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KISS Cleveland
"This is the best tool we could have given to our sellers!"
Kristin Foley, General Sales Manager, 96.5 Kiss FM Cleveland
Kristin Foley, General Sales Manager, 96.5 Kiss FM Cleveland
Challenge:
To utilize a mobile marketing strategy to increase revenue and listener participation. Kiss Cleveland saw mobile marketing as a way to hold Account Executives responsible for their client’s success as well as open the doors to additional revenue opportunities.HipCricket's Approach:
Developed an on-going training program for both programming and sales to continue building their success and position in their market.Solution:
Devised a pricing plan and creative sponsorship opportunities that increased their 1st quarter ‘07 revenues by 24% in a flat market. The creative plan also allowed programming and promotions to connect directly with their listeners on a more personal level.
Hip Results:
- Training: Initial and on-going training has helped the sales team understand and continue to learn new technologies while creating resolutions for their clients.
- Technology: User friendly interface allows CC Cleveland to setup, execute and report on campaigns in real time. It allows the sales team to be accountable by proving that people listen to radio. For programming, the technology has given listeners a sense of belonging to the station through the one-on-one interaction. Call-ins to the station have been eliminated and participation levels have increased on promotions dramatically.
- Revenue: Increased revenue in a flat market. HipCricket has increased direct business and made a case for radio. Text has doubled frequency with participants hearing a commercial, texting a keyword and receiving a branded message back. One interaction includes a frequency of three.
9.26.07 -
NAB Radio Show 2007
Kris Foley talks about growing station revenue with HipCricket.