2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_
DESCRIPTION
RAFFTRANSCRIPT
March, 17th | 2011
Radio Impact - Create Efficient & Successful Advertisement on RadioEsther Raff, CEO AS&S Radio
March, 17th | 2011
Radio Impact
2
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
March, 17th | 2011
Overview – German Radio Market
March, 17th | 2011
Radio Impact
4
German Radio Sales Houses
Duopoly privatepublic & private
March, 17th | 2011
Radio Impact
5
A Unique Position
March, 17th | 2011
Market view - Demands on Advertising
March, 17th | 2011
Radio Impact
7
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.
March, 17th | 2011
Radio Impact
8
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
March, 17th | 2011
Radio Impact
9
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.
March, 17th | 2011
Radio Impact
10
Radio 2.0 –new marketing model I.P.C.P.
March, 17th | 2011
Case Study FMCG –Radio performance into a cross media mix campaign
March, 17th | 2011
Radio Impact
12
Case Study FMCG
Product: Listen & Surf
Best of both media - Radio & Online
Real crossmedia campaigns
Perfect synergy
March, 17th | 2011
Radio Impact
13
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
March, 17th | 2011
Radio Impact
14
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%
March, 17th | 2011
Radio Impact
15
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
March, 17th | 2011
Radio Impact
16
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!
March, 17th | 2011
What’s next?
March, 17th | 2011
Radio Impact
18
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!
March, 17th | 2011
Radio Impact
19
Why?
March, 17th | 2011
Thank you for your attention!