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Mark your calendar now for future RAB Webinars…

Mark your calendar now for future RAB Webinars… New Ideas: How to Deliver Web Stuff Your Client REALLY Wants October 8 at 10AM and October 10 at 3PM X- Treme Co-op: 5,000 Sources of Adverting Revenue November 12 at 10AM and November 14 at 3PM

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Mark your calendar now for future RAB Webinars…

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  1. Mark your calendar now for future RAB Webinars… • New Ideas: How to Deliver Web Stuff Your Client REALLY Wants • October 8 at 10AM and October 10 at 3PM • X-TremeCo-op: 5,000 Sources of Adverting Revenue • November 12 at 10AM and November 14 at 3PM • Negotiate the Deal You Want and Makes Your Sales Manager Happy • December 10 at 10AM and December 12 at 3PM • Register at http://www.rab.com/webcasts/webinars.cfm Radio Advertising Bureau | www.rab.com | 800-232-3131

  2. Radio Advertising Webinar Shop Talk Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences Tammy Greenberg SVP/Business Development Radio Advertising Bureau

  3. Handout Watch for an e-mail following today’s webinar with a link to download the F.C.T. Report Executive Summary (check junk mail) Lines are muted Type questions in the Q&A window RAB Member Response MemberResponse@rab.com 800-232-3131

  4. Radio Advertising Webinar Shop Talk Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences Ruth Presslaff Owner Presslaff Interactive Revenue

  5. Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences

  6. F.C.T. Report Overview F.C.T. Report Purpose: Provide local stations with sales oriented data on listeners’ brand and product preferences, interests and purchase intentions. Provide national and local results for local station sales purposes. Method: Online Survey. Compilation of local station respondents into one national survey. RAB provided one $500 AMEX gift card as incentive. Industry Participation: 24 Broadcast Groups representing over 200 radio stations, resulting in just over 20,000 participants nationwide. Survey Dates: July 16th to August 5th 2013 Winner: A Hubbard Radio Chicago (WDRV) Listener

  7. Agenda • Who Participated • Gift Giving Occasions • Year-End Holiday Shopping • Likely Purchases • Radio Advertising’s Influence • Other Holidays • Marketing Tips • Where People Shop • Wrap-Up:Try This at Home

  8. Participation by Gender

  9. Participation by Age

  10. Participation by Age

  11. Opt-In Would you be interested in getting exclusive shopping information, special offers and coupons from us?

  12. Primary Shopper Who is the primary shopper in your family?

  13. Children What ages are the children/grandchildren you may buy gifts for?

  14. Gift Giving Occasions On what occasions do you usually buy a gift?

  15. Gift Giving Occasions: Dig Deep Pets: 13% Co-workers: 21%

  16. Gift Giving Occasions On what occasions do you usually buy a gift? Women Only

  17. Gift Giving Occasions On what occasions do you usually buy a gift? Men Only

  18. Gift Giving Occasions: Dig Deep • 18-24 Year Olds: • 79% at Mother’s Day • 69% at Father’s Day • 68% at Friend’s Birthdays (Spouse and Year-End round out top 5 at 66% and 58% respectively)

  19. High Spend Occasions On which of the following shopping occasions do you spend the most money?

  20. High Spend Occasions On which of the following shopping occasions do you spend the most money?

  21. Year-End Holiday Gift Purchases Top 5 Higher Price Point All

  22. Spend on Year-End Holidays Overall, how much do you generally spend on Year-End holiday season shopping?

  23. Spend on Year-End Holidays By Age

  24. Holiday Shopping Timeline For the Holiday Shopping season, do you shop for gifts on…

  25. Top 5 Shopping Influencers What influences your shopping decision?

  26. Spend on Year-End Holidays Radio Influence + 5 % All Influenced by Radio Ads

  27. Year-End Holiday Spend Compared to Last Year: Influenced by Radio Ads As you think about shopping for the big Year-End holidays this year, as compared to last year, do you plan to… + 4% + 4% + 6% All Influenced by Radio Ads

  28. Spend on Holiday Season By Media Influence

  29. Year-End Holiday Gift Purchases Radio Advertising Influenced All

  30. Gift Giving Throughout the Year

  31. Valentine’s Day Purchases

  32. Mother’s / Father’s Day

  33. Timing. Feelings. Marketing and Copy Information

  34. How Far in Advance… …of a gift-giving occasion do you get your shopping done?

  35. When Do You Shop? Men All Women

  36. Use of Coupons/Daily Deals

  37. Feelings About Shopping Which of the following apply to your feelings about shopping? Men Women All

  38. Where do you typically shop?

  39. Where do you typically shop? Lots of targeting opportunities beyond the Top 5: Outlet Stores/Malls…………………………………..………….38% Local Shopping Malls………………………………….………..38% Home Décor (Bed Bath & Beyond/Home Goods)….37% Membership Clubs…………………………………………….…36% Drug Stores (Walgreen’s/CVS/Rite Aid)………………..36% Local Retailers………………………………………………………34%

  40. Put This Report to Work For You: • For those who participated, dig into your own data to see how your station’s demographics may differ from national report. • Birthdays are HUGE. Everybody has one. Birthday emails, gift guides, sponsored on-air or online birthday recognition, these are year-round opportunities for advertisers to remind people to shop for birthday gifts at their business. • Show clients what your listeners are buying and when. • Use the information on when people shop to bolster your dayparts and rates. • Use the information on when people shop to create promotions that will drive traffic during off-peak hours for retailers.

  41. Put This Report to Work For You: • Dining out –restaurant gift certificates at holidays, Valentine's Day, Mother's Day/Father's Day –is a top category for spending across all holidays. • If your local retailers offer online shopping, be sure they promote it in their copy. • Targeting men for gift giving?  The messaging should be geared toward getting a good deal…and making the shopping process hassle free: get what they want and get in and out quickly

  42. Put This Report to Work For You: • Use the insights on what influences shoppers: Sales, Products, Free Shipping, etc., to create campaigns. Be the marketing consultant your advertisers crave. • Remember the power of Friends/Family Referrals and Word of Mouth. Highlight that in postings, recommend using referrals in copy points, encourage forwarding of great deals in your emails • Advertising works. Those influenced by radio ads, spend more.

  43. Next Survey: HOME IMPROVEMENT If you didn’t participate in this last survey and are interested in participating, please email FCTReport@RAB.com.  Be sure to include: contact name, station call letters, market and ownership. MemberResponse@rab.com | 800-232-3131

  44. Questions? Tammy Greenberg tgreenberg@rab.com Ruth Presslaff ruth@presslaff.com MemberResponse@rab.com | 800-232-3131

  45. Thank you! Tammy Greenberg tgreenberg@rab.com Ruth Presslaff ruth@presslaff.com 310-792-6070 MemberResponse@rab.com | 800-232-3131

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