Copyright 2018 by DNN Corp
We are pleased to present below all posts archived in 'May 2018'. If you still can't find what you are looking for, try using the search box.
The unofficial start to summer brings some sizzling Hot Clips from around the country...
Social Positive Promotable (WFTV, Orlando): using great video, audio, titles, and a happy ending to surface this shareable and watchable story
Straightforward (ABC): "no bull, no spin. Just give it to me straight" is the new sell from ABC News in this promo
Dual Monitor Toss (WINK, Ft. Myers): two anchors, setting-up and tossing to a live shot using big, bold dual monitors
Weather Hit, All 7-Day (KDVR, Denver): an entire weather hit based around the 7-day forecast
AM All-Platform Proof (KOLD, Tucson): proof of performance spot showcasing breaking news and weather on all platforms
1. #RIPMedicalDebt - By now you have likely seen the initial KIRO February effort to pay off medical debt of many in Washington. Various stations across the country are jumping into the effort including other Cox stations, NBC owned stations and others. Reporter Todd Ulrich and WFTV, working in concert with RIP.org, make hundreds of lives better in a state where medical debt is a big issue.
And Cox’s Jacksonville station jumped into the effort also, but with a different twist- helping relieve the medical debt of more than a thousand military vets. Here’s an example of their @RIPvetdebt and what they offered their viewers on Facebook.
2. MICROCHEATING - Social media and dating apps like Tinder and Bumble have certainly made it easier to explore new interpersonal relationships. And it has also spawned its share of new problems with existing relationships. Some are now calling that gray area between a full on healthy relationship and separation/divorce “microcheating”. What are the signs? Should you be worried? Just how widespread is it? Empower your audience with how to discover it and how to set relationship boundaries.
3. BATHROOM BACTERIA - OK, let’s face it by now you’re already taking all kinds of precautions when it comes to keeping as clean as possible when you have to use a public bathroom. From hand sanitizer to using paper towels to opening the bathroom door handles. These days so many bathrooms have hand dryers – maybe to save on paper towel costs. But, new evidence shows that they could be a breeding ground for more unwanted bacteria as they “aerosolize” the bad stuff and increase the “ew factor”.
Have you ever had it happen to you? You bump into the same person over and over again in the same week or month. Sometimes it’s a friend you really enjoy seeing. Maybe it’s a person you don’t know but you recognize them from the local grocery store. Or perhaps you keep bumping into somebody you really don’t like.
As marketers in a multi-platform world, your job is to get people to “bump into” your product/brand over and over on many different platforms, hopefully in a short period of time. Reach & Frequency targets for local TV ads have changed as viewers’ habits on watching TV has changed. TV advertising is still very powerful and can create an emotionally connective experience where we get viewers to feel something while they learn something. To get that broad audience (Reach) and get your message heard over and over (Frequency) you need to blend in the advantages of social & digital platforms. We need to do this in branding our local TV news image and quite frankly we need to sell local advertisers on this concept as well!
Before reading on, let’s be clear about the use of the word “brand”. Your brand is not your positioning statement or slogan. Your brand is the “top of mind thoughts” people have about your product. Your positioning statement (slogan) should move people to the brand you are trying to achieve.
Our May Hot Clips focus on showcasing, everything from your App to headlines, a sense of new, traffic, and even that big video wall...
Big Board Beauty (GMA): making use of every inch of the video wall to showcase and set-up two big stories
In-Show App Sell (WTOL, Toledo): instead of ending the AM newscast, they toss to their App by selling specific content on it
See Through the Fog (KABC Los Angeles): using the latest and greatest chopper technology to show traffic through the clouds
Selling All-New in a Tease (KGTV, San Diego): yes it's 6:20a, but no, we're not out of news yet
Film Strip Headlines (WMBF, Myrtle Beach): a different way to showcase your menu of stories off the top of a newscast
Why do we inject digital references in our copy for live newscasts?
Easy answer, right? Pump up awareness for our digital platforms. Signal that our website, apps, and social media are alive and kicking all day and night. Some have gotten pretty good at blending in digital references without obliterating newscasts. Some overdo it.
ALSO: Saying, “we first told you_____on our APP at 2:30 today…” has become the 2018 way of saying we were FIRST to report a story, replacing the old version of back selling to the prior TV newscasts.
That’s was we’ve done. Here’s what we need to do next: