If you're a radio station marketing to an audience, what tools and tactics work best? The answers are in this presentation from Point to Point Marketing (http://www.ptpmarketing.com) and Mercury Radio Research (http://www.mercradio.com)

1. Half My Marketing Works… Now I Know Which Half NEW for 2006!

6. Research Methodology Listen Often to Formats

8. The Sample Profiling the Survey Sample

9. Sex

10. Age

11. Ethnicity

12. Perceived Quality of Favorite and Second Favorite Station Is your Favorite/Second Favorite Station Good, Very Good, or Almost Perfect?

13. Favorite Station Quality

14. Favorite Station Quality by Sex/Ethnic

15. Favorite Station Quality by Men/Women Age

16. Favorite Station Quality by Formats

17. Second Favorite Station Quality

18. Second Favorite Station Quality by Sex/Ethnic

19. Second Favorite Station Quality by Men/Women Age

20. Second Favorite Station Quality by Formats

21. Second Favorite Station Quality by Intensity of Station Fans

22. Potential for Increased Listening Can you wring more listening from a P1 listener? What about a P2 listener?

23. Could you listen More to Favorite Station or Not?

24. Could you listen More to Favorite Station or Not by Sex/Ethnic

25. Could you listen More to Favorite Station or Not by Men/Women Age

26. Could you listen More to Favorite Station or Not by Formats

27. Could you listen More to Favorite Station or Not – based on whether you think your Favorite Station is Good, Very Good, or Perfect

28. Listen to Favorite A Lot or Only Slightly More than Sec Favorite ?

29. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Sex/Ethnic

30. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Men/Women Age

31. Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Formats

32. Listen to Fav A Lot or Only Slightly More than Sec Fav by Intensity of Station Fans

33. Could you listen More to Second Favorite Station or Not?

34. Could you listen More to Second Favorite Station or Not by Sex/Ethnic

35. Could you listen More to Second Favorite Station or Not by Men/Women Age

36. Could you listen More to Second Favorite Station or Not by Formats

37. Could you listen More to Second Favorite Station or Not by Intensity of Station Fans

39. Direct Mail Behaviors When you get unsolicited mail at home, what do you usually do?

40. When you get mail from…at home, what do you do?

41. … from Radio Stations by Sex/Ethnic

42. … from Radio Stations by Men/Women Age

43. … from Radio Stations by Formats

45. Radio Advertising You’ve Seen Recall for TV, Direct Mail, Telemarketing, and Outdoor advertising

46. Advertising Recall TV, Mail, Phone, Outdoor

47. Advertising Recall TV, Mail, Phone, Outdoor Trends

48. Advertising Recall TV, Mail, Phone, Outdoor by MEN

49. Advertising Recall TV, Mail, Phone, Outdoor by WOMEN

50. TV Advertising Recall by Format Fans

51. Direct Mail Advertising Recall by Format Fans

52. Telemarketing Advertising Recall by Format Fans

53. Outdoor Advertising Recall by Format Fans

54. Advertising Effectiveness – TRIAL / New Cume After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you TRY a Radio Station?

55. Advertising Effectiveness – TRIAL / New Cume – Summary

56. I’ve TRIED a Radio Station Because I... Total

57. I’ve TRIED a Radio Station Because I... Trends (2004-2006)

58. I’ve TRIED a Radio Station Because I... by Men

59. I’ve TRIED a Radio Station Because I... by Women

60. I’ve TRIED a Station Because I Saw a Commercial on TV – by Format Fans

61. I’ve TRIED a Station Because I Got Something in the MAIL – by Format Fans

62. I’ve TRIED a Station Because I Saw BILLBOARD Advertising – by Format Fans

63. I’ve TRIED a Station Because I Received a Phone Call – by Format Fans

64. Advertising Effectiveness – TSL After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Listen Longer to a Station you Already Listened to?

65. I’ve Listened Longer to a Station Because I... Total

66. I’ve Listened Longer to a Station Because I... Trends (2004-2006)

67. I’ve Listened Longer to a Station Because I... by Men

68. I’ve Listened Longer to a Station Because I... by Women

69. I’ve Listened Longer to a Station Because I Saw a Commercial on TV – by Format Fans

70. I’ve Listened Longer to a Station Because I Got Something i n MAIL – by Format Fans

71. I’ve Listened Longer to a Station Because I Saw BILLBOARD Advertising – by Format Fans

72. I’ve Listened Longer to a Station Because I Received a Phone Call – by Format Fans

74. Advertising Effectiveness – Discovering a Station After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Discover a Radio Station?

75. I’ve Discovered a Station Because I... Total

76. I’ve Discovered a Station Because I... by Men

77. I’ve Discovered a Station Because I... by Women

78. I’ve Discovered a Station Because I Saw a Commercial on TV – by Format Fans

79. I’ve Discovered a Station Because I Got Something by on MAIL – by Format Fans

80. I’ve Discovered a Station Because I Saw BILLBOARD Advertising – by Format Fans

81. I’ve Discovered a Station Because I Received a Phone Call – by Format Fans

82. Direct Mail Sensitivity to Station Loyalty Will you open direct mail from any station – or just the ones you know?

83. Definitely Open Mail from a Station that’s… Total

84. Definitely Open Mail from a Station that’s… Total

85. Definitely Open Mail from a Station that’s… by Sex/Ethnic Percentages read up and down; GREEN means “high,” YELLOW means “medium.” For example, 57% of Men would definitely open mail from their Favorite station – a “medium” score

86. Definitely Open Mail from a Station that’s… by Men/Women Age

87. Definitely Open Mail from a Station that’s… by Format Fans

89. Direct Mail: Form What does the most powerful Direct Mail look like?

90. “ Very Likely” to Open or Read Over

91. “ Very Likely” to Open or Read Over

92. “ Very Likely” to Open or Read Over – Sex/Ethnic INDEX How to Read Index Tables: Example – “150” means the segment is 50% more likely than the Total Population to say they would “very likely” open/read over that item; “75” means the segment is only 75% as likely as the Total Population to say they would “very likely open or read it over.” DARK green means HIGH index, LIGHT green means ABOVE AVERAGE index, RED means LOW index.

93. “ Very Likely” to Open or Read Over – Men/Women Age INDEX

94. “ Very Likely” to Open or Read Over – Format INDEX

96. Direct Mail: Content What does the most powerful Direct Mail contain?

97. “ Very Likely” to Open or Read Over

98. “ Very Likely” to Open or Read Over

99. “ Very Likely” to Open or Read Over – Sex/Ethnic INDEX

100. “ Very Likely” to Open or Read Over – Men/Women Age INDEX

101. “ Very Likely” to Open or Read Over – Format INDEX

103. Contest Mechanics How should the Contest work?

104. Preferred Method of Contest Registration – Total

105. Preferred Method of Contest Registration – Total

106. Preferred Method of Contest Registration – Trends

107. “ Very Likely” to Participate in Contest – Total

108. “ Very Likely” to Participate in Contest – Total

109. “ Very Likely” to Participate in Contest – Sex/Ethnic INDEX

110. “ Very Likely” to Participate in Contest – Men/Women INDEX

111. “ Very Likely” to Participate in Contest – Format INDEX

113. Hottest Prizes Very Likely to participate in a contest to win…

114. Hottest Prizes – Total Very Likely to Participate in Contest to Win…

115. Hottest Prizes – Total (I) Very Likely to Participate in Contest to Win…

116. Hottest Prizes – Total (II) Very Likely to Participate in Contest to Win…

117. Hottest Prizes – Sex/Ethnic INDEX

118. Hottest Prizes– Men/Women INDEX

119. Hottest Prizes– Format INDEX

121. Tokens/Premiums Which of the following items would you like to get from a Radio Station for free?

122. Tokens/Premiums

123. Tokens/Premiums

124. Tokens/Premiums – Sex/Ethnic INDEX

125. Tokens/Premiums – Men/Women INDEX

126. Tokens/Premiums – Format INDEX

128. Direct Mail Appearance What type of Direct Mail would you be most likely to open and look over or read?

129. Direct Mail Appearance - Total

130. Direct Mail Appearance - Total

131. Direct Mail Appearance – Sex/Ethnic INDEX

132. Direct Mail Appearance – Men/Women INDEX

133. Direct Mail Appearance – Format INDEX

135. Direct Marketing: The Best Strategies A Nationwide Study NEW for 2006!