The Boomer Luxury Car Buyer

In 2013, KGO/KSFO listeners will

purchase 29,400 new cars from

local dealers with a sales value of

$893M.

The Domestic Luxury buyer will

likely be a Male (62%), over 45 likely be a Male (62%), over 45

(52%), be college educated (68%)

and own a home (58%).

Boomers: The Growth Market

Baby Boomer: Money and the Time to Spend It

2013 Bay Area Luxury Car Spending:Baby Boomers 47-67 Years of AgeBaby Boomers 47-67 Years of Age

$900,000,000

Boomers in the South & East Bay Area Will Be Purchasing

1,000 New Luxury Cars Every Month

In The Four Key Bay Area Counties

One Out of Every Four of Those Car Buyers

Will Be Found On KGO/KSFO News-Talk Radio

How Does Your Store Get Your Unfair Share of This Market

1.Fish Where The Fish Are:

2.Always Have a Hook in The Water

Find the spot where the prospective buyer spends time so

you can target and reach them with your offer

3. Manage Your Resources

2.Always Have a Hook in The Water

Be in front of these prospects all of the time, because

you don’t know when they will start biting.

To be present with your offer at all times, you need

to manage your finite budget resources.

The Strategy to Successfully Fish the Sweet Spot:

Target Them:

Critical mass reach into the luxury car market is the first requirement in

delivering a profitable ROI. Find your potential buyer, and stay on them with

consistent valued offers.

Pick Your Spot and Keep Your Hook in the Water:

Doing due diligence on the rapidly changing media landscape will demonstrate the provable

value of the mobile , on-the-go radio listener.value of the mobile , on-the-go radio listener.

KGO/KSFO News and Talk programming captures your prospect in the car, in the office as well

as in home. We also deliver a leading share of this premium market for luxury car sales

Conserve your Bait:

Managing costs means you have a longer time with your bait in the water. Today

we can offer you the ability to use the same radio programming you hear on-air

only delivered online at lower cost.

The Boomer Marketing Toolbox

BlinksProgram Streaming /

Audio, Banner & Video AdsShort-Form on-air

promotional spots

Mobile MarketingBlinks

Streaming: This is a digital radio delivery system which captures

and re-directs the on-air programming of all 5 Cumulus stations.

The Streaming Player

Click to connect

Pre-roll video ( 15 seconds ) or

Flash Animated or Static Banner

synchronized with radio commercial

Complete audio replication

of our on-air programming

The Media Mix that Works:

Well managed media mixing delivers improved consumer response rates and marketing ROI

Why “Online Radio Streaming” vs. Traditional Radio

• Substantial cost advantage:

• hundreds vs. thousands

• Measurability and Precision

• in-office audiences

• Response mechanism built into the delivery• Response mechanism built into the delivery

• desktop / laptop / tablet listening audience has immediate

web connectivity

• Growth market

• All broadcast programming moving to streaming online

• Bay Area is a tech savvy marketplace

• Where better to utilize tech-centric marketing tools?

BLINKSBlinks are designed to support

branded advertisers in promoting sales

events in real time. They are intrusive

audio reminders which reach out to

large numbers of targeted consumers

alerting them of your sales event while

it is in progress. They are low cost,

high reach , high frequency messaging

units for driving consumer traffic to

your sales. Blinks are 5 second to 10

Sample Blinks Script: San Francisco

Acme Mercedes in Redwood City is having it’s

25th anniversary sale. Text Acme 50534 and receive

a preferred a voucher for $1,000 off any M Class Mercedes

10 sec Blink

your sales. Blinks are 5 second to 10

second commercials of about 15 -30

words.

Station Options

KNBR:

5 sec $100 only

5 sec Blinks only

KFOG: $50

KSAN: $50

5 sec & 10 sec Blinks

KGO: $50-$125

KSFO:$50-$100

The Push: Streaming Radio, Display Banners, eMail & Mobile

Generating the database means we need a strong offer, and a way to get it to as many potential

consumers as possible at the lowest cost. Cumulus media assets in the Bay Area, which include display

ad banners on station websites, 5 stations all streaming programming online and to mobile devices,

email blasts, and short-form on-air messaging (5 & 10 sec spots) are all designed to provide highly

efficient and cost managed program drivers for sales promotion.

Audience KGO KSFO KFOG KNBR KSAN TOTAL

StreamingWeekly Cost

56,843

$467

106,091

$505

38,734

$306

154,228

$815

29,310

$337

385,206

$2,430 wk

Website

Uniques39,336

$10 cpm

41,312

$10 cpm

52,348

$10 cpm

194,707

$15 cpm

45,236

$10 cpm

372,939

$10-15cpm

eMail ListPer insertion

cost

45,566

$300

16,637

$300

23,236

$300

41,439

$500

66,369

$300

195,247

$1,700

mo.

Est. New Car

Buyers per

Month

188 351 125 508 96 1,268

The Dominant Radio Format Preference in the Bay Area: News-Talk

Overview of Audience Comparison:

Luxury Car Buyers ($35K+) South-East Bay

counties, Baby Boomers A50-64

KCBS

Category KGO/KSFO KCBS

Intent to purchase

Cume Listeners 72,996 65,534

AQH A 50-64 5900 5400

Cume 50-64 135,600 198,600

Home Owners: AQH 5,500 3,800

KGO/KSFO: The Other Half of the News-Talk Market

KGO/KSFO

1.All data M-Sun 6a-12 m Jan 13 ARB PPM A 50-64 , geo-targeted to Alameda, Contra Costs, Santa Clara and San Mateo counties unless otherwise noted

All Others

Home Owners: AQH 5,500 3,800

in 4 county area 142,100 175,700

$100K + HH Incomes 4,200 2,900

" " Cume 110,500 133,600

How Mobile Database Marketing to 55 year Olds Will Work For You

As a competitor in the retail world, there are lots of ways available to you to drive sales promotionally.

Many provide some benefit between return, speed of execution and cost. Few deliver all three.

Issues arise around cost, targeting and timing. Can I afford it, will it pay out and how much time will

it take to get to market in order to see results?

Cumulus Media SF ( KNBR, KGO, KSFO, KSAN ,KFOG radio, San Francisco Magazine and our partner

sports teams, the SF Giants, 49ers, Warriors and Stanford Football offer a solution to this dilemma.

The turnkey , effective and low cost solution integrates short-form on-air messaging to drive consumers

to text a short-code / keyword ( ie: Mercedes82345) from their mobile phone to receive an offer availableto text a short-code / keyword ( ie: Mercedes82345) from their mobile phone to receive an offer available

only today and tomorrow. ( accessories, tires, service visits, routine maintenance)

The consumer responds, and immediately receive a bounce-back message with a redeemable

promo code or message to bring into your sales, parts or service departments to redeem .

All responses are banked into a database which you own for later re-marketing offers.

Benefits to your business:

• simple and very fast to market (24-48 hours) all turnkey with a phone call.

• Immediate results

• builds a database of qualified leads

• You own the short-code/keyword for use in all your media

• The technology to bring it all together

• Low cost of use: after nominal set-up, $500 month.