Deals, Hyperlocal and Integrated Campaigns Pass Golf Course 03/16‐03/18 58 $1,319.50 $652.50...

Deals, Hyperlocal and Integrated CampaignsRAB Webinar, April, 2012

Radio Advertising Bureauwww.rab.com

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Radio Advertising Bureau Webinar

Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars

Member Response

Deals, Hyperlocal and Integrated Campaigns

www.RAB.comwww.RAB.com

Member Response

[email protected]

800‐232‐3131





John PotterVP TrainingRadio Advertising Bureau

Jennifer NorrisDigital Sales DirectorClear Channel Cleveland



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What We’ll Cover…

• The Deals spaceThe Deals space

• Live, Local, Hyperlocal

• Integration

• How CCC does it

• Best categoriesg

• What excites advertisers

• Success stories

The Deals Space

• Clear Channel

• Groupon

• Living Social

• Sweet Jack



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Live, Local, Hyperlocal

• Well defined community

• News

• Restaurant reviews

• High school sports

• Blogs

• Event listing

• Volunteer information

Di i• Directories

• Local government info

• Deals

Integration

• Beyond nice, a necessity

• Research

• Certified Radio and Integrated Marketing Consultant (CRMCi)



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Jennifer NorrisDigital Sales DirectorClear Channel Cleveland

aily Deal Cleveland • 24‐ hour sale

•Revenue Share 50/50

•Promoted on all 6 CC Cleveland Stations via On‐Air Commercials and Streaming

•Your own bank of St i u

nt Deals/ Half Off • Featured on a CC

Cleveland station of your choice

•Talent :60 Interview*

•Promotions featured over 1 Week via :15, :30 + :60 Streaming and On‐air commercials

Online Auction • 2 weeks of promotion

of BidonCleveland.com across all 6 CC Cleveland stations via On‐Air and On‐Line Elements

• Receive Retail Value in Advertising for item/service given‐regardless of their bid

Da Streaming

Commercials

• Social Media Posts

•Print on Demand Certificates

Discou • Choice of Mail, Print

on Demand certificates

•Opportunity for you to earn up to $1000 cash back

regardless of their bid amount

• Trade is good towards On‐air or Streaming Commercials



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• Daily Deals

• F: A new program that lives virally through email addresses and social networking

• A: Stay present in front of consumer via their emails. Different offer EVERY day. Keeps it interesting and Active. Exposure via ALL 6 stationsg p

• B: REVENUE Share for Merchants!

• Discount Deals:

• F: Well known program. Started here in Cleveland with Magic 105.7 over 8 years ago

• A: RADIO stations & Personalities give our program the advantage

• B: TRADE ONLY – get air time and online presence. Has the opportunity to earn cash back.

• Auctions• Auctions

• F: A great program for Merchant and listeners that has hundreds of items starting at minimum of 75%

• A: Give merchant RETAIL $$$ for items regardless of what they sell for. Backing of Radio Stations & personalities with great exposure on ALL 6 stations

• B: TRADE ONLY – get REATIL for items that might otherwise be clearance!




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Daily Deals

There’s $$$ to be Made!

2011 Revenue Highlights

Why Do Deals?

• Revenue!

• New Clients

• More Options

• A Re‐Investment Opportunity for your

Panini’s did $83,826 in REVENUE as a group of locations. Brunswick was their best at: $57,475!

QDoba Mexican Grille Locations: $42,458

The Viking School $31,243!

Fine Bella Salon $14,929

Boneyard‐Westlake: $11,664

Joseph’s Salon $11,515

Opportunity for your Account Executives

Faroh’s Candies $7,032

Robeck’s Locations: $6,969

Moe’s Southwest Grille Locations: $5,088

Featured DealsFeatured Deals use onuse on‐‐air & Streaming Commercials across all 6 CC Cleveland stations plus the Daily Deal eair & Streaming Commercials across all 6 CC Cleveland stations plus the Daily Deal e‐‐blast, along blast, along with social media postings to Twitter & Facebook which are used to drive sales that day. with social media postings to Twitter & Facebook which are used to drive sales that day.

Side Deals work exactly the same as a featured deal, but exclude the commercial & newsletter features. This can be booked separately or you can offer other products or services along with the featured deal.

Example: Featured Deal = $50 for $20 to XYZ Restaurant, Side Deal $100 for $50 CateringDeal = $100 for $50 Catering.

633LIKES180Followers

20,549Subscribers

Frequency of US Internet Users (18‐34) Accessing Daily Deal Emails or E‐Newsletters (% of Respondents; February 2011)

Frequency % of Respondents

Asof1/1/12

Once a day 38%

Several times a day 22

A few times a week 23

Once a week 7

A few times a month 5

Once a month 1

Less than once a month 2

Never 2

Source: eMarketer (Yahoo! Mail, Ipsos Consumer Pulse, March 2011), April 2011



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Merchant Date Qty RevenueMerchant Revenue

Station Revenue

Cherokee Hills Golf Course 03/22‐03/25 71 $2,584.40 $1,278.00 $1,306.40

G lf G id

Golf Guide ROS Ad

Was and $80 pkg for 50% off 18+ cart for 2

Deer Pass Golf Course 03/16‐03/18 58 $1,319.50 $652.50 $667.00

$50 for 50% off (remote location) 18+ cart for 2

Emerald Woods Golf Course03/09‐03/11

597 $8,149.05 $4,029.75 $4,119.30

$39 for 62% off 18+ a cart for ONE

Totals 726 $12,052.95 $5,960.25 $6,092.70

Asof1/1/12

Golf Guide Promotion

EVEN MORE REVENUE:Side Deals: work exactly the same as a featured deal, but exclude the commercial & newsletter features. This can be booked separately or you can offer other products or services along with the featured deal.

Sample Side deal maybe a discount to the Pro Shop or a membership offer

Less Expensive = MORE SALESLess Expensive = MORE SALES



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What’s the deal with What’s the deal with ½ Off ½ Off Deals?Deals?

For Merchants: For Stations

NEW B i• PROMOTIONS for 1 week

• Branding!

• Socials Media/ Interview

• TRADE ONLY

• Opportunity to earn $$

• Sampling Opportunity

• NEW Business

• Increased Revenue

• Re‐Investment Opportunity

• Opportunity

There are quite a few options now‐a‐days for deal programs. However, as with all media, some programs are better than others. We believe that local merchants benefit MOST from LOCAL partner programs and that is why we continue to offer a discount deal and daily deal

opportunity!



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Pair up Stations to reach a certain DEMO/ Maximize AssetsPair up Stations to reach a certain DEMO/ Maximize Assets

WGAR Discount Bucks! Every Friday at 3:30pm we’ll showcase a different advertiser during the WGAR Discount Bucks Promotion. Then an on‐air give‐a‐way of one of the certificates will launch the opening of the online storefront, which features your gift certificates. As a participating merchant, we invite you to come in to the studios on the Friday of your on‐sale at 2pm. At that time you can bring in samples of your products and also record a (:60) interview which will air during the on‐sale around 3:40pm that

The Lake’s Really Big Deal! Every Friday at 9am, the Lake will feature a different merchant during the Really Big Deal promotion. Since this is such a Hip, New Station and the audience has been totally engaged in “listener driven radio”, we use Social Media to really promote these deals! If you are a restaurant, you are also invited to bring in a sampling of food for the Lake’s Team to try. The Lake is Cleveland’s Hottest new station and attracts both Males and Females in the Northeast Ohio Area reallyair during the on‐sale, around 3:40pm that

Friday. (Please schedule and confirm this with your Clear Channel AE.).

Females in the Northeast Ohio Area, really targeting those 35+, so they have jobs, family and income to spend at your business!

Embrace One Station & Stand Out!

We will showcase a different restaurant or business each week, and that business will have the opportunity for a scheduled 2 MINUTE, LIVE Interview with You and Bill Wills at

7:50am; before the 8 o'clock news. If your restaurant would like, you may bring food from your menu, along with talking points, to be delivered to the studio by 7:30am the Monday morning of your sale This encourages live talk about your business! There will then be amorning of your sale. This encourages live talk about your business! There will then be a live giveaway of a certificate from your business that will launch the online storefront Monday at 8am. The storefront will feature gift certificates that will be available for ½

Price to our listeners on wtam.com via keyword “Big One Deals.”

What’s your What do theyWhat s your average cost/ ticket/ table?

What do they need help with

as a biz?

STRUCTURE Correctly



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What is What is BidonClevelandBidonCleveland??Seasonal Online Auction site which is heavily promoted via on‐air and online messaging! Our listeners love this program because they find great bargains on hundreds of items: Spas, Home Improvement, Electronics, New Vehicles,

f f l h h !Restaurant Gift Certificates, Classes, Vacations & Much, Much More!

It’s also a great way for YOU, to trade new, overstock or unwanted merchandise or services for advertising dollars!

Reach a huge portion of the Cleveland Metro Market and advertise without any cash out‐of‐pocket.

• You’ll receive retail dollars for your services/products in trade advertising regardless of what they sell for on the auction!

• Listeners just log onto any of the 6 Clear Channel Cleveland websites or to www.BidonCleveland.com to bid!

For WTAM’s Auction: www.BidonHomeImprovement.com

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Timeline of the Seasonal Online Auctions

March Online 3/6‐3/9 May’s Spring Online Auction 5/8‐5/11

WTAM Home Improvement Auction

7/10‐7/13

September Fall Auction 9/11‐9/14

December Holiday Auction 12/4‐12/7

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Thank you for joining us!



John [email protected]

RAB Member [email protected]

Jennifer [email protected]

Deals, Hyperlocal and Integrated Campaigns Pass Golf Course 03/16‐03/18 58 $1,319.50 $652.50...

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