li></ul><ul><ul><li>CD of the Top Songs of the Year ...
Direct Mail Appearance What type of Direct Mail would you be most likely to open and look over or read?
Direct Mail Appearance - Total
Direct Mail Appearance - Total
Direct Mail Appearance – Sex/Ethnic INDEX
Direct Mail Appearance – Men/Women INDEX
Direct Mail Appearance – Format INDEX
Direct Mail Appearance – Summary  <ul><li>Most effective direct mail appearance: </li></ul><ul><ul><li>You can Feel Someth...
Direct Marketing: The Best Strategies A Nationwide Study NEW  for 2006!
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Radio: "I Know Half My Marketing Works, I Just Don't Know Which Half"

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If you're a radio station marketing to an audience, what tools and tactics work best? The answers are in this presentation from Point to Point Marketing (http://www.ptpmarketing.com) and Mercury Radio Research (http://www.mercradio.com)

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Radio: "I Know Half My Marketing Works, I Just Don't Know Which Half"

  1. 1. Half My Marketing Works… Now I Know Which Half NEW for 2006!
  2. 2. Point-To-Point & Mercury Radio Research <ul><li>Tim Bronsil </li></ul><ul><li>[email_address] </li></ul><ul><li>(513) 231-0344 </li></ul><ul><li>Elizabeth Hamilton </li></ul><ul><li>[email_address] </li></ul><ul><li>(703) 757-9866 </li></ul><ul><li>Mark Heiden </li></ul><ul><li>[email_address] </li></ul><ul><li>(970) 472-0131 </li></ul><ul><li>Rick Torcasso </li></ul><ul><li>[email_address] </li></ul><ul><li>(972) 661-1361 </li></ul><ul><li>http://www.ptpmarketing.com </li></ul><ul><li>Mark Ramsey </li></ul><ul><li>[email_address] </li></ul><ul><li>(858) 485-6372 </li></ul><ul><li>Harve Alan </li></ul><ul><li>[email_address] </li></ul><ul><li>(952) 401-9067 </li></ul><ul><li>http:// www.mercradio.com </li></ul><ul><li>Blog: http://wwww.hear2.com </li></ul>
  3. 3. Important Notice <ul><li>Not all data from our 2006 National Study is included in this presentation. </li></ul><ul><li>Other pertinent data relating to Format preferences are available only by contacting Point-To-Point or Mercury Radio Research </li></ul>
  4. 4. ALL RIGHTS RESERVED <ul><ul><li>ALL RIGHTS RESERVED.  COPY OF THIS MATERIAL, OR ANY CONCEPT HEREIN, IS STRICTLY PROHIBITED WITHOUT AUTHORIZATION. </li></ul></ul><ul><li>  </li></ul>
  5. 5. Research Methodology <ul><li>N = 600 </li></ul><ul><li>Persons 18-54 </li></ul><ul><li>Age, Sex, and Ethnic quotas match US Population parameters </li></ul><ul><ul><li>50% M/W </li></ul></ul><ul><ul><li>18% 18-24, 27% 25-34, 30% 35-44, 25% 45-54 </li></ul></ul><ul><ul><li>White/Other 75%, Hispanic 13%, African American 12% </li></ul></ul><ul><li>Top 50 Markets (MSA), sampled proportionate to population </li></ul><ul><li>35,000 telephone numbers needed </li></ul><ul><li>Divide sample into 35 sample-proportionate replicates of 1,000 </li></ul><ul><li>Proportion LISTED 100% </li></ul><ul><li>Interviewing Dates: May 8 - 16, 2006 </li></ul>
  6. 6. Research Methodology Listen Often to Formats
  7. 7. Potential Diarykeepers and Meterkeepers <ul><li>Potential Diarykeepers (Answer: “Yes”): </li></ul><ul><ul><li>“ Some companies measure radio listening and publish ratings. They do this by sending listening diaries to households like yours along with a five-dollar incentive. For one week, everyone in your household would write down all your radio listening. At the end of the week, you would send back the listening diaries, postage-paid. Would you be VERY LIKELY to do it or not?” </li></ul></ul><ul><li>Potential Meterkeepers (Answer: “Yes”): </li></ul><ul><ul><li>“ What if, instead of paper diaries, these companies sent beeper style devices that automatically measure what you’re listening to without you having to write it down, along with a five-dollar incentive. For several weeks everyone in your household would carry these devices. At the end of that time, you would send back the devices, postage-paid. Would you be VERY LIKELY to do it or not?” </li></ul></ul>
  8. 8. The Sample Profiling the Survey Sample
  9. 9. Sex
  10. 10. Age
  11. 11. Ethnicity
  12. 12. Perceived Quality of Favorite and Second Favorite Station Is your Favorite/Second Favorite Station Good, Very Good, or Almost Perfect?
  13. 13. Favorite Station Quality
  14. 14. Favorite Station Quality by Sex/Ethnic
  15. 15. Favorite Station Quality by Men/Women Age
  16. 16. Favorite Station Quality by Formats
  17. 17. Second Favorite Station Quality
  18. 18. Second Favorite Station Quality by Sex/Ethnic
  19. 19. Second Favorite Station Quality by Men/Women Age
  20. 20. Second Favorite Station Quality by Formats
  21. 21. Second Favorite Station Quality by Intensity of Station Fans
  22. 22. Potential for Increased Listening Can you wring more listening from a P1 listener? What about a P2 listener?
  23. 23. Could you listen More to Favorite Station or Not?
  24. 24. Could you listen More to Favorite Station or Not by Sex/Ethnic
  25. 25. Could you listen More to Favorite Station or Not by Men/Women Age
  26. 26. Could you listen More to Favorite Station or Not by Formats
  27. 27. Could you listen More to Favorite Station or Not – based on whether you think your Favorite Station is Good, Very Good, or Perfect
  28. 28. Listen to Favorite A Lot or Only Slightly More than Sec Favorite ?
  29. 29. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Sex/Ethnic
  30. 30. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Men/Women Age
  31. 31. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Formats
  32. 32. Listen to Fav A Lot or Only Slightly More than Sec Fav by Intensity of Station Fans
  33. 33. Could you listen More to Second Favorite Station or Not?
  34. 34. Could you listen More to Second Favorite Station or Not by Sex/Ethnic
  35. 35. Could you listen More to Second Favorite Station or Not by Men/Women Age
  36. 36. Could you listen More to Second Favorite Station or Not by Formats
  37. 37. Could you listen More to Second Favorite Station or Not by Intensity of Station Fans
  38. 38. Potential for Increased Listening – Summary <ul><li>Almost 70% of listeners could listen MORE to their “Favorite” station if they wanted to </li></ul><ul><li>Likewise, almost 70% could listen MORE to their “Second Favorite” if they wanted to </li></ul><ul><li>There’s potential listening available from both P1 and P2 stations </li></ul><ul><li>53% of listeners tune in their Favorite stations “a lot more” than their Second Favorite ones – 37% “slightly more.” </li></ul>
  39. 39. Direct Mail Behaviors When you get unsolicited mail at home, what do you usually do?
  40. 40. When you get mail from…at home, what do you do?
  41. 41. … from Radio Stations by Sex/Ethnic
  42. 42. … from Radio Stations by Men/Women Age
  43. 43. … from Radio Stations by Formats
  44. 44. Direct Mail Behaviors – Summary <ul><li>Listeners are as likely to open radio station direct mail as they are to open circulars/coupons and mail from charities </li></ul><ul><li>They are much more likely to open radio direct mail than credit card solicitations </li></ul><ul><li>Women are more likely to open radio direct mail than men </li></ul>
  45. 45. Radio Advertising You’ve Seen Recall for TV, Direct Mail, Telemarketing, and Outdoor advertising
  46. 46. Advertising Recall TV, Mail, Phone, Outdoor
  47. 47. Advertising Recall TV, Mail, Phone, Outdoor Trends
  48. 48. Advertising Recall TV, Mail, Phone, Outdoor by MEN
  49. 49. Advertising Recall TV, Mail, Phone, Outdoor by WOMEN
  50. 50. TV Advertising Recall by Format Fans
  51. 51. Direct Mail Advertising Recall by Format Fans
  52. 52. Telemarketing Advertising Recall by Format Fans
  53. 53. Outdoor Advertising Recall by Format Fans
  54. 54. Advertising Effectiveness – TRIAL / New Cume After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you TRY a Radio Station?
  55. 55. Advertising Effectiveness – TRIAL / New Cume – Summary
  56. 56. I’ve TRIED a Radio Station Because I... Total
  57. 57. I’ve TRIED a Radio Station Because I... Trends (2004-2006)
  58. 58. I’ve TRIED a Radio Station Because I... by Men
  59. 59. I’ve TRIED a Radio Station Because I... by Women
  60. 60. I’ve TRIED a Station Because I Saw a Commercial on TV – by Format Fans
  61. 61. I’ve TRIED a Station Because I Got Something in the MAIL – by Format Fans
  62. 62. I’ve TRIED a Station Because I Saw BILLBOARD Advertising – by Format Fans
  63. 63. I’ve TRIED a Station Because I Received a Phone Call – by Format Fans
  64. 64. Advertising Effectiveness – TSL After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Listen Longer to a Station you Already Listened to?
  65. 65. I’ve Listened Longer to a Station Because I... Total
  66. 66. I’ve Listened Longer to a Station Because I... Trends (2004-2006)
  67. 67. I’ve Listened Longer to a Station Because I... by Men
  68. 68. I’ve Listened Longer to a Station Because I... by Women
  69. 69. I’ve Listened Longer to a Station Because I Saw a Commercial on TV – by Format Fans
  70. 70. I’ve Listened Longer to a Station Because I Got Something i n MAIL – by Format Fans
  71. 71. I’ve Listened Longer to a Station Because I Saw BILLBOARD Advertising – by Format Fans
  72. 72. I’ve Listened Longer to a Station Because I Received a Phone Call – by Format Fans
  73. 73. Advertising Effectiveness – TSL – Summary <ul><li>Potential meterkeepers – like diarykeepers and average listeners – are more likely to “listen longer” to a station in response to direct mail than to outdoor, telemarketing, or TV advertising </li></ul>
  74. 74. Advertising Effectiveness – Discovering a Station After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Discover a Radio Station?
  75. 75. I’ve Discovered a Station Because I... Total
  76. 76. I’ve Discovered a Station Because I... by Men
  77. 77. I’ve Discovered a Station Because I... by Women
  78. 78. I’ve Discovered a Station Because I Saw a Commercial on TV – by Format Fans
  79. 79. I’ve Discovered a Station Because I Got Something by on MAIL – by Format Fans
  80. 80. I’ve Discovered a Station Because I Saw BILLBOARD Advertising – by Format Fans
  81. 81. I’ve Discovered a Station Because I Received a Phone Call – by Format Fans
  82. 82. Direct Mail Sensitivity to Station Loyalty Will you open direct mail from any station – or just the ones you know?
  83. 83. Definitely Open Mail from a Station that’s… Total
  84. 84. Definitely Open Mail from a Station that’s… Total
  85. 85. Definitely Open Mail from a Station that’s… by Sex/Ethnic Percentages read up and down; GREEN means “high,” YELLOW means “medium.” For example, 57% of Men would definitely open mail from their Favorite station – a “medium” score
  86. 86. Definitely Open Mail from a Station that’s… by Men/Women Age
  87. 87. Definitely Open Mail from a Station that’s… by Format Fans
  88. 88. Direct Mail Sensitivity to Station Loyalty <ul><li>Listeners are much more likely to open direct mail from their favorite station than from any other kind (thus explaining the TSL-extending effect of direct mail) </li></ul><ul><li>25% will open direct mail from a station they listen to which is not their favorite </li></ul><ul><li>15% will open direct mail from a station they don’t listen to </li></ul>
  89. 89. Direct Mail: Form What does the most powerful Direct Mail look like?
  90. 90. “ Very Likely” to Open or Read Over
  91. 91. “ Very Likely” to Open or Read Over
  92. 92. “ Very Likely” to Open or Read Over – Sex/Ethnic INDEX How to Read Index Tables: Example – “150” means the segment is 50% more likely than the Total Population to say they would “very likely” open/read over that item; “75” means the segment is only 75% as likely as the Total Population to say they would “very likely open or read it over.” DARK green means HIGH index, LIGHT green means ABOVE AVERAGE index, RED means LOW index.
  93. 93. “ Very Likely” to Open or Read Over – Men/Women Age INDEX
  94. 94. “ Very Likely” to Open or Read Over – Format INDEX
  95. 95. Direct Mail: Form – Summary What Should the Mail Look Like? <ul><li>Form of direct mail most likely to be opened and read over… </li></ul><ul><ul><li>A box </li></ul></ul><ul><ul><li>A compact disc </li></ul></ul><ul><ul><li>A big color postcard </li></ul></ul>
  96. 96. Direct Mail: Content What does the most powerful Direct Mail contain?
  97. 97. “ Very Likely” to Open or Read Over
  98. 98. “ Very Likely” to Open or Read Over
  99. 99. “ Very Likely” to Open or Read Over – Sex/Ethnic INDEX
  100. 100. “ Very Likely” to Open or Read Over – Men/Women Age INDEX
  101. 101. “ Very Likely” to Open or Read Over – Format INDEX
  102. 102. Direct Mail: Content – Summary What should the Mail Contain? <ul><li>Most likely to Open/Read Over: </li></ul><ul><ul><li>Content/Prize that fulfills a fantasy </li></ul></ul><ul><ul><li>List of Big Events in town </li></ul></ul><ul><ul><li>Contest with Big Money prize </li></ul></ul><ul><ul><li>Coupons / Special Offers </li></ul></ul><ul><li>Least likely to Open/Read Over: </li></ul><ul><ul><li>Station Bumper Sticker/Window Insert </li></ul></ul><ul><ul><li>Schedule for Top Regional Sports team </li></ul></ul><ul><ul><li>Lineup of Who’s on the station and When </li></ul></ul>
  103. 103. Contest Mechanics How should the Contest work?
  104. 104. Preferred Method of Contest Registration – Total
  105. 105. Preferred Method of Contest Registration – Total
  106. 106. Preferred Method of Contest Registration – Trends
  107. 107. “ Very Likely” to Participate in Contest – Total
  108. 108. “ Very Likely” to Participate in Contest – Total
  109. 109. “ Very Likely” to Participate in Contest – Sex/Ethnic INDEX
  110. 110. “ Very Likely” to Participate in Contest – Men/Women INDEX
  111. 111. “ Very Likely” to Participate in Contest – Format INDEX
  112. 112. Contest Mechanics – Summary How Should the Contest Work? <ul><li>Online registration is preferred – by far – over all other contest registration alternatives – now, more than ever </li></ul><ul><li>Top Contest Types: </li></ul><ul><ul><li>Secret - Not Mentioned on Station- Only People Who Received Something In Mail Know About It </li></ul></ul><ul><ul><li>Listen For Your Name To Win At Exact Times During The Day </li></ul></ul><ul><ul><li>Know Certain Phrase that Pays & Station Has To Call You To Win </li></ul></ul>
  113. 113. Hottest Prizes Very Likely to participate in a contest to win…
  114. 114. Hottest Prizes – Total Very Likely to Participate in Contest to Win…
  115. 115. Hottest Prizes – Total (I) Very Likely to Participate in Contest to Win…
  116. 116. Hottest Prizes – Total (II) Very Likely to Participate in Contest to Win…
  117. 117. Hottest Prizes – Sex/Ethnic INDEX
  118. 118. Hottest Prizes– Men/Women INDEX
  119. 119. Hottest Prizes– Format INDEX
  120. 120. The Hottest Prizes – Summary <ul><li>Top-Ranked Prizes: </li></ul><ul><ul><li>$100,000 Cash </li></ul></ul><ul><ul><li>Your MORTGAGE or RENT PAID for a full year </li></ul></ul><ul><ul><li>$10,000 Cash </li></ul></ul><ul><ul><li>Enough cash to DOUBLE YOUR PAYCHECK for a month </li></ul></ul><ul><ul><li>Pays ALL YOUR BILLS for one month </li></ul></ul><ul><li>Bottom-Ranked Prizes: </li></ul><ul><ul><li>An iPOD with 100 Great Songs </li></ul></ul><ul><ul><li>An EXCLUSIVE CONCERT with a top music artist at your house </li></ul></ul><ul><ul><li>A trip and tickets to the GRAMMYS </li></ul></ul><ul><ul><li>A trip and tickets to the OSCARS </li></ul></ul><ul><ul><li>A designer purse valued at over $500 that you can enjoy personally or as a gift </li></ul></ul>
  121. 121. Tokens/Premiums Which of the following items would you like to get from a Radio Station for free?
  122. 122. Tokens/Premiums
  123. 123. Tokens/Premiums
  124. 124. Tokens/Premiums – Sex/Ethnic INDEX
  125. 125. Tokens/Premiums – Men/Women INDEX
  126. 126. Tokens/Premiums – Format INDEX
  127. 127. Tokens/Premiums – Summary <ul><li>Would most like to get for free: </li></ul><ul><ul><li>CD of the Top Songs of the Year </li></ul></ul><ul><ul><li>T Shirt </li></ul></ul><ul><ul><li>Coffee Mug </li></ul></ul>
  128. 128. Direct Mail Appearance What type of Direct Mail would you be most likely to open and look over or read?
  129. 129. Direct Mail Appearance - Total
  130. 130. Direct Mail Appearance - Total
  131. 131. Direct Mail Appearance – Sex/Ethnic INDEX
  132. 132. Direct Mail Appearance – Men/Women INDEX
  133. 133. Direct Mail Appearance – Format INDEX
  134. 134. Direct Mail Appearance – Summary <ul><li>Most effective direct mail appearance: </li></ul><ul><ul><li>You can Feel Something inside the Package </li></ul></ul><ul><ul><li>There's a Free Gift or Token inside </li></ul></ul><ul><ul><li>A Special Offer or Discount is shown </li></ul></ul><ul><ul><li>The Package looks Important </li></ul></ul><ul><ul><li>The Package looks Interesting </li></ul></ul><ul><ul><li>Your Name is on the Front of the Package </li></ul></ul><ul><ul><li>A contest with a big prize </li></ul></ul>
  135. 135. Direct Marketing: The Best Strategies A Nationwide Study NEW for 2006!

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