Vignettes Lure Sales Over to TV

Mar 28, 2005  •  Post A Comment

Sales reps at KDUH-TV in Scottsbluff, Neb., had a hard time luring some radio advertisers over to TV until they presented a summer tourism package for the 2004 season.

For small-business advertisers in this part of the 196th-ranked Cheyenne, Wyo.-Scottsbluff designated market area, it is not about ratings, said Station Manager/Sales Manager Patrick Maag. “What will make them excited is a good deal and what we can bring to their business.”

So the Duhamel Broadcasting-owned ABC affiliate offered added-value vignettes to tourism-related businesses that purchased $2,000 worth of advertising in third quarter of 2003. The targeted businesses included hotels, water parks, gift shops and dude ranches.

The TV station then created a promotional package that called for four advertisers to share a 60-second spot that enticed weekend travelers to vacation locally. In two days the station sold 60 advertisers on the concept. By the end it produced 26 vignettes. This was all new business.

Education was one challenge for successfully selling to the businesses, Mr. Maag said. “There was training on what tourism means for the economy, how the package works, and there was training [for] the client on the excitement of TV.”

For example, the station polled area residents about whether they had ever been to Chimney Rock, a national historic site in Nebraska. The fact that most people said they had never visited was shared with merchants, along with the pitch line, “If you don’t tell [consumers] who you are and what you do, they are never going to come.”

The Cheyenne-Scottsbluff DMA is expected to pull in $8.7 million in TV advertising this year, up from $8 million in 2003, according to BIA Financial Network.