Big Ideas For a Big Q4! Dave Casper / Mark Levy RAB - Dallas.
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Transcript of Big Ideas For a Big Q4! Dave Casper / Mark Levy RAB - Dallas.
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Big Ideas For a
Big Q4!
Dave Casper / Mark LevyRAB - Dallas
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Our Agenda
1. A look at Q4 research– Business conditions– Consumer habits– Best prospects
2. Proposal ideas3. Great commercial ideas4. Cross promotion ideas5. More commercials6. Copywriting techniques7. And more commercials8. Alternative Revenue
ideas9. And even more
commercials
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RAB Research
• Holiday fast facts• Best holiday prospects• Consumer confidence• Consumers planned
spending• Online sales grow• Wish list: electronic
gadgets• 4 in 10 start gift buying
late
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RAB Research
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Holiday Fast Facts• The holiday season represents
25-40% of retailers’ annual sales
• 2006 holiday sales were $456 Billion
• 1 out of 4 electronics stores sales occur duruing the holidays
• 4 out of 5 adults 18-24 shopped at a department store for holiday merchandise
• 47% of consumers shopped online in 2006 for holiday gifts
• 23% of holiday sales are made in December
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Best Holiday Prospects
Percent of annual sales during holidays:
1. Jewelry stores31%
2. Department stores24%
3. Electronics/appliance stores24%
4. Clothing/accessories stores24%
5. Discount stores23%
6. Sporting goods stores23%
7. Electronics mail order21%
8. Furniture19%
9. Food & beverage stores18%
10. Health & personal care18%
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Consumer Confidence• Various forecasters• Consumer confidence is down• Spending overall on gift
giving will be down• Share is what your retailers
must grow in a slower year.
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Planned Spending
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RAB Research
Online sales over $39 billionOnline sales over $39 billion
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Retail Merchandiser
RAB Research
Holiday Holiday spending will spending will be up 2.5%be up 2.5%
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Wish List: GadgetsConsumer Electronics Association
Holiday Holiday
Consumer Consumer
Electronics sales
Electronics sales
will be $22 will be $22
Billion Billion
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RAB Research
4 in 10 start 4 in 10 start holiday holiday shopping after shopping after Thanksgiving Thanksgiving
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Proposal Ideas
• Ring-A-Ding-Bling• Personal Shopper• Re-gifting Fair• Toys For Tots• Frozen Turkey Bowling• Buy It In K-Country
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Ring-A-Ding-Bling
• Jewelry Store• Tuesday night is “Ladies
Night”• Wish list• Thursday night is
“Gentlemen’s Night”
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Ring-A-Ding-BlingSponsors:• Jewelry vendors• Restaurant/caterers• Travel company• Airline• Supermarket• Wine/liquor distributor• Resort or cruise line
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Personal Shopper
• Retailers provide shoppers
• Station promotes retailers• Shoppers do CNA
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Personal ShopperSponsors• Home Depot/Lowes• Hallmark• Home décor stores• Jeweler• Department stores• Bath and Body• Target• Electronics retailer• Music retailer• Clothing retailer
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Re-gifting Fair
• Listeners bring gifts for charity
• Listeners get receipt• Prizes for worst gift
category
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Re-gifting FairSponsors• Tax preparers• Home builder (hold in
model home)• Appliance retailer• Auto dealer• Furniture store
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Toys For Tots
• Team with Marines• Listeners bring new toys• Listeners win “mystery
gift” from sponsors
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Toys For Tots
Sponsors• Large retailers• Shopping malls• Local small retail• Car dealerships• Toy manufacturers
Sponsors:Large retailers Car dealerships
Shopping Malls/Centers Toy manufacturersLocal small retail Etc.
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Frozen Turkey Bowling
• Store sections off an aisle
• Listener sign up for team
• Teams bowl turkeys into soup cans
• Prizes for winners
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Frozen Turkey Bowling
• Sponsors:• Poultry producer• Soup company brand• Lumber or Home Depot• Mail box company
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Buy It In K-Country
• Promote station and make money
• A number of different communities
• Umbrella geography called K-Country
• Solicit chamber, BBB, manufacturers
• Clients promote businesses including K-Country promotion
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Buy It In K-Country
Sponsors• Retailers• Banks• Service industries
(Plumbers…)• Associations
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Ideas ForSuccessful
Commercials
1. Chex - Generic Holiday2. Glamour Shots -
Christmas
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Cross Promotions
1 Great idea
+ 2 Clients
3 Win-Win-Win
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Benefits
1. Promotional partners get better results than they can afford on their own
2. Customers’ experience is enhanced
3. You close more business
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Cross Promotion
Idea #1• Donuts and oil changes?
• Donut shop buys Radio and provides certificates
• Oil change center buys Radio and provides discount coupons
• Donut customers get discount oil change coupon
• Oil change customers get donuts
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Cross Promotion
Idea #2• Dry cleaner and Italian
restaurant?
• “Best dressed pasta in town”
• Dry cleaner buys Radio and gives discount on shirts to any customer of the restaurant
• The restaurant buys Radio and gives 2 for 1 special to dry cleaner customers
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Ideas ForSuccessful
Commercials
3. Discovery Zone – Famous Holiday Firsts
4. Glendale Bank – Blessings
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Alternative Revenue Ideas
• Fan vs. Fan• Christmas Cookbook• Christmas carol
podcasts• Christmas song text
request• [idea]• [idea]• [idea]
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Fan vs. Fan
• Listeners register on website
• Trivia questions• Accrue points for correct
answers• Prizes for winners
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Fan vs. FanSponsors• Sporting goods• Airlines• Local retaiolers• Beer• Pizza retailer• NFL• Hotel• Theaters• Restaurants
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Christmas Cookbook
• Listeners submit recipes• Chance to win a prize• Include celebrities• Sell hard copy for charity
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Christmas Cookbook
Sponsors• Music labels• Meat producers• Condiment producers• Dairy brands• Various retailers• Supermarkets• Baking brands• Spices manufacturers• Cookware retailers
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Christmas Carol Podcasts
• Invite at-work listeners to record a Christmas carol
• Carolers upload to station website
• All are made available as podcasts on the station site
• Sponsors are included on web and air
• Winning prize to best carolers is something from the sponsor and aired on station
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Christmas Carol Podcasts
Sponsors• Musical instrument stores• Electronics stores (MP3
players, headphones…)• Recording studios• CD and record stores• Piano manufacturers
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Christmas Song Requests
• Listeners request songs by text messaging
• Everyone receives a response from the station with a message from the sponsor
Thanks for sending your request. We’ll try to get it on in the next 90 minutes. Just for sending us a request, show this message at ______ and get a 10% discount on all _______.
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Christmas Song Requests
Sponsors• Mobile phone stores• Retail stores• Caterers• Restaurants• Online merchants
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Ideas ForSuccessful
Commercials
5. Helzberg Diamonds – Xmas
6. Capova – IRS Gift Basket
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Copyrighting Tips • The Four A’s
– Attention– Awareness– Attitude– Action
• Principles– Know the product– Know the target– Use theater of the mind– Avoid clichés– Use real-life situations– Use emotion
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Ideas ForSuccessful
Commercials
7. Gens – After Christmas Sale
8. Waldenbooks – After Christmas
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www.rabinsite.org/academyLms/files/ideamania.html
Dave Casper / Mark LevyRAB - Dallas