Guru Preso2
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THE ORIGINAL WIRELESS
Radio: Classic Technology in the Modern World Still Captivates Audiences
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.Radiogurupdx.com
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The indisputable, prove facts…
235,000,000People reached by Radio every week
Advertising Age, October 23, 2007
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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.
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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.
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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
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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
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TOP 5Emotional 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.
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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.
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RADIO FANS + ONSITE + ON AIR + ONLINE + MOBILE
= PERSONAL CONNECTION
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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
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Indisputable…
RELEVANCE
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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
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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
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Weston KIA
STORY & STRATEGY
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Mr. Mike Berryman
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www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
History:
Weston Kia started as a converted Gas Station
7 UNITS A MONTH AVERAGE
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My Marketing Mantra:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Dominate One Medium
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I Chose to RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
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CHALLENGESELL 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
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www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
ACTIONDOMINATE THEN EVALUTATE:
Poor reputation for quality KIACreate a message that Sticks & Compels
Make the Message Count with Intense Frequency
Know thy Customer, Know thy Station
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www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Went from 7 units to: 68 in the first month 73 units the second month81 units the third month
WESTON DOMINATED SALES
RESULTWESTON KIA BLEW EVERYONE’S MIND:
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www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
What happened for the next 7 years?
#1 Oregon KIA Retailer
RESULTThe Rest of the Story:
Awards & RecognitionTop KIA Dealer in the US
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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.”
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www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
What about NOW in this UGLY ECONOMIC
time?
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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
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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
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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