Big Ideas For a

Big Q4!

Dave Casper / Mark LevyRAB - Dallas

Our Agenda

1. A look at Q4 research– Business conditions– Consumer habits– Best prospects

2. Proposal ideas3. Great commercial ideas4. Cross promotion ideas5. More commercials6. Copywriting techniques7. And more commercials8. Alternative Revenue

ideas9. And even more

commercials

RAB Research

• Holiday fast facts• Best holiday prospects• Consumer confidence• Consumers planned

spending• Online sales grow• Wish list: electronic

gadgets• 4 in 10 start gift buying

late

RAB Research

Holiday Fast Facts• The holiday season represents

25-40% of retailers’ annual sales

• 2006 holiday sales were $456 Billion

• 1 out of 4 electronics stores sales occur duruing the holidays

• 4 out of 5 adults 18-24 shopped at a department store for holiday merchandise

• 47% of consumers shopped online in 2006 for holiday gifts

• 23% of holiday sales are made in December

Best Holiday Prospects

Percent of annual sales during holidays:

1. Jewelry stores31%

2. Department stores24%

3. Electronics/appliance stores24%

4. Clothing/accessories stores24%

5. Discount stores23%

6. Sporting goods stores23%

7. Electronics mail order21%

8. Furniture19%

9. Food & beverage stores18%

10. Health & personal care18%

Consumer Confidence• Various forecasters• Consumer confidence is down• Spending overall on gift

giving will be down• Share is what your retailers

must grow in a slower year.

Planned Spending

RAB Research

Online sales over $39 billionOnline sales over $39 billion

Retail Merchandiser

RAB Research

Holiday Holiday spending will spending will be up 2.5%be up 2.5%

Wish List: GadgetsConsumer Electronics Association

Holiday Holiday

Consumer Consumer

Electronics sales

Electronics sales

will be $22 will be $22

Billion Billion

RAB Research

4 in 10 start 4 in 10 start holiday holiday shopping after shopping after Thanksgiving Thanksgiving

Proposal Ideas

• Ring-A-Ding-Bling• Personal Shopper• Re-gifting Fair• Toys For Tots• Frozen Turkey Bowling• Buy It In K-Country

Ring-A-Ding-Bling

• Jewelry Store• Tuesday night is “Ladies

Night”• Wish list• Thursday night is

“Gentlemen’s Night”

Ring-A-Ding-BlingSponsors:• Jewelry vendors• Restaurant/caterers• Travel company• Airline• Supermarket• Wine/liquor distributor• Resort or cruise line

Personal Shopper

• Retailers provide shoppers

• Station promotes retailers• Shoppers do CNA

Personal ShopperSponsors• Home Depot/Lowes• Hallmark• Home décor stores• Jeweler• Department stores• Bath and Body• Target• Electronics retailer• Music retailer• Clothing retailer

Re-gifting Fair

• Listeners bring gifts for charity

• Listeners get receipt• Prizes for worst gift

category

Re-gifting FairSponsors• Tax preparers• Home builder (hold in

model home)• Appliance retailer• Auto dealer• Furniture store

Toys For Tots

• Team with Marines• Listeners bring new toys• Listeners win “mystery

gift” from sponsors

Toys For Tots

Sponsors• Large retailers• Shopping malls• Local small retail• Car dealerships• Toy manufacturers

Sponsors:Large retailers Car dealerships

Shopping Malls/Centers Toy manufacturersLocal small retail Etc.

Frozen Turkey Bowling

• Store sections off an aisle

• Listener sign up for team

• Teams bowl turkeys into soup cans

• Prizes for winners

Frozen Turkey Bowling

• Sponsors:• Poultry producer• Soup company brand• Lumber or Home Depot• Mail box company

Buy It In K-Country

• Promote station and make money

• A number of different communities

• Umbrella geography called K-Country

• Solicit chamber, BBB, manufacturers

• Clients promote businesses including K-Country promotion

Buy It In K-Country

Sponsors• Retailers• Banks• Service industries

(Plumbers…)• Associations

Ideas ForSuccessful

Commercials

1. Chex - Generic Holiday2. Glamour Shots -

Christmas

Cross Promotions

1 Great idea

+ 2 Clients

3 Win-Win-Win

Benefits

1. Promotional partners get better results than they can afford on their own

2. Customers’ experience is enhanced

3. You close more business

Cross Promotion

Idea #1• Donuts and oil changes?

• Donut shop buys Radio and provides certificates

• Oil change center buys Radio and provides discount coupons

• Donut customers get discount oil change coupon

• Oil change customers get donuts

Cross Promotion

Idea #2• Dry cleaner and Italian

restaurant?

• “Best dressed pasta in town”

• Dry cleaner buys Radio and gives discount on shirts to any customer of the restaurant

• The restaurant buys Radio and gives 2 for 1 special to dry cleaner customers

Ideas ForSuccessful

Commercials

3. Discovery Zone – Famous Holiday Firsts

4. Glendale Bank – Blessings

Alternative Revenue Ideas

• Fan vs. Fan• Christmas Cookbook• Christmas carol

podcasts• Christmas song text

request• [idea]• [idea]• [idea]

Fan vs. Fan

• Listeners register on website

• Trivia questions• Accrue points for correct

answers• Prizes for winners

Fan vs. FanSponsors• Sporting goods• Airlines• Local retaiolers• Beer• Pizza retailer• NFL• Hotel• Theaters• Restaurants

Christmas Cookbook

• Listeners submit recipes• Chance to win a prize• Include celebrities• Sell hard copy for charity

Christmas Cookbook

Sponsors• Music labels• Meat producers• Condiment producers• Dairy brands• Various retailers• Supermarkets• Baking brands• Spices manufacturers• Cookware retailers

Christmas Carol Podcasts

• Invite at-work listeners to record a Christmas carol

• Carolers upload to station website

• All are made available as podcasts on the station site

• Sponsors are included on web and air

• Winning prize to best carolers is something from the sponsor and aired on station

Christmas Carol Podcasts

Sponsors• Musical instrument stores• Electronics stores (MP3

players, headphones…)• Recording studios• CD and record stores• Piano manufacturers

Christmas Song Requests

• Listeners request songs by text messaging

• Everyone receives a response from the station with a message from the sponsor

Thanks for sending your request. We’ll try to get it on in the next 90 minutes. Just for sending us a request, show this message at ______ and get a 10% discount on all _______.

Christmas Song Requests

Sponsors• Mobile phone stores• Retail stores• Caterers• Restaurants• Online merchants

Ideas ForSuccessful

Commercials

5. Helzberg Diamonds – Xmas

6. Capova – IRS Gift Basket

Copyrighting Tips • The Four A’s

– Attention– Awareness– Attitude– Action

• Principles– Know the product– Know the target– Use theater of the mind– Avoid clichés– Use real-life situations– Use emotion

Ideas ForSuccessful

Commercials

7. Gens – After Christmas Sale

8. Waldenbooks – After Christmas

www.rabinsite.org/academyLms/files/ideamania.html

Dave Casper / Mark LevyRAB - Dallas