1. Welcome!
November 4, 2016

2. TRADITIONAL MEDIA
The Power is Still on!

4. More and more channels

5. Life Stage is important

6. 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.

7. 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

8. 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

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

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

11. SHOW CONTENT
Shark Tank
The Voice
The Profit
Sportscenter
Lyric

12. ATMOSPHERE
Political Season
Sports
News
Holidays

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

14. Skippers Seafood and Chowder House
Case Studies
Skippers Seafood and Chowder House

15. Case Studies
Golden Rule Brake

16. Columbia Hearing Centers
Case Studies
Columbia Hearing Centers

17. Thank you!
Brad Krueger

18. 5 Keys to Digital Success

19. 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!

20. Meet Scotch Porter

21. 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

22. How Did We Do It?

23. The 5 Keys, Of Course!

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

25. 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

26. “Elegant Swag”

27. Where Does Your Audience Go Online?

28. 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

29. N

30. 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

31. 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 It needs to be mobile friendly

32. HOME PAGE

33. Ads for Beard Products...

34. ...Go to Beard Products Page

35. Ads for Skin Care Products...

36. ...Go to Directly to Skin Products Page

37. Ads for Beard Balm...

38. ...Go to Directly to the Beard Balm Page

39. 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

41. You can grow your presence over time...

42. You can grow your presence over time...

43. You can grow your presence over time...

44. You can grow your presence over time...

45. You can grow your presence over time...

46. You can grow your presence over time...

47. Key #5: Test, Test, Test!

48. 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.

49. Test Different Channels

50. Test Different Color Schemes
Yellow CTA Button
White CTA Button

51. Test Different Message Themes
Seasonal Message
Customer Review

52. Test Different Ad Formats
Carousel
Single Image

53. 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!

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