Transcript SUPER PERK How To v1

SUPER PERK
What is a SUPER PERK?
• A SUPER PERK is a PERK offer that
has:
– More promotion
– More excitement
– More dedicated inventory than any deal in
PERKS history.
• And, it works!
The Backstory…
The First SUPER PERK
• Entercom Milwaukee had a relationship with
Quaker Steak and Lube, a one-location
business that needed an infusion of new
customers during the fall and early winter
months which are traditionally slow.
• Additionally, a direct competitor (Buffalo Wild
Wings) is located across the street.
• Although they do big business in diner food,
they wanted to go head-to-head with BWW for
their main audience.
The First SUPER PERK
• The programming department saw this PERK
as not just another deal to promote but as a
PERK that would:
– Fit their brand and the lifestyle of the listener
– Create some great art and video for their websites.
The SUPER Promotion
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The night before the sale, three DJ’s did a “Men VS. Food”
style competition where they challenged each other to eat
hotter and hotter wings.
Video and images posted on the web went viral and gave
some great talking points for the deal which launched the
next day.
The Super PERK went far beyond the promotion of a normal
PERK.
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It utilized 1 available unit per hour for the entire extent of the deal on each
station, voiced by station talent.
The PERKS Facebook post was just the start of the online campaign.
Each station posted the deal and the results of the promotion the night
before on Facebook, as did many of the DJ’s.
The SUPER Results
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In just 24 hours, over 1,600 half-off certificates were sold
generating over $32,000 in revenue. And over 100
vouchers had been redeemed the night that the sale took
place. The client was thrilled with the results and is
committed to doing three more Super Perks with ETM.
Two more in Milwaukee and one in our Madison market.
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Because ETM set the bar above any of the other market
competition, the business purchased a $26,000 annual
with the Entercom Milwaukee.
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They have never done traditional radio advertising with
ETM Milwaukee prior to this Super Perk.
Integrated Marketing
Campaign Drove Huge Sales
For A Milwaukee Restaurant
Objective:
• Quaker Steak and Lube, a Milwaukee restaurant,
wanted to bring in new diners during the traditionally
slow, fall and early winter months.
Solution:
• Entercom Milwaukee worked with Quaker Steak and
Lube to create an integrated marketing campaign
using Entercom’s cashless marketing program,
PERKS. A Super PERKS, the Half-Off Quaker State
offer was promoted with a fully integrated campaign
that included on-air and online radio, digital display
ads ,direct-to-consumer email and a live DJ tasting
with three favorite radio personalities competing to
out-hot-sauce the others with one of the twenty
varieties of wing sauce. The day after the tasting the
half off promotional offer went on sale with Super
PERK Promotion, including a commercial an hour
voiced by the same DJ’s who were at the event the
night before.
Results:
• In just 24 hours, over 1,600 half-off certificates were
sold generating over $32,000 in revenue. And over
100 vouchers had been redeemed the night that the
sale took place.
How to Sell a
SUPER PERK
How To Find a SUPER PERK
• Find a client that fits with your brand(s)
• Get an unlimited number of certificates
• Develop a powerful, integrated, authentic,
campaign to drive PERKS sales that is:
– Supported by programming
– Driven by your talent
– With significant media weight and programming
integration on-air and online.
How is a SUPER PERK Different?
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The key differentiator with the SUPER PERK approach is a
unique three day marketing countdown that leverages
authentic endorsement and from Talent & Programming
and SELLS this deal across all platforms.
The marketing support can include a fully integrated
campaign including:
Pre-promotion:
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On Air and Online Radio
Direct to Consumer Email
Live DJ appearance
On the Day of the Sale:
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A commercial an hour voiced by the same DJ’s who were at the event
the night before.
Next Steps
• Consider going back to some of your more popular
client offers, get unlimited certificate and develop a
SUPER, authentically talent-endorsed
integrated campaign to promote the offer for a
limited time.
• You will see results and revenue!
Confidentiality
The preceding pages contain proprietary information of
Entercom Communications Corp. and is to be used by the
recipient solely for the purpose of evaluating a transaction or
business relationship with Entercom Communications Corp.
This Proprietary Information should be kept confidential and is
not to be distributed, disclosed or disseminated to third parties.