Welcome! November 4, 2016

TRADITIONAL MEDIA The Power is Still on!

More and more channels

Life Stage is important

Radio Facts and Figures Radio is the leading reach platform: 93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (85%), PC use (50%), smartphone use (74%), and tablet use (29%) 265 million Americans 6+ listen to the radio each week 66 million Millennials use radio each week Audio consumers are listening for more than 12 hours each week; and…. The majority of radio usage comes from employed listeners; nearly three-quarters of Generation X listeners work full-time.

Millennials (those born between 1980 and 1996): ◦ More than 66.5 million Millennials use radio each week (52% male; 48% female) ◦ 92% of Millennials are reached weekly by radio ◦ Almost 12 hours spent with radio each week Generation X (those born between 1965 and 1979): ◦ Nearly 58 million Gen Xers use radio each week (53% male; 47% female) ◦ 95% of Generation X reached weekly by radio ◦ More than 13.5 hours spent with radio each week ◦ Nearly 75% of Generation X listeners work full-time Boomers (those born between 1950 and 1964): ◦ 58 million Boomers listen to radio each week (54% male; 46% female) ◦ 94% of Boomers reached weekly by radio ◦ Boomers spend the most time with radio each week, with an average of over15 hours

Hispanics (those 12 and older) ◦ 40 million Hispanics use radio each week ◦ 97% of all Hispanics use radio each week (54% male; 46% female) ◦ Hispanics spend on average about 12.5 hours each week with radio African Americans (those 12 and older) ◦ 92% of African Americans use radio each week (48% male; 52% female) ◦ Over 31 million African American listeners use radio each week ◦ Listen slightly more weekly than Hispanics, with an average of 12 hours and 47 minutes

TOP FORMATS 1. Country 2. News/Talk 3. Pop Contemporary Hit Radio

COST PER THOUSAND Not Just Numbers…………….

SHOW CONTENT Shark Tank The Voice The Profit Sportscenter Lyric

ATMOSPHERE Political Season Sports News Holidays

HOW RECEPTIVE THE CONSUMER IS TO OUR MESSAGE Time of the day Time of the month Season Life Stage

Skippers Seafood and Chowder House Case Studies Skippers Seafood and Chowder House

Case Studies Golden Rule Brake

Columbia Hearing Centers Case Studies Columbia Hearing Centers

Thank you! Brad Krueger

5 Keys to Digital Success

What are the 5 Keys to Digital Success? Identify Your Audience Set Clear, Defined Goals Have a Solid, Relevant Landing Page Don’t Be Afraid to Start Small Test, Test, Test!

Meet Scotch Porter

Campaign Highlights Launched January 2015 Revenue increased 251% in first month Launched in UK in April 2016 Launched skin care line in July 2016 Jan - Oct 2016 Revenue is Up 223% YoY

How Did We Do It?

The 5 Keys, Of Course!

Key #1: Identify Your Audience(s) Demographics (age, gender, family status, income etc.) Interests Behaviors (online shopping, in-market audiences, etc.) Location Seasonal

Key #1: Identify Your Audience(s) African American Men Ages 21-44 Interests: men’s fashion & grooming, beards, GQ, etc. Behaviors: online shoppers, above average spending Geo: Atlanta, NYC, Baltimore, D.C., Orlando, etc. Season: year-round; heavier push in colder months

“Elegant Swag”

Where Does Your Audience Go Online?

Key #2: Set Clear, Defined Goals Set a primary KPI Make sure it’s specific and measurable EVERYTHING you do should be geared toward KPI Set sub-KPI’s that are relevant to their respective tactics

N

Scotch Porter’s Goals Overall CPA of $12 or less Upper Funnel Tactics: Awareness-Based KPI Ex: 1.50% CTR on FB ads Lower Funnel Tactics: Conversion-Based KPI Ex: $5 CPA on Retargeting Tactics

Key #3: Have a Good Landing Page Think of the user and their experience Make it relevant to the ad Make it obvious what action you want them to take It’s 2016. It needs to be mobile friendly

HOME PAGE

Ads for Beard Products...

...Go to Beard Products Page

Ads for Skin Care Products...

...Go to Directly to Skin Products Page

Ads for Beard Balm...

...Go to Directly to the Beard Balm Page

Key #4: Don’t Be Afraid to Start Small To get where you’re going, first know where you are This is not a microwave, it’s a conventional oven You don’t need a big budget to start. Just start. Reinvest for increased success You can learn and adjust as you go along

You can grow your presence over time...

You can grow your presence over time...

You can grow your presence over time...

You can grow your presence over time...

You can grow your presence over time...

You can grow your presence over time...

Key #5: Test, Test, Test!

Key #5: Test, Test, Test! Test different channels Test different targeting models in existing channels Test varying messages, images, color schemes, etc. Test different landing pages Never. Stop. Testing.

Test Different Channels

Test Different Color Schemes Yellow CTA Button White CTA Button

Test Different Message Themes Seasonal Message Customer Review

Test Different Ad Formats Carousel Single Image

Final Thoughts Don’t be intimidated to start Data is your new best friend Apply what you learn in your other marketing channels Keep on top of trends Have fun with it!

December Breakfast Meeting Jesse Pierpoint-Seven2 Register Today! December Breakfast Meeting Jesse Pierpoint-Seven2 December 2, 2016