The Benefits of Membership - Nolan - RAB Me… · gift baskets by mail, phone or online in the past...

The Benefits of Membership MemberResponse@rab.com | 800-232-3131

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

Leveraging Radio and (insert station name) for (Retail Advertiser for 4Q Holiday Efforts)

(Insert date of meeting)

Presented by:

Insert your name and title

INSERT RADIO STATION LOGO(S)

Source: Scarborough USA+ 2014 Release 2 (February-September 2014), Gfk MRI 2015

Radio is Relevant

90% 86% 82%

Adults who visited a shopping mall in the past 3

months.

Adults who ordered gift baskets by mail,

phone or online in the past year.

Adults who bought Christmas, Hanukkah, Kwanzaa Cards in the

past year.

86%

Adults who purchased a gift card or debit

card as gifts for friends or family in the past 6

months.

Why YOUR Radio Station

• Insert key facts as to why your radio station is the right medium for the Advertiser.

Objectives

• Drive significant store traffic during key Holiday time period.

• Differentiate Advertiser X from the competitors and amplify share of voice.

• Achieve impact through aggressive frequency and reach during the key promotional period.

Strategies

• Leverage all radio station platforms to engage the core target audiences.

– On-air

– Online

– Mobile

– Social

– Experiential (in-market/on-site)

• Create marketing solutions that will drive interest and sales for the 4Q holiday retail events and promotions.

• Deliver turn-key programs that integrate into the radio station content in a relevant way.

IDEA: Wish List Giveaway

Radio station and Advertiser X give back this holiday season by fulfilling wishes each week.

Listeners will be invited to submit their holiday wish list along with a story for why they deserve it to be granted for a chance to have it fulfilled.

Next Steps

• Gain feedback on ideas

• Station to revise based on feedback and propose schedules and costs

• Plan activation timeline including commercial creative and station produced spots (if required)

• Discuss how campaign success will be measured

• Launch campaign

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

Radio Sales Today

• Exclusive newsletter to RAB Members every Monday-Friday morning.

• Content customized for today’s radio seller.

• Research quick hits & sales tips.

• Editorial focus on auto, digital, advertising, research insights to leverage at the national and level.

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

www.rab.com

Same USER ID and PASSWORD

Mobile

Custom Charts

Instant Backgrounds

• #1 tool used by RAB members

• Whitepapers on key business categories for radio

• Every Instant Background includes: – Total ad spending

– Ad-to-sales rations

– Why Radio statistics

– Links to additional resources

– Snapshot of your advertiser’s customers

Co-op Directory

• Find new ways to fund radio campaigns with cooperative advertising information.

• The RAB Co-op directory includes: – Over 9,000 listings searchable by

manufacturer of category.

– Media plan information for radio, digital and other media.

– Tutorial book and video.

Competitive Media Intelligence

Why Radio

• Your guide to the unique marketing power of radio.

• Pro-Radio Messaging Facts & Information.

• Updated each quarter with the latest Nielsen Audio RADAR data.

www.rab.com/whyradio

Why Radio • Why Radio slide deck and website artwork

• Why Radio fact sheets – Qualitative listener insights

– Quantitative listener insights

– Format profiles

– Listening by location

– Ad Spending/Top Advertisers

– Radio and other media

• Radio research studies from: – Nielsen Audio

– Ipsos OTX

– Jacobs Media

– BIA Kelsey

– Ad Age

– Radio Ad Lab

• Radio FAQ’s one-sheets

• Presentation tools

www.rab.com/whyradio

RADIO TODAY

RADIO Live

Local

Mobile

Personal

Social

Interactive

Experiential

Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

Radio reaches

Source: Nielsen Audio, RADAR 125, June 2015 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

91% of Americans 12+

every week

Source: Nielsen Audio, RADAR 125, June 2015 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)

Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

RADIO BOASTS HIGHEST MASS REACH AMONG POPULAR MEDIA

93% 93% 95%

87%

76%

90%

54% 49%

63%

70%

80% 81%

35%

42%

49%

Adults 18+ P18-34 P35-49

Radio TV PC Smartphone Tablet

Source: The Nielsen Total Audience Report Q1 2015 / Adults = P18+

Weekly Reach (% of Population)

Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

TECHNOLOGY DELIVERS RADIO

BEYOND THE DIAL

Expanding Radio’s delivery platforms to create an interactive,

engaging and highly communicative

environment via devices and apps

Image Source: Tune-In and iHeartRadio

Client Needs Analysis

• Ad spending by category

• CNA questions

• Media buy/sell terms

• Top 40 business survey

Creative

• RAB’s commercial audio library and scripts includes 1,600 copy ideas in more than 160 advertiser categories

• List of radio production companies and studios that specialize in writing, casting and producing great radio commercials.

• 1,000 promotional ideas in more than 160 different categories.

• Promotional calendar to inspire seasonal ideas.

Radio Mercury Awards

• Only creative awards competition that is exclusively devoted to Radio

• Radio Mercury Awards

• Celebrates and recognizes the best radio creative

• Nurturing relationships with the creative community at all levels of the agency – CCO to junior creatives

• Keeps radio top of mind at the strategic creative decision making process

• Engagement with top advertising agencies who create campaigns for some of the biggest brands in the U.S.

Professional Development Online Training and Certification

Radio Marketing Professional

• Fundamental radio sales

Certified Radio Marketing Consultant

• Advanced radio sales skills

Certified Digital Marketing Consultant

• Fundamental digital sales

Certified Digital Marketing Consultant 2.0

• Advanced digital sales

Certified Radio and Integrated Marketing Consultant

• Integrated marketing sales

Certified Professional Commercial Copywriter

• Effective copywriting

Certified Radio Sales Manager

• What every manager must know

2,000+ sales professions participate in online programs

annually

Professional Development Webinars

• Monthly live webinars delivered twice and recorded for on demand viewing – Currently nine (9) State

Associations are underwriting member registrations

Sample topics:

• Recapture Auto Dealer Dollars

• How to Get Your Voice Mail Messages Returned

• Social + Mobile for Incremental Revenue

• How to Sell to Local Professional Service Providers

• Healthcare Marketing

What We’ll Cover…

1. RAB@Work

2. The Pitch

3. Radio Sales Today

4. RAB.com

5. Member Response

Member Response

• 7:00 AM – 5:00 PM Central Time every business day

• 800-232-3131

• MemberResponse@RAB.com

Tiffiney Wyatt

Director/Member Response

twyatt@rab.com