This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s).

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• 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.  

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Presented by Insert your name and title

• Leveraging Radio and (insert station name) for
  (Beer Advertiser)

(Insert date of meeting)
INSERT RADIO STATION LOGO(S)
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Agenda

• Why radio
• Insight based ideas for insert advertiser

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Weekly Reach
Radio Reaches
93



Of all adults 21 who drank any domestic beer in
the past month.
Source Scarborough USA 2013 Release 2 (August
2012-September 2013)
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Weekly Reach
Radio Reaches
94


Of all adults 21 who drank any imported beer in
the past month.
Source Scarborough USA 2013 Release 2 (August
2012-September 2013)
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Weekly Reach
Radio Reaches
93


Of all adults 21 who drank any microbrewed/
craft beer in the past month.
Source Scarborough USA 2013 Release 2 (August
2012-September 2013)
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Frequent beer drinkers spend more time with radio
than with any other medium.
Adults 18 who drank beer 6 or more times in the
past 2 weeks spend 23.9 of their day with radio
more than 7.3 more time than they spend with
any other medium.
Source The Media Audit Media Day Analysis Jan
2012-May 2013
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Why YOUR Radio Station

• Insert key facts as to why your radio station is
  the right medium for the Advertiser.

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Leveraging Radio for insert Beer Advertiser
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Objectives

• Build awareness and interest among the core
  target audience.
• Drive trial, purchase intent, store traffic and
  sales for Advertiser X.

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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.

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Leveraging Radio for Beer AdvertiserInsight
Based Ideas
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Idea Radio Rants

• Beer and sports go hand-in-hand. For the
  millions of Americans who settle down to watch
  their favorite sport in their living room or at
  their local bar, they do it with a beer in hand
  and their take on the play-by-play in their mind.
  Together, radio and Advertiser X give fans the
  opportunity to Monday Morning Quarterback and
  rant about the big game via open mic on-air,
  online and in person.

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Radio Rants

• How it works
• Every week following big games, Radio station
  turns over the mic to listeners for Advertiser X
  Radio Rants.
• Sports fans (Ranters) will be allowed to
  contribute news, rumors, opinions, commentary and
  more on their favorite teams, players and topics.
• Each Advertiser X Radio Rants segment can run
  as a full commercial pod takeover featuring a
  couple of extended Radio Rants or single rants in
  a 30 or 60 format.

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Radio Rants

• How it works
• Every Radio Rant will run first in pod and be
  introduced true live by the station talent
  currently on the air.
• If the station programs sports reports, these
  segments should run adjacent to those reports
• Radio Rants will be pre-recorded to control and
  eliminate any offensive content.
• Listeners will call-in to a dedicated phone line
  to record their rants which will air the
  following day.
• Radio station will host live remotes at
  on-premise establishments each month to capture
  live Advertiser X Radio Rants.

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Radio Rants

• How it works
• Station to include a Radio Rants feature on the
  home page of their website where consumers can
  listen to all Radio Rants (those featured on-air,
  extended versions and select rants that didnt
  make it to air).
• Listeners may vote for their favorite Rants
  online by liking them and sharing to their
  social networks.
• At the end of the program, the Ranter with the
  most likes and shares will be awarded with the
  opportunity to be a guest sports
  reporter/broadcaster for the day.
• Alternate prize would be to win a live radio rant
  remote broadcast from the winners home (e.g.,
  Super Bowl party).

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Radio Rants

• How it works
• Radio rants can also be tweaked to work for
  non-sporting events such as entertainment news
  rants, news rants, etc.

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Idea Branded Content Series

• Radio weaves Advertiser into the fabric of its
  listeners passions by creating contextual
  content segments that run inside or adjacent to
  the reports and programming their consumers
  crave.

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Branded Content Series

• How it works
• Programming and reports may be chosen as they
  relate to Advertiser X pre-existing sports and
  entertainment alliances or based on the content
  that the target demographic is most loyal to.
• Segments that air inside or adjacent to the
  programming content will be entitled with
  Advertiser X in line with its brand essence and
  personality (see examples on next slide).
• Each branded series is also integrated within the
  appropriate programming channels on the stations
  website.

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Branded Content Series

• How it works
• Examples of the types of branded content that can
  be created
• Sports programming integration
• Advertiser X NFL Monday Morning Quarterback
  Report featuring the most refreshing moment of
  the game
• Advertiser X Tailgate Reports featuring the most
  interesting menu
• Music programming integration
• Advertiser X Great Taste Music Series where
  listeners have the ability to program an
  Advertiser-branded music block

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Branded Content Series

• How it works
• Examples of the types of branded content that can
  be created
• Comedy
• Advertiser X Comedy featuring clips from local
  standup celebrities (including local market DJs)
  with a drive to Advertiser X-sponsored comedy
  festival events in each market.
• Community Arts
• Station offers listeners the opportunity to bring
  Advertiser X to life artistically listeners
  create artwork (oil, watercolor, glass, etc.)
  that depicts how they feel about Advertiser X.
• Listeners submit a picture of their artwork to
  the station for a chance to have their artwork
  transformed to a label, signage, etc. for the
  brand for a limited time.

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Idea Komic Keg

• Every day, station and Advertiser X invite
  listeners to kick back and enjoy at least 3
  minutes of pure comic relief in celebration of
  nothing but life well lived with beer in hand.
• This fully integrated Komic Keg comedy platform
  includes on-air, online, on-and-off premise
  elements, all designed to bring a bit of humor
  into the everyday life of the everyday man.

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Komic Keg

• How it works on-air
• Radio personalities open up the Komic Keg by
  presenting their listeners with Advertiser X
  branded laugh track vignettes featuring funny
  bits of local humor.
• Vignettes may run 30 to 3 minutes and content
  may include
• Komic Keg rewinds from DJ monologues, stunts and
  interviews from years/months/weeks past
• Local newsmaker or celebrity foibles
• Local newspaper typos
• DJs introduce the laugh track vignettes and
  close them by inviting listener wannabe
  comedians to call in and do fifteen seconds of
  Komic Keg on-the-air within a specified subject
  matter, for example
• Are you a comedian looking for 15 seconds of
  fame? Youre on tap, call in now and give us 15
  todays subject is relationships
• Are you a comedian looking for 15 seconds of
  fame? Youre on tap, call in now and give us 15
  todays subject is weather
• Listeners who make the station phone operator
  laugh when they call in, go on-air and do their
  15 of Komic Keg.

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Komic Keg

• How it works online
• Radio station creates a Komic Keg page on the
  website to feature sections such as
• The Vault Funny audio and video content from
  the stations archive where listeners will have
  the ability to give station archived segments
  thumbs up or thumbs down, post comments, share
  via email, Facebook, twitter, etc.
• On Tap Daily themes for listeners to submit
  their own standup routine (video, audio or
  comedic stories/remarks) and consumers vote for
  their favorites
• Komic In Town Local comedy listings around
  town including happenings where Advertiser X is
  sold
• Beer Games Station will create a widget for
  consumers to play classic beer games on the site
  (Quarters, Beer pong, Spin the bottle, etc.)
• Station and the most appropriate (funny) DJs
  tweet Daily Doses of Humor to loyal listeners.

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Komic Keg

• How it works on-and-off premise
• Radio hosted on-premise and retail events
  featuring Komic Keg standup nights.
• DJs emcee and perform.
• The top 10 listeners with the most votes from the
  on tap on-air and online program each perform.
• Winner of the funniest listener will perform a
  60 standup routine with Advertiser X as the
  theme to air on the station.
• Station will have a series of big and small
  prizes for audience members.

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Idea Beer Tasting

• Together, station and Advertiser X help listeners
  find the taste and the brew that is right for
  them and right for any occasion through a fun and
  interactive Beer Tasting platform.

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Beer Tasting

• How it works
• On-air beer trivia drives to on-premise beer
  tasting event.
• DJs present trivia and facts across a different
  Beer topic each week.
• Each week also includes a contest element where
  the talent challenges their listeners to get
  creative with the theme.
• Weekly themes include Beer Names, Beer
  Ingredients, Beer Pairings, Beer Games (see next
  slide for sample descriptions).
• The winners from each weeks contest are
  announced at an on-premise Beer tasting event.
• Beer tasting event is recapped on-air the
  following day with an announcement of the contest
  winner.

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Beer Tasting

• How it works (themes example talent scripts)
• Beer Names
• Mainstream beer names are nothing special
  really? Thats because theyre familiar.
  (Budweiser? What's a 'Budweiser'? Michelob?
  Whats a Michelob?).
• There are a slew of foreign and domestic
  microbreweries that produce some really
  hilariously named beers. Have you ever drank an
  Arrogant Bastard Ale or a Seriously Bad Elf? We
  found some of the funniest beer names out there
  and want you to submit your own. If you think you
  can top Santa's Butt Porter then bravo! Maybe
  Mothers Milk? Log on to the stations website,
  propose your own and come to the Beer Tasting
  event at (insert Bar).
• Beer Ingredients
• Pumpkin Ale, Summers Brew these are just a
  couple of examples of different types of beer
  that are seasonal and have different flavors.
  Some pumpkin beers feature subtle hints of the
  squash and others taste like pumpkin pie sweet
  and rich. Tasters may also detect notes of
  molasses, caramel, earthiness, and hazelnut.
  What do you think the next flavor and name should
  be? Log on to the stations website, propose
  your recipe and name and come to the Beer Tasting
  event at (insert Bar).
• Beer Pairings
• Red with meat and white with fish easy when it
  comes to wine. What about beer? Is there any
  food that goes better with a lite beer versus
  another? Whats the right temperature? Should
  you serve beer in a can or in a glass? This can
  be confusing if youre not a beer aficionado!
  Radio station and Advertiser X to the rescue.
  Advertiser Xs master brewer calls in and
  provides direction to listeners so that they can
  become an aficionado! Give me an example of what
  you learned prepare the perfect menu, log on to
  the stations website and come to the Beer
  Tasting event at (insert Bar) for your
  certification.

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Beer Tasting

• How it works (Event)
• Station hosts a series of Beer Tasting bar nights
  where Advertiser X beer is free flowing and
  attendees can enjoy tastings of the flavors and
  oddly named brews throughout the evening.
• Station talent emcees the event and depending on
  venue may broadcast remotely or bring in music
  talent.
• Advertiser X has brand experts on hand to answer
  questions and run the tasting.
• Winners from the previous weeks on-air/online
  contest are announced at each of the events.

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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