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Revearsal of Fortune in Springfield...................through loyalty!
"EBAY didn't happen because
some magical tipping process took place. It happened because a smart, focused,
powerful ideavirus started and spread across a concentrated hive of users, investors,
and pundits. And this led a tiny company to have a huge stock market evaluation".
Are you seeing the new EBAY
television commercials? Seems like the whole world is turning into an auction
model. And loyalty programs ie; American Express, Southwest Airlines, have NEVER
been stronger! The combination of the two is what you have with your loyalty
program. Use it for leverage while the environment still resembles the Wild
West. As Glen Gardner readies
his 3rd format for a loyalty program, thereby leveraging more database opportunities
for market share, he turns the tables on competitor Saga Communications(a well
run co) .........and of course, we love these stories! It seems a Chicago ad agency
has always given Saga/Springfield, 90% of the Pepsi buy. So how does a group
of stations, who don't subscribe to Arbitron, get the 90%(which is what happened)
and leave Saga with the table scraps? They can't talk numbers. And the rate
card conversation is meaningless unless they want to take slimmer margins. They simply talk applicable
sensitive ingenuity, in an on air/online loyalty program that drives traffic
and myriad business/permission sales opportunities. Is that Saga, Glen now see's
in the rear view mirror? ............yep. jimmy risk |
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