KLLC - Direct Mail
Company:
Alice@97.3 KLLC, San Francisco
Product:
Direct Mail, Event Handout, and POP
Working with CBS-owned radio station in cluttered, highly competitive San Francisco market, station needed to devise a campaign which illustrated its brand of female oriented, soft rock format where ratings had softened in the past two years. Client had used direct mail for many years prior but felt results were stagnant and not traceable. Lentiular postcard was designed to tie branding image and colors to targeted homes in the Metro areas using DMTV’s proprietary software, HPH, to achieve maximum targeting with the demo most likely to impact the station’s Arbitron ratings. Goal was to build cume, ratings.
Description:
250,000, 5 x 7 direct mail postcards using 12 image standard definition video of image “Dancing Girl,” (licensed by DMTV), with backside art as a “call to action” for May, 2007 calendar contest to call in when target hears the name of a denoted artist for day
and time.
Results:
Immediate results with first group of contest winners receiving card who were not current Alice listeners. Station received hundreds of calls from listeners for more cards for friends and family. Long term goal was exceeded. Station’s May, 2007 survey results showed first ratings increase in two years; 1.3 rating to 1.8, and a 15% increase in W25-49 with 200,000 new (cume) listeners added to station ratings.
Agency:
DMTV