Big Ideas For a Big Q4! Dave Casper / Mark Levy RAB - Dallas

Our Agenda 1. A look at Q4 research – Business conditions – Consumer habits – Best prospects 2. Proposal ideas 3. Great commercial ideas 4. Cross promotion ideas 5. More commercials 6. Copywriting techniques 7. And more commercials 8. Alternative Revenue ideas 9. And even more commercials

RAB Research Holiday fast facts Best holiday prospects Consumer confidence Consumers planned spending Online sales grow Wish list: electronic gadgets 4 in 10 start gift buying late

RAB Research

Holiday Fast Facts The holiday season represents % of retailers’ annual sales 2006 holiday sales were $456 Billion 1 out of 4 electronics stores sales occur duruing the holidays 4 out of 5 adults shopped at a department store for holiday merchandise 47% of consumers shopped online in 2006 for holiday gifts 23% of holiday sales are made in December

Best Holiday Prospects Percent of annual sales during holidays: 1. Jewelry stores31% 2. Department stores24% 3. Electronics/appliance stores24% 4. Clothing/accessories stores24% 5. Discount stores23% 6. Sporting goods stores23% 7. Electronics mail order21% 8. Furniture19% 9. Food & beverage stores18% 10. Health & personal care18%

Consumer Confidence Various forecasters Consumer confidence is down Spending overall on gift giving will be down Share is what your retailers must grow in a slower year.

Planned Spending

RAB Research Online sales over $39 billion

Retail Merchandiser RAB Research Holiday spending will be up 2.5%

Wish List: Gadgets Consumer Electronics Association Holiday Consumer Electronics sales will be $22 Billion

RAB Research 4 in 10 start holiday shopping after Thanksgiving

Proposal Ideas Ring-A-Ding-Bling Personal Shopper Re-gifting Fair Toys For Tots Frozen Turkey Bowling Buy It In K-Country

Ring-A-Ding-Bling Jewelry Store Tuesday night is “Ladies Night” Wish list Thursday night is “Gentlemen’s Night”

Ring-A-Ding-Bling Sponsors: Jewelry vendors Restaurant/caterers Travel company Airline Supermarket Wine/liquor distributor Resort or cruise line

Personal Shopper Retailers provide shoppers Station promotes retailers Shoppers do CNA

Personal Shopper Sponsors Home Depot/Lowes Hallmark Home décor stores Jeweler Department stores Bath and Body Target Electronics retailer Music retailer Clothing retailer

Re-gifting Fair Listeners bring gifts for charity Listeners get receipt Prizes for worst gift category

Re-gifting Fair Sponsors Tax preparers Home builder (hold in model home) Appliance retailer Auto dealer Furniture store

Toys For Tots Team with Marines Listeners bring new toys Listeners win “mystery gift” from sponsors

Toys For Tots Sponsors Large retailers Shopping malls Local small retail Car dealerships Toy manufacturers Sponsors: Large retailersCar dealerships Shopping Malls/CentersToy manufacturers Local small retailEtc.

Frozen Turkey Bowling Store sections off an aisle Listener sign up for team Teams bowl turkeys into soup cans Prizes for winners

Frozen Turkey Bowling Sponsors: Poultry producer Soup company brand Lumber or Home Depot Mail box company

Buy It In K-Country Promote station and make money A number of different communities Umbrella geography called K- Country Solicit chamber, BBB, manufacturers Clients promote businesses including K-Country promotion

Buy It In K-Country Sponsors Retailers Banks Service industries (Plumbers…) Associations

Ideas For Successful Commercials 1. Chex - Generic Holiday 2. Glamour Shots - Christmas

Cross Promotions 1Great idea + 2 Clients 3Win-Win-Win

Benefits 1. Promotional partners get better results than they can afford on their own 2. Customers’ experience is enhanced 3. You close more business

Cross Promotion Idea #1 Donuts and oil changes? Donut shop buys Radio and provides certificates Oil change center buys Radio and provides discount coupons Donut customers get discount oil change coupon Oil change customers get donuts

Cross Promotion Idea #2 Dry cleaner and Italian restaurant? “Best dressed pasta in town” Dry cleaner buys Radio and gives discount on shirts to any customer of the restaurant The restaurant buys Radio and gives 2 for 1 special to dry cleaner customers

Ideas For Successful Commercials 3. Discovery Zone – Famous Holiday Firsts 4. Glendale Bank – Blessings

Alternative Revenue Ideas Fan vs. Fan Christmas Cookbook Christmas carol podcasts Christmas song text request [idea]

Fan vs. Fan Listeners register on website Trivia questions Accrue points for correct answers Prizes for winners

Fan vs. Fan Sponsors Sporting goods Airlines Local retaiolers Beer Pizza retailer NFL Hotel Theaters Restaurants

Christmas Cookbook Listeners submit recipes Chance to win a prize Include celebrities Sell hard copy for charity

Christmas Cookbook Sponsors Music labels Meat producers Condiment producers Dairy brands Various retailers Supermarkets Baking brands Spices manufacturers Cookware retailers

Christmas Carol Podcasts Invite at-work listeners to record a Christmas carol Carolers upload to station website All are made available as podcasts on the station site Sponsors are included on web and air Winning prize to best carolers is something from the sponsor and aired on station

Christmas Carol Podcasts Sponsors Musical instrument stores Electronics stores (MP3 players, headphones…) Recording studios CD and record stores Piano manufacturers

Christmas Song Requests Listeners request songs by text messaging Everyone receives a response from the station with a message from the sponsor Thanks for sending your request. We’ll try to get it on in the next 90 minutes. Just for sending us a request, show this message at ______ and get a 10% discount on all _______.

Christmas Song Requests Sponsors Mobile phone stores Retail stores Caterers Restaurants Online merchants

Ideas For Successful Commercials 5. Helzberg Diamonds – Xmas 6. Capova – IRS Gift Basket

Copyrighting Tips The Four A’s – Attention – Awareness – Attitude – Action Principles – Know the product – Know the target – Use theater of the mind – Avoid clichés – Use real-life situations – Use emotion

Ideas For Successful Commercials 7. Gens – After Christmas Sale 8. Waldenbooks – After Christmas

yLms/files/ideamania.html Dave Casper / Mark Levy RAB - Dallas