Transcript Digital Marketing

“My Novel… My Everything…”
an integrated marketing campaign
Holiday 2010
Presented To: Jason Topel/Pandigital Inc.
Presented By: Laureen Chang/Dave Milner/Jenny Nelson/Entercom
Date:
9/12/10
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Target Audience
• Men and Women who are looking for an affordable and easy
to use eReader/tablet
• Consumers looking for a introductory, multi-purpose device
that can be used throughout the day
• Families with younger children who appreciate the color
capabilities of the Pandigital screen, and mature adults who
are looking to invest in a practical eReader that meets their
needs
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Marketing Objectives
1. Drive consumer purchase/awareness of the
Pandigital Novel during the Holidays (November –
December)
2. Promote the Pandigital Novel’s:
– Ease
– Convenience
– Multiple Features
– Affordability
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Campaign Objective + Strategy
• Objective: Educate the public on how the Pandigital Novel
can help you throughout the day and provides lifestyle
solutions beyond the reader
• Strategy: Use anecdotal storytelling from trusted, familiar
sources (on-air personalities) to engage listeners in the
benefits of owning the Pandigital Novel.
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Concept: My Novel… My Everything.
Personal assistant, e-reader, bookstore, music player, portable
television, arcade game, alarm clock. Tons of uses…
“My Novel…. My Everything” uses on air personalities to showcase
the features, functionality and affordability of the Pandigital Novel.
Using real stories, our personalities will engage our listeners with
their experiences using the Novel and will share how their Novel…
has become their everything (from alarm clock, to photo frame to
portable computer).
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Surf, play, read…. Its My Novel… My everything from morning to
night.
Marketing Tactics
• Audio Marketing:
– On Air Radio
– Online Radio
• Digital Marketing
– Banner Ads
– Video Pre-Roll
• Direct to Consumer Marketing
– Email marketing
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Marketing Tactics: On Air Radio
• :60-second storytelling vignettes voiced by actual onair personalities who tell their personal stories about
playing with, using and experiencing their Pandigital
Novel.
• Perfect holiday gift.
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Digital Marketing: Online Radio
• The fastest growing segment of the radio industry now
represents 5-10% of the total audience and also is our most
loyal, tech savvy and responsive listener.
• Online radio is our “point of purchase” where consumers are
just a mouse click away from your website.
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Digital Marketing: Banner Ads
• Banner Ad running
throughout the websites
• 728x90
• 300x100
• 300x250
• Entercom also offers site
takeovers for a truly
dominant, high-profile
campaign with impact
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Digital Marketing: Digital Video
Who says radio is not a visual medium!
Video Pre-Roll - Video ads
• Video Pre-rolls (must see video that
runs prior to each online radio session)
and 300x250 “video ads” are our most
popular assets.
• Existing 15-second video clips from
Pandigital can be used, or we can
design and create your video as well.
KRXQ - Pat Martin
Video Pre-roll
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Digital Marketing: Database Marketing
• Connect with our optin radio station
members through
direct marketing
• Send Coupons,
information and/or
special Limited time
Offer available at
specific retailers
• Build Pandigital’s
database of contacts
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Link to Jiffy Lube
Live Coupon
Media Summary: San Francisco
• Timing: November 8 – December 12 (5 weeks)
– San Francisco Market / 3 stations
• Audio
– Pre-Recorded Endorsement Commercials = :60s @ 24x per week per
station
– Production Included
• Digital
–
–
–
–
Banner Ads (5% Share of Voice)
15-second Pre-roll featuring station talent (5% Share of Voice)
Online Radio Commercial Schedule (5% Share of Voice)
Production Included
• Direct to Consumer Marketing
– 2x direct to consumer emails sent to our opt in database members
during the 5 weeks per station (122,000 opt in members)
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San Francisco Investment Summary
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• Station
Format
Recommended Talent
Weekly Invest.
• KDFC
Classical
Dianne Nicolini
$5,845
• KOIT
AC
Laurie Sanders
$17,412
• KBWF
Fresh Country Miki Gamez
Totals:
• 5-week On-Air Cumulative Persons SF Market:
• 5- week Online Impressions SF Market:
$7,520
Total Weekly Investment
$ 30,778
Total Campaign / 5 weeks:
$153,888
*Aug 2010 Arbitron Adults 25+
3,889,400
525,000
Opportunity to Extend
to Other Markets
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Boston
WEEI-AM
$129,158
Denver
KOSI
$59,549
Seattle
KKWF
$43,154
National Footprint
•100+ Station-Web Network
•Almost 30 Million Listeners Every Week
•3.3 Million Unique Web Users
•1 Million Weekly online radio listeners
•An Opt In Database of over 2.3 Million Listeners
•16.5 Million Page Views per week
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.
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