WKMG-TV (DMA 18) is using SND On Air to create a brand new way for advertisers to successfully be promoted on TV, on the web, and on social media. The Orlando, Florida station has created “Local Business Spotlight”, a concept that allows local advertisers to affordably be showcased on the station’s website, to be considered for a 2-minute morning show interview, run a contest powered by Social News Desk and to be part of several 15-30 second on-air segments that showcase social content.
Savvy Clients: “Our clients are savvy,” says Skip Valet, WKMG’s GM. “They know that TV is a powerful medium, but they also know social media is hot right now and it’s a great way to drive traffic on the web. Combining all 3 gives local businesses confidence that they’re covered on all fronts.” Valet is excited to be able to easily leverage the power of SND On Air to fulfill “Local Business Spotlight” package sales.
SND On Air is a social media tool used by the newsroom and creative services that allows producers to quickly select social content like Tweets and Facebook Comments from the Social News Desk dashboard, style it and put it on television. SND On Air is simple to customize too! With a few clicks, producers and sales teams can easily create any look or theme to support the advertiser and the social content. It’s a natural fit for sponsorships because it ties in current, creative content with an attention-getting display.
The Sponsor: Dance Trance Orlando, a dance fitness studio in Orlando, was the first to sign on to WKMG’s Local Business Spotlight package. The total package was valued at $3,500 and here’s what it included:
• 8 SND On Air Segments with Sponsor’s Logo
• 2-minute interview segment on the Weekend Morning Show highlighting the business (varies depending on client/content)
• Advertorial on station’s website describing the business
• Link to contest powered by Social News Desk
• Leads database for the sponsor
The results were great! Dance Trance Orlando saw a ton of new traffic to its website, hundreds of contest entries and lots of new likes on its Facebook page. Business Manager Renee Korte says, “Partnering with WKMG was a great idea to generate new interest on social media, on TV and on the web. We love all the attention we’re getting and new faces walking in the door.”
Takeaways: Local Business Spotlight is a great example of an easy way to package up existing products to drive advertising dollars on the TV, on the web, on social and, now, with Social TV. With a simple solution at its fingertips, WKMG plans to continue approaching clients to sign on to the new, creative solution.