Most businesses that advertise on local TV want to reach the masses, the broadcast audience. For car dealers, furniture stores, fast food, etc., that makes sense. But what if you’re a local business in a mid-size market in say, Paducah, Ky., with a very narrowly-focused customer base and a modest, by TV standards, budget? Can […]
But what if you’re a local business in a mid-size market in say, Paducah, Ky., with a very narrowly-focused customer base and a modest, by TV standards, budget? Can a TV station help that kind of business get leads?
“You wouldn’t think a Facebook contest and email marketing would work for a hearing aid company,” says Droke, “but it did, with measurable results.”
The Audiology & Hearing Center wanted to grow its Facebook likes and build an email database.
WPSD created the Hear Clearly Giveaway sweepstakes that ran on both the station’s website (http://www.wpsdlocal6.com) and the Audiology & Hearing Center’s Facebook page. The prize was a made-for iPhone hearing aid, valuable enough to encourage lots of entries and specific enough to ensure only relevant entries.
“We used a mix of on-air promotion, in-news time on WPSD’s morning and mid-day news, ads on our website, posts to the WPSD Facebook page, and messages to WPSD’s contest and promotions email database,” says Droke.
WPSD used Second Street Promotions Lab, (http://secondstreetlab.com), an online promotions company serving the media industry, to help run the contest.
In the end, 15% of respondents said they wanted someone from The Audiology & Hearing Center to contact them, while another 26% indicated interest in a lunch-and-learn event.
“The incorporation of new media is the most exciting part of this,” says Droke, “it was tailor-made for them.”