Challenge: How to introduce a television program service as the new syndicator of an already popular show.
After a television program service took over an already popular show, it needed a way to make about 800 television stations across the country aware of the switch and get them to buy the program.
Solution: The service targets general managers and program directors with themed promotional materials to get them to come to their tradeshow booth.
Because this show in particular had been available previously through networks, it was critical for program directors to know it was now under another network and convince them to buy. Program buyers were sent a pre-show mailing of a large black and white zebra-print box, which read “How to get from NATPE to KENYA in just five minutes” on the outside. Inside the top flap, recipients saw the message “Proper dress required” and the subtle graphic of a large animal. Inside the box was a sturdy promotional helmet, nestled in straw, and a booklet that explained the new ownership of and invited readers to visit the booth and register to win the safari, or opt for a trip to the Amazon or Alaska, simply watching a five-minute sales tape.
Results: The promotion is a success, getting stations across the country to sign up.
250 individuals registered for the safari (31% response rate). It was also reported the program has cleared in nearly 80% of the markets across the country.
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