Success Stories: Cross-promotions, value-added

Feb 24, 2003  •  Post A Comment

One of the nation’s few triopolies has recently restructured in an effort to maximize sales.
South Florida’s Viacom stations group, which owns Miami’s CBS station WFOR-TV and two UPN owned stations WBFS-TV, Miami, and WTVX-TV, West Palm Beach, is hoping cross-promotional opportunities will encourage shared buys for advertisers looking to reach viewers of any of the three stations.
“The additional promotional opportunities [available through this new arrangement] will give advertisers more value for their money,” said Desiderio “Desi” Hernandez, the former director of sales for CBS4 who recently was named VP of Viacom Station Sales.
One frequent TV advertiser happy with the new packaged deals is Roberto Capo, VP of marketing for El Dorado Furniture, a family-owned chain with eight stores in the region.
“Now that they have this new merger we get a lot more benefit. We can reach different kinds of customers through cross-promotions on the different stations.”
For example, the triopoly will cover the Miami Heat on all three of its television stations, and the preseason Miami Dolphins will run on two of them.
“We can use the station to extend our brand and to be able to give viewers a sports opportunity they want to see,” said VP-General Manager Michael Colleran, who took the helm at the beginning of February. “These opportunities give advertisers a kind of entree to viewers that having bundled stations allow.”
WFOR-TV can also offer advertisers special deals through an arrangement with the Miami Herald. This partnership agreement with the Knight-Ridder-owned daily newspaper provides news-sharing and marketing opportunities. One such product may be a special advertiser-sponsored hurricane weather supplement.
“We can tell viewers to look for it in the Herald and at retailers, and the Herald can promote our specials, “ Mr. Hernandez said. Whatever deals are made “they will not be cookie-cutter,” he added.
Over at the Post-Newsweek Stations-owned ABC affiliate, WPLG-TV, VP-General Manager John Garwood’s team is pushing convergence sales with its Web site Click10.com. Every month the station and advertisers zero in on particular needs of the community, such as February’s focus on house and home.
WPLG is also involved in event marketing, including sponsorship of the NASDAQ Tennis Open and the Fort Lauderdale Air & Sea show that includes a combination of media packages. “It includes on-site merchandising and working with the promoters to allow sponsors as part of their media commitment to have opportunities for sampling and couponing,” said Mr. Garwood. “Instead of having just spots, we are trying to get more into marketing and value-added for our clients.”
Revenues for the Miami-Fort Lauderdale market were $452 million in 2002 and are expected to increase to $476.4 million by year-end 2003, according to BIA Financial Network.