RE: More Discussion Please - Cross-Promotional

From: Linda Hammer <seeking_at_veriomail.com>
Date: Mon 15 Oct 2001 16:15:05 -0500

KEVIN FRAZIER <kfrazier_at_adace.com> WROTE:

>Are there any
>companies that are using or developing cross promotional
>strategies that can share some insights, frustrations, and
>successes with us?

TO WHICH JIM STERNE <jsterne_at_targeting.com> REPLIED:

>I'm looking forward to the case studies, but I'd
>like to set the stage about why cross-promotional
>strategies can improve the likelihood of success.
>Let's put the various media in perspective:

>TV - Great for Branding

>Print - Great for Targeting

>Telemarketing - Great for Feedback

>Web Site - Great for Consummation

--Ahem! What about radio talk show! We even do live
endorsement-type commercials! We even let you call in
and do your OWN live commercial on our show! Some of us
are not only heard in our local area, but live on the
internet - all across the world! AND some of us
(well, I do, at any rate) put you up on our website!

--The difference between my type of radio show and the
conventional type is that you can actually see how many
people are really listening to the show. Arbitron ratings
are only so good. They can't really rate talk show hosts
because just as soon as I get off the air, another show
completely different follows. I follow sports guys, after
me is - well I forget, it just changed. Arbitron takes the
station as a whole.

--I'm on a money talk/health talk station, but the weekends
are completely different. So being on the internet affords
me the ability to see exactly who listens to me. And,
(chest puffing up) my show is listened to by more people than
any other show combined! There's a lot of people looking for
lost friends and relatives, believe me!

--So, please don't forget us! I'd say it is best for branding,
but you could also say "tell Acme Feed store you heard this
ad on WTMY 1280 and get a 10% discount", so you can then call
it tracking. And if you do a live commercial, you can change
it at your own whim. Obviously, I'm partial to stations that
are on the internet. Kinda throws it into the national ad
arena tho. Just pick neutral advertisers, those who ship
nationally. i.e. florists, travel, long distance cards. I
actually have both national and local. The national ones are
doing best.

--
Linda S. Hammer
The Seeker, Reuniting America!
http://www.the-seeker.com
linda_at_the-seeker.com

Find all your missing friends, relatives, classmates,
military pals, heirs & beneficiaries, birth parents, adoptees,
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Received on Mon Oct 15 2001 - 16:15:05 CDT