Winner's Edge

Focused on strategic communications

Added Value

Most companies are eager to stretch their advertising budgets as far as possible – which is why media buyers frequently negotiate perks for their clients beyond the price of the advertising itself.

15 second television ad

15 second television ad

These benefits – known collectively as “added value” – can come in the form of bonus commercials, sponsorships, free PSAs, on-air promotions, public relations opportunities and/or online links. How much value they add to a paid advertising campaign depends upon their execution and their relevance to the company. In many ways, it depends upon how well the media agency knows its client.

With careful planning, thought and collaboration, a small “added value” benefit can not only add tremendous value to a specific advertising campaign, it can transcend its immediate purpose and support other business objectives as well.

Case in point

As the agency of record for Southern California Edison (SCE), Winner & Associates produces branding commercials and seasonal commercials for the utility’s various energy-efficiency programs – for example, tuning up central air conditioners in the spring, recycling refrigerators in the summer, and switching to CFLs in the fall.

In 2008, when SCE began seeking new ways to tie their discrete seasonal programs together to raise awareness of the many ways customers could save energy, money and the environment, Winner & Associates negotiated added-value air time with TV stations running SCE’s branding ads. The result: we produced a handful of 10- and 15-second spots starring three SCE employees delivering energy-saving tips.

Soon after the spots began airing for the general market, SCE expanded the program into six ethnic markets. The award-winning ads were well-received – both internally and externally – and helped SCE exceed campaign goals for all three seasonal campaigns.

Buoyed by the success of the initial energy-saving tips campaign, Winner & Associates expanded the tips campaign in 2009. For one week in April, Winner & Associates and SCE auditioned nearly 600 employees. “We really only expected about 100 employees to be interested and were thrilled by the overwhelming response,” the utility’s corporate communications manager said at the time.

In the end, 37 SCE employees were selected as “on-air” talent for the 2009 campaign, and Winner & Associates produced a total of 80 spots in six different languages – English, Spanish, Mandarin, Cantonese, Vietnamese and Korean. Already, the tips have increased traffic on SCE’s website by 50 percent, and they’ve enhanced employee morale.

“All I could hear when walking anywhere in the office was, ‘Good morning, superstar,’ and ‘Can I have your autograph?” said one SCE engineer who appeared in the ads. “I was bombarded with all kinds of questions concerning the filming and the audition. It was a great experience.”

Now that’s added value.

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September 24, 2009 - Posted by | Uncategorized | , , , , , , , , , , , ,

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