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Westward Ford Sales

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on 16 April 2018

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Transcript of Westward Ford Sales

This presentation will show how...
Radio is an integral part of the New Media Landscape

Radio and PortageOnline will drive sales for Westward Ford

Increase your website traffic

Community Profile
Population
Community Profile
Vehicles
Community Profile
Time Leaving For Work
Why Advertise
Your Market is Changing;

Due to circumstances beyond your control, you’ll lose 20 to 25 % of your current customers due to changing demographics, increased competition, geographical moves, changes in income, marital status, new products, career moves, divorces, births, and a long list of other market conditions.

Why Advertise
Advertising Creates Powerful Inter-media Synergies;

Repetition sells! Businesses that reach and influence consumers repeatedly over time with multi-platform approaches build stronger consumer awareness, confidence, and sales.

Why Advertise
Competition is Increasing;

Advertising can keep you top-of-mind with your prospects and ensures you don’t get forgotten amidst your competitor’s advertising.

Why Advertise
You Control Your Advertising;

You have little or no control over what is being said about you on social media or in the marketplace, but you have total control over the image your advertising creates.


2006
2011
% change
Portage
RM of Portage
12,728
6,793
Total
19,521
12,996
6,525
19,521
2.1%
-3.9%
0.0%
Portage Median Age:
RM Median Age:
40.8
38.9
5:00 - 6:59 AM
7:00 - 9:00 AM
After 9:00 AM
Portage
RM of Portage
22.3%
62.0%
15.7%
61.1%
20.3%
18.5%
Vehicles (<4500 kg)
Vehicles (4500-14,999 kg)
Vehicles (above 15,000 kg)
Buses
Motorcycles and Mopeds
Trailers
Off-Road, Construction
Portage & RM of Portage
12,085
292
440
66
278
2,893
1,218
Community Profile
Farming
Number of Farms
Operators Living on Farms
Total Farm Expenses
Total Farm Receipts
Total Farm Capital
RM of Portage
345
80.0%
$154,171,553
$186,955,829
$862,978,299
Community Profile
Farming Equipment
RM of Portage
Tractors (<60 hp)
Tractors (60-90 hp)
Tractors (90-149 hp)
Tractors (above 149 hp)
Pick-ups and Cargo Vans
Other Farm Trucks
Cars and Passenger Vehicles
Combines
Swathers and Mower-Conditioners
Balers
Forage Harvesters
614
315
287
309
646
609
186
275
348
194
12
For Auto Dealers, Radio, More Than Web, Is Big Driver
Why Radio
Radio Is Intrusive;

The old expression “we had eye lids, but not ear lids” means we can skip over printed, or online messages, or other passive media messages but can absorb intrusive radio messages without consciously engaging.
Why Radio
Your Message Stands Alone;

When your radio commercial airs, there are no pop-ups, news headlines, competitor’s ads, or other distractions to detract from your message.


Why Radio
Radio’s Reach is Constant;

Radio’s reach has remained constant, reaching 91% of consumers every week.
Why Radio
Radio Creates Pre-need Preference;

Busy consumers won’t take time to read ads or websites for products or services they are not in the market for. But intrusive radio influences them on the go, before they have a need, creating preferences for your business when they do have a need and begin their search.
Farmers'
Appreciation
Lunch
Fort McMurray
Donation Drive
Local Woman Steps
Up To Help Fire Victim
CFRY Helps Annual
Kettle Campaign
Success Stories
Magic Formulas
"Which media works best?"
The reality is there is no such thing as a media that does not work, there are only messages that don't work.
When those messages don't work, it's often because advertisers are choosing the wrong strategy for the wrong media.
Once we understand the roles of intrusive media versus passive media, the case for Why Radio is often made.
Magic Formulas
SHARE OF MIND = SEARCH ENGINE OPTIMIZATION
The only sure way you will be found online is if your prospects search for you by
NAME
.
Your competitors have entered the race to the top of a search engine page with algorithms, key words, and other online techniques. It's a cluttered and ever-changing race. When prospects search for a business by name, they will always be able to find them, in spite of their competitors' search tactics.
Magic Formulas
SHARE OF VOICE = SHARE OF MIND = SHARE OF MARKET
Local businesses which have a strong broadcast presence consistently create stronger share of mind than businesses which rely upon print or the internet.
Magic Formulas
SHEEP SYNDROME
The Rule of Sheep Syndrome. We know that branding is all about differentiating one business from another, or zigging while the competition zags. Yet most advertisers follow their competitors' media choices like sheep.
Magic Formulas
IT'S BETTER TO BE SOUGHT THAN FOUND
This simple rule establishes the role of creating an awareness and preference for a business before your prospects begin their online search.
When customers search for a business by name it will take preference over any businesses found by accident or that had no pre-search brand awareness.
We have covered what matters to the agricultural industry for over 55 years.

Our audience is almost exclusively rural
Rural means agri-business
Rural means farmers

International agri-business has leveraged our connection to local farmers.
What Matters to You
Your Message
Your Message
Your Message
Radio Marketing Plan
28.8 million Canadian adults access
the internet with a computer.
Users consume 39 hours a month browsing on desktops and laptops.
75 hours a month

Over 3/4 Canadian mobile phone users own a smart phone.
Add in Mobile Browsing...
"'Built by Radio"'
30-second commercials daily
Jock Talk
News/Weather/Sports
Launched in 2003
# of users: 0
# of page views: 0
# of users: 76,000 independent IP addresses
# of page views: Over 2,800,000 pages of PortageOnline consumed monthly!
Over 96% of users return
daily!
We are the #1 source of local news for Portage la Prairie and Area!
Today - 2016
Internet
TV
Dailies
Radio
Market Realities
With CFRY, Mix 96, Country 93 and PortageOnline YOU will be...

Be Known Before You're Needed!
Connected with our
audience.
Connected with our
community.
Connected with your
customers.
Over 60% of People in Portage and the RM leave for work between 7:00AM - 9:00AM

CFRY 920AM
8:00AM Local News, airing daily Monday - Sunday
Includes Intro Name Mention and 30-second commercial

Investment: $245.00 per week / $12,740.00 annually
MIX 96.5FM
7:00AM News, airing daily Monday - Sunday
Includes 10-second commercial liner

Investment: $350.00 per month / $4,200.00 annually

Radio Marketing Plan
Country 93.1FM
9:00AM News, airing daily Monday - Sunday
Includes 10-second commercial liner

Investment: $350.00 per month / $4,200.00 annually
Radio Marketing Plan
Radio Marketing Plan
Friday Morning Co-Host pkg on Country 93

As an Exclusive Sponsor, you will receive:
15 – 30-second Produced Promos with your name & business liner/slogan to run Wednesday – Friday (Value: $975.00/month)
3 Name Mentions during the show (Value: $195.00/month)
Including Intro & Extro
Name Mentions during live announcer talk. Minimum of 5 per week. (Value $230.00/month)

Monthly Value: $1,400.00 ($16,800.00/year)
Your Investment: $1,170.00/month ($14,040.00/year)
Homepage
Big Box #1
Our History
Online Marketing Plan
Provides consistent and continuous brand exposure of Westward Ford to an exceptionally large % of Central Plains Market.
Provides convenient access to your website.
Reinforces Ford brand and current programs.
Extensive promotion for POL on CFRY, MIX 96 and Country 93.
Summary
Advertising on PortageOnline
Radio and Online advertising combine to outperform other media by
150%.
Full transcript