Yes - let’s get into the creative.
Also can send you some thoughts on the direct mail if what you sent me is
the base.
You’re planning to stack these media, correct? - Run the ads then drop the
mailer in the middle/end of the radio campaign?
A QR code could bounce people straight to a landing page - do we have that
on the website? Then we can retarget visitors for 30 days (assuming the
regulations allow).
Any other digital channels/sites worth considering?
Stacking usually means that 1+1+1 = 4. So it’s worth lining everything up.
Otherwise it’s much harder to break through the clutter.
Ray
On Tue, Mar 19, 2024 at 9:38 AM Timothy Thomas <tt@thekey.com> wrote:
> Hi Ray,
>
> Thank you for bringing the website ad placements to my attention—I'll
> discuss this with our representative. Regarding the budget, I'm hesitant
> about the feasibility of advertising on Spotify or Pandora, as I'm
> personally unfamiliar with their ad experience due to my subscription.
>
> I agree with your observations on ad timing. I'll endeavor to secure a
> time slot that better aligns with our target demographic's preferences.
>
> As for the creative aspect, we haven't started yet. Would you be
> interested in contributing to this process?
>
> Best regards,
>
> On Fri, Mar 15, 2024 at 7:03 PM Ray Smale <ray.smale@thekey.com> wrote:
>
>> Hola.
>> They've got quite a lot of traffic to that website - and I would hazard a
>> guess it skews older since that crowd isn't listening while they drive to
>> work, etc.
>> I realize we have boomers and gen X in our target*.
>> Having said that, when the ads run on the radio do they run on the web at
>> the same time? Presumably not unless you have video/an additional buy?
>> I'm sure they syndicate their digital - in which case you might not be
>> able to buy just their website.
>>
>> I'm assuming digital radio is not an option because of the size of the
>> market you're targeting? Pandora/Spotify.
>>
>> I can't comment on pricing.
>>
>> The hour band is interesting - from 5a to 1a - are most boomers early to
>> bed and early awake? Almost every advertiser is trying to get after 5a of
>> course but that might even be a tad early for boomers. Running to 1a seems
>> like it's pushing it. Don't know what flexibility you have to push them on
>> the time band? If we think boomers turn this on in the morning from 6-11 we
>> could push for something like that and if they therefore want to jack the
>> pricing we could offer to skip the evening drive time window - which every
>> advertiser wants - if we have to compromise with them.
>>
>> * Radio, of course is very broad band and they've not seemed to customize
>> the plan in any way - is that because you feel you want all segments given
>> the bifurcation of our target from boomers to Gen Xers?
>>
>> A question I would have in that regard - if the message is: Claim your
>> benefit - I think the boomers will be more in-tune to that than the younger
>> crowd. If I'm listening to that I might figure out my parents can claim it
>> - but that's when I know they need it. Of the 2 targets, the boomers would
>> be more in tune to a message that says: 'claim this benefit for seniors'.
>>
>> So, without the creative it's hard to fully evaluate. The creative isn't
>> in this deck, right?
>>
>> Happy to talk through on Monday.
>> Have a fun weekend.
>> 954 647 0947
>>
>>
>> On Fri, Mar 15, 2024 at 11:46 AM Timothy Thomas <tt@thekey.com> wrote:
>>
>>> Hi Ray,
>>>
>>> Here is the proposed radio campaign for Calgary. Let me know what you
>>> think.
>>>
>>> ---------- Forwarded message ---------
>>> From: Chuck Terlesky <cterlesky@thekey.com>
>>> Date: Fri, Mar 15, 2024 at 11:13 AM
>>> Subject: Re: Calgary Marketing and Radio
>>> To: Timothy Thomas <tt@thekey.com>
>>>
>>>
>>> OK, postcards will be sent out on Monday/Tuesday.
>>>
>>> I've attached the campaign for 660 AM radio.
>>>
>>> Chuck
>>>
>>>
>>>
>>> On Fri, Mar 15, 2024 at 8:22 AM Timothy Thomas <tt@thekey.com> wrote:
>>>
>>>> Hi Chuck,
>>>>
>>>> That sounds great. Can you send me the exact campaign details you
>>>> selected? Is it the 30 second spots on talk radio?
>>>>
>>>> No, let's get those postcards out asap.
>>>>
>>>> On Thu, Mar 14, 2024 at 3:53 PM Chuck Terlesky <cterlesky@thekey.com>
>>>> wrote:
>>>>
>>>>> Hi Tim,
>>>>>
>>>>> I met with the Rodgers radio guy, who will begin building a script for
>>>>> us. He will start our campaign on April 1 or April 8 (Q2 budget), depending
>>>>> on when the creative gets approved. The script will be sent over, and I'll
>>>>> get your approval before they go into production.
>>>>>
>>>>> The cost of the 13-week campaign is $11,248, which is $3472
>>>>> monthly—under the $3500 we discussed in Vancouver. I have 10,000 postcards
>>>>> ready to distribute. I'm wondering if I should hold off until the end of
>>>>> the month to have the postcards hit the community—this way, some families
>>>>> might hear us on the radio and have the postcard at home. Thoughts?
>>>>>
>>>>> Let me know what you think and if you have any questions.
>>>>>
>>>>> Regards,
>>>>> Chuck
>>>>>
>>>>> --
>>>>> Chuck Terlesky B.A., CCPE
>>>>> General Manager
>>>>> Winnipeg and Calgary
>>>>>
>>>>> Calgary: 403-301-3777
>>>>> Winnipeg: 204-489-6000
>>>>>
>>>>> TheKey.ca <https://thekey.ca/>
>>>>>
>>>>> [image: TheKey]
>>>>>
>>>>>
>>>>
>>>> --
>>>> Tim Thomas
>>>> Head of Canada Division
>>>> *Please note my email has changed:*
>>>> tt@TheKey.com <tt@thekey.com>
>>>> (514) 591-9387
>>>> TheKey.ca <https://www.thekey.ca/>
>>>> [image: TheKey] <https://www.thekey.com/>
>>>>
>>>
>>>
>>> --
>>> Chuck Terlesky B.A., CCPE
>>> General Manager
>>> Winnipeg and Calgary
>>>
>>> Calgary: 403-301-3777
>>> Winnipeg: 204-489-6000
>>>
>>> TheKey.ca <https://thekey.ca/>
>>>
>>> [image: TheKey]
>>>
>>>
>>>
>>> --
>>> Tim Thomas
>>> Head of Canada Division
>>> *Please note my email has changed:*
>>> tt@TheKey.com <tt@thekey.com>
>>> (514) 591-9387
>>> TheKey.ca <https://www.thekey.ca/>
>>> [image: TheKey] <https://www.thekey.com/>
>>>
>>
>
> --
> Tim Thomas
> Head of Canada Division
> *Please note my email has changed:*
> tt@TheKey.com <tt@thekey.com>
> (514) 591-9387
> TheKey.ca <https://www.thekey.ca/>
> [image: TheKey] <https://www.thekey.com/>
>