CRN Case Studies

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CRN Case Study Nivea Hand & Body Products

Objectives: Beiersdorf wanted to increase penetration in its prime Nivea markets and generate additional awareness and trial, while preparing for a re-launch of the product line in the fall of 1994.

Additionally, it was agreed that support for the trade was also essential in achieving the prime objectives.

Strategy: Create thematic programming and promotions that would reinforce Nivea's positioning as an upscale, European product appealing to the "women of the'90s."

Gampaign Description: CRN negotiated with radio stations to air several different promotional packages and a :451:15 advertising schedule to deliver the exposure and excitement needed to generate sales.

Euro-Style. One station in each market aired a CRN-created one-minute radio program entitled Euro-Style. This program otfered listeners interesting tidbits about European fashion trends, travel tips, personal profiles of famous Europeans, etc. The strategy behind this was to make the connection between Nivea as a European product and the target, upscale audience, who raould undoubtedly be interested in Europe. This station also gave away a luxurious vacation to Paris, France. The sweepstakes was supported by in-store point-of-sale- displays encouraging consumers to enten Several Euro-Style stations also aired Nivea Europe Trivia Contests and offered qualifying prizes of Nivea hatboxes containing Nivea products and assorted gifts.

Nivea Blue Hawalr; One station in each market gave away a trip to Maui, Hawaii, on behalf of Nivea. This concept was designed to tie in to the recognizable blue bottle.

Niveg Blue Trtvia; Several of the Blue Hawaii stations also aired Nivea Trivia contests where all the questions or answers referred to something blue, again as a tie to the blue packaging.

Nivep ClassicVaetion: A third station in each market aired a Nivea Classic Vacation Sweepstakes where listeners had the opportunity to win a fabulous classic spa vacation in Forida. This was meant to tie into Nivea's long history as an upscale hand and body product.

Sampling: Most stations also gave away Nivea sample-sized product as well as attractive hatboxes logoed with Nivea and filled with Nivea and other pampering products.

Results:

'The campaign generated over 161 million audienec imprassions.

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The campaign generated over 33 million bonus audience impressions and a total of 3171 bonus units over the course of the eight weeks.

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The campaign successfully created an emotional bond between Nivea and its consumers that will likely continue with the product re-launch.

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CRN averaged a reach of 61% in the full promotion markets.

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Over 70 Nivea retailers participated in the :451:15 component.

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CRN Case Study

Exced rin #1040 Tax Headache Promotion 1993

Objectives Bristol-Myers wanted to create consumer excitement, brand awareness and satisfy specific trade objectives for its product, Excedrin, during the critical promotional period, tax season.

The critical communication point was to have consumers think of Excedrin as the #1040 tax headache reliever. Additionally, Excedrin wanted the trade to increase purchase and build displays during the promotional period.

Strategy CRN created an Excedrin "network" in 17 priority markets. Two radio stations in each market were selected to air thematic programs and contests. On station A, the Tax Minute program was designed to reach Adults 25-54. On station B, the Headache of the Day contest was designed to reach Adults 25-34. Both promotions generated a minimum of 75 promotional announcements to reach the Excedrin target audiences. To generate additional on-air and in-market awareness, CRN produced logoed t-shirts and Bristol-Myers supplied Excedrin #1040 Tax Relief Kits for in-market giveaways. To attract trade performance, Excedrin provided accounts with a cooperative radio 30/30 campaign. All production elements were provided to key accounts to make participation easy for the sales force and the trade accounts.

Execution Station A in each market broadcast the Tax Relief Minute. Listeners called a specially created Excedrin 800 Tax Relief Line and recorded their tax questions. Eighteen listeners' questions in each market were answered on-air by tax experts, and produced as the Tax Minute program. All callers received a free Excedrin sample and were automatically entered to win a grand prize trip for two to Maui, Hawaii. Station B in each market broadcast the Headache of the Day contest. Listeners were asked to call, write or fax-in their best headache stories. All those who participated were automatically entered to win a grand prize trip for two to Nassau in the Bahamas. Both stations held Excedrin sampling events and gave away Excedrin game cards, samples and t-shirts at the events and on-ain The promotion culminated with a station event at a local post office in each market on April 15. ln addition to the heavy promotional activity in each market, Excedrin received tremendous exposure with 30/30 commercial schedules on each station.

Results - 60% sales increase in radio markets - 600/0 overdelivery on all announcements -High degree of sales force satisfaction -Trade participation high - over 80 accounts participated -Over 144,000,000 audience impressions generated -Turnkey, execution for Excedrin sales force -Sampling events' attendance high

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CRN Case Study HIP Small Business Promotion 1993

Objectives CRN had the task of making small business decision makers aware of HIP's exceptional health care program. The campaign was to create an emotional bond between HIP and these decision makers as well as to reinforce the unique benefits to the small business owner.

Strategy CRN produced an umbrella campaign consisting of radio programs, print advertising, public relations and an event targeted directly at the small business owner. This was done to increase overall awareness of HIP as an advocate of small business.

Execution Two programs were created: HIP Small Business Report - a :60 program that aired daily on WCBS-AM providing listeners with the current local, regional and national business news focusing on topics of interest to small business.

HIP Small Business Profile - a :60 program that aired daily on WABC-AM profiling local successful and interesting small businesses. The HIP Small Business Profile positioned HIP as "in tune" with the interests of small businesses. HIP received title credit on the program, opening/closing sponsorship billboards and a :60 commercial.

lncremental Media Buy - for further support during key selling periods.

HIP Spirit Award for Small Business - an award program that recognized the accomplishments of New York small business, not of those of a single individual but those of an entire company, culminating with the Spirit Award ceremony on May 6, 1993, at the Plaza Hotel, Manhattan (200 guests).

To enter, companies needed to be located in any of the five New York boroughs and have from 3

to 100 employees. Companies completed the official entry form and wrote an essay detailing how their company exhibited outstanding performance in three key areas - staff empowerment, customer service and community involvement.

Four winning companies were selected from each category - retail, service, wholesale and manufacturing. Winning companies each received an award and $10,000 cash prize. Two runners-up companies were also selected in each of the four categories. They each received a plaque and $2,000 cash prize. The program was supplemented with print ads in Crain's New York Business announcing the launch of the broadcast programs and soliciting entries of the HIP Spirit Award for Small Business.

Results -New membership enrollment of 36,000!

-The program was renewed and expanded for 1993/1994.

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CRN Case Study Hormel" Ski watch' 1gg3-94

Objectives: Hormel Foods Corporation wanted to create a strong consumer radio campaign during its peak winter consumption period. Hormelo Chili and Dinty Mooreo Beef Stew continued their association with active winter lifestyles in key markets by sponsoring the Hormel Ski Watch. Both products aired in all markets this year for the first time to assure media exposure across the country. The target demographic was Adults 18-49.

Strategy: Hormel used the Hormel Ski Watch program to generate continuous name presence on radio stations in 85+ markets. The turnkey program contained 30-second radio commercials; title ownership of The Hormel Ski Reports; program promotional announcements; giveaways; a ski trip sweepstakes to Vail or Aspen, CO; contesting and Hormel-branded merchandise. Additional opportunities were provided to the sales force with store tie-ins and local sampling.

Execution: For 18 weeks, a flagship Ski Watch station in each market broadcasted Ski Watch Reports or promoted the Hormel Ski Phone daily. Hormel commercials ran in or near the ski reports, surrounded by program promos, merchandise giveaways and 60 additional 3O-second announcements to give away a luxurious ski trip to Vail or Aspen, CO. Merchandise included ski shells with Hormel logo, tote bags, mock turtlenecks, thermoses and Ski Atlases. The merchandise was used to generate continuous on-air name presence for Dinty Moore Beef Stew and Hormel Chili in 94 markets.

Additionally, we provided 6 luxury trips to Maui for the sales force to use.

Many markets included a second, third or fourth station to assure saturation of the Hormel sell message.

Results:

'A total of 20 markets had 2 or more stations. ' Hormel received 3 additional markets and 6 stations over the 1992-93 Ski Watch '

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network, for a total of 94 markets and 122 stations.

Commercials impressions: Adults 18-49 = 252,511,400 "Ski Watch contributad to four record years of Hormel Chili sales, lt is a unique program that reaches contemporary adults with an active lifestyle.

It gives us a specific program for trade and sales to rally around." - Larry Vorpahl, Senior Product Manager, Hormel Chili.

"Hormel saw an increase in sales of 8% for Dinty Moore by the end of the program. lt is the perfect addition to our media mix. This program continues to deliver" Randy Simonson, Product Manage6 Dinty Moore Beef Stew.

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