Television stations are getting results for local businesses by being innovative and creative and using whatever station assets are needed — on-air, digital, social media, mobile, whatever. In Paducah, Ky., Paxton Media’s WPSD used its Facebook page and other digital assets to help a bank gather qualitative research information about customers’ banking habits. The results […]
Television stations are getting results for local businesses by being innovative and creative and using whatever station assets are needed — on-air, digital, social media, mobile, whatever.
In Paducah, Ky., Paxton Media’s WPSD used its Facebook page and other digital assets to help a bank gather qualitative research information about customers’ banking habits.
The results for the bank were solid leads and information the bank can use in its future marketing.
WSPD created on-air promotions that directed participants to go to the station’s website, WPSDLocal6.com, where they were asked to “Like” CFSB’s Facebook page.
WPSD used Second Street Promotions Lab, (http://secondstreetlab.com), an online promotions company serving the media industry, to help run the contest.
To register for the contest, people had to answer five questions about their banking habits. The purpose was to learn more about which financial institutions the respondents’ use, what factors made them choose that institution, and what would it take to get them to switch to CFSB.
The information gleaned from the questionnaire helped the bank craft the right messages in future email and on-air campaigns to sway people to leave their current institution and come to CFSB.
During the two-week contest, more than 6,000 people entered for a chance to win a CFSB gift card. Of those, 50% opted in to receive more information about special offers from CFSB. In addition, 3,000 email addresses were generated for use in future CFSB marketing.
CFSB is using the data gathered from this promotion in its email marketing campaigns.
“This campaign was useful in that it was targeted,” says Jeremy Rose, CFSB’s marketing director. “These questions helped us dig deeper into people’s experiences and loyalties. We uncovered a lot of information about our potential customers that would have been hard for us to find out on our own.”
“Although our focus is on measurable results for the client,” says Susan Droke, WPSD’s director of emerging media, “the CFSB holiday gift card give-away was a revenue success for WSPD. The contest utilized all of our products — on-air, web, Facebook and email, and each got a share.”
NOTE: The Market Share column has and will continue to profile local TV sales ideas that are win/wins for the station and the client.
In Raleigh, it was a grocery store contest.
“Almost 419,000 entries was beyond our wildest expectations.”
In Baton Rouge, a yard make-over.
“…24,000 people entered, calling the contest a success for both the sponsors and the viewers.”
In Fort Wayne, it was a community action campaign.
“This partnership…went above and beyond what we expected.”
Got a win/win sales success story from your station or broadcast group that you’d like to share?
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