Guru Preso2

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Presentation given at the AMA about the effectivenes of radio with a local auto dealer case study.

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Guru Preso2

  1. 1. THE ORIGINAL WIRELESS Radio: Classic Technology in the Modern World Still Captivates Audiences www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.Radiogurupdx.com
  2. 2. The indisputable, prove facts… 235,000,000 People reached by Radio every week Advertising Age, October 23, 2007
  3. 3. 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.
  4. 4. 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.
  5. 5. 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
  6. 6. 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
  7. 7. TOP 5 Emotional 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.
  8. 8. 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.
  9. 9. RADIO FANS + ONSITE + ON AIR + ONLINE + MOBILE = PERSONAL CONNECTION
  10. 10. Local Radio leverages it’s power to capture large audiences on air and grounds your message with technology: www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Websites. Text messaging. E-Messages. Online Streaming HD Radio
  11. 11. Indisputable… RELEVANC
  12. 12. 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
  13. 13. 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
  14. 14. Weston KIA STORY & STRATEGY www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Mr. Mike Berryman
  15. 15. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com History: Weston Kia started as a converted Gas Station 7 UNITS A MONTH AVERAGE
  16. 16. My Marketing Mantra: www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Dominate One Medium
  17. 17. I Chose to RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  18. 18. CHALLENGE SELL CARS AND LOTS OF THEM…FAST: www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Poor reputation for quality KIA No Awareness for KIA Brand in PDX No Awareness for Weston as a Dealer
  19. 19. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com ACTION DOMINATE THEN EVALUTATE: Poor reputation for quality KIA Create a message that Sticks & Compels Make the Message Count with Intense Frequency Know thy Customer, Know thy Station
  20. 20. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Went from 7 units to: 68 in the first month 73 units the second month 81 units the third month WESTON DOMINATED SALES RESULT WESTON KIA BLEW EVERYONE’S MIND:
  21. 21. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com What happened for the next 7 years? #1 Oregon KIA Retailer RESULT The Rest of the Story: Awards & Recognition Top KIA Dealer in the US
  22. 22. RADIO & INTERNET www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com “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.”
  23. 23. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com What about NOW in this UGLY ECONOMIC time?
  24. 24. INCLUDE & INCREASE RADIO in YOUR MARKETING MIX by at least 25% and WIN! THANK YOU www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  25. 25. Radio Ad Lab Studies… www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com • 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
  26. 26. and Other Sources of Information… www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com • 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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