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

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

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

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