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Solomon's

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Manitoba/Ontario Prezi

on 3 April 2017

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Transcript of Solomon's

Advertising
We are trying to exploit the
market that already exists,
and direct customers to your
place of business.
We are not trying to create a market for your product.
Advertising
It is what you do when you can't see someone in person.
Advertising
Marketing Plan
Our History
"'Built by Radio"'
30-second commercials daily
Jock Talk
News/Weather/Sports
Launched in 2003
# of users: 0
# of page views: 0
# of users: 78,000 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 - 2017
HOW CONSUMERS USE ELECTRONIC MEDIA
Advantages of Online Marketing
Accessibility
Golden West Community websites are there with news, sports,
and weather On Demand!
Accessibility
Engagement
Quality creative can engage and inform prospective clients with a call to action directing them where you want them to go.
Engagement
Frequency
Your advertisements are visible 24 hrs/day; 7 days/week; 365 days/year.
Frequency
Consistency
Reinforce the message you are sending through media with a visual presence.

Radio and Online combine to outperform other media by
Consistency
150%
Create brand awareness 24/7.
Link advertising directly to your website
Environmentally friendly
The Opportunity
&
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...
The Need
To provide continuous exposure of the Solomon's brand in your central market area.
To sell the Solomon's advantage
To expand overall Business and Market Share
Big Box ad
Local News Pages
The Plan
Marketing Summary
CFRY 920AM, Mix 96.5FM, Country 93.1FM and PortageOnline
can help you reach your target market!
Increased Marketshare = Increased Profits for you!
Increase Top-of-Mind Awareness
Consistency + Frequency + Message = Marketshare
Connected with our
audience
Connected with our
community
Connected with your
customers

With CFRY 920AM, Mix 96.5FM, Country 93.1FM, and PortageOnline you will be...
Repetition sells! Businesses that reach and influence consumers repeatedly over time with multi-platform approaches build stronger consumer awareness, confidence, and sales.
Advertising Creates Powerful Inter-media Synergies
Why Advertise?
When products and prices are perceived to be the same or similar everywhere, the image and reputation you create with your advertising can be the tie-breaker that helps consumers choose you over your competition.
Advertising Can Differentiate You
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 Radio?
Radio can reach and influence consumers who may be predisposed to other businesses. Consumers who are loyal to competitors may not take time to read about you in print, but can be influenced as they go about their daily activities. The old expression “we have eye lids, but not ear lids” means we can skip over printed or other passive media messages but can absorb intrusive radio messages without consciously engaging.
Radio Is Intrusive
Recency theory suggests that ads are more relevant and have more impact as consumers get closer to making purchase decisions. Advertising consistently on radio carries your message through the entire buying process, from creating a pre-need preference for your business to a time of pulling the purchase trigger.
Recency and Immediacy
When your radio commercial airs, there are no pop-ups, news headlines, competitor’s ads, or other distractions to detract from your message.
Your Message Stands Alone
S.W.O.T.
Build store traffic - generate new customers
Promote competitive advantage
Build store image
Increase name awareness
How Solomon's can...
The internet has made it fast and easy to search for the facts details and prices about your offerings. But more often than not buyer decisions are made emotionally and only justified logically with research and facts after that emotional story has won their hearts. Radio’s human voice, story telling, and humour can inspire consumers to search for your facts and details online.
Radio Can Tell Your Story
Success Stories
Fort McMurray
Donation Drive
Local Woman Steps
Up To Help Fire Victim
CFRY Helps Annual
Kettle Campaign
ROK 50/50 for Kids
Final Draw
Why do companies that have seemingly maxed out on brand recognition still spend so much money on advertising?
Advertising
Full transcript