Case Study: CD-ROM promo delivers high response for Bay Area radio

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In an effort to bring the dynamics of TV to direct mail, IQ Television Group, Atlanta, which specializes in TV ads for radio stations, developed "Netpak," a CD-ROM that allows recipients to experience an interactive TV commercial on their own computers.

In October, IQ began a listener-acquisition and retention effort for Infinity Broadcasting Corp.'s Alice @ 97.3 (KLLC-FM) by mailing out 400,000 Netpaks to women in the San Francisco area. The CD-ROM cover enticed recipients to view it by promising a chance to win $10,000.

"The hook is, `Hey, this is something unusual for you to check out, plus you can win $10,000 instantly,"' said Tony Quinn, president of IQ Television Group. "We wanted to attract attention to the brand to rein in all of their existing listeners as well as get new listeners."

The mailing resulted in 34,000 e-mail registrations-an 8.5% response rate-giving Alice an enhanced e-mail database to further communicate with its franchise. "We continue to relate to those listeners through e-mail marketing and other platforms," said Alice's VP-General Manager Steve DiNardo, who said the Netpak mailing garnered results seven to nine times higher than the station achieved through traditional direct-mail efforts. "Our reason for using the Netpak was that it was taking the best elements of direct marketing and its targeting, and combining that with the interactive components."

Viewers see a 2.5-minute TV-like commercial for Alice and are then given the option to register to win the prize money by giving their e-mail addresses. After finding out instantly if they won or lost, viewers can choose to enter another contest for a chance to win the vacation of their choice.

"There is so much direct marketing in this country," Mr. Quinn said. "What we've tried to do is send somebody something that is sufficiently unique that it will stand out, and that's the key to getting a message heard."

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