RADIO ADVERTISINGOR HOW TO BRING GERMAN CUSTOMERS OVER THE BORDER regioMEDIEN AG SYLVIE HECK & PEDRO BOKER
RADIO ADVERTISING IN GERMANY • Welcome • Introduction of Sylvie Heck & Pedro Boker // More than 26 years of radio competence • regioMEDIEN AG // The home of the Nr. 1 private radio station in the west of Germany • The company • The radio stations • Map // Broadcasting area • Development from a small radio station to a full service agency // Individual consultation • Adapting to the future customer // Companies from the Netherlands advertising in Germany • Liberty Cars // Valkenburg • Hendriks Mode // Heerlen • Ikea // Heerlen • Jos Bogman // Kerkrade • Questions and answers // Open talk
SYLVIE HECK & PEDRO BOKER Senior Key Account Manager Business Development Manager
REGIOMEDIEN AGThe Company The regioMEDIA AG was founded in May 1998 under the name of the Radio 3000 AG with the beginning shareholders BRF Media an Radio Salü. Since October 1998, the premium aired product of the company is 100’5 DASHITRADIO. Since 2003, theregioMEDIEN AG has the exclusive sales rights for RTL RADIO from Luxembourg (former Radio Luxembourg) for North Rhine-Westphalia, Antenne AC and FANTASY Dance FM96.7. With the regioMEDIEN AG, we can provide the best radio product for each advertiser to reach the best possible response through the individually created campaign. Parts of the campaigns can be spot circuits, sponsorships or specially created forms of advertising.
THE RADIO STATIONS100‘5 DAS HITRADIO. 100’5 DAS HITRADIO. plays the hits of the 80s, 90s and the best of today. For 13 years, 100’5 DAS HITRADIO. airs the most successful morning show, fast and reliable information from the Euregio, the best comedy, great and exciting raffles and the internationally known music show “In The Mix”. For the listener a lot of entertainment around the clock. The news are always broadcasted every half hour. The core target group of the station are career orientated and professionally successful listeners between 25 and 49 years of age. Themain broadcast area is the west of Nordrhein-Westphalia with the metropolitan areas of Aachen, Heinsbergand Monchengladbach. The German community of Belgium an the province of Limburg in the Netherlands. For more information: www.dashitradio.de
THE RADIO STATIONSAntenne AC Cult hits and the best of today can be heard on Antenne AC. The radio station for the urban region of Aachen, with local news and fast traffic and radar services. News are broadcasted every half hour. The target group are mobile and active listeners aged between 29 and 50 years. The core broadcasting area is the region around Aachen, the city of Aachen, the region of Duren, Bergheim an the Eifel. For more information: www.antenne-ac.de
THE RADIO STATIONSFantasy Dance FM 96.7 and RTL Radio Fantasy Dance FM 96.7 is unique with its program in NRW. The program consists entirely of new progressive hit sounds from the area of dance, house and black music. The hippest music for the young generation. The Fantasy Dance FM 96.7 target group lays between 15 and 25 years of age. Broadcasting in the areas of Aachen, Duren and Heinsberg. For more information: www.fantasy967.de RTL Radio - The best hits of all time - to dream, relax and feel good! Fore more information: www.rtlradio.de
DEVELOPMENTFrom a small radio station to a full service agency The regioMEDIA AG is not only your pro when it comes to your advertising. We offer our customers more. We are always on the lookout for new innovative ways of advertising for our customers. Since we still work after the “old school” way of talking with our clients and getting to know them well (in person) we see us as a partner. Partners talk, develop and grow together. Hand in hand. As we started 13 years ago we saw only the typical radio business. Today, we developed into a full service agency that handles all aspects of the advertising process, including planning, design, production, and placement. We handle a lot of aspects of marketing communication, such as public relations, sales promotion, internet, direct marketing and events.
LOOKING OVER THE BOARDERAdapting to the future customers In order to win German customers (or customers from other countries) for your company and products, you have to adapt. If you want them, you have to break down the boarders. Examples for successful adaptation : • Liberty Cars // Valkenburg • Hendriks Mode // Heerlen • Ikea // Heerlen • Jos Bogman // Kerkrade
EXAMPLES FOR SUCCESSFUL ADAPTATIONLiberty Cars // Valkenburg For example: Radio spots in German Website in German German speaking personnel
EXAMPLES FOR SUCCESSFUL ADAPTATIONHendriks Mode // Shop in Aachen For example: Radio spots in German Website German Shops in Germany
EXAMPLES FOR SUCCESSFUL ADAPTATIONIkea // Heerlen „Action“ on 100‘5 DAS HITRADIO.
EXAMPLES FOR SUCCESSFUL ADAPTATIONJos Bogman // Kerkrade For example: Radio spots in German