Every day, a TV station somewhere successfully responds to a competitive challenge it faces in its market in news, sales or marketing. For example, a station in market 150 uncovers a news story in its market that has relevance to many other markets in the group. A station in market 12 launches a winter weather […]
Every day, a TV station somewhere successfully responds to a competitive challenge it faces in its market in news, sales or marketing.
For example, a station in market 150 uncovers a news story in its market that has relevance to many other markets in the group.
A station in market 12 launches a winter weather marketing campaign that could be applicable to many other TV stations in the group with winter weather.
Or a station in market 75 comes up with an inventive sales campaign to capture non-traditional revenue from furniture stores, city government or car dealers.
Smart broadcast companies realize their stations provide solutions that can be shared and tailored between their remote locations, and have set up systems to harvest those solutions across the company.
Not just the idea, but the essential digital elements involved so that, with a click or two of a mouse, stations can quickly customize and implement, be it a Power Point presentation or video edit file, from one station to another.
Last week, WAVE, the Raycom NBC affiliate in Louisville, Ky., created a video branding its marketing and commercial production capabilities and how sales clients can implement those via the station’s digital assets to reach more targeted customers.
“We believe our mix of vendors and in house media planners,” says Henry Yates, Raycom’s director of digital sales, “can successfully engineer campaigns in both display and video that would move the needle for our valued local customers.”
“This is a great idea being generated at the local level,” says Lec Coble, Raycom’s director of marketing. “It’s a great example of synergy between a local sales team working closely with their local marketing and commercial departments to address the needs of the station and their clients. The same expertise we put behind branding our stations, we can put behind our clients’ branding.”
Coble and Yates are sharing the video with all of the Raycom stations so they could customize it to their needs.
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