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Boston Pizza - Oct. 2017

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Manitoba/Ontario Prezi

on 31 October 2017

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Transcript of Boston Pizza - Oct. 2017

Why Advertise?
Due to circumstances beyond your control,
you could 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.
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.
If you could afford it, you would have a professional sales person tell your story to every prospect in your market. Advertising was invented as a more cost effective way of telling your story to hundreds or thousands of people you could not afford to reach in person with your sales force.
Your Market is Changing
You Control Your Advertising
Advertising is Cost Effective
Why Radio?
Radio can reach and influence consumers who may be predisposed to other businesses. The old expression “we have 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.
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.
When your radio commercial airs, there are no pop-ups, news headlines, competitor’s ads, or other distractions to detract from your message.
Radio Is Intrusive
Radio Can Tell Your Story
Your Message Stands Alone
Radio is Effective & Personal
Radio is accessible in the car, at home, at work, on your mobile phone/tablet, in stores, restaurants, and at the dentists office.
Your potential customers spend more time with Radio and Online than any other type of local media.
92% of adults listen to radio an average of 20+ hours per week.
MIX 96 & COUNTRY 93 have a personal and local connection with our audience.
Marketing Strategy
MIX 96 & COUNTRY 93 can help you reach these customers!
Consistency + Frequency + Message = Marketshare
Increased Marketshare = Increased Profits For You.
Increase Top-of-Mind awareness for the "Right Now" customer.
Tell consumers why they should choose Boston Pizza instead of the competition.
How to Advertise
Frequency
Consistency
Marketing Plan
Sports Star of the Month on MIX 96.5FM

Every month MIX 96 will be finding athletes all over the Central Plains who are excelling in their sport with talent and sportsmanship. We will reward them with recognition and great prizes.

As the Title Sponsor you will receive:
• 65 Name Mentions on Produced Promos per month
• 44 Name Mentions through Jock Talk per month
• Your Company Logo on Sports Star of the Month Nomination Page on Mix blog
11AM Sports Liner on COUNTRY 93.1FM
• 1-10 second commercial liner per day
• To air daily, Monday - Sunday
1 of 1
30 second commercials
Summary
With MIX 96 & Country 93, YOU will be...
Connected with our
audience
Connected with our
community
Connected with your
customers

Average Profit per meal
$4.00
Average Meal $14.00
$5.00 x 3 visits per month = $15.00 x 12 months
Average up-sell: $2.00 - $5.00
Average Profit: $1.00
= $180.00
$180.00 x 10 years (lifespan of customer)
$1,800.00 x By telling 3 people
= $7,200.00
$5,400.00 + $1,800.00 (original customer)
= $5,400.00
= $1,800.00
Marketing Plan
Promotion Dates: November 27th - December 22nd , 2017

Contest Details: COUNTRY 93 will have a deck of cards with 48 cards in it, one being the Elf. Monday thru Thursday, we will have two contest plays per day, (one live on COUNTRY 93 and one on PortageOnline) and Friday's we will have four contest plays (two live on COUNTRY 93 and two on PortageOnline.) This will result in a total of 12 qualifying contestants per week (48 contestants in total).

People can enter via COUNTRY 93 or PortageOnline, and each day two listeners will be invited in-studio to play Chase the Elf. Each contestant picks a card from the deck and if they find the elf, they win the jackpot! If they do not find the elf, we add another $25 gift card to the jackpot. The jackpot keeps growing until someone finds the elf, then we start over. After each contest play, we'll take a caller on air to be a contestant the following day, along with a contestant drawn from PortageOnline.

Also, if the contestant happens to draw 9, 3 or 1 (ACE) from the deck of cards, they win an instant prize!

Prizing: This contest requires six partner businesses, offering 10 - $25 gift cards each.


Radio Campaign Details on COUNTRY 93.1 FM:
• 60 - 30-second commercials to air in November/December
• Business name recognition on 20 contest plays
• Business name recognition in 30 - 30-second produced promo commercials
• Business name recognition in 30 live jock talk occasions
• Business name recognition on PortageOnline entry page
Chase the Elf
Full transcript