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Table of Contents About Clear Channel
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Pass the Advertising Test with Flying Colors
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Pump It Up
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Adding Reinforcements
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Research
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Information Filter
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Outdoor
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The Clean Sweep
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Transit Shelters
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Posters
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Bulletins
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Welcome to Our Backyard
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What Do We Do Now?
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About Clear Channel Who We Are Similar to Pinch•A•Penny, Clear Channel Outdoor has a long history in the Tampa Bay area. As the country’s leading outdoor advertising company, Clear Channel is also the only full-service outdoor advertising company in Tampa Bay. Clear Channel Outdoor is in the business of helping our customers grow their business, and our marketing department is committed to providing the most detailed and accurate representation of outdoor advertising’s performance abilities. We utilize standard, accepted formulas for reach, frequency and GRP delivery statements. Also, our per-unit and average circulation figures are authenticated by the Traffic Bureau, an independent auditing agency. The success of our outdoor advertising effort is very important to us. To this end, we provide custom marketing research, demographic and geographic market studies, pre- and post-buy analysis, promotion tie-in assistance, consumer research, graphic art services, computerized media planning, and more. Our goal is to have a long-term, mutually profitable relationship. The Tampa Bay Division of Clear Channel Outdoor is committed to providing Pinch•A•Penny with the most desirable inventory and exceptional customer service. We invite you to take advantage of our wonderful company and all the research, creative, planning and product information we offer FREE to our clients.
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Pass the Advertising Test with Flying Colors Are you reaching all the people you need to? By using a diverse range of outdoor formats, you broaden marketwide distribution and extend your reach beyond home.
The most common methods for testing memorability in advertisements are recognition and recall.
Are people aware of your services, products or specials? Outdoor delivers high awareness in a short period of time so it is great for new products or services introductions. Outdoor conveys point-of-sale reminders moments before a decision is made.
Does your message get the mail delivery onceover and then get tossed or lost? Expand the impact of other media. Outdoor extends a direct mail message beyond the one-time exposure of mail delivery.
Are you getting the most out of your current advertising program? Outdoor advertising is one of the most cost-efficient forms of media. Its ability to deliver specific target audiences at low costs makes it a valuable addition to virtually any media mix. Outdoor offers excellent reinforcement for other media.
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Pump It Up Is one type of advertising better than another? DIRECT Strengths
Targetability - geographic targeting
Weaknesses
RADIO
Cost Prohibitive - production, postage
Station Surfing - commercials are turned out
Perception - junk mail
Creative Limits - attention-getting messages
Quality - poor printing
Cost Prohibitive - based on Arbitron ratings
Delivery Issues - returned mail
Specific Market Penetration - wasted circulation
Frequency - loyalty to stations
Tracking - track responses with coupons
Drives Traffic - directs listeners to location
Precision - detail oriented product information
Targetability - radio formats
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Adding Reinforcements Adding outdoor advertising to your media mix pumps up your reach & frequency significantly. The combination of radio and outdoor epitomizes the near perfect marriage of media. Outdoor serves as a cost-efficient playback of the audio provided by radio Direct mail and magazine ads can provide detailed information while outdoor extends the memorability of the message beyond a one-time mail delivery. Outdoor has the possibility to be targeted to the delivery zones of direct mail collateral.
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Research There are 545,000 pool or spa owners in the Tampa Bay Market, and 53,000+ are projected to have a pool or spa installed in the coming year.
At a glance look at the lifestyle habits of your customers
A recent industry survey indicated that 88% of pool and spa owners are married homeowners and most have children under the age of 18 living at home. Of adults 18+ in Tampa Bay who own pools, 49.3% are male and 50.7% are female. The average age bracket of pool owners is 35-44 with the average age 38. Husbands initially suggest shopping for a hot tub 54% of the time compared to 13% of the time when the wife initiates the process. Selling season for pools, spas and accessories is getting Reasons: More Year ‘round consumer demand The economy Broader product range Weather More services Other
longer. 57% 46% 36% 34% 32% 9%
The number one drawback of owning a hot tub is maintenance (52%), followed by cost (22%) and space (20%).
Source: Aqua Magazine: Pool and Spa News 2000 Arbitron/Scarborough Reports
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Information Filter Pool owners are on the go
Clear Channel Outdoor knows Tampa Bay. We know your customers, how many miles they drive, where they’re going and how long it takes them to get there.
Pool owners are 37% more likely to travel 1000 - 1999 miles a month around the Tampa Bay Market. Pool owners are 45% more likely to spend 30-59 minutes a week traveling to work one way. Approximately 275,565 pool owners travel more than 500 miles a month throughout the Tampa Bay market. The majority of pool owners are heavy travelers (average of 500 miles per month) resulting in heavy exposure to outdoor advertising.
Pool owners get around Pool owners are 75% more likely to travel the Howard Frankland Bridge, 7% the Courtney Campbell Causeway and 37% use the Gandy Bridge to work each week. Pool owners are 40% more likely to travel the Howard Frankland Bridge, 27% the Courtney Campbell Causeway and 19% the Gandy Bridge to any place a week.
Sources: Arbitron/Scarborough; MRI 2002 Fall Study
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Outdoor With Outdoor - The Medium is the Message The very size of outdoor creates dramatic presence and a prestigious image for Pinch•A Penny. Opportunities of creative expression are unmatched in any other advertising medium. Given its visual nature, outdoor is the medium best adapted for branding products. Magazine, newspaper, television and direct mail creative an be easily translated into persuasive outdoor messages. Your message generates hundreds of square feet impact.
“Letters 10 feet high will sell almost anything.” The Billposter - 1899
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The Clean Sweep Because Clear Channel Outdoor has the most inventory in the market, we can provide Pinch • A • Penny with unparalleled locations and give you the ability to reach almost the entire market at one time. With that kind of reach, more selling opportunities are created for Pinch • A • Penny because more people are exposed to your selling message.
Transit Shelters Provide complete coverage to reach those target areas where the other out-of-home advertising is limited.
67’’ X 46’’
Posters Maximize brand awareness and are ideal for new product/service introductions as well as seasonal promotions.
10’5’’ X 22’8’’
Bulletins Sustain brand awareness on a constant basis and extend reach over a period of time.
14’ X 48’
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Transit Shelters
Shelters penetrate areas where other out-of-home coverage is limited or unavailable. Transit shelters offer outstanding visibility and quality impressions within a glass showcase.
• Deliver high circulation figures due to curbside positioning along main roadways. • Maintain high visual impact 24 hours a day, using back-lit illumination. • Economical medium providing low-cost impressions
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Posters
Posters provide instantaneous coverage and market reach in a short period of time. They allow you to target specific market areas and demographic audiences.
• Rapidly build and maintain market presence. • May be tailored so your program reaches specific audiences (households who own pools), minimizing “wasted“ circulation. • Reach & frequency are unmatched by any other medium. • Ability to cover arteries leading to specific store locations makes posting especially lucrative as a “point-of-sale” medium.
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Bulletins
Bulletins are the largest, most impactful form of outdoor advertising.
• Dominant, larger than life, coverage of high traffic locations. • Frequent is greater as they continue to generate exposures, increasing name awareness. • Creative becomes even more powerful with extensions reaching beyond the limits of the basic structure. • Provide hard-hitting reinforcement of your poster campaign.
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Welcome to Our Backyard Pensacola
Jacksonville
Panama City Tallahassee
Gainesville/ Ocala Daytona Beach
Orlando Tampa
Pinch•A•Penny Locations
Melbourne
Clear Channel Outdoor Locations
West Palm Ft. Myers
Ft. Lauderdale
155 Stores and growing
Naples
Your partnership with Clear Channel Outdoor can grow too. The amazing similarities between your store coverage and our inventory don’t stop in Tampa Bay. Your representative can facilitate your Outdoor campaign(s) all over the State of Florida and beyond. This saves your administrative time and money and allows you to receive the maximum benefit from your out-of-home advertising!
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Miami
What Do We Do Now? Okay - Now that you know what Clear Channel Outdoor is all about, we’ve customized this media plan to not only fit your budget, but also help you achieve your marketing objectives.
Outdoor Recommendation
Poster Transit Shelters 4-Week Rate per Panel $378
48 Week Investment $557,928
2 - 14’ X 48’ Rotary Bulletins Implemented to extend the memorability of the message.
Monthly Rate per Bulletin $2,880
12 Month Investment $69,120
3 - Spectacular Bulletins For a dominant presence in the marketplace.
Average Monthly Rate per Bulletin $2,352
12 Month Investment $84,672
#100 GRP Poster/Transit Shelter Combo Showing (123 Panels) for immediate market exposure, top-of mind awareness and name recognition.
Bulletins
TOTAL PROGRAM INVESTMENT $711,720
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