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CLIENT BULLETIN: What If?................. (Happy to be Wrong)
Last October, Pam Schiebout/Grand
Rapids/Regent, called me to take my temperature on an idea they had for their
loyalty program. They were looking for a way to get the local ABC TV affiliate
to spend more than 'sweeps perfunctory dollars' for a radio buy.
Pam and AE Glen Echocamp
suggested that BONUS KEYWORDS be placed on the TV station web site. The TV station
was smart enough to know this was aquantifiable way to measure ad dollars. Still,
after some thought, I advised against it. It wasn't the type of behavior I thought
we should be incentivizing. They decided I might be wrong on this one. They
were RIGHT! Glen structured a deal that
incentivized the road-less-traveled links along with a keyword on the crawl
during tv newscasts. And for the idea that ABC 'GOT' right away, they doubled
Glen's buy for the month. Quite a leap of faith for an untested, unproven model.
BUT....... here were the visit traffic results for that period; 1.Weather page 1118 to 1302 The client is happy and
the gun is loaded for a more scalable model in their February sweeps because
GR leveraged a weapon NOBODY in the market has. And I repeat, Loyal Ears
comes from the school of N.I.H.(not invented here) The best idea's in our platform
have always come from staff's who know their clients and never stop asking,
"What if"........... |
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