Group

Radio as a communication Tool

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Tilda rice

In the recessionary climate of 2009- 10, Tilda's market share was under pressure as it is a premium priced, fairly traded rice. Rice is a low interest category in itself, but the brand had to find a way of increasing its appeal amongst people who appreciated good food and the role of premium ingredients. The focus was to do 'fewer things better' in a largely uncontested media space, whilst at the same time consciously engage the audience.
Why radio?

A series of 3 minute videos was created for distribution over the web, however Tilda needed a platform that would take this content to a wider, mainstream audience. Radio would allow the foodie product messages from Tilda to come to life in the minds of consumers, by engaging them in a series of mouth-watering recipe ideas. Radio was also an open goal for a brand like Tilda - there were no other competing brands to dilute their 100% share of voice. "We have found radio to be an excellent, engaging medium toGupta, Marketing Manager, Tilda Implementation

An exclusive partnership was created with Magic 105.4 in London, which has an efficient reach of the core target - ABC1 females aged 35-54. A series of recipe spots were created, concentrated mainly in the afternoons and early evening slots, when decisions about meals and ingredients were being made. The features were presented by celebrity Indian chef Anjum Anand, and directed listeners towards a dedicated microsite where they could download Tilda branded recipe cards and videos. They were also encouraged to enter a competition to win tickets to the Tilda Rice Cookery Masterclass, where the 40 winners were taught how to make a number of different meals with Tilda products over the course of an afternoon. Video and audio were captured at the Masterclass, which were subsequently used on-air and on the brand's Powerpoint Templates webpages.

Results The number of visitors (unique users) to the Tilda site doubled when the campaign was on-air, and the three minute recipe videos were viewed 13,000 times over the first six weeks of the campaign. Most importantly, audited sales figures following the campaign showed that Tilda value sales grew 47.3% faster in the advertised area (London) than in the rest of the UK (AC Nielsen Data to week ending 12th June 2010).

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NESCAFE ORIGINAL Say Good Morning to a good day ahead!!

Background Nescafe Original had always been known as the taste that gets you started and therefore the brand wanted to associate with The Mix Network Breakfast Shows to establish its Getting you started message routed deeper in the minds of the consumers Why Radio? Mornings are a 2 switch deal One for the Radio and one for the kettle, therefore giving a very apt platform for the brand. Connecting with people in the morning gave greater probability of their staying with us, the station and the brand, for most part of the day. Further, messages at the key consumption times increased the brand resonance Implementation Credits every 15 minutes within the breakfast show delivered continuous communication of the get started message whilst promoting the consumption at a key time. Montage of the morning show coupled with Nescafe keeping you going trails featured across the day.

Results A study of listeners and recognizers revealed that they found Nescafe Original was a brand you heard quite a lot about and things going for them Giving the brand salience a five fold jump in the subsequent brand track study

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 The cheapest and oldest form of entertainment Its a fact that as a medium radio has always been

treated as a second and feeble cousin of mighty television. 145-150 minutes per day, the consumption time of radio is more than that of television, which stands at 140 minutes

Medium Newspaper TV Radio Internet

Start Date 17th Century 1960 1975 2000

Current Reach 32 Cr Readers 45 Cr Viewers 17 Cr Listeners 5 Cr. Visitors monthly

Mobile

1996 Powerpoint Templates

44 Cr users connections
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 Radio-based advertising can be used effectively for

communication and positioning, since it can target a large audience because of its immense reach. Studies indicate that instead of two back-to-back commercials on television, one commercial on television and another one on radio give about a 20 per cent higher brand recall. Reminder Media: People generally tend to forget things Here radio helps the ad-messages by reminding people.

Powerpoint Templates RAM Radio Establishment Survey, Universe Update 2011

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 The cost per thousand and cost per reach of radio is significantly better than television. Radio has a higher potential to penetrate the rural areas than

other media. Local retailers and restaurants see an advantage in advertising their products, services in local newspapers or radio as opposed to television. Increased rural marketing by corporate needs to be matched by independent consumer awareness creation and radio offers them an easier and effective way to do it.

Powerpoint Templates Radio Audience Measurements (RAM) Page 6

6 Components of a Successful Radio Campaign

Target Audience (Who are your potential

customers?) 2. Frequency (How often do you ask your potential customers for business?) 3. Reach (How many potential customers do you talk to?) 4. Persistence (How long have you been asking them for business?) 5. Audience Attention (How attentively are they listening to you?) 6. The Commercial Itself (What do you tell them, and how?)
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 The key elements in radio commercials are jingles, catchy

songs about a product or service that carry the advertising theme and a simple message. Since most of the FM audience in India are tuning in for music, use of songs and parodies will help to gain attraction towards the message. The jingles are an effective way to keep the company name and advertising remain in the minds of customers and prospects. Since most of the radio advertisements are short and the number of advertisements aired between programs is less, the audience is hooked onto the advertisements.
The spots for advertisement can be for 10 sec, 20 sec, 30

sec and 60 sec. In General, 10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words
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Radio stations divide their rate cards into day parts .The exact divisions vary from station to station.
6 am -10 am 10 am 3 pm 3pm 7pm Morning drive Daytime Afternoon drive

7pm- 12am
12am 6 am

Nighttime
All night

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Radio with Other Media

Radio Adds To TV Radio boosts the effect of TV Advertising

when used together The Multiplier Effect. Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is re deployed on Radio
Millward Brown Study, UK.

Television + Radio Results In

Dramatic increase in frequency of message exposures Message reaching out to light TV viewers also.
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Brand Awareness Increases Dramatically For Print + Radio Campaigns

The audience exposed to radio generated almost three times the brand recall compared to the audience exposed to newspapers only. Powerpoint Templates RAEL The Benefits Of Synergy. Page 12

The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign

Powerpoint Templates RAEL The Benefits Of Synergy.

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Radio Offers Effective Targeting

Brands can focus their activity around Key

Target Groups on Radio Audience Profile Varies Across the Day; thereby allowing Day Part Targeting

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Power of Interactivity
Radio has the unique ability to interact &

engage with Audiences, continually inviting them to respond in various ways - SMS, Outdoor Broadcast (OBs) & Events.
Levels of interaction on radio are high.
Visiting station

Called Station Phone line

Sent in a dedication Entered a contest

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TV
Cost of a 4 week campaign(20 sec spot) Reach (People, who watch TV at least 4 days a week) CPT (Rs.)

Rs. Lacs 120 273569000

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PRINT
Cost of a print campaign (8-9 states, 60 cc front page ads, 2 publications in each state) Number of people reached (Literates, who read at least one publication) CPT (Rs.) 80 233719000

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RADIO
Cost of 4 week radio campaign ( 2 leading stations, 8 spots a day @ 20 sec) Number of people reached (listen to radio at least 4 days a week] 19 106698000

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CPT (Rs.)

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