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Winning DLA Digital Sales Ideas

The last session of the Digital Leadership Academy held in May was called "Pitch Your Most Innovative Digital Sales Idea".  Each DLA participant was offered the opportunity to pitch a new sales program, new sales tool or sales technique.   Judges offered feedback on the ideas, but their peers voted on what they thought were the best ideas.  The top three winners were:

FIRST PLACE WINNER                                                                                                                                                         Clubhouse Card from Marc Miranda at WICZ-TV in Binghamton

Basic Concept:
The Clubhouse Card is a punch hole golf card that can be redeemed at 15
local golf courses for 18 holes of golf with a cart. It is valid for the 2009
golf season.

How Program Works:
The total golf value of the card is approximately $600 and could be
purchased through WICZ-TV's website for only $200.

Each golf course redeems 300 rounds of golf for a multi-media advertising campaign, which positions them in front of their target audience 24/7 for the entire year.

Client Benefits:
The Clubhouse Card increases foot traffic and brings in new customers. The courses make revenue on this traffic from sales of beverages, products and food and from
Clubhouse Card holders who bring paying customers with them; all this by
utilizing their unsold inventory.

Results:
The Clubhouse Card grossed $60,000 and is the perfect promotion to boost your stations NTR!

SECOND PLACE WINNER                                                                                                                                                               Eye on Real Estate Micro Site from Dan Shelly at WCBS-TV in New York City

Basic Concept:
WCBS-TV's Eye on Real Estate is an interactive, intuitive, easy-to-use way for buyers and renters to find an apartment or condo in New York City.

How Program Works:
It represents a unique partnership between WCBS-TV, LMG digitalMedia and Property Strategies Group, a licensed real estate brokerage, that harnesses the prestige of the CBS brand, the power of the WCBS-TV on-air signal and the reach of wcbstv.com, New York's #1 local broadcast news website.*

WCBS-TV receives a percentage of the closing sale price in a manner that complies with all real estate and related laws. It also has the ability to sell advertising to sponsors whose products or services are related to the real estate business in some way.

*Source: Hitwise, based on visits as measured directly through ISPs.

Client Benefits:
Leveraging the promotional power of broadcast to drive significant traffic to individual real estate listings.

Results:
Program launches in July with full on-air promotional campaign. 

Basic Concept:
Clean a virtual version of the River Van to win Hoffman Car Washes and Oil Changes, and the Grand Prize of a year-long Car Care package from Hoffman's ($530 value).   Initial investment for program was $2,500.

How Program Works:
The basic program was a customer appreciation promotion with 99.5 The River that ran from June 23rd to June 29th.  

River VIP's were encouraged to go to www.wrve.com for their chance to win great prizes from Hoffman's Car Wash and River VIP Points.  There are over 30,000 registered River VIP'.  They are eligible to collect bonus codes to buy points, enter drawings and auctions for prizes.

During the week of the contest, this program was promoted with a minimum of 25 live
and/or recorded mentions on-air and 25 online.

The River highlighted this promotion on their homepage for the entire week. A link took listeners to a page with a picture of a Dirty River vehicle.  Using their cursor they cleaned the River Vehicle, showing a special River VIP Bonus Code and an entry form to win prizes from Hoffman's Car Wash.

Information about Hoffman Customer Appreciation Sale and an opt-in check box to start receiving e-mails from Hoffman Car Wash was also included on the page.

Client Benefits:
A unique and interactive event with a specific deadline that uses the promotional power of broadcast radio to drive listeners to an engaging online experience that gets them to interact with client's brand, as well as to join client's e-mail distribution list.

Results:
Received hundreds of entries, but final tally not confirmed at time of the posting of this article.