Leveraging Radio for Grocery Advertiser

1. This presentation was created on a blank, basic PowerPoint templateto allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the advertiser you are pitching. In addition, we refer to your station(s) as “Radio Station” – please fill in your call letters or station ID. Please delete this slide prior to your presentation.   Need assistance? View in slide show mode and click on the ask rab logo.

2. Presented by: Insert your name and title Leveraging Radio and (insert station name) for (Grocery Advertiser) (Insert date of meeting) INSERT RADIO STATION LOGO(S)

3. Agenda • Why radio • Insight based ideas for “insert advertiser”

4. Weekly Reach Radio Reaches 92% Of adults 18+ that spent $150 or more on groceries in the past seven days. Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

5. Weekly Reach Radio Reaches 91% Of adults 18+ that spent $100 or more on groceries in the past seven days. Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

6. Grocery shoppers spend more time with radio than with any other medium. Adults with weekly supermarket expenditures of $100+ spend 21.6% of their day with radio. Source: The Media Audit Media Day Analysis Jan 2012-May 2013

7. Why YOUR Radio Station • Insert key facts as to why your radio station is the right medium for the Advertiser.

8. Leveraging Radio for insert Grocery Advertiser

9. Objectives • Drive traffic and sales in the local market for Advertiser X. • Develop programs designed to keep Advertiser X top of mind among the core target audiences. • Increase awareness for specific product available at Advertiser X.

10. Strategies • Leverage all radio station platforms to engage the core target audiences. • On-air • Online • Mobile • Social • Experiential (in-market/on-site) • Create marketing solutions that will drive interest, traffic and sales for featured product and offers. • Deliver turn-key programs that integrate into the radio station content in a relevant way.

11. Leveraging Radio for insert Grocery advertiser.Insight Based Ideas

12. Idea: Shopper surPRIZE Radio station and Advertiser X partner to create a shopper promotion where every day over the course of the campaign, shoppers of Advertiser X will either find surPRIZEs in their shopping bag, secret codes affixed to carts, shelf talkers and select products for a surPRIZE sweepstakes contest and random surPRIZE in-store and on-air contests.

13. Shopper surPRIZE How it works: • Radio station creates a series of promotional announcements to generate awareness of the Shopper surPRIZE program and drive traffic to Advertiser X for participation. • Each day the station will promote the Shopper surPRIZE event currently taking place and ask listeners to post pictures or status updates via social networks with #AdvertiserXsurPRIZE @radiostation or text to the station with the surPRIZE they encountered at Advertiser X. • Shopper surPRIZEs include: • Cash in their grocery bag at checkout. • Secret codes on shelf talkers, select product and on shopping carts redeemable on the radio station website for entry to win “big” and “small” prizes (e.g., concert and sporting event tickets, Advertiser X shopping spree, t-shirts, gift cards, dinner with a DJ, etc.) • Special in-store “pop-up” surPRIZE events and contests (see next slide).

14. Shopper surPRIZE How it works: • Each week, radio station will host an in-store “pop-up” surPRIZE contest at an Advertiser X location including: • Radio station spotters roaming the aisles to surPRIZE shoppers that have specific items in their cart to win the contents of their cart. • Radio station-hosted “Supermarket Sweep” contests: • Randomly selected contestants are given a budget and have 1 minute and :30 to shop the store and get to check-out. The contestant that gets closest to the budgeted amount without going over wins a shopping spree at Advertiser X. • Randomly selected contestants are given a shopping list consisting of clues for very specific products. Contestants search the store and fill their carts with as much of the list as they can in 2 minutes. Contestant with the most correct products in their cart wins a shopping spree at Advertiser X.

15. Shopper surPRIZE How it works: • All pop-up surprise contests include live radio remote call-ins and are videotaped and uploaded to an Advertiser X Shopper surPRIZE contest page on the radio station website. • Contest page also includes: • Crack the code feature where listeners submit their Shopper surPRIZE codes to be automatically entered to win prizes. • Shopper surPRIZE photos and status updates posted or texted by listeners/shoppers with the hashtag AdvertiserXsurPRIZE @radiostation. • Upcoming Shopper surPRIZES at Advertiser X. • Link to the Advertiser X website and downloadable weekly circular.

16. Idea: Recipe Exchange Radio Station and Advertiser X present a local market recipe exchange that encourages the community to come together and share around a single passion – food!! Stations will ask listeners to submit and share their own recipes, created with ingredients that are provided by Advertiser X each week for a chance to be featured on-air and be included in the first annual Radio Station-Advertiser X Local Market Cookbook.

17. Recipe Exchange How it works: • Promotion to invite listeners to submit and share their own recipes, created with ingredients provided by Advertiser X each week: • On-air :10s/:15s direct listeners to a custom-created Advertiser X-branded page on station website where recipes can be uploaded and shared in a cookbook-style gallery. • Radio station talent who are known by their listeners as “foodies” or those that love to cook will endorse Advertiser X and record spots that include their own recipes for the Advertiser X recipe exchange and mention some of the other recipes they found on the website submitted by listeners. • Each endorsement spot emphasizes the trust in the fresh ingredients that can only come from Advertiser X.

18. Recipe Exchange How it works: • Radio station will create an Advertiser X-branded feature page on its website to house the Recipe Exchange and include: • Cookbook-style gallery of recipes searchable by the person who submitted, ingredient, course of meal (appetizer, entrée, dessert, etc.) and by type of event. • Each recipe includes a message board for listeners to share amongst each other their enhancements, ask for more instruction, etc. • Easy uploading instruction to submit a recipe to the gallery. • Each recipe is submitted via a radio-created form with the story behind it and allows for accompanying photos/video. • All submitted recipes will be reviewed by the radio station for content before being posted into the cookbook-style gallery.

19. Recipe Exchange How it works: • Radio station will create an Advertiser X-branded feature page on its website to house the Recipe Exchange and include (cont.): • Recipes are posted with an ingredient list that can transform for download or “send to phone/email” as a shopping list at Advertiser X. • All downloaded/send to phone/email recipes/shopping lists include an Advertiser X logo and potentially a special offer (e.g., dollar off) • Each week’s Advertiser X digital circular will also be available for download on the feature page and the in-store/newspaper copies will include radio station co-branded promotion for the Recipe Exchange.

20. Recipe Exchange How it works: • Advertiser X can promote the Radio Station recipe exchange program in-store. • Radio street teams will distribute “recipe cards” to promote the program in the Advertiser X parking lot as well as other high trafficked areas of the community. • Listeners will be able to share their favorite recipes via their social networks (Pinterest, Facebook, etc.) • Stations/Advertiser X will pick the best, most economical and easy to prepare recipes to be featured on-air. • Anyone that has their recipe chosen will receive a Gift Card to Advertiser X.

21. Recipe Exchange How it works: • This is a continuity program that can support any holiday and seasonal recipe exchanges throughout the year. • At the end of each year, Advertiser X and Radio Station can transform the online Recipe Exchange cookbook to hard copy to be sold at Advertiser X locations.

22. Idea: What’s For Dinner Insert Market? In an effort to drive mid-week grocery sales and engage listeners in a branded environment, Radio station and Advertiser X partner to inspire daily dinner solutions. “What’s for Dinner Insert Market?” leverages an early morning interactive polling device that will result in a midday/afternoon on-air “News” release representing the percentage of listeners in the market that are having specific meals for dinner that evening.

23. What’s For Dinner Insert Market? How it works: Morning Drive Daypart: • Fixed position :30 units to run 3-5 times daily and adjacent to News, Traffic and/or Weather sponsorships. • Recorded by morning show team personalities OR News/Traffic/Weather reporters, driving to an interactive poll (see below). • Example: “Here’s what I’m having for dinner tonight thanks to ingredients I just got at Advertiser X What are you having? Answer the poll online at the station website (and earn station reward points).” • Stations will also post the same content to their personality or station fan pages on Facebook and push out tweets as every spot runs to their followers.

24. What’s For Dinner Insert Market? How it works: Midday/Afternoon Drive Dayparts: • Fixed position :15, :30 and :60 “Reminder to Answer the Poll” and “Poll Result Spots” to run 3-5 times per daypart daily, adjacent to News, Traffic and/or Weather sponsorships. • The longer the spot, the more “ingredient” and directional content to air. • Example: “I’m having steak for dinner tonight. 70% of moms in [insert market] are having Filet of Fish with Tartar according to the Advertiser X ‘What’s for Dinner?’ Poll – get all the ingredients at your local Advertiser X store.” • Station will post the same content to their personality or station fan pages on Facebook and push out tweets as every spot runs to their followers.

25. What’s For Dinner Insert Market? How it works - Interactive Poll: • The radio station will develop a widget that will appear on the home page of the radio station website to conduct the daily Advertiser X branded “What’s for Dinner?” Poll. • Poll will include a list of options/ideas with ingredients all available at Advertiser X stores. • ADVERTISER X BRANDING • Poll Question: What are you having for dinner? • Choose one: Roasted Chicken, Fresh Salad, Succulent Ribs, Pepper Steak, Spaghetti and Meatballs, Veal Parmesan, Other____ • Listeners will be able to click to view results as they continue to roll in; the “majority” results will be announced each day at 4pm and repeated at 5pm and 6pm inviting listeners to log on and answer the poll the following day.

26. Next Steps • Gain feedback on ideas • Station to revise based on feedback and propose schedules and costs • Plan activation timeline including commercial creative and station produced spots (if required) • Discuss how campaign success will be measured • Launch campaign

27. Additional Ideas: Holiday & game time

28. Idea: Holiday Minutes Beginning with Halloween and running through the Christmas and New Year’s Holidays, Radio station and Advertiser X present Holiday Minutes that provide planning, decorating, entertaining and food tips as they relate to the upcoming Holiday. The Holiday Minutes seamlessly shift in focus from Halloween (October) to Thanksgiving (November) and then through all of the December holidays (Hanukkah, Christmas, Kwanzaa, New Year’s).

29. Idea: Holiday Minutes How it works: • Radio station will create audio ‘advertorial’ messaging that provides listeners with :60 of tips, ideas and solutions that will always feature items of importance for Advertiser X each week. • Each Holiday Minute is themed for the Holiday it is supporting and can feature items (general or specific) that Advertiser X wishes to promote, for example: • Consider treating your little tricksters with some Healthy Halloween goodies this year – Advertiser X has items such as…. • Did you know that 96% of home cooks think that sharing cookies shows you care and 91% bake holiday cookies for their families? Well there’s something to that. How about showing your kids’ teachers how much you care this year with home-baked sugar cookies – Advertiser X has everything you need from A-Z…).

30. Idea: Holiday Minutes How it works: • On-air personalities with the most relevance for the particular holiday and the audience that Advertiser X is trying to reach will voice the Holiday Minutes. • Holiday Minutes will air at the top of the hour, every hour on key days as the Holidays approach (e.g., Weekend before Thanksgiving, Black Friday to get a jump on Christmas dinners, etc.). • Utilize roadblock tactics to air Holiday Minutes throughout the season. • Sponsor Holiday Music blocks across station and run a full series of Holiday Minutes throughout.

31. Idea: Holiday Minutes How it works: • Station will host Holiday pages on the website; e.g., “Halloween Sponsored by Advertiser X” that will include podcasts of the Holiday Minutes as well as additional ideas, local events and activities that support Halloween and that particular season (Pumpkins, Apples, Candy Apples, etc.). • Station streaming players can be skinned and branded with Advertiser X messaging to coincide with each of the various holidays and Holiday Minutes will run on station streams as well.

32. Idea: Cookin’ for Game Time A Game Time “cooking show” series featuring on-air Radio personalities reading and preparing recipes appropriate for a tailgate party that support Advertiser X ingredients featured each week. Recipes are so easy to prepare, even your DJ can do it!

33. Idea: Cookin’ for Game Time How it works: • Personalities prepare and present recipes to listeners on-air in live read and banter formats. • The preparation of the recipe is videotaped and featured on the station website. • Station website will also host recipe content and interactive features such as: • Downloadable shopping lists corresponding to recipes. • Vote for favorite recipes. • Submit/post additional recipes for potential inclusion in the on-air Cooking show. • Submit/post photos of your Tailgate party for a chance to win a station appearance at your next Tailgate party. • Tailgate planning tips including how to prepare, the bare necessities that you’ll need (food, paper goods, folding chairs/tables, etc.), scouting your spot and more.

34. Idea: Cookin’ for Game Time How it works: • Supplier supported recipes (recipes that include specific brands) provide the ability for product placement inside the audio and video segments. • On-air and online countdown to Game Time. • Only 3 days, 12 minutes left to get to Advertiser X to get everything you need for your Game Time tailgate.