|
Marriage of Convenience.........
HOW does a shopping mall store
front have anything to do with a Radio loyalty rewards program? Radio has always
made a living by extending their brand to lifestyle events through smart advertisers.
In this case, BattleField
Mall,(like alot of malls) had a space available. KKLH wanted some inexpensive,
high impact, external advertising on their Workforce Points program. So they
set up shop over the Holidays and dressed it as if it were a room in the radio
station. The hard sell was, 'come on in, watch football, play cards, while mom
goes Xmas shopping. The soft sell was 'are you familiar with our points for
listening/rewards program'? Pepsi too, was looking for
visibility. So they bought the promotion. KKLH had never sold Pepsi as they
were 'out of the demo'.(33-49) Funny, how all the demo
stories go out the window when the idea is simple, compelling...........and
convenient! jimmy risk |
| « back to news stories |