Deals, Hyperlocal and Integrated Campaigns RAB Webinar, April, 2012

Transcription

1 Webinar Deals, Hyperlocal and Integrated Campaigns Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars Member Response Webinar Deals, Hyperlocal and Integrated Campaigns Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars John Potter VP Training Jennifer Norris Digital Sales Director Clear Channel Cleveland Page 1

2 What We ll Cover The Deals space Live, Local, Hyperlocal Integration How CCC does it Best categories What excites advertisers Success stories The Deals Space Clear Channel Groupon Living Social Sweet Jack Page 2

3 Live, Local, Hyperlocal Well defined community News Restaurant reviews High school sports Blogs Event listing Volunteer information Directoriesi Local government info Deals Integration Beyond nice, a necessity Research Certified Radio and Integrated Marketing Consultant (CRMCi) Page 3

4 Webinar Deals, Hyperlocal and Integrated Campaigns Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars Jennifer Norris Digital Sales Director Clear Channel Cleveland Da aily Deal Cleveland 24 hour sale Revenue Share 50/50 Promoted on all 6 CC Cleveland Stations via On Air Commercials and Streaming Your own bank of Streaming Commercials Social Media Posts Print on Demand Certificates Discou unt Deals/ Half Off Featured on a CC Cleveland station of your choice Talent :60 Interview* Promotions featured over 1 Week via :15, :30 + :60 Streaming and On air commercials Choice of Mail, Print on Demand certificates Opportunity for you to earn up to $1000 cash back Online Auction 2 weeks of promotion of BidonCleveland.com across all 6 CC Cleveland stations via On Air and On Line Elements Receive Retail Value in Advertising for item/service given regardless of their bid amount Trade is good towards On air or Streaming Commercials Page 4

5 Daily Deals F: A new program that lives virally through addresses and social networking A: Stay present in front of consumer via their s. Different offer EVERY day. Keeps it interesting and Active. Exposure via ALL 6 stations B: REVENUE Share for Merchants! Discount Deals: F: Well known program. Started here in Cleveland with Magic over 8 years ago A: RADIO stations & Personalities give our program the advantage B: TRADE ONLY get air time and online presence. Has the opportunity to earn cash back. Auctions F: A great program for Merchant and listeners that has hundreds of items starting at minimum of 75% A: Give merchant RETAIL $$$ for items regardless of what they sell for. Backing of Radio Stations & personalities with great exposure on ALL 6 stations B: TRADE ONLY get REATIL for items that might otherwise be clearance! Page 5

6 Daily Deals Why Do Deals? Revenue! New Clients More Options A Re Investment Opportunity for your Account Executives There s $$$ to be Made! 2011 Revenue Highlights Panini s did $83,826 in REVENUE as a group of locations. Brunswick was their best at: $57,475! QDoba Mexican Grille Locations: $42,458 The Viking School $31,243! Fine Bella Salon $14,929 Boneyard Westlake: $11,664 Joseph s Salon $11,515 Faroh s Candies $7,032 Robeck s Locations: $6,969 Moe s Southwest Grille Locations: $5,088 Featured Deals use on air & Streaming Commercials across all 6 CC Cleveland stations plus the Daily Deal e blast, along with social media postings to Twitter & Facebook which are used to drive sales that day. Side Deals work exactly the same as a featured deal, but exclude the commercial & newsletter features. This can be booked separately or you can offer other products or services along with the featured deal. Example: Featured Deal = $50 for $20 to XYZ Restaurant, Side Deal = $100 for $50 Catering. 180 Followers 633 LIKES 20,549 Subscribers Frequency of US Internet Users (18 34) Accessing Daily Deal s or E Newsletters (% of Respondents; February 2011) Frequency % of Respondents Once a day 38% Several times a day 22 A few times a week 23 Once a week 7 A few times a month 5 Once a month 1 Less than once a month 2 Never 2 Source: emarketer (Yahoo! Mail, Ipsos Consumer Pulse, March 2011), April 2011 As of 1/1/12 Page 6

7 Merchant Date Qty Revenue Merchant Revenue Station Revenue Cherokee Hills Golf Course 03/22 03/25 71 $2, $1, $1, Was and $80 pkg for 50% off 18+ cart for 2 Deer Pass Golf Course 03/16 03/18 58 $1, $ $ $50 for 50% off (remote location) 18+ cart for 2 Golf Guide ROS Ad 03/09 Emerald Woods Golf Course 03/11 $39 for 62% off 18+ a cart for ONE 597 $8, $4, $4, Totals 726 $12, $5, $6, Golf lfguide Promotion EVEN MORE REVENUE: Side Deals: work exactly the same as a featured deal, but exclude the commercial & newsletter features. This can be booked separately or you can offer other products or services along with the featured deal. Sample Side deal maybe a discount to the Pro Shop or a membership offeras of 1/1/12 Less Expensive = MORE SALES Page 7

8 What s the deal with ½ Off Deals? For Merchants: PROMOTIONS for 1 week Branding! Socials Media/ Interview TRADE ONLY Opportunity to earn $$ Sampling Opportunity For Stations NEW Business Increased Revenue Re Investment Opportunity Opportunity There are quite a few options now a days for deal programs. However, as with all media, some programs are better than others. We believe that local merchants benefit MOST from LOCAL partner programs and that is why we continue to offer a discount deal and daily deal opportunity! Page 8

9 Pair up Stations to reach a certain DEMO/ Maximize Assets WGAR Discount Bucks! Every Friday at 3:30pm we ll showcase a different advertiser during the WGAR Discount Bucks Promotion. Then an on air give a way of one of the certificates will launch the opening of the online storefront, which features your gift certificates. As a participating merchant, we invite you to come in to the studios on the Friday of your on sale at 2pm. At that time you can bring in samples of your products and also record a (:60) interview which will air during the on sale, around 3:40pm that Friday. (Please schedule and confirm this with your Clear Channel AE.). The Lake s Really Big Deal! Every Friday at 9am, the Lake will feature a different merchant during the Really Big Deal promotion. Since this is such a Hip, New Station and the audience has been totally engaged in listener driven radio, we use Social Media to really promote these deals! If you are a restaurant, you are also invited to bring in a sampling of food for the Lake s Team to try. The Lake is Cleveland s Hottest new station and attracts both Males and Females in the Northeast Ohio Area, really targeting those 35+, so they have jobs, family and income to spend at your business! Embrace One Station & Stand Out! We will showcase a different restaurant or business each week, and that business will have the opportunity for a scheduled 2 MINUTE, LIVE Interview with You and Bill Wills at 7:50am; before the 8 o'clock news. If your restaurant would like, you may bring food from your menu, along with talking points, to be delivered to the studio by 7:30am the Monday morning of your sale. This encourages live talk about your business! There will then be a live giveaway of a certificate from your business that will launch the online storefront Monday at 8am. The storefront will feature gift certificates that will be available for ½ Price to our listeners on wtam.com via keyword Big One Deals. What s your average cost/ ticket/ table? What do they need help with as a biz? STRUCTURE Correctly Page 9

10 What is BidonCleveland? Seasonal Online Auction site which is heavily promoted via on air and online messaging! Our listeners love this program because they find great bargains on hundreds of items: Spas, Home Improvement, Electronics, New Vehicles, Restaurant Gift Certificates, Classes, Vacations & Much, Much More! It s also a great way for YOU, to trade new, overstock or unwanted merchandise or services for advertising dollars! Reach a huge portion of the Cleveland Metro Market and advertise without any cash out of pocket. You ll receive retail dollars for your services/products in trade advertising regardless of what they sell for on the auction! Listeners just log onto any of the 6 Clear Channel Cleveland websites or to bid! For WTAM s Auction: 20 Page 10

11 Timeline of the Seasonal Online Auctions March Online 3/6 3/9 May s Spring Online Auction 5/8 5/11 WTAM Home Improvement Auction 7/10 7/13 September Fall Auction 9/11 9/14 December Holiday Auction 12/4 12/7 21 Thank you for joining us! Deals, Hyperlocal and Integrated Campaigns Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars RAB Member Response member_response@rab.com John Potter jpotter@rab.com Jennifer Norris jennifernorris@clearchannel.com Page 11