smart target power point

Get it Wood-Fired in the Wilderness! A Tradition of Trust!

Big City Selection…with Twice the Satisfaction!

Beef…its what’s for Dinner…In Nebraska!

Something you have always wanted to do!

Wear it like you mean it!

Urban Living…Redefined!

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?

Is Your Current Marketing StrategyIs Your Current Marketing StrategyGetting you the results you want? Getting you the results you want?

*Roy Williams – “The Wizard of Ads”

Understanding CustomersUnderstanding Customers

Technological TrendsTechnological TrendsDramatically changed how we communicate and gather informationDramatically 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 verb2 Billion searches per month!

The Mobile Movement!The Mobile Movement!

•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!

Airline Boarding Passes

SOCIAL MEDIA FOR SMALL BUSINESSSOCIAL 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

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.

Cut Through the Clutter with Cut Through the Clutter with FrequencyFrequency!!

*Roy Williams – “The Wizard of Ads”

The BUYING FUNNEL

External Media creates awareness and brand preference

Research, Web, Influencers, reputation

Contact, shopping

Loyalty and CRM Programs….make them ADVOCATES

Decision!

Frequency Can Be Expensive on Traditional Media! 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)

Media OptionsMedia 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

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!

Radio offers AFFORDABLE Frequency!Radio offers AFFORDABLE Frequency!

Radio reaches 93% of the Radio reaches 93% of the

population every week.population every week.

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.

WHO IS LISTENING??WHO IS LISTENING??

Radio reaches 93% of American adults each week. That’s 285-Million consumers!

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

Radio is PowerfulRadio is Powerful

Make it compelling!

Features and Benefits

Communicate your business “brand”

Make it memorable

Transactional and Relational message

Always include a “call to action”

Message is EVERYTHING!Message is EVERYTHING!

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

MOTEL 6: Radio Done Right!MOTEL 6: Radio Done Right!

GoodRadio.TV Station: KDKD-FMGoodRadio.TV Station: KDKD-FM

KDKD 95.3 FM Country Adults 25-54

GoodRadio.TV Station: KDKD-AMGoodRadio.TV Station: KDKD-AM

KDKD 1280 AM OldiesAdults 35-64

GoodRadio.TV Station: KXEA-FM

•KXEA FM

•104.9 FM

•Classic Hits

•Adults 18-49

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.

Target Your Marketing! Target Your Marketing!

How are we going How are we going to do that?to do that?

Empty seats cost the airline money and cost traveler opportunity

Discount seats available before a flight to provide win-win Airline gets a client Traveler gets a great deal

Empty spots cost the station money and business owner opportunity

Discount spots on set schedule provides win-win Station gets a client Business owner gets a great deal

Empty Seats = Empty SpotsEmpty Seats = Empty Spots

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$10

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Huskersrule10

Smart Target Works!

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

The PlanThe Plan

The Plan: Monthly Calendar The Plan: Monthly Calendar (Sample)(Sample)

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

:30 Commercial

:30 Commercials

:30 Commercials

Weekly Schedule on Each Station

Monday – Sunday 6am-8pm 50%

Monday – Sunday BTA 50%

30 commercials per week!

90 commercials per month!

Janesville- Ft. Atkinson

Only 10 Available

ONLY $399 per month

Commercial Production

Creative Copy Writing

Streaming ads available!

90 commercials per month!

Investment

THANK YOU!

Put the power of Smart Target to work for your business today!