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to 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.
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Presented by:
Insert your name and title
Leveraging Radio and (insert station name) for (insert
Insurance Agent or Broker)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)
Agenda
• Why radio
• Insight based ideas for “insert advertiser”
Weekly Reach
Radio Reaches
91%
Of households who used an insurance agent at a local
office (not online) in the past year.
Source: Scarborough USA+ 2014 Release 2 (February-September 2014)
Radio is Relevant
84
%
Adults who purchased
auto or other vehicle
insurance from an agent.
83
%
Adults who
purchased personal
property insurance
from an agent.
Source: GfK MRI Doublebase – 2015 – Weighted to Population.
84
%
Adults who
purchased life
insurance through
an agent or broker
representing many
companies.
77
%
Adults who
purchased medical
insurance through
an agent or broker
representing many
companies.
Why YOUR Radio Station
• Insert key facts as to why your radio
station is the right medium for the
Advertiser.
Leveraging Radio for
insert Insurance Agent or Broker
Objectives
• Build awareness for Advertiser X in the local
market/region.
• Drive qualified leads for Advertiser X.
• Establish trust in the Advertiser as an integral partner
to the community.
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 and influence
choice for Advertiser X.
• Deliver turn-key programs that integrate into the radio station
content in a relevant way.
Leveraging Radio for
(insert Insurance Agent or Broker advertiser)
Insight Based Ideas
Idea: Ask the Agent
Radio station will showcase Advertiser X
credentials, knowledge, personality and
overall expertise by featuring them on-air,
online and in market to provide free advice
about things that matter to listeners.
Ask the Agent
•
Promoting Advertiser X products and services, the “Ask the Agent”
campaign will use agents to showcase important tips that are valuable to
drivers, homeowners, renters, business owners, parents, newlyweds and
more.
•
During strategic time periods, on-air radio personalities will feature local
Advertiser X agents/brokers in on-air segments where they will share a “Tip
of the Day.”
– Each tip invites listeners to “Ask the Agent” their own questions by texting the
station or visiting the radio station website and posting the question on an
Advertiser X branded promotional page.
Ask the Agent
•
In addition to the Ask the Agent “tips,” select radio station talent will record
:10 and :15 promotional spots to drive awareness for the Ask the Agent
program and invite listeners to submit their question for Advertiser X
agents/brokers.
– For example: Buying a new car and not sure what to do about insurance –
dealer provided or not? Let Advertiser X Jim Smith tackle it for you – log on to
the station’s website today and submit your question.
– Did you just get married? Are you curious about coupling your insurance
coverage? You probably should be…. Let Advertiser X Betty Jones help you –
log on to the station’s website today and submit your questions.
Ask the Agent
•
Each question is provided to Advertiser X for the most appropriate person to
answer. That person is taped and the Ask the Agent advice is aired the
next week.
– For example: DJ introduces, I am here with Jim Smith from Advertiser X. Jim,
Wendy Tuttle asked… Jim Smith answers.
– DJ closes: If you have a question for our insurance experts, log on and send us
a note.
• Pending station approval, radio station personalities may take
listener question calls live with an Advertiser X agent/broker in
studio.
Ask the Agent
•
Radio station will create a promotional page on its website to host all Ask
the Agent tips, listener questions and live call-ins. Promotional page will
include:
–
A form for listeners to post their questions for Advertiser X.
–
Answers will be available on-air as described as well as online and a direct email back to the
individual that asked the question.
–
Ask the Agent calculators and tools to estimate various insurance options.
–
Ask the Agent tips archived via podcasts and links to relevant articles and blogs posted by
Advertiser X agents/brokers.
–
Link to Advertiser X website and a click to be contacted by Advertiser X for a free
consultation.
Idea: Good Coverage
Radio station and Advertiser X create a
sponsored local news coverage feature that
focuses on good news and actions (large and
small) that are taking place every day in
(insert market).
Good Coverage
•
Radio station talent will record :30 promotional announcements inviting
listeners to send good news stories taking place locally and creating a
positive personal impact in the community.
•
Listeners will submit their local news stories via the radio station website
including any accompanying photos, videos and contacts.
•
Each week, radio station management, on-air talent and Advertiser X will
select the stories that will be repurposed for air on the radio station, it’s
website and in-stream.
Good Coverage
•
On-air talent will present a live billboard announcement leading into the
story and a recorded spot out of the story. For example:
– “The (insert radio station call letters) Good Coverage daily news highlight brought
to you by Advertiser X. Today’s good news coverage comes from (insert town)
where the softball team is donating their pony tails to locks for love….” :30
seconds of the story then a :15 second solicitation inviting listeners to send their
stories in to the radio station website and then lead into a :15 second Advertiser
X spot (Jingle, name, web address, etc.)
Good Coverage
•
Good Coverage local news stories will run in rotation along with other local
news on the home page of the radio station’s website and click through to
the full story which will appear on an Advertiser X branded feature page.
•
The Advertiser X branded feature page on the radio station website may
include:
–
Form to report local “Good Coverage” stories for consideration along with the ability to
upload accompanying media (photos, video, captions, etc.)
–
Live ticker reporting “Good Coverage” news taking place in the community as reported by the
radio station.
–
Slider that will include all featured “Good Coverage” stories for that week.
–
“About Advertiser X” with the ability to opt in to have an agent/broker contact you for a free
consultation.
Idea: My Agent
There is nothing more powerful than an endorsement
from people just like you when seeking an insurance
agent or broker to work with to protect your most
precious assets.
My Agent
79% of consumers indicate they ask family and friends
for insurance advice and 65% said they also asked
colleagues and social acquaintances.
Source: National Association of Insurance Commissioners Survey
My Agent
Together, Advertiser X and Radio make it easier to
access trusted referrals through a series of real,
experience-based listener testimonials for Advertiser X.
My Agent
How it works:
•
Advertiser X provides Radio station with a list of some of their best clients to solicit
testimonial stories.
•
Radio station reaches out and requests interviews with clients/listeners. Station
talent interview the clients/listeners, probing for information such as:
̶
̶
̶
̶
̶
̶
Tell me your personal story – who are you, tell me about your family, what was your personal circumstance
to seek out an Insurance agent?
How did you choose Advertiser X? Did you switch from another agent? Who helped you?
Why they like the agent – is it the customer service? Is the agent friendly and knowledgeable?
Did the company they represent do a particularly good job handling a claim?
Have their rates for a particular coverage increased or decreased over the past three years?
Does the agent review their policy annually to make sure they're getting the best coverage at the best price?
My Agent
How it works:
•
Interviews are cut into a series of :60 true listener stories that will evoke passion,
provide valuable information and provide an undisputed
recommendation/endorsement for Advertiser X.
•
:60 spots run inside programming hosted by the station talent interviewer for
contextual relevance.
•
Testimonials may be videotaped for a series of longer-form testimonial spots hosted
on the station’s website as well as Advertiser X’s website.
̶
Digital podcasts will be archived on the station’s website and Advertiser X website as well.
My Agent
How it works:
•
As a thank-you for participating, Radio station and Advertiser X will host a dinner
celebration for clients/listeners and their families.
•
Clients/listeners will be invited to bring along a guest family which will serve as an
additional referral source for Advertiser X.
Idea: Your Life Announcements
Together, Radio station and Advertiser X
create a new forum for celebratory families to
announce their life changing moments and
share them with the entire community.
Your Life Announcements
How it works:
• Radio station will air a weekly series of Advertiser X “Your Life
Announcements.”
–
–
A segment series that highlights listeners’ happy moment and the “back-story” that goes
along with it.
The series could be considered in the same vein as “Wedding Announcements” in the
Sunday newspapers or a “New Baby” announcement in a community newsletter.
•
Listeners can submit their announcements and story on an Advertiser X
branded page on the station’s website, by phoning in to the station or
submitting a form in a station branded box at an Advertiser X agency
location.
•
Those chosen to have their milestone moment featured on-air will be
interviewed as part of the produced weekly segment to bring the emotion to
life.
Your Life Announcements
How it works:
•
“Your Life Announcement” will run in fixed position units in each daypart
(AM drive, Midday, PM drive, Evening).
•
Specific days will be designated for various “Your Life Announcement”
milestones, for example:
–
–
–
–
–
Monday: “Just Born” Announcements – Today, Advertiser X congratulates the Jones
family on their new addition, Lila…
Tuesday: “Birthday” Announcements – Today, Advertiser X congratulates Jim Douglas
on his 50th birthday….
Wednesday: “Welcome to the Neighborhood” Announcements – Today, Advertiser X
wants to welcome the Smith family to the Pines neighborhood….
Thursday: “Obituary” Announcements – Today, Advertiser X expresses their deepest
condolences to the family of….
Friday: “Getting Married” Announcements – Today, Advertiser X wants to congratulate
Kim Weiss and Mike Beck on their engagement…..
Your Life Announcements
How it works:
•
“Your Life Announcement” will run as an Advertiser X branded ticker on the
radio station website with details listed on the branded page (where
listeners can also submit their milestones).
•
Advertiser X may follow up with each listener that posts their milestones
with a custom congratulatory message and appropriate information about
insurance policies that may apply to the new life circumstances (new baby,
marriage, new home, new to the area, etc.).
Idea: Protecting the Community
A deteriorating school, a playground with peeled paint, a park in
need of maintenance, urban re-development -- every community has
something that is worth protecting. Advertiser X and Radio station
will create a user-generated content program which asks listeners
what part of their communities need/deserve to be protected by
Advertiser X.
Just like Advertiser X protects individuals, families and their
properties, it will now help protect a cherished piece of the
community.
Protecting the Community
How it works:
•
On-air promotional spots will drive listeners online to a branded Advertiser X page on
the station’s site to submit their nomination for a community property in need of a
touch-up or makeover.
•
Submissions will be collected and a panel of Radio station and Advertiser X
representatives will decide on the project(s) in the community to be funded and
“protected” by Advertiser X.
–
•
Advertiser X to set the $ amount for project funding. Number of projects that can be taken on will depend on
the scope of the project(s) awarded and Advertiser X funding.
Once the project(s) is determined, station personalities will announce it across all
dayparts and continuously provide details with regard to progress as the project gets
coordinated.
Protecting the Community
How it works:
•
Working with Advertiser X, the Radio station will coordinate the community
project which will include station appearance at the site.
•
Station talent will run promo spots to solicit community volunteers to come
along with station and Advertiser X staffers to the site and help with the
community project.
•
Radio station will execute live “on-air” call-ins from the project site on the
day of the project and photos will be uploaded to the station’s website.
Beyond the Spot Ideas
All Insurance Agents and Brokers will look for ways to generate qualified leads
with a mechanism built in to measure success and response rates.
The “beyond the spot” ideas on the following slides are measurable
promotional tactics that can be customized for any Agent and product or
service.
All promotions would be supported with an on-air campaign that directs the
listener to the activity.
Beyond the Spot Ideas
•
Sweepstakes designed for relevance with the insurance product that Advertiser X needs/wants to
promote, for example:
• Automotive insurance: “Family Road Trip” sweepstakes where listeners have a chance to win
a new SUV, wagon or minivan and tickets to exciting events in the region (within driving
distance).
• Home-owners/Renters insurance: “Home Décor Makeover” sweepstakes where listeners
have a chance to win a makeover including all furnishings for the “room” of their choice in
their home.
• Life insurance: “Name Your Milestone” sweepstakes where listeners have a chance to win a
gift card to select retailers for the “Milestone” of their choice (e.g., baby store, toy store, home
furnishings store, bed/bath store, etc.).
Beyond the Spot Ideas
•
Advertiser X branded Insurance trivia game on the station’s website.
̶
Engaged listener prospects answer trivia questions based on specific products and services
offered by Advertiser X.
̶
Registered players automatically entered to win a grand prize sweepstakes and instant wins.
̶
Advertiser X owns list of registered players for remarketing purposes.
•
Radio station appearances and remotes from:
̶
Events sponsored by Advertiser X (e.g., Little League games, Street Fairs, Parades, etc.)
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Advertiser X locations
Beyond the Spot Ideas
•
Radio station hosted networking events sponsored by Advertiser X:
̶
Small business breakfasts
̶
Speed networking
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Concerts in the park
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Opportunity for Advertiser X to meet and greet with prospects and provide contests such as
submitting a business card to “win a free lunch.”
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