I often write about the lack of end-user experiences in local TV news marketing. We don’t often see how the news product makes any difference in the lives of the people who watch. It’s not that it doesn’t happen, it’s just hard to find those people and then go out and talk to them, put […]
I often write about the lack of end-user experiences in local TV news marketing.
We don’t often see how the news product makes any difference in the lives of the people who watch. It’s not that it doesn’t happen, it’s just hard to find those people and then go out and talk to them, put them on camera, etc.
Truth is, it’s not that hard if you have set up a system to harvest viewer comments. In fact, with email, Facebook and other social media outlets, it’s easier than ever to gather positive viewer comments for use in on-air marketing.
Here’s a spot from WFIE, Raycom’s NBC affiliate in Evansville, Ind., that features a single viewer, someone who had an experience with the station’s weather app.
Can just one viewer make that much of a difference in your marketing?
This spot will stay with you for a while.
I’ve included another weather promo from WFIE. This one is more traditional, using the main news anchor talent to tout the merits of their weather team. In this spot, the camera work of the talent is exceptional.
Even though they are shot in the studio in front of the weather set, a common and easy to find location, the talent are lit exceptionally, and the background is soft, making the faces of the talent pop off the screen. Your eyes are forced to look directly at them.
A Hollywood cinematographer would be hard pressed to improve on the film look of the stars in this promo.
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