2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_
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March, 17th | 2011
Radio Impact - Create Efficient & Successful Advertisement on RadioEsther Raff, CEO AS&S Radio
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March, 17th | 2011
Radio Impact
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Overview German Radio Market
Demands on Sales Houses
New Marketing & Sales Structure at AS&S Radio
Case Study FMCG: How does Radio perform into a cross media mix campaign?
What’s next?
Agenda
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Overview – German Radio Market
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Radio Impact
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German Radio Sales Houses
Duopoly privatepublic & private
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Radio Impact
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A Unique Position
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Market view - Demands on Advertising
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Demands on Sales Houses
A growing demand for…
… analyzing & understanding the needs,
…strategic & creative consulting,
…new media solutions,
… and a proof of effectiveness and efficiency of radio advertising.
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Radio Impact
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What did we do?
Source: German Marketshare for Radio in percentage, Nielsen Media Research Germany. 2007 –2011 (January)
34,564,5
2007
36,3
62,3
1,4
2009
38,0
60,5
1,5
2010 2011
40,7
57,7
1,62010
34,6
63,7
1,7
2008
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Radio Impact
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New Marketing & Sales Approach: I.P.C.P.
Sales identify customers needs & analyze possibilities to support marketing and media plan.
Marketing & media experts define a strategic approach (media planning, creative solution, product definition).
Creation of an individual concept including both demo ads and (new) customized products.
Campaign is tracked & evaluated by research analyst team.
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Radio Impact
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Radio 2.0 –new marketing model I.P.C.P.
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Case Study FMCG –Radio performance into a cross media mix campaign
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Case Study FMCG
Product: Listen & Surf
Best of both media - Radio & Online
Real crossmedia campaigns
Perfect synergy
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Case Study FMCG
Campaign Strategy
New FMCG Product launch in Spring-Summer 2010
Split of national products into four regions (radio & online)
Modulation of advertising impact by weather forecast
higher impact
lower impact
Flexible and easy booking conditions
working
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Case Study FMCG
Proof I
Telephone interviews and on site-survey
Crossmedial combination of radio and online advertising increase product awareness up to more than 70%.
Telephone Interview OnSite-Survey
no contact with campaign
Surf Listen & Surf
Listen+40%
+70%+74%
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Case Study FMCG
Proof II
Campaign increase directly spontaneous brand awareness and advertising recall.
Buying intention was largest in survey group with crossmedial contacts.
Spontaneous Brand Awareness
no contact
Spontaneous Advertising Recall
contact with campaign
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Case Study FMCG
Conclusion
Combination of radio and online planned in one campaign worked perfectly.
Crossmedial contacts have a deeper advertising impact than mono-media campaigns – multiplying effect.
New product has been launched successfully.
Campaign led to higher buying intention.
Strategy worked very well
Mission accomplished!
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What’s next?
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What‘s next?
We want to establish Radio as a…
attractive & modern,
target-group specific,
customer, time and message specific,
flexible,
quick,
sales promoting and efficient
…advertising medium, that should be on any 360° communication plan!
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Why?
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March, 17th | 2011
Thank you for your attention!