In
what is perceived to be an unusual move, The Pierre Hotel is partnering with
Bloomberg to reach financial community leaders.
The goal is simple. Convince them
to use the hotel for their corporate events. (Gazdik, 2017)
What's
different is the use of radio to do it.
Luxury hotels don't advertise on radio.
One has to wonder why. According
to the latest data from Nielsen, AM/FM stations reach 97% of the U.S. population,
and 92% of Millennials. 74% of adults in
the U.S. listen to AM/FM stations daily, while only 15% are choosing Pandora
and 6% are choosing Spotify. (Murphy, 2016)
But,
it's not unusual for marketers to get stuck in a media rut, despite the fact
that alternatives might do a better job of reaching their targets and achieving
their objectives.
I can
still remember the lengths I had to go to when we launched Lucent Technologies
in 1996, to convince the client to use prime time television for a B-to-B
product. Eventually I was successful in
convincing him to be on almost all of NBC's powerhouse Thursday night line-up
(the exception was Friends) and the
results were extraordinary. We went from
zero awareness to ubiquity overnight. No
wonder the stock quadrupled.
So, I
have high hopes for the Pierre's effort on Bloomberg because it seems like a
perfect way to engage the target. "Power
Breakfast at the Hotel Pierre," will air nationally from 7 to 10 am each
weekday through the end of March.
I may
even check it out. Will you?
Previous blog: http://pjlehrer.blogspot.com/2016/08/do-you-love-radio-are-you-millennial.html
Previous blog: http://pjlehrer.blogspot.com/2016/08/do-you-love-radio-are-you-millennial.html
Gazdik,
T. (2017, January 6) Hotel Partners With
Bloomberg For Promotion. mediapost.com. Retrieved January 6, 2017, from
Murphy,
T. (2016, August 3) Millennials Love
Radio. Wait. What? mediapost.com. Retrieved
August 4, 2016, from http://www.mediapost.com/publications/article/281359/millennials-love-radio-wait-what.html
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