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The
Client: Anderson Merchandisers
The
Industry: Music, Books, & Home
Video Department at Wal-Mart Stores and
Sam's Clubs
The
Objective: Cost-efficiently
increase the customer traffic and
sell-through results of book and CD
signings at Wal-Mart Stores and Sam's
Clubs.
The
Strategy: Using
carefully-selected Radio Station
partners throughout the US, build
individual on-site events for each store
and club appearance -- customized for
the author, artist, or group appearing.
Design the mechanics of the event to
maximize sell-through of the featured
book, CD, or DVD. Creatively
re-invent an aging tactic and give it
new life in America's largest retailers.
The
Results: Traffic up dramatically.
Sales up significantly.
Expectations higher and higher. An
important tactic for Wal-Mart Stores and
Sam's Club re-energized for the future.
A turnkey enhancement for the client.
The
Client: Handheld Entertainment
The
Industry: Portable Media
Players (Consumer Electronics)
The
Objective: Launch the ZVue
Portable Media Player with national
distribution and a highly-targeted,
ultra cost-efficient media plan to
match. Maximize sales in the 2005
holiday season to position the company
for fast growth in 2006.
The
Strategy: Working with
Wal-Mart, the ZVue Portable Media Player
was slotted into roughly half the US
stores (approximately 1,500 locations).
Throughout Q4 2005, a media strategy
using Radio Station partners in and
around each Wal-Mart store where ZVue
was available drove consumers to the
Home Entertainment department to
purchase ZVue at a highly-competitive
price-point compared to iPod Video
(nearly 1/3 the price).
The
Result: Outperformance on
sales against projections! Great
momentum into 2006. High
expectations for the future. The
new challenge: make ZVue players faster!
The Client:
Pfizer
The
Industry: Prescription Drugs
The
Objective: Maximize brand
awareness and sales among Country Music
listeners nationwide.
The
Strategy: Develop a media plan
using syndicated Radio programs from the
company's Impact Radio Networks division
to play a key role in Pfizer's national
Radio campaign.
The Results:
Pfizer has been a loyal customer for
nearly five years, and has renewed again
for 2006.
The Client:
Columbia Records (Sony BMG)
The
Industry: Country Music
The
Objective: Maximize national Radio
airplay and CD sales during the release
week of the Montgomery Gentry album,
"Something To Be
Proud Of: The Best of 1999-2005".
The
Strategy: Develop a Radio-based
media strategy to focus Radio Station
promotional activity and airplay on
Montgomery Gentry leading up to and
during the release week. Combining
specially-produced Radio programming
with web-integrated on-air promotions,
alert Country Music fans to retail
availability of the new album.
The Results:
Number one on the airplay charts.
Number one on the sales chart.
Another successful album in the
discography of Montgomery Gentry.
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