Radio and Branding has a major impact on how a business can succeed using media.

1. Branding How brand awareness will increase your profitability

2. The Value of Being Known What is the first business that comes to mind when you think of cola, fast food, soup or home improvement. 75% of people surveyed related Coca-Cola to cola 75% of people surveyed related McDonalds to fast food 90% of people surveyed related Campbell’s to soup 85% of people surveyed related The Home Depot with home improvement. The marketing success which drives the marketing success of these exceptional businesses is: Be known before you are needed. Data from Summer 2009 Toledo Branding Survey

3. What it Means to be “Known” In the context of building a business being “known” means building your band so potential customers know who you are, what you do and why you are better then competitors, before you’re needed. 95% of people surveyed said they’d be more likely to use a business that came to mind first. That means if you are not branded when they enter the buying cycle, you have a 95% chance of losing to your competitor who is branded. To achieve this, your business mush have good Brand Awareness with your potential customers. Data from Summer 2009 Toledo Branding Survey

4. Business Categories There are two business categories that effect Brand Awareness and Effective Marketing: Non-mature No dominant leader established (yet) High no-response rate, many people don’t know of any business in the category No “Category king” – it will be less expensive to dominate a category now, you could be this category leader in 10 years Example: Typically the Chiropractor category has an 85% no-response rate Mature Dominant leader established Low no-response rate, nearly everyone is familiar with a business in the category Home Depot is a “category-king” but 10-15 years ago, the Home Improvement category was non-mature

5. Local Brand Awareness Locally, how do you get Brand Awareness like national brands? There are four ways to do this: Consistency in your message and marketing. Influence consumers with Intrusive Media. Get more Relational Customers for Higher Profitability. Avoid the five causes of Advertising Failure.

6. Achieving Brand Awareness Effective Brand Awareness is achieved with Consistency Throughout the Product Cycle. People encounter about 3,365 advertisements daily. Will they forget yours when they go to sleep? Long-term, consistent advertising is essential to success! With consistency you will be able to imprintyour business into consumers minds.

7. Achieving Brand Awareness Consumers Are Either In or Out. However, they are always in the purchase cycle. They fall into one of two groups: They are in the market to buy right now They aren’t in the market, but may be in the future. They may also influence others that are in the market right now. (Word of Mouth)

8. Two Forms of Media Passive Media (Newspaper, Magazines, Internet, Billboards & Yellow Pages) Useful only for consumers who are actively seeking product right now Useless if consumer already has someone else in mind Intrusive Media (Radio & Television) Reaches EVERY potential consumer, those who need it now or may in the future Establishes Branding Awareness! Home Depot is a national leader in its business category, and they advertise almost exclusively with Intrusive Media. Look in the Yellow Pages, how big is the Home Depot ad?

9. The Power of Radio Intrusive Media is so powerful that that government ruled that Tobacco couldn’t use it to advertise, but 40 years later, most people can still complete the slogans: “I’d walk a mile for a _________” “_________ tastes good like a cigarette should” Can you finish this song? “Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed _____”

10. What Consumers Said The survey showed that an alarming 56.2% of yellow page users already have a business in mind when they open the book! Consumers pass over ads of businesses unknown to them. 80.1% of the people say they would choose a business with a small ad that they have heard of over a business unknown to them that had a larger ad. Only 5% say they would choose the unknown business with the larger ad. Cutting back on the size of a newspaper or yellow page ad to buy Radio increases overall: Reach Frequency Impressions Brand Awareness Branding with intrusive media is what makes this happen! Data from Summer 2009 Toledo Branding Survey

11. Types of Consumers Roy Williams said “Reach your core customer…” and there are Two Types of Consumers: Transactional Customers Purchase based on price alone No business loyalty Consider themselves to be the product “expert” Typically the type of customer that complains more, returns more etc. Transactions yield less profits because they only purchase at marked down prices or rates Relational Customers Find a business and are very loyal Seek a trustworthy expert; you as the business owner Not as concerned with price savings as they are with the purchasing experience Appreciates the relationship established between themselves and the business Business yields more profits because they will purchase at full or near to full price

12. Influence vs. Reach Influence is More Important than Reach! You can influence the entire market population 10% of the way with little results. OR You can influence 10% of the market population 100% of the way with greater results.

13. Influence in Local Markets Someone will become the dominant figure in each non-mature category Someone will gain larger market share by finding a niche in each mature category Everyone has the opportunity to boost their Share of Mind and Brand Awareness A branding campaign will increase your mind share and ultimately your profitability Will it be You? Data from Summer 2009 Toledo Branding Survey

14. The 5 Reasons Advertising Can Fail Targeting the wrong people Your media schedule is so thin or fragmented that it doesn’t penetrate the minds of the target audience. Bad Creative – The message and presentation has to be memorable Marketing or internal weakness with your business – Signage, location, sales-force, product, service, etc. Your expectations aren’t realistic – What will constitute success?

15. Increase Your Mind Share Consistency Build a long term relationship with your customers and potential customers and brand with a consistent message. Duration The desire for “Instant Gratification” is among the top reasons for advertising failure. Stick With It! You can’t stop! Long term advertising pays off! Influence Intrusive media can influence consumers in and out of the buying cycleThere is no wasted advertising. It isn’t about “Reach” Influence 100% of who you can afford, then Grow! Increase Brand Awareness Create a USP (Who, What and Why You?)Consistently remind people using intrusive media. Relational Customers Are you reaching your core customer Avoid the 5 Reasons for Advertising Failure

16. Thank You We look forward to helping your business increase its share of mind and profitability! Let’s take a look now at how your business did, or did not do, in our local research. But first, let’s answer these questions. Do you think your business is in a Mature or Non-Mature Category? What’s unique about your business that will distinguish you in your category? Who do you think is the leader in your Category? Contact Name E-mail@cumulus.com 419.725.5700

17. Thank You We look forward to helping your business increase its share of mind and profitability! Let’s take a look now at how your business did, or did not do, in our local research. But first, let’s answer these questions. Do you think your business is in a Mature or Non-Mature Category? What’s unique about your business that will distinguish you in your category? Who do you think is the leader in your Category? Contact Name E-mail@cumulus.com 419.725.5700