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Toyota Saatchi

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Toyota Saatchi

  1. 1. Toyota and Westwood One: Communication is Key Presented by: Timothy Hennessy & Anne Sassano
  2. 2. Westwood One Westwood One communicates with more than 190 million Americans every week, through unique and exclusive programming. For Toyota, communication has Toyota never been more critical. Toyota’s customers need to hear the Toyota message. Westwood One provides national reach, plus deep local audience reach delivery and truly connects with consumers in meaningful ways that affect their daily lives.
  3. 3. Toyota: Moving Forward Production is increasing again so dealers can be better prepared to meet sales demand. -WSJ, 4/27/10 New car sales were up 41% in March 2010 year over year. New incentives drew loyal customers back to showrooms. -WSJ, 4/6/10 It is Toyota’s image as a long trusted brand that gets much of the credit for the turn around. -WSJ 5/11/10
  4. 4. Radio + TV In studies comparing recall of the main message of two TV spots against the message in one TV spot with one radio spot, the Radio + TV mix delivered the best results. 39% 23% 1 Radio & 1 TV Spot 2 TV Spots
  5. 5. Effective & Efficient By utilizing a small portion of your TV budget, Westwood One can complement your visual message in reaching Adults 25-54. Kaizen for your campaign! Custom Westwood One Plan 1 spot in each: 30 Rock, Modern Family, House & NCIS Cost $606,740 $606,664 Impressions 169,590,000 27,903,000 Rating Points 133.8 22.4 Reach 47,581,000 21,219,000 Reach % 37.5 17.1 Frequency 3.6 1.3 CPM $3.58 $21.74 CPP $4,535 $27,083 Campaign 6 weeks 1 week Source: Proposed Westwood plan: RADAR 104, Arbitron Fall 2009 Nationwide, GfK Custom Research, WW1 Research Estimates TV: Nielsen audience data provided by Network TV, averaging weeks with original episodes in January-March 2010; Cost data in Ad Age 10/26/09
  6. 6. National & Local Westwood One Network Radio provides more than 150 programming options to the radio industry. • 98% U.S. coverage • Reach 190 million people every week • Speak to all demographics Westwood One’s Metro Traffic provides the most reliable local traffic & news information. • Live local reports • More than 2,600 radio stations • 130 markets • 5,000+ media outlets - radio, TV & digital • State-of-the-art technology unmatched in the industry
  7. 7. Touching the Lives of Consumers At home, at play, at work and in-between, throughout the day, Westwood One speaks to Americans nationwide through music, need-to-know information, favorite sports teams and beloved personalities.
  8. 8. Day in the Life Here’s how it all comes together to engage the Toyota family throughout their day. • Mom gets her morning news and Traffic Report from KTLA Channel 5. • On the road, Dad gets Up to the minute Metro Traffic road reports on KNX 1070 to make sure he’s on time. • Mom goes to CVS to fill a prescription and hears a Sienna spot in store via POP Radio. • Dad gets Talk Radio he can relate to is at his fingertips with The Dennis Miller Show streaming audio. • Mom listens to the Billy Bush show on 104.3 My FM • Dad gets financial news on his time with Wall Street Journal podcasts. • And he doesn’t miss a second of Monday Night Football with the NFL on KLAC 570 tuned in on his drive home. • College bound daughter (too busy to pose for a photo) listens to Dr. Drew and Psycho Mike on Loveline
  9. 9. Appointment Listening Traffic, compelling personalities and sports are “sticky content”. • Station Programmers must create “Appointment Listening” opportunities • Listeners tune to more stations (5-7 weekly vs. 2-3 with paper diary) • Increased Cume / Decreased Time Spent Listening • Listeners switch stations to get traffic reports • According to the PPM radio ratings system, Traffic Reports are Appointment Listening for millions of Americans.
  10. 10. Follow the Audience KNX-AM Los Angeles Block of time surrounding Traffic On The 5s Analysis Arbitron PPM Survey: June 2009 Los Angeles MSA Daypart (Mon - Fri) 5AM - 10AM 10AM - 3PM 3PM - 8PM 5AM - 8PM Number of panelists LOST once the Number of panelists GAINED once 3-minute time period surrounding the 3-minute time period the traffic report begins surrounding the traffic report begins 92 104 78 274 680 725 603 2008 Over seven times as many panelists tuned in to KNX-AM during the 3-minute time period surrounding the traffic report than tuned out. 42% of commuters listening to CDs or MP3 players switched to radio specifically to hear a traffic report. Research Concepts Company LA MSA PPM data for A18-54, May 28-June 24, M-F 5A-8P. Compares the number of panelists in the one minute prior to the traffic report to the three minutes surrounding the report to determine gain or loss
  11. 11. Metro News, Traffic & Weather Largest, most comprehensive traffic resource providing up-to-the-minute information to 2,600 radio stations, online traffic solutions (250+ station websites, Yahoo Maps), GPS devices (Tom Tom) and telematics (Sirius/XM). Highlights and Recent Enhancements • TrafficLand – exclusive partnership with the largest aggregator of real-time traffic video, with access to over 5000 video cameras nationally 24/7. • Speed & Flow - moved from incident-based reporting to solutions-based reporting, by analyzing real-time experiences of tens of millions of drivers, anonymously, from cell phone signals. • :15 second announcements are now available on most affiliates along with :10 second product tags • Pre-Recorded sponsorships are also available on most affiliates BILLBOARD: TRAFFIC IS BROUGHT TO YOU BY Toyota Motor Sales, USA The 2011 Prius – it gives the world fewer smog forming emissions-it gives you a 50 mile per gallon rating. The 3rd generation Prius-it’s harmony between man, nature and machine.
  12. 12. Metro Traffic Activation Your Toyota consumer is listening. • Traffic Sponsorships are embedded in content that listeners seek out. • Traffic Sponsorships are delivered live by a trusted traffic anchor. • Traffic Sponsorships engage consumers searching for Metro’s vital info. Anatomy of an Embedded Sponsorship Possible activation (case by case approval required) • Metro Anchors drive 2011 Corolla and comment on driving impressions on air and online • Roadblock by day/daypart/hour • Buy GRPs with a national CPP and sponsorships clear in available markets • Sales Events: copy flexibility and heavy up in major MSAs • Support Initiatives and incentives that vary by geography • Strategic support for Westwood One Network campaigns-Heavy up in key markets
  13. 13. Brand Central Westwood One is also home to some of the most well-known and trusted brands in the world.
  14. 14. Sports Brands Broadcasting the most play-by-play sports in America with continuous sports coverage from August to April Premium sports brands • NFL • NCAA Football • NCAA Basketball • The Olympic Games • Masters Golf Highlights and Activation possibilities • FULL Schedule of NFL games (from one network) • The NFL Playoffs & Super Bowl XLIV • Broadcasts air on NFL.com and MMOD (March Madness on Demand) • FULL NCAA March Madness Schedule • Toyota focus vehicles in rich media ads on websites • Toyota courtesy vehicles for personalities at NCCA Tournament. On air Personalities drive vehicles and give impressions during broadcast • Toyota Truck display and signage at venues • Toyota Executive interviews on air at “radio row” • Tickets for consumer promotions * Pending talent and Venue approval
  15. 15. Exclusive Reach Radio Reaches Pro Football Fans Exclusively When adding the reach of all the Pro Football Radio listeners to that of all the Adults watching Pro Football on TV, millions more Adults are captured. +2,240,000 Adults 18+ listening to Regular Season NFL Football +3,477,000 Adults 18+ listening to NFL Playoffs & Super Bowl How to read: Over 2.2 million more Adults 18+ can be reached when adding Regular Season NFL Football on the Radio to the reach of Regular Season NFL Football on TV. Source: MRI Fall 2009; Regular Season NFL Football: Monday Night/Weekend Pro Football
  16. 16. Entertainment Brands Brands • The Billy Bush Show • Rachael Ray • The Doctors • Live Concerts • Dr. Phil • The Insider • Beatles Brunch • ET Radio Minute • The BET Awards • BET 106 & Park Radio • Last Night On Jimmy Kimmel • • BET Radio Network • Last Night on Conan O'Brien The GRAMMY Awards • CMT Radio Network • Last Night on Jimmy Fallon • VH1 Radio Network • CMT Radio Live • Top 10 w/David Letterman • Gayle King • Country Countdown USA • MTV Radio Network • Dr. Oz • Loveline with Dr. Drew Pinsky In Program Integration Opportunities • Naming Rights: “It’s the Billy Bush Show LIVE from the New Toyota Studios in Hollywood!” • 30-second commercials within all programming • Voiced reads by celebrity host • Consumer Sweepstakes: Winner hangs with the host at the studio • Digital Tie-ins with banner ads on all programming websites, email newsletters from talent and social media extensions • Customized in-program features *pending talent approval
  17. 17. Toyota Award Show Integration The GRAMMYs, The Academy of Country Music Awards, The MTV Video Music Awards, The CMT Awards, The BET Awards, and more... Westwood One’s exclusive Backstage events at these high-profile awards shows feature top radio stations broadcasting live, interviewing stars and sponsors. Awards Partners Receive • National media schedule in targeted programming • Local media schedule on remote broadcast stations • Live read mentions by local stations and WW1 radio talent • Award nomination radio special • Customized congratulatory vignettes both pre and post event • On-Site signage • On-Site sampling • Branded digital media player • Product in swag bags for celebrities and DJs • Event tickets • Turn-key consumer promotion
  18. 18. Finance and News Brands The #1 reason Americans tune into media Millions of American’s get their news from Westwood One every day. • America in the Morning • Katie Couric’s Notebook • America this Week • MarketWatch • CBS HealthWatch • Meet the Press • CBS Radio News • NBC News Radio • CNBC Business Radio • Raising Our Kids • CNNRadio • The Osgood File • Dave Ross • The Week in Review • First light • What's In The News • Headline News • World News RoundupLate Edition • In The Marketplace • Just A Minute w/Harry Smith • WSJ Daybreak and more
  19. 19. Metro TV Reach all five morning news audiences on Metro Television. • Maximize reach by hitting all Network AM News audiences (NBC’s Today Show, ABC’s Good Morning America, The CBS Early Show, 5am to 9am Local News – all networks) • National US clearances with ratings competitive to Network News Delivery • 85% Reach of US HH in AM News, Evening News, and Late News • AM News – 3.0 HH Rating • Evening News – 6.2 HH Rating • Late News – 5.8 HH Rating • Ability to buy day and time specific • Copy split capability
  20. 20. Digital Sigalert: online traffic maps and mobile alerts • • • • • • Used by 250 radio, TV station & newspaper websites Consumers visit LOCAL station websites for driving directions Interactive map includes traffic conditions AND TOYOTA DEALER locations Display ad will appear adjacent to the traffic map Acquired Sigalert.com Mobile email alerts (2mm delivered per month) Web News • • • Integrated into 250 radio station websites National, World, Business, Sports Music & Entertainment Serving the top 35 DMAs (75 DMAs served) Sports • • NFL broadcasts streamed on NFL.com NCAA March Madness on Demand integration Destination Sites • • • • • • • Talent-Driven Brands (Billy Bush, Dennis Miller, etc.) Multiple Advertising opportunities Display Ads Podcasts Video Pre-roll Streaming audio message w/synched banners Integration with on-air reads to drive results
  21. 21. Point of Purchase Radio In-Store Network • Reach over 55 million people a week at the point-of-purchase with in-store audio. • The Toyota message airs once/hour in Grocery and Mass and twice/hour in Drug for every hour the store is open for millions of impressions. impressions • Cost is less than 75¢ per day per store. • Network comprised of 18,039 stores. • 11,957 Drug stores including CVS and Rite Aid. • 4,803 Grocery stores with 48 retailers including Pathmark, Wegmans, Food Lion and ShopRite. • 1,279 Mass Merch stores via Kmart.
  22. 22. Point of Purchase Radio In-Store Network Heard in 18,039 Stores Nationwide FOOD STORES A&P 123 CENTRAL GROCERS A&P - FOOD BASICS 10 FOOD LION A&P - FOOD EMPORIUM 19 15 FOODMASTER A&P - SUPER FOOD MART 9 1,152 OLENA - OWG STORES 11 PATHMARK 145 11 PRICE CHOPPER 119 FOODMAXX 45 QUICK CHEK 107 A&P - SUPER FRESH 63 FRESH PRIDE 14 RALEYS 62 A&P - WALDBAUMS 64 GRAND UNION 30 SAVE MART 75 AFFILIATED STORES AMARILLO 49 HARVEYS 70 SHOP N SAVE MO 36 AFFILIATED STORES MIDWEST 291 193 SHOP N SAVE PA 68 SHOPRITE / WAKEFERN 74 ALPHA 1 / KRASDALE 9 ASSOC. FOOD STORES SLC 104 ASSOC. FOOD STORES NEW ENGLAND ASSOC. WHOLESALE GROCERS 19 196 INGLES KUHN'S MARKET 9 K-VA-T 93 LAUREL GROCERY 101 MARS 18 MARSH 105 SPARTAN FOODS 225 SOUTHERN FAMILY MARKETS 63 SWEETBAY 105 UNIFIED GROCERS 226 BAINES 6 BEL AIR 20 MINYARD 70 WEGMANS BIG M 41 NASH FINCH 12 WEIS MARKETS 167 BROOKSHIRE BROTHERS 72 NORTH STATE 23 WILSON FARMS / XPRESS 190 74 TOTAL FOOD STORES 4,803 MASS MERCH STORES DRUG STORES CVS 7,050 KMART 1,279 RITE AID 4,827 TOTAL MASS MERCH STORES 1,279 USA DRUG TOTAL DRUG STORES 80 11,957
  23. 23. Summary of Benefits • Extend the reach of SSLA TV efforts for Toyota with Westwood One, targeting the core Toyota consumer throughout their day. • Make Toyota part of appointment listening, embedded in valuable content. Whether it’s top listening branded content or a trusted Metro Traffic anchor, consumers seek out Westwood One programming. • Tap into the credibility of Westwood One brands that have been trusted for years: The NFL, Grammies, MTV, Metro Traffic - consumers have relied on Westwood One for years - Just like Toyota! • Ability to activate exclusive, marquee events and tie together national and regional platforms. platforms
  24. 24. Our Door is Open Communication Starts Here • Marketing Objective • Target Audience • Message Strategy • Timing • Geographic Goals • Assignments - What can Westwood One build for Toyota?

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