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Objective:
Improve
market awareness, promote sales and increase PPV buys of Adult Pay-Per-View
product while keeping clean community image and staying within expense
budget.
Plan:
Partner
with Spice Networks
to bring in two Adult PPV stars for autographing free 8x10 glossies
at the San Jose International Beer Festival and two popular nightclub
destinations. In addition, arrange trade and co-marketing agreements
with each establishment.
Event
Schedule:
·
Friday
morning 30 minute appearance on the Lamont and Tonelli KSJO morning
radio show, the most popular in the San Jose metro area
·
Friday
night 3 hour autograph appearance at Cheer's nightclub, a popular
dance bar.
·
Saturday
6 hour autograph appearance at the San Jose International Beer Festival
drawing 75,000 adults.
·
Saturday
night 3 hour autograph appearance at San Jose Live Sports Bar and
Grill nightclub, the largest in San Jose metro area.
·
Sunday
3 hour autograph appearance at the San Jose International Beer Festival.
Marketing
Tactics:
·
Scripted,
storyboarded & produced co-branded cross channel TV spot.
·
Ran
300 co-branded cross channel spots.
·
4
co-branded news print advertisements in two separate weekly papers.
·
Cable
Store lobby flyers.
·
Event
promotions, including raffle giveaways, co-branded product flyers
with 2 for 1 Adult PPV coupons and cross marketing. opportunities
for PPV movies and upcoming events.
Costs
for AT&T Broadband (formerly TCI):
·
$2,500
for adult talent fee.
·
$100
in printing costs for co-branded coupon flyers and miscellaneous
promotional materials.
·
$0
for 15 x 12 booth at San Jose International Beer Festival; provided
free in exchange for co-branded cross channel spots.
·
$0
for four co-branded news print ads from San Jose Live Sports Bar
and Grill and Cheer's nightclub.
·
$0
for 30 minute KSJO radio appearance on Lamont and Tonelli morning
radio show.
Co-op
Partnership Arrangements:
·
AT&T
Broadband (formerly TCI) provided custom made cross channel spot
co-branding TCI, Spice and the Beer Festival.
·
Spice
Networks
paid for travel, food & lodging for adult talent.
·
Spice
Networks
provided 8x10 branded glossies and premium items for raffles.
·
San
Jose Live Sports Bar and Grill provided two 1-week co-branded advertisements
in Metro Weekly newspaper.
·
Cheer's
provided two 1-week co-branded advertisements in the San Jose Mercury
"Eye."
Results:
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