In the heyday of kids clubs, stations were looking to add value to their kids programming inventory. The business climate in the early `90s was different from today, but this case study from independent station WTTV in Indianapolis, Indiana, demonstrates product marketing principles that still apply.
Results: We launched and grew the kids club to over 135,000 members in less than two years, making it one of the country’s largest. We were surprised at the support and rapid growth, but recognized some valuable steps that led to the success.
Value in the product: Initial meetings were focused on making the club valuable for our target audience and developing reasons why they would want to join. A fun name with exclusivity was created with the ’4 Kids Only’ Club. We visited schools and surveyed children on what were hot items for them. We launched the club with prizes and value associated with telephones, mall shopping sprees and bicycles.
Convenience to participate: We created demand for the product-in this case, the club-and partnered with retail outlets. To ease joining, we provided retailers with signage and displays. We initially underestimated the demand and had to scramble to print more membership applications. The displays evolved to become more self-service, so that partners could concentrate on their core business. Additionally, we had presence at major events for our target audience and provided the opportunity to register.
Personality: Involvement with our target audience needed to continue in our campaign. We recruited a host to connect with kids and add distinctive personality to the ongoing efforts.
All these components combined to make the outcome a success. The principles still apply to other products and marketing efforts.
John O’Laughlin is promotion and marketing manager for KDVR FOX-31 in Denver, Colorado.