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- Serendipity
- What did you shoot this week?
- Keeping Fresh...Fresh!
- Relationship Solidified!
- MD To American Idol
- Narrowcasting Pt. 2
- Narrowcasting Broad Results
- My Top Ten Pet Peeves (as they relate to advertising)
- Why We Blog
- Tainted Love?
- So...sell them.
- Concept to Creation
- The Home Stretch
- The Emmys and The Cubs
Back to developments
I love marketing. I do.
I also love that I work for a real marketing company in every sense of the word!
Several years ago we were one of the first ad shops to utilize the unheard of marketing avenue called Podcasting. At the time I must admit that we were unclear what Podcasting would be, but we WERE crystal clear in committing to getting our client noticed. "Getting noticed" wound up being an understatement. The project in a nutshell was to market a local chef and the end result was making his cooking shows (which we also produced) the most downloaded in the world. I was so excited to be apart of this particular MD project team. I swear, I must have checked the iTunes ratings hourly. I took so much pride that our small town Iowa client was crushing the Food Network celebrity chefs on a daily basis. Even Apple Inc. took noticed to what we were doing in Quincy. They called Media Development and asked permission to use our marketing story as part of their educational intuitives at Apple stores worldwide. I think we responded…um…sure you can.
Fast forward to last week. Media Development completed production of a video promoting Quincy Notre Dame High School. The video was extremely well received by the client. We at Media Development don’t just hand over the finished work and say good luck. That's not marketing. On this project we strategically turned to Narrowcasting.
I know what you’re thinking…oh great, another damn buzzword. Stay with me – it’s pretty cool.
Narrowcasting is not necessarily the opposite of broadcasting. Narrowcasting is simply a far more targeted approach toward a niche market and can be done with no broadcast at all. I'm not knocking broadcast marketing. It's still a huge part of our regular media mix. But in this case it didn’t make sense for the client that offers a product and service that isn’t intended for the masses.
Creating small specific video produced content for clients is in huge demand at Media Development. The content we recently created for QND was narrowcasted on the web with a very (Very) specific approach. When done successfully, narrowcasting clients like QND will see a much larger ROI.
In my next post I will share how we successfully did this and the data to back it up.
Who said you can't target on the internet?