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SOUND OF HOPE R ADIO NET WORK
N O R C A L’ S N U M B E R O N E C h i n e s e L a n g u a g e R a d i o S t a t i o n & C h i n e s e M e d i a W e b s i t e
Tremendous Buying Power
Asian American are the fastest growing multicultural segment of the U.S. population. The Asian American popula1on is approximately 18.2 million and has increased over 50% since 2000, the highest growth rate of any mul1cultural segment in the U.S.
You cannot afford to keep Asian Americans under the radar any longer. This is a segment that is vital to your business growth and success. Nielsen, a leading global informa1on and measurement company, provides market research, insights & data about what people watch & what people buy.
“ “
Chinese Consumer in America
Source: The Mul8cultural Economy 2012: Selig Center for Economic Growth
Tremendous Buying Power – Chinese Americans spent $167 billion in 2012*.
* Es1mated from 23.3% of Asian American buying power
Asian American buying power: is expected to reach $1 trillion in just five years,
equal to the 18th largest economy in the world
115.3 Billion
718.4 Billion
1 Trillion
2 0 1 2
2 0 1 7
1 9 9 0
Facts and Insights
“In late 2012, Chinese consumers surpassed American shoppers as the world’s No. 1 purchaser of luxury goods” – Bain & Co., 2012 “72 percent of Chinese luxury goods purchasers made purchase overseas, with cosme8cs, watches, and handbags the top purchases.″₺ – KPMG, Jan. 2013 “A new wave of buyers from China is snapping up luxury proper8es across the U.S., injec8ng billions of dollars into the country’s residen8al real estate market ″₺ – Wall Street Journal, 2012
High Purchasing Power Why Chinese Americans in the Bay Area?
Great ROI
Cost effecJve to target
Source: 2010 US Census
Chinese Americans are geographically concentrated and highly urbanized
More than 50% of Chinese Americans reside In Six Metropolitan Areas
WHITE ASIAN BLACK OR AFRICAN AMERICAN
HISPANICS
Total:
I GO SHOPPING FREQUENTLY 95 126 119 115 I PREFER SHOPPING AT SPECIALTY STORES BECAUSE THEY TEND TO CARRY THE BEST BRANDS 92 196 105 127
Source: Simmons-‐ Experian 2011
Brand-conscious frequent shoppers
Source: Pew Research Center: The Rise of Asian Americans, 2012 Source: U.S. Census Bureau, 2012 American Community Survey 1-Year Estimates. Source: 2011 China’s Private Wealth Study,” conducted by the China Merchants’ Bank and Bain & Company .
Why Chinese Language Media Outlet? More Foreign Born Population
of Asian Americans speak a language other than English at home.
77%
T r u t h f u l n e s s
Great ROI
Greater ROI reaching Chinese consumers through Chinese language RADIO
Trend
Source: 2011 China’s Private Wealth Study,” conducted by the China Merchants’ Bank and Bain & Company
of wealthy Chinese in China are emigra2ng to western Countries U.S. is the No. 1 choice
The Main reasons are: -‐ Children’s Educa1on (58%) -‐ Wealth Protec1on (43%) -‐ Re1rement Prepara1on (32%) -‐ Clean environment, Safe food
60%
New Wave of Wealthy Chinese Emigration
Mainland China Capital Flight
Why Radio
Why Radio? 70% Say Radio is Part of Their Daily RouJne
• 72% of respondents believe that radio feels more “human than the internet;
• 65% feel it is more “personal” than TV;
• 72% feel that radio is more community-‐oriented than TV;
• 80% say the FIRST thing they do when they get into their car is turn on the radio;
• 85% agree that radio has become more accessible;
• Respondents view radio ads more posiJvely than ads on TV,
the internet and mobile applica1ons;
• The most recent Tom Tom research shows that San Francisco Bay Area
has become the 2nd most congested metropolitan area na1onwide.
Source: The data is based on a survey of more than 1,000 respondents, conducted by Latitude Research and OpenMind pulished on marketcharts.com
Source: The data is based on a survey of more than 1,000 respondents, conducted by Latitude Research and OpenMind pulished on marketcharts.com
AD Spend on Radio next to Internet in 2012
MEDIA – AD SPEND % GROWTH, 1H 2012 vs. 1H 2011
Radio Domains 9 to 5 workday
Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-‐2012/Doublebase Respondents) weighted to popula1on. Base: Adults 25-‐54; Daypart: 9AM-‐5PM
Unique Selling Proposition
ü NORCAL’S #1 Chinese Language Radio with Morning & Evening Traffic Time Broadcas8ng
ü Largest Chinese American Radio Network Na2onwide with affiliated sta8ons in SF, LA, NY, Houston, SeaZle, Hawaii, Chicago, Philly, etc.
ü The ONLY Public Radio with Lifestyle Programming that Helps Chinese Americans Assimilate to the U.S.
Why Sound of Hope Radio?
ü Targeted Programming with Listeners who have High Purchasing Power
ü The ONLY Chinese Radio Car Talk in the U.S.
ü The BEST Customer Content Marke2ng Provider
ü The MOST Powerful Brand Builder
Why Sound of Hope Radio?
The most-listened Chinese Radio Wide Coverage with Best Programming
FM 96.1 M-‐F 5-‐7am & 4-‐7pm, Sat 12-‐2pm
AM 1400 M-‐F 7-‐8pm, Sun 5-‐7PM
Sound of Hope Radio Network Station Profile
Your Bridge to 700K Ethnic Chinese in the Greater San Francisco Bay Area !
Market: Northern California Coverage: San Francisco-‐Oakland-‐San Jose Call Lecer: KSQQ 96.1 FM and KVTO 1400AM
Target Audience: Adults age 25-‐54 (65%) EducaJonal Acainment: Bachelor’s Degree or above (60%) Web Site: www.bayvoice.net, ranked No. 1 among all local Chinese media web sites in Northern California per alexa.com
NorCal’s #1 Chinese Language Radio with Morning & Evening Traffic Time BroadcasJng
Why Sound of Hope Radio?
ü Highly Successful Results
Audience Demographics
Audience Demographics
Ages
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Audience Demographics
Annual Income
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Audience Demographics
Education
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Audience Demographics Occupation
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Audience Demographics Gender
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Listening Habits How Frequent?
*Based on survey of 600 audience conducted from Dec. 2011 to Oct. 2012
Bayvoice.net
The Most Popular Local Chinese Media Website
Monthly Unique Visitors
260,000, Sep 2014
484,540, Oct 2014
Growth rate 168% within One Month
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
B AY V O I C E . N E T
The Most Popular Local Chinese Media Website
Monthly Pageview 1.2 million with 95% Local Visitors, Sep 2014
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
B AY V O I C E . N E T
SOH Mobile APP
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
Total SOH app installed over 5,500 from April to Sep, 2014
SOH Mobile APP
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
Total App listen Jmes over 30,000, Apr.–Sep. 2014
Tele-Listening
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
Total Tele-‐listener over 2,000 from Apr.–Sep. 2014
Tele-Listening
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
Aug, 2014 total Tele-‐listen minutes over 24,000 mins.
BAYVOICE .NET No.1 Website Reach among Local Website Comparison with Other Chinese Media Websites
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
BayVoice.net Average Pageview per user is about 17 pages Average Time-‐on-‐Site per visit is almost 30 minutes
BAYVOICE .NET No.1 Website Reach among Local Website Comparison with Other Chinese Media Websites
Weekly ranking of radio programs as of 3/5/2014（Source: www.BayVoice.net）
BayVoice.net Bounce Rate is the lowest among all Chinese media web sites in the Bay Area
Web Promotion – King of SEO
The Ivy Advisor / Professor Jiang -‐Expert on SAT Prep.
Screen Shot on Sept. 9, 2013
Screen Shot on Aug. 8, 2013
Launch on Sept. 13, 2013
Web Promotion – King of SEO
Deleon Realty－－Palo Alto Open House
Launch on Oct.14, 2013
Web Promotion – King of SEO
Programing and Content Marketing
SOH Program Schedule
Time Monday Tuesday Wednesday Thursday Friday
5:00-‐6:00AM Morning Music & Songs, What’s for Breakfast
Morning News on World, Domestic, China, Local, Tech, & Finance News with Traffic & Weather Updates 6:00-‐7:00AM
4:00-‐4:55PM Living a Happy &
Healthy Life Hot Topics Real Estate & Immigrant Life Hot Topics Parent-‐Kids
Communication
4:55-‐5:00PM Cooking Show -‐ Daily Dish
5:00-‐6:00PM Car Talk Health Talk Home & Gardening
Education Home Improvement Legal Hotline
6:00-‐7:00PM Engage America Silicon Valley Stories
Real Estate & Investment
Health Talk Engage America
Travel, Sports, Shopping & Leisure Engage America
7:00-‐7:15PM Cooking w/ Chef
Leung Home Electronics Car Talk Cooking w/ Chef Leung
Shopping Assistance
7:15-‐8:00PM Engage America Home Improvement Car Talk Engage America Weekend
Leisure
KSQQ 96.1FM M-‐F 5-‐7AM 4-‐7PM SAT 12-‐2PMKVTO
Program lineup subject to change without prior no1ce
KVTO 1400AM M-‐F 7-‐8PM SUN 5-‐7PM
Signature Program CAR TALK by Li Jin
Mr. Li has been serving as a producer and talk show host for the largest independent Chinese radio Sound of Hope (SOH) Radio Network in Nor-‐Cal since 2006 . Mr. Li studied Electronics Engineering in UC Berkeley. He worked in Silicon Valley in various high tech posi1ons for more than 30 years before re1ring in 2006.
Car Talk is very well known for unfailing help to Chinese motorists. We offered automo1ve industry news, new car introduc1on, 1ps on purchasing, repair and maintenance of autos and auto accessories etc. The Car Talk is aired Four Times a week in both Mandarin and Cantonese over Two Frequencies.
Signature Program CAR TALK by Li Jin
Feedback from Audiences
Car Talk Call-in & Feedback
Highly Successful Results
TESTIMONIAL by Porcelanosa
A leading 1le, kitchen & bathroom products provider with over 400 stores in the U.S.
Mike Gordon Regional Vice President
“When we signed up the Sound of Hope Radio (in 2011), the response has been INCREDIBLE. The traffic from the Chinese community in our showrooms had doubled, and we have a record year. Story: Thru Crea8ve Radio Campaign with SOH: • Bay Area (San Jose) store ranks No.1 in US, and No.3 in the world • Now 60-‐70% clients are Chinese!
Ken Deleon Founder & CEO
Na1on’s No. 1 real estate agent out of over 1.2 million agents with nearly $275 million in sales volume in 2011
“I want to provide great compliment and endorsement for the great success I had with the Sound of Hope Radio. I got so much more posi2ve feedback on the Sound of Hope Radio. I am hearing from more people had been hearing me on the Chinese Radio, and it has been great in every level ……”
Story: Started to expand to Chinese market in summer of 2012 Team expanded from 6 to over 30 within 1.5 years
TESTIMONIAL by Deleon
Lighthouse Management Group is a leading company in professional staffing, recrui1ng, and consul1ng services in California. Honored as the Fastest Growing Privately Held Company in Silicon Valley in 2013.
“The response has been FantasJc with the general public, for those who obviously listen to the show, (Sound of Hope radio)…” “…. So this is a Great way to get the message out to the listening audiences about what we do, how we can help people.”
Song Woo CEO
TESTIMONIAL by LightHouse Management
TESTIMONIAL by Top 20 National Builder
Partnering with SOH since 2012
“2/3 of the grand opening aZendees are Chinese, while 2/3 of them from SOH radio.” － on-‐site sales associate Bud Kramer at Taylor Morrison
TESTIMONIAL by Leading Laerning Center nationwide
Sylvan is a leader in the supplemental education industry. Nick Ni, one of the principals of Sylvan’s more than 900 franchised learning centers and the only one principal who can speak Chinese.
Mr. Ni said: “We have used many media: American newspapers, Amercian magazines, TVs and we use Google Adwords and we used Chinese TV too. However, among all these media, Sound of Hope Radio is the most effec2ve in terms of promo2on result.” Nick Ni
CEO
TESTIMONIAL by Velur Land Investments, Inc
Celia Pan CEO Velur Land Investments, Inc 偉洛土地投資公司
• 我們對過去一年在希望 之聲進行推廣的效果是非常滿意的,我們會長期与希望之聲合作。
• 他們不光是了解市場的動向、市場的潛力,而且用各种方法分析听眾們的需求,這种精益求精的精神在其它的廣播傳媒中是不多見的。
• 希望之聲電台的工作人員很用心、很專業的幫助我們做節目,打開市場,我更覺得他們是在用他們
的生命在做好這個節目。
Marketing Tools
• Commercials (15”/30”/45”/60”)
• Infomercials (2’/5’)
• Talk Show Interviews (10’/15’/30’)
• In-program Mentions
• Program Title Sponsorships
• Event Sponsorship
• Joint Events Radio is FAST, EASY , FLEXIBLE and AFFORDABLE!
SOH’s Partners
SOH’s Partners
SOH’s Partners
SOH’s Partners
ü Wide Coverage
ü Morning & Evening Prime Time
ü Popular & Targeted Programming
ü Large & Cap2ve Audience
= GREAT RESULTS for You!
SOUND OF HOPE RADIO NETWORK
Summary
Looking Forward to A Produc8ve Partnership with You!
S OUND OF HOPE R ADIO NET WORK
S OUND OF HOPE R ADIO NET WORK
Looking Forward to A Produc8ve Partnership with You!
