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Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences

Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences. F.C.T. Report Overview.

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Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences

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  1. Results from the F.C.T. Report on Shopping: Radio Listeners and Their Retail and Holiday Shopping Preferences

  2. F.C.T. Report Overview F.C.T. Report Purpose: Provide local stations with sales oriented data on listeners’ brand and product preferences, interests and purchase intentions. Provide national and local results for local station sales purposes. Method: Online Survey. Compilation of local station respondents into one national survey. RAB provided one $500 AMEX gift card as incentive. Industry Participation: 24 Broadcast Groups representing over 200 radio stations, resulting in just over 20,000 participants nationwide. Survey Dates: July 16th to August 5th 2013 Winner: A Hubbard Radio Chicago (WDRV) Listener

  3. Agenda • Who Participated • Gift Giving Occasions • Year-End Holiday Shopping • Likely Purchases • Radio Advertising’s Influence • Other Holidays • Marketing Tips • Where People Shop • Wrap-Up: Try This at Home

  4. Participation by Gender

  5. Participation by Age

  6. Participation by Age

  7. Opt-In Would you be interested in getting exclusive shopping information, special offers and coupons from us?

  8. Primary Shopper Who is the primary shopper in your family?

  9. Children What ages are the children/grandchildren you may buy gifts for?

  10. Gift Giving Occasions On what occasions do you usually buy a gift?

  11. Gift Giving Occasions On what occasions do you usually buy a gift? Women Only

  12. Gift Giving Occasions: Dig Deep Pets: 13% Co-workers: 21%

  13. Gift Giving Occasions On what occasions do you usually buy a gift? Men Only

  14. Gift Giving Occasions: Dig Deep • 18-24 Year Olds: • 79% at Mother’s Day • 69% at Father’s Day • 68% at Friend’s Birthdays (Spouse and Year-End round out top 5 at 66% and 58% respectively)

  15. High Spend Occasions On which of the following shopping occasions do you spend the most money?

  16. Year-End Holiday Gift Purchases Top 5 Higher Price Point All

  17. Spend on Year-End Holidays Overall, how much do you generally spend on Year-End holiday season shopping?

  18. Spend on Year-End Holidays

  19. Holiday Shopping Timeline For the Holiday Shopping season, do you shop for gifts on…

  20. Top 5 Shopping Influencers What influences your shopping decision?

  21. Spend on Year-End Holidays Radio Influence + 5 % All Influenced by Radio Ads

  22. Year-End Holiday Spend Compared to Last Year: Influenced by Radio Ads As you think about shopping for the big Year-End holidays this year, as compared to last year, do you plan to… + 4% + 4% + 6% All Influenced by Radio Ads

  23. Spend on Holiday Season By Media Influence

  24. Year-End Holiday Gift Purchases Radio Advertising Influenced All

  25. Gift Giving Throughout the Year

  26. Valentine’s Day Purchases

  27. Mother’s / Father’s Day

  28. Timing. Feelings. Marketing and Copy Information

  29. How Far in Advance… …of a gift-giving occasion do you get your shopping done?

  30. When Do You Shop? Men All Women

  31. Use of Coupons/Daily Deals

  32. Feelings About Shopping Which of the following apply to your feelings about shopping? Men Women All

  33. Where do you typically shop?

  34. Where do you typically shop? Lots of targeting opportunities beyond the Top 5: Outlet Stores/Malls…………………………………..………….38% Local Shopping Malls………………………………….………..38% Home Décor (Bed Bath & Beyond/Home Goods)….37% Membership Clubs…………………………………………….…36% Drug Stores (Walgreen’s/CVS/Rite Aid)………………..36% Local Retailers………………………………………………………34%

  35. Put This Report to Work For You: • For those who participated, dig into your own data to see how your station’s demographics may differ from national report. • Birthdays are HUGE. Everybody has one. Birthday emails, gift guides, sponsored on-air or online birthday recognition, these are year-round opportunities for advertisers to remind people to shop for birthday gifts at their business. • Show clients what your listeners are buying and when. • Use the information on when people shop to bolster your dayparts and rates. • Use the information on when people shop to create promotions that will drive traffic during off-peak hours for retailers.

  36. Put This Report to Work For You: • Dining out – restaurant gift certificates at holidays, Valentine's Day, Mother's Day/Father's Day – is a top category for spending across all holidays. • If your local retailers offer online shopping, be sure they promote it in their copy. • Targeting men for gift giving?  The messaging should be geared toward getting a good deal…and making the shopping process hassle free: they want to get it over and done with.

  37. Put This Report to Work For You: Use the insights on what influences shoppers: Sales, Products, Free Shipping, etc., to create campaigns. Be the marketing consultant your advertisers crave. Remember the power of Friends/Family Referrals and Word of Mouth. Highlight that in postings, recommend using referrals in copy points, encourage forwarding of great deals in your emails. Advertising works. Those influenced by radio ads, spend more.

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