Radio Works! If your a business owner trying to get your message out there and get people to your location

3. Get it Wood-Fired in the Wilderness! A Tradition of Trust!
Urban Living…Redefined!
Something you have always wanted to do!
Beef…its what’s for Dinner…In Nebraska!
W ear it like you mean it!
Big City Selection…with Twice the Satisfaction!

4. Is Your Current Marketing Strategy
Getting you the results you want?
Do you even have one?
Many small businesses feel they...
 Are throwing ad dollars at the wall hoping they stick
 Can't afford to effectively “brand” their business
 Get lost in the “clutter”
 Don’t know which medium works the best today
 Don’t know how to maximize their website and social media
efforts
Sound familiar?

5. Understanding Customers
*Roy Williams – “The Wizard of Ads”

6. Technological Trends
Dramatically changed how we communicate and gather information
• Over 225 Million Americans have
High-Speed Internet! 80% regular
use!
• More internet bandwidth used by 20
homes today….than the entire
internet in 1995!
“91 million viewers watched 5 billion videos
in the U.S. on YouTube in July 2010”
ComScore Press 9/10/10
Google has become a verb
2 Billion searches per month!

7. The Mobile Movement!
Airline Boarding Passes
•Nearly 90% of Americans have a mobile
device
•52,000 texts sent per second in the US
(triple since 2007)
•Business texting growing rapidly!
(izigg.com 90210)
•FM radio AP on Android and iPhone
•Over 40% of users have Smartphones-up
from 30% in 2010!

8. SOCIAL MEDIA FOR SMALL BUSINESS
Social Media is redefining
“word of mouth”
•Content is CRITICAL
•Granular connection with like
minded consumers!
•Small business litmus test for SM
•Website
•P1 engaged?
•Commitment of time/energy

9. Cut Through the Clutter with Frequency!
 Advertising clutter is at an all time high!
 Average American is exposed to 3000-5000 advertising
messages per day.
 A consistent, compelling message to a targeted audience is
the best way to increase awareness.
 Frequency is extremely expensive on MOST traditional
mediums.
*Roy Williams – “The Wizard of Ads”

10. The BUYING FUNNEL
External Media creates
awareness and brand
preference
Research, Web,
Influencers, reputation
Contact, shopping
Decision!
Loyalty and CRM Programs….make them
ADVOCATES

11. Frequency Can Be Expensive on Traditional Media!
Newspaper
Subscriptions are down and costs are rising
Most effective for “Transactional” offers
Television
• Explosion in use of DVR and TIVO
• Cable penetration is low and fragmented
• 62% of corporate marketers feel TV is less
effective that 2 years ago (Assoc. of
National Advertisers)

12. Media Options
Outdoor
• High cost on populated roadways
• Most effective as directional
• Limited message (content and changes)
Direct Mail
• Becoming less effective and more costly
• Warm lead vs. Cold lead prospects
Yellow Pages
• Quickly being replaced by web/smartphones
• Most users go to white pages

14. Radio offers AFFORDABLE Frequency!
 Radio is the most cost effective way to reach your
target audience with a powerful and compelling
message about your business……..and do it at a
time that has the biggest chance to impact their
buying decision!
 63% of radio listeners are within 1-hour
hour of the point of major purchase!

15. Radio reaches 93% of the
population every week.

16. WHO IS LISTENING??
 Sirius/XM- January 2012 20 million users. (FCC)
 iPods/MP3 - An estimated 30 million Americans use
them weekly. (cnet news)
 Internet Radio - 60 million each week in America.
(digitalmediawire) 75 million subscribers to Pandora 2011.
Radio reaches 93% of American adults each week.
That’s 285-Million consumers!

17. Radio is Powerful
 Intrusive (vs. passive)
 One-on-one conversation gives very personal message
 Positive “Word of Mouth” to a huge audience!
 Theatre of the mind
 Effectively drives traffic to business website (1 in 4 site radio)
 Ties all marketing together
 Message, schedule, number of listeners

18. Message is EVERYTHING!
 Make it compelling!
 Features and Benefits
 Communicate your business “brand”
 Make it memorable
 Transactional and Relational message
 Always include a “call to action”

19. MOTEL 6: Radio Done Right!
 Chain was nearly bankrupt – 200 locations
 Last ditch marketing effort
 Hired Richards Group/Dallas
 Recruited Tom Bodett - 1986
 Could only afford radio
 Wrote compelling, memorable ads
 Emerged stronger than ever – 800 locations
 Sold to ACCOR for $1.3 billion in 1990
Cell phone Obese Pet Tax Season

20. GoodRadio.TV Station: KDKD-FM
 KDKD
 95.3 FM
 Country
 Adults 25-54

21. GoodRadio.TV Station: KDKD-AM
 KDKD
 1280 AM
 Oldies
Adults 35-64

22. GoodRadio.TV Station: KXEA-FM
•KXEA FM
•104.9 FM
•Classic Hits
•Adults 18-49

23. Target Your Marketing!
n analysis of the station’s inventory indicates that
we have the immediate ability to provide local
businesses an affordable opportunity to reach a
large number of potential customers.
How are we going
to do that?

24. Empty Seats = Empty Spots
 Empty seats cost the airline money and cost $10
$0
$100
$0
traveler opportunity
 Discount seats available before a flight to $10
$0
$100
$0
provide win-win
 Airline gets a client $10
$0
 Traveler gets a great deal $10
$0
$100
$0
 Empty spots cost the station money and $100
$0
business owner opportunity
 Discount spots on set schedule provides
win-win
 Station gets a client
 Business owner gets a great deal

25. Huskersrule10
Smart Target Works!

26. The Plan
 Radio campaign period: 6/01/12 through
5/31/13
 Up to 60% off normal rates
 Production, copywriting, and creative
included
 :30 second ads!
 30 ads per station, per month

27. The Plan: Monthly Calendar (Sample)
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
:30 Commercial
8 9 10 11 12 13 14
:30 Commercials
15 16 17 18 19 20 21
:30 Commercials
22 23 24 25 26 27 28

28. Weekly Schedule on Each Station
Monday – Sunday 6am-8pm 50%
Monday – Sunday BTA 50%
30 commercials per week!
90 commercials per month!

29. Janesville- Ft. Atkinson

30. Investment
ONLY $399 per month
Commercial Production
Creative Copy Writing
Streaming ads available!
90 commercials per month!
Only 10 Available

31. Put the power of Smart Target to
work for your business today!
THANK YOU!