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An Interactive Holiday

axl avatar
axl
7 diapositives · 250 Views · Aug 09, 2014

An Interactive Holiday. www.MerryChristmasChattanooga.com. Concept Overview. No matter the state of the economy , the holiday season is a time where people FIND money to spend .

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An Interactive Holiday
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  1. An Interactive Holiday www.MerryChristmasChattanooga.com

  2. Concept Overview • No matter the state of the economy, the holidayseasonis a time where people FIND money to spend. • Christmas time has the highestgeneratedholiday revenue by far, and, Brewer Media wanted an extra piece of the pie. • With the Interactive division of ourcompanygrowing, wefelttherewas an opportunity to gain someadditional revenue from radio clients by offering a unique take on holidayprogramming…a website streaming onlyholiday music 24/7.

  3. Concept Realized • MerryChristmasChattanooga.com was developed as both a revenue generator, and a way to free up holiday programming. • With so many stations offering the same holiday music, we felt many people wanted access to the music, but, maybe not all the time. • With the website featuring music on demand, listeners on all four of our stations were able to still enjoy the formats they came to love, while having access to their holiday favorites upon their request. • With just the click of a button, listeners were able to enjoy holiday classics whenever they chose, and gave us an opportunity for selling the interactive component to clients.

  4. Revenue Generator • The website featured online streaming of holiday music 24/7, thus encouraging long term usage of the site during the holiday season. • Clients were then given the opportunity for several different advertising options, ranging from coupons, banner ads, and the naming rights to the site.

  5. The Opportunity • With four different opportunities for clients, we were able to target a range of investment levels. • Pricing of each depended on the type of interactive marketing clients wanted to be a part of, and, depended also on their business type, the offer they had, and their budget.

  6. The Options • Once a client’s customer needs were addressed, the options broke down as follows: • Naming Rights to the website • Coupon offer w/banner ad • Banner ad w/hotlink • Banner ad only • Each offer included additional marketing within the company, including our programming and publishing divisions.

  7. The Marketing of a Site • Due to the type of website, the marketing for the site was strictly done during the holiday season. • Commercials ran on all four radio stations, our traffic network, which includes an additional 14 radio stations and three television stations; ads ran in our alternative weekly newspaper; and banner ads were featured, with hotlinks, on all ten of our main interactive websites. • MerryChristmasChattanooga.com was presented in person by reps in the form of a Christmas card, giving yet another edge in branding.