WDIV 60 Seconds of Fame
With the alternative media surrounding us and each of us plugging into something that suits us, one wonders how relevant TV is.
I remember back when I was a kid and I had to go to bed by 8PM, my favorite TV show was Gilligan’s Island. To tell you how long ago that was, it was the days when there were only channels 2, 4, 7, and 9 (Canada). Kids watching TV with their parents were the remote controls, "Larry, turn the TV to channel 7 if you want to watch Gilligan’s Island," would state my mother as she was comfortable on the couch.
Fast forward forty years later (ouch!), and guess what? The same channels are still the most popular (Fox wasn’t around then so now there are four biggies). In the Detroit area, WDIV/TV 4 is the biggest and their website, clickondetroit.com dwarfs the other channels.
So when Kym Riffel and I met with Jon Jordan, WDIV’s fabulous Style Editor yesterday, we were quite intrigued to learn about the opportunity to offer salons 60 seconds of fame.
Jon would oversee select Kemon salons of our choice and take his video crew on location to the salon. Each segment would focus on a specific issue such as PPD-Free color, styling, cuts, at-home tips and best of all, their website would feature all the Kemon salons along with downloadable coupons via texting.
The spots would air prime time during the morning news and repeat two-three times daily during peak days. The goal is to bring exposure to salons as more than a place to get a hair cut or color service. As Jon pointed out to us, "the public really needs to know why after they spend $60 for a color service that the right product is important."
The idea sounds cool and of course, involves a significant investment. But at the end of the day, people still love their TV and their morning news. What do you think of the idea?
Happy Thursday!
April 23rd, 2009 at 2:16 pm
That is an AWESOME idea. Great way to get the word out and get some PR for the salon industry.
April 23rd, 2009 at 2:18 pm
Great PR idea, Larry – have them do a story on head lice and color and then sit back and enjoy the fireworks!
April 23rd, 2009 at 3:10 pm
What a wonderful idea!
April 23rd, 2009 at 3:57 pm
I think it is a great idea!
April 23rd, 2009 at 4:46 pm
I love it!
We should have a set PR department to keep these ideas FLOWING!!
GENIUS!~
April 23rd, 2009 at 10:54 pm
YES! go 4 it!!
April 24th, 2009 at 8:27 am
The idea sounds great if it were actually a PR type piece that WDIV was doing (PR is FREE), but I think what you’re talking about is paid-for advertising spots. If TNG is paying the bill (and TV advertising is pricey) I’m not sold on our ROI from this type of spot. We would INDIRECTLY benefit by increased Kemon salon traffic, but I don’t know if this type of return would be worthwhile.
I think TV is still a viable advertising outlet for many businesses targeting the general public, but it is not the right tool for everyone.
Not sure if any of them have the money to invest, but perhaps if the salons to be featured were contributing to the costs? I worked at a credit union in the past, and those commercials that promote joining a credit union in general are paid for by an association of many credit unions chipping in–and there are no specific credit unions named in the spot, just a website that lists them.
April 24th, 2009 at 9:49 am
Good point Amy!
The salons we feature should ABSOLUTELY contribute to the advertising cost involved here. It’s advertising and promotion with the added credibility of endorsement from WDIV’s Style Editor. It helps our clients, which in turn helps us… which is what 100% customer success is all about.
This is worth serious consideration.