Who are the best people to ask about the good work your I-Team is doing? The people they’ve helped. Ask them about how your I-Team helped them. These are real people, with real problems and your team got them real solutions. As regular readers know, I am a big fan of testimonials, especially when it […]
Who are the best people to ask about the good work your I-Team is doing?
The people they’ve helped. Ask them about how your I-Team helped them.
These are real people, with real problems and your team got them real solutions.
As regular readers know, I am a big fan of testimonials, especially when it comes to news promotion.
Why? Because it’s a proven, effective advertising technique. We don’t see or hear from the end users of our product very much.
Local TV news promos sometimes lack credibility, and make hollow claims, and the promos are often told from just one point of view, ours.
In this investigative team campaign, WBZ, the CBS O&O in Boston, weaves a narrative between the very people their team helped and the reporters themselves.
“We have tapped into real people who were faced with safety concerns, financial injustice and good-old fashioned government red tape who were all willing to sing the praise of our investigative reporters,” says Peter Masucci, WBZ’s creative services director.
“With a relatively new team, we are helping people get answers, solve problems and change laws that have made a substantial difference in our community.”
“The success of the team isn’t built through marketing,” says Masucci. ”It has been built through our people: Lauren Leamanczyk and Ryan Kath. They approach every day with a sincere goal of helping people who can’t get answers on their own. So when we asked the people we have helped if they would be part of this campaign, they did so eagerly and their responses are unscripted and genuine.”
Comments (0)
Reader Interactions