Case Study: Cincinnati Reds
Who doesn’t like listening to a baseball game on the radio? The hometown announcers are very recognizable to most people and the radio stations they work for are usually the biggest in their respective markets.
700WLW in Cincinnati wanted to make sure that their listeners only listen to their station during and after the game. A single station radio was produced for a game day giveaway. No matter how you turn the dial it only plays one 700WLW. A sponsor was added so that the cost of this piece could be divided three ways.
Ask yourself, what game day giveaway will people bring back to the stadium the next time they come to a game? There are not many. However, every time someone brings this radio back to a game or turns on it on the cost of the item goes down. Now that’s marketing!