Profile: Jeff Stettin

Jan 13, 2003  •  Post A Comment

Title: Senior VP, advertising sales, Hotelevision
What is it? A national ad-supported and Nielsen-measured company that delivers via satellite nine premium cable channels as a package to upscale and luxury U.S. hotels.
Recent interesting deal: For a premium beer importer Hotelevision created an advertising program that included product sampling by hotel guests in their room. The program served as both a promotion and a way to generate revenue for the client and the hotel. “Our viewers are more likely to consume premium malt beverages than the average upscale cable channel viewer,” Mr. Stettin said, explaining the choice of the product, which was then advertised simultaneously on all the networks in the package. “We `road-block’ the importer’s commercial message across A&E, Biography, CNBC, Court TV, Fox News Channel, Golf Channel, History International, MSNBC and The Weather Channel.”
As part of the deal the client became the exclusive provider of imported beer in hotel minibars across the United States. The hotel gets the product at a discounted price. “A Hotelevision-created 15-second promotional spot invites guests to reach into their minibar and enjoy the beverage. The promo spot airs immediately following our client’s commercial message. Early indicators are that the brand is dominating minibar consumption.”
The next big thing: “The next big thing in our business will be media that can target specific demographics and psychographics efficiently while at the same time offering marketers electronic audience measurement and true accountability. I like the folks who are serving television commercials by ZIP code [on digital cable TV systems]. They’ve got the right idea. And wouldn’t you know, I’m also a big fan of highly targeted private satellite configurations [groups of channels sold in packages].”
Is there anything you wish you had bought less of: “I wish I’d bought fewer Hotelevision-monogrammed Swiss Army knives as premium items,” he said with a smile. “Let’s just say getting them through airport security has been challenging.”
Is there anything you wish you had bought more of: “This may appear to be pandering, but I wish we had bought more advertising space in the media trades in 2002. The little we’ve done has gone far to raise awareness, provide legitimacy and build our brand.”
If you weren’t in media selling: “I would welcome the opportunity to become a direct-response mogul. One of my great ambitions is to sell a million widgets on TV, and I admire anyone who has.”