2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_


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2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_

  1. 1. Radio Impact - Create Efficient & Successful Advertisement on Radio Esther Raff, CEO AS&S Radio
  2. 2. <ul><li>Overview German Radio Market </li></ul><ul><li>Demands on Sales Houses </li></ul><ul><li>New Marketing & Sales Structure at AS&S Radio </li></ul><ul><li>Case Study FMCG: How does Radio perform into a cross media mix campaign? </li></ul><ul><li>What’s next? </li></ul>Agenda
  3. 3. Overview – German Radio Market
  4. 4. German Radio Sales Houses Duopoly private public & private
  5. 5. A Unique Position
  6. 6. Market view - Demands on Advertising
  7. 7. Demands on Sales Houses <ul><li>A growing demand for… </li></ul><ul><li>… analyzing & understanding the needs, </li></ul><ul><li>… strategic & creative consulting, </li></ul><ul><li>… new media solutions, </li></ul><ul><li>… and a proof of effectiveness and efficiency of radio advertising . </li></ul>
  8. 8. What did we do? Source: German Marketshare for Radio in percentage, Nielsen Media Research Germany. 2007 –2011 (January) 2010 34,5 64,5 2007 36,3 62,3 1,4 2009 38,0 60,5 1,5 2010 2011 40,7 57,7 1,6 34,6 63,7 1,7 2008
  9. 9. New Marketing & Sales Approach: I.P.C.P. <ul><li>Sales identify customers needs & analyze possibilities to support marketing and media plan. </li></ul><ul><li>Marketing & media experts define a strategic approach (media planning, creative solution, product definition). </li></ul><ul><li>Creation of an individual concept including both demo ads and (new) customized products. </li></ul><ul><li>Campaign is tracked & evaluated by research analyst team. </li></ul>
  10. 10. Radio 2.0 –new marketing model I.P.C.P.
  11. 11. Case Study FMCG – Radio performance into a cross media mix campaign
  12. 12. Case Study FMCG <ul><li>Product: Listen & Surf </li></ul><ul><li>Best of both media - Radio & Online </li></ul><ul><li>Real crossmedia campaigns </li></ul><ul><li>Perfect synergy </li></ul>
  13. 13. Case Study FMCG <ul><li>Campaign Strategy </li></ul><ul><li>New FMCG Product launch in Spring-Summer 2010 </li></ul><ul><li>Split of national products into four regions (radio & online) </li></ul><ul><li>Modulation of advertising impact by weather forecast </li></ul><ul><ul><li> higher impact </li></ul></ul><ul><ul><li> lower impact </li></ul></ul><ul><li>Flexible and easy booking conditions </li></ul>working
  14. 14. Case Study FMCG <ul><li>Proof I </li></ul><ul><li>Telephone interviews and on site-survey </li></ul><ul><li>Crossmedial combination of radio and online advertising increase product awareness up to more than 70%. </li></ul>+40% +70% +74% Telephone Interview OnSite-Survey no contact with campaign Surf Listen & Surf Listen
  15. 15. Case Study FMCG <ul><li>Proof II </li></ul><ul><li>Campaign increase directly spontaneous brand awareness and advertising recall. </li></ul><ul><li>Buying intention was largest in survey group with crossmedial contacts. </li></ul>Spontaneous Brand Awareness no contact Spontaneous Advertising Recall contact with campaign
  16. 16. Case Study FMCG <ul><li>Conclusion </li></ul><ul><li>Combination of radio and online planned in one campaign worked perfectly. </li></ul><ul><li>Crossmedial contacts have a deeper advertising impact than mono-media campaigns – multiplying effect. </li></ul><ul><li>New product has been launched successfully. </li></ul><ul><li>Campaign led to higher buying intention. </li></ul><ul><li>Strategy worked very well </li></ul><ul><li>Mission accomplished! </li></ul>
  17. 17. What’s next?
  18. 18. What ‘s next? <ul><li>We want to establish Radio as a… </li></ul><ul><li>attractive & modern, </li></ul><ul><li>target-group specific, </li></ul><ul><li>customer, time and message specific, </li></ul><ul><li>flexible, </li></ul><ul><li>quick, </li></ul><ul><li>sales promoting and efficient </li></ul><ul><li>… advertising medium, that should be on any 360° communication plan! </li></ul>
  19. 19. Why?
  20. 20. Thank you for your attention!