This presentation was created on a blank, basic Power Point templateto allow you the ability to add graphics and branding (logos) for your station(s.) 

You will also note that throughout we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the

advertiser you are pitching.

Please delete this slide prior to your presentation.  

Need assistance? Click below and send your questions.

Leveraging Radio and (insert station name) for (insert Lawn & Garden company name)

(Insert date of meeting)

Presented by:Insert your name and title

INSERT RADIO STATION LOGO(S)

Agenda

• Radio’s reach and relevance• Insight based ideas for “insert advertiser”• Relevant case studies  

Radio reaches 93% of all U.S. consumers every week…

Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options.

Source: RADAR® 111, December 2011 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

241,600,000

Weekly Reach

Radio reach is consistently high through all dayparts

Weekdays and weekends, Americans young and old find reasons to tune in to Radio at all hours of the day and night. To make sure their messages

get maximum exposure, smart advertisers run ads throughout the broadcast day.

Source: RADAR ® 111, December 2011, © Copyright Arbitron (Persons 12 + Monday-Sunday Weekly Cume Estimate for Daypart)

Mid - 6am

7pm - Mid

3 - 7pm

10am - 3pm

6 - 10am 76.9%

81.8%

81.3%

56.4%

25.5%

Weekly Reach By Daypart

Radio Dominates the Retail Day

0

10

20

30

40

50

60

70

5-9a 9a-5p 5p-12m 12m-5a 5-9a% A

du

lts

25

-54

Da

ily

Me

dia

Us

ag

e

Radio

Television

Internet

Magazine

Newspaper

Source: Gfk MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All

Next Day

Lawn & Garden Consumer

Portrait of a highly engaged Lawn & Garden consumer:•Male & Female

– Categorically skews female (planting goods, property maintenance)

– Male skew for heavier equipment (tractor, sprinkler, blowers, trimmers, etc.)

•Educated•Median age of 50•Married with children•Employed with a household income of $100K+•Own a home

Sources: The NPD Group 2009; MRI/Mediamark Research & Intelligence 2008; Aftermarket Business 2008

Source: GfK MRI Doublebase – 2011 – Weighted to Population.

84% 86% 85%

HH who bought any Lawn and Garden

items in the past year

HH spent $500+ on property/garden

maintenance purchases in the

past year

HH bought any tools for Lawn & Garden maintenance in the

past year

Radio is Relevant

Radio is Relevant

• Consumers who have bought any lawn and garden items in the past year:– 79% listen to FM Radio– 64% listen to Radio in the car on weekdays

• Greatest listening occurs 6-10am followed by 3-7pm

– 59% listen to Radio in the car on the weekend• Greatest listening occurs 10am-3pm followed by 3-7pm

– 49% are engaged with Traffic reports

Source: MRI/Mediamark Research & Intelligence 2009

Radio Drives Retail Traffic

• A mass merchandiser recently increased sales by 1.2%, estimated $10MM+ incremental sales, in the 10 markets where Radio ran vs. markets without Radio

– Campaign ran for 10 days and including :60 spots along with 5 days of personality Radio

• Radio formats target specific listener groups far better than TV channels target specific viewer groups

– TV’s high cost structure necessitates attracting broad audiences to be successful and is programmed with that goal in mind

• Radio – with lower costs and many stations – can focus on narrow segments that are carefully designed for their specific appeal to different age and socio-economic groups

“Radio provides a measurable level of return.  The data speaks for itself, it is working.” 

Ramon PortillaSr. Director of Communications Insights

Wal-Mart Stores

Leveraging Radio for Insert Lawn & Garden advertiser name here

Insight Based Ideas

Insight #1

Growing trend towards the creation of sunny, private, plant filled sanctuaries filled with the sound of music

Trend that is continuing to thrive across the country for women to not just “garden” but relax and entertain in a beautiful and natural environment.

According to a commercial and residential garden distributor, sales to homeowners are up about 30% from three years ago, while commercial sales have been “in the dumps.”

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Backyard Greenhouse – the new Woman Cave?

Idea #1: Garden Sanctuaries

• Together, Radio and (insert advertiser name) will provide listeners with the tools they need to create their own garden sanctuaries. Through a robust program that leverages the trust and relationships personalities have with their listeners, an in-store experiential element and digital integration, (insert advertiser name) will have the ability to “own” the growing trend towards DIY woman caves (aka Garden Sanctuaries.)

• How it works:

– “Advertiser X” partners with a female on-air personality to create a garden sanctuary at her home

– The talent talks candidly on-air about the steps she used with “Advertiser X” to create the environment – she can speak specifically about products, design, the mood, etc. and how easy it was since “Advertiser X” had everything she needed to bring it to life.

– DJ drives listeners online to the station website and her Facebook page to learn more and invites listeners to join her at a Radio “Garden Party” at an “Advertiser X” location

– A photo gallery of the talent’s Garden Sanctuary space is featured online on the stations website along with specific call outs identifying which products were used to create it with a link to “Advertiser X” website to buy

– Radio “Garden Party” remotes where listeners are invited to an in-store seminar focused on how to build a greenhouse or create the garden sanctuary that is right for them.

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Insight #2

Increased awareness of growing your own food for a healthier you (and environment)

Realization that balanced nutrients in your soil is just as important as balancing the nutrients on your plate

Contributes to global sustainability

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Idea #2: Home Grown Recipes• Most consumers “want” to include fresh from the garden produce in their kitchens, but often space

and time may limit them from taking it on. • Together, Radio and (insert advertiser name) provide simple ideas to simplify the gardening and

recipes that use the simple home harvests that will excite and delight listeners and their families while they have a renewed respect and appreciation for each bite!

• How it works:– Creation of an on-air weekly (or daily) “Home Grown Recipes” feature, e.g.

• Welcome to Home Grown Recipes sponsored by Advertiser X, I must admit that the garden is really not my territory but I plant a few of my favorite herbs and enjoy watching everything grow. I don’t have much space, but I’ve found it’s quite simple to maintain a small windowsill planter of a couple varieties of herbs. I gotta tell you the first time I harvested from this little garden, I was SO glad I did it. You can find everything you need to start at Advertiser X and visit the station website to see the home grown recipe of the day

• Hi – it’s time for Home Grown Recipes sponsored by Advertiser X. Yesterday I told you about the windowsill planter trick – if you haven’t started yet – I promise – it’s well worth the effort. Even if all you do is tend a little basil plant this summer, picking that fresh basil to garnish your favorite summer pasta changes the way you think about your food. Stop by Advertiser X, they have everything you need to keep you eating healthy all summer long. Don’t forget to visit the station website to see the home grown recipe of the day

– “Home Grown Recipes” feature online• Daily recipes are created and featured online on the station’s website and it’s Facebook page in a special Home Grown Recipes

section that uses ingredients that can be grown in your own backyard (or windowsill) with Advertiser X branding• Listeners are invited to share their own home grown recipes via the Facebook page or the station website• At the end of the “harvest”, listeners will be asked to vote on the best Home Grown listener recipe (in two categories: Windowsill

and Greenhouse) and the recipes with the most votes will win soil/seeds for the following year• Recipes will be downloadable

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Insight #3

“Know how” is critical when it comes to caring for the lawn and gardening

According to a recent survey, when it comes to caring for your lawn and property, consumers say “if I knew more, I’d do more” and rely on experts or trusted guides (e.g. beautifully landscaped neighbors) to learn.

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Idea #3: Planting Tips

• Consumers tend to get overwhelmed by the thought of starting a lawn and garden project – they have no idea how much it should cost, not sure if they will do it right, feel stupid asking basic questions and don’t even know what the right question is. To top it off, there are so many sources of information, they don’t know who to trust.

• Advertiser X and Radio to the rescue. Together, we will provide seasonal and location based planting tips throughout the Spring, Summer and Fall - on-air, online and via mobile applications – one more reason for them to continue to rely on their trusted Radio companion.

• How it works:

– Daily, on-air, informative and educational “Planting Tips” that run adjacent to weather reports• :15 or :30 units provide information on when to plan what, how to care for various types of plants based on the zone in

which you live and the weather conditions that day or week• Units may be voiced by an expert from “Advertiser X” or a station personality• Call to action includes a drive to online to view all the planting tips and opt-in to receive text alerts, shopping lists, coupons

and more

– An online “Ask the Garden Guru” housed on the station’s site. Best question of the week, will be posted on the site and win a prize.

– Online “Planting Tips” podcasts and printable text versions live on the station website

– Opt-in to receive text or email alerts with weather information along with planting tips associated with that information.

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Insight #4

Lawn & Garden = Affordable DIY Home Improvement

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Consumers see yard care, landscaping and gardening as relatively low cost/affordable ways to improve the value and style of their homes in a challenging economy.

Idea #4: The Garden Challenge

• Gardening is simple and it’s an opportunity to strut your creative and artistic talents that we all have buried deep inside! Together, (insert advertiser name) and Radio will inspire listeners to take on a gardening challenge and will reward them by displaying their work for the entire community to see through an interactive and engaging contest.

• How it works:

– On-air: :15 and :30 promotional spots announce the Advertiser X Garden Challenge and provide instructions on how to participate

– Creation of an inspirational online photo gallery of gardens (all different forms and sizes – rock gardens, flower gardens, window boxes, landscapes, etc.)

– Listeners create a plan for their own garden and visit Advertiser X to get started

– In June/July, listeners will upload before and after pictures of their Garden Challenge project for consumers to vote

– Consumer generated votes will identify the Top 5 gardens to be included in the “Finals”

– Panel of judges including experts from Advertiser X and the Radio station(s) visit each of the Top 5 gardens to select the winner

– Top 5 finalists will all receive coupons to Advertiser X and Radio station prizes

– Grand prize winner will receive an entire Landscape makeover for their home

Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

Next Steps

• Gain feedback on ideas• Station to revise based on feedback and

propose schedules and costs• Plan activation timeline including commercial

creative and station produced spots (if required)• Discuss how campaign success will be

measured• Launch campaign