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CRN Radio Marketing
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We Are Radio®
CRN delivers measureable
sales results for its clients by
using radio differently.
© 2011
About CRN
 Independent radio marketing company
 Strategic and executional; hyper-local yet national
 Non-traditional, client-customized approach
 Turn Key: Content/Promotion/Digital/Social Media/Retail
Marketing
 All forms of radio—Terrestrial/Streaming/Satellite/Public
© 2011
4
Strategic Solutions to
Client Problems
Introduce
New
Products
Reach
Diversity
Audiences
Solve Retail
or
Distribution
Issues
Reach adadverse
consumers
Create Local
Overlays for
National
Promotions
Boost Event
Attendance
Overcome
Competitive
Parity
Driving
online
initiatives
Support
Existing
Events or
Create
Targeted New
Ones
Drive to Retail
© 2011
What we do
• Most marketers speak to consumers during crowded
commercial breaks. CRN is different. We place your brand
foremost in consumers' minds with out-of-stop-set tactics
that get your message heard.
• Our campaigns drive shoppers to the showroom/store. Every
CRN campaign is custom-designed to meet your specific
brand, consumer, shopper and retail objectives.
© 2011
Out of the Stop Set and into the
Heart of Programming Space
The CRN Way
1 Hour
© 2011
Why the CRN approach to Radio?
•Messages perceived as “unpaid” have higher credibility.1
•Messages that contain promotional communication have higher recall and visit intent.2
•Messages contained within programming perform at a higher level than ads.3
•Messages that are not surrounded by others have higher recall longer.
•Messages constructed around “social proof” are more convincing than traditional ads.
•Messages that contain fresh language retain interest longer and prevent tune-out.4
•Local messaging has greater relevance to the consumer.5
1
Forrester Research
Microsoft Recall Study
3 “The Effects of Program Involvement on Commercial Exposure and Recall in a Naturalistic Setting,” The Journal of
Advertising
4 “Satiation Curve” research; Michael Ray, “Psychological Theories and Interpretations of Learning,” Marketing
Science Institute (August 1973)
5 Leiflen Study: Commuter Traffic Report
2
© 2011
Digital Integration
Drive-to-Web
Campaign Microsites
Station Web Properties
Email & Text
Social Networking
Streaming Audio & Podcasts
Compliance Extranet Sites
Blogs
© 2011
CRN Handles All the Details
Affiliate
Relations
Creative Services
Production
Services
Client Services
Customer
Marketing
Digital
Services
Promotional
Fulfillment
Compliance
Services
© 2011
CRN’S APPROACH TO
PERSONALITY
ENDORSEMENTS
NOT JUST ENDORSEMENTS—
PERSONALITY ENGAGEMENT
© 2011
Custom
Selection,
Every Time
CRN maintains a growing
database of high-profile local
station personalities that can be
matched to product image and
consumer lifestyle. These
personalities are individually
interviewed and vetted for each
campaign.
© 2011
More than Endorsers—Brand Experts
Training and coaching is key to success. Personalities have to really know, understand
and feel the product to be endorsers in a CRN campaign. We go beyond the “DJ read”
to immerse personalities in the brand—so they can talk about it credibly in their own
words and in the context of their own lives.
© 2011