Transcript Slide 1

Capabilities
Presented to Doner on February 24, 2014 by Gail Bindi
©2014
Who We Are
CRN uses radio differently to:
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Drive to events
Drive to restaurants
Drive to web
Drive to stores
Make Radio Work Smarter
Use radio creatively to achieve specific
business goals
Break clients free of commercial clutter
Grab consumer attention in ways that people
want to hear
Drive consumer action
Motivate business partners (retailers,
distributors, marketing partners)
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Why Brands Call Us
Introduce
New
Products
Microsoft
SBA
Increased
sales 42%
RAM HD
Pickups
Pulled
Chrysler
from
bankruptcy
Revitalize
Brands
Bing.com
Reach
Toothbrush
+30% and
saved from
being delisted
Newman’s
Own Frozen
Pizza
+45% and
saved from
being delisted
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Overcome
Competitive
Parity
Increase
Web Traffic
Comscore
share increase Petco
Drove web
of 6 points
contest
participation
Listerine
Record share
Purina
at Safeway
Tripled
Facebook
Lubriderm
likes
Substantial
1Q sales
Applebee’s
increases
Click-thru
rates of up
to 85%
Break
Through
Advertising
Apathy
Increase
Event
Attendance
Activate
Partners
Aldi
Ambi
TV to radio:
preference
for radio
Novartis
“by far the
most
innovative
campaign
Novartis has
done”
Lines waiting
to enter
store
U.S. Navy
6x higher
event
participation
Visine
Incremental
displays at
Walgreens
Pizza
Partners
+198% for
multi-brand
Purina
marketing
“They’re
running out of partnership
Canyon Creek
Ranch!”
The Companies We Keep
40 years of
customized radio
marketing
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The best-known
brands
Award-winning
campaigns
2013 campaigns alone
aired on nearly 1,500
radio stations
The CRN
Difference
We use radio way beyond advertising.
We give brands
a unique
competitive
advantage by:
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Developing
custom strategies
to meet specific
brand challenges
and objectives
Taking advantage
of all radio assets
for non-traditional
tactics that break
through clutter
How We Do It
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Content
Promotions
Testimonials
Retail
Social
Digital
Radio Today
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



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Station streams
Social media assets
Station websites
Mobile apps
SMS and email lists
Myriad forms
Why It Works
 “Unpaid” messaging has higher credibility.1
 Promotional messaging has higher recall and visit intent.2
 Messaging within programming performs at a higher level
than ads.3
 Messaging not surrounded by others has higher recall longer.
 “Social proof” is more convincing than traditional ads..
 Fresh language retains interest longer and prevents
tune-out.4
1
Forrester Research
Microsoft Recall Study
3 “The Effects of Program Involvement on Commercial Exposure and Recall in a Naturalistic Setting,” The Journal of Advertising
4 “Satiation Curve” research; Michael Ray, “Psychological Theories and Interpretations of Learning,” Marketing Science Institute (August 1973)
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Turnkey Services
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STRATEGIC
PLANNING
PROMOTIONS
DEVELOPMENT &
EXECUTION
CONTEST
FULFILLMENT
TRAFFIC SERVICES
ON-AIR
MONITORING
AUDITING,
COMPLIANCE
& REPORTING
EVENT
COORDINATION AND
OVERSIGHT
PRODUCTION
SERVICES
PROGRAM
EVALUATION
& POST ANALYSIS
Presented By:
Gail Bindi
Director, Strategy and Development
C 248.554.4532
[email protected]
crnradio.com
The information in this document is proprietary to the transaction between CRN and the recipient. Each party agrees to retain in confidence and require its employees to retain in
confidence the information enclosed. Each recipient further agrees to not disclose information to any person, consultant or representative without the express written permission of CRN
International, Inc. Recipient agrees not to use or implement any concepts and ideas contained in this proposal without the consent of CRN International, Inc.
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Applebee’s
4Q 2011 Radio Campaign
Back
Traffic
UP
Applebee’s brand group reported record-high
store traffic versus the three periods prior.
63.4%
average CTR
1,306
entrants
Click-through rates to Applebees.com were
the best Applebee’s had ever seen.
Over a thousand contest entrants in nine
markets to add to Applebee’s CRM database.
Program was refreshed every quarter for
Renewals two years.
Applebee’s 4Q 2011 Radio Campaign
Back
Applebee’s
Pick ‘N Pair Results: 2012
Listeners were asked to submit their favorite
Pick ‘N Pair lunch combo to a contest microsite
Winners received a gift card for
free Applebee’s meal
Results: 793 entries over
two 2-week flights!
Applebee’s 2012 Radio Campaign
Back
Petco Adoptions
Local/National
Radio Campaign
BuddyHurricane
Katrina refugee
(Atlanta)
For Petco’s Think Adoption First campaign, CRN
vetted out and coached air-personalities who
were pet owners.
Listeners passionate about their pets entered a
contest where they were asked to write a story
about how they adopted their pet and submit a
picture.
PriscillaAbandoned
(Rockwell, TX)
Results:
 395 entries
 Dallas store event attendance = 100 people
 Houston store event attendance = 350 people
Back
Microsoft Office
Small Business
Accounting
Radio Campaign
Back
Small Business Minute Programs
Sponsorships
Small Business Success Stories
Small Business of the Day Contest
Campaign Website and Online Extensions
Business Owner Testimonials
Retailer Marketing
BACK
Small Business Accounting Radio Marketing Campaign
Back
Branded
Campaign
Website
Generated more than a
half-million views and
over 7,000 click-throughs
to Microsoft retailers.
Small Business Accounting Radio Marketing Campaign
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Aided Recall by Tactic Research Indicates
Strong Reception to Non Traditional Elements
Promotions
85%
Programs
Traffic Sponsorships Etc.
71%
12%
Traditional Ads
0.0%
8%
20.0%
40.0%
60.0%
80.0%
100.0%
Base: 183
Small Business Accounting Radio Marketing Campaign
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Course of Action
The majority of radio market respondents who recalled the
advertising visited website for more information as a result of
learning about the software. Almost one-half ordered a free trial.
Visited website for more information
Ordered a free trial of the product
Told a friend or colleague
Purchased the product
None of the above
Base: 183
Small Business Accounting Radio Marketing Campaign
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Results
Radio markets outperformed non-radio markets
42% better in
sales
Radio markets outperformed non-radio markets in select
matched-market test (markets adjusted by population,
demographics, and geography)
65% better
performance
Featured retailers in radio markets outperformed same
retail stores in non radio markets
11 of 13 weeks
Click through to retailers on campaign website in only 5
weeks of measurement
7,353
Small Business Accounting Radio Marketing Campaign
Back