| Topic Name: |
When is Branding enough? |
| Message Name: |
even better... |
| Date Posted: |
06/10/2005 |
| In Reply To: |
Don't send viewers to the web unless you have more information that adds to the story; or perhaps a sidebar that didn't fit into the package.
That kind of "branding" supports your position of giving the viewer as much (or as little) info as they want and need. They'll learn that they can see it on your station, or read it on your web site. But, yes, referring to it on EVERY story is insane. Perhaps you may want to skip the story-by-story references to your web site during the 'cast, and do a bumper that says "for more information on the stories we bring you, log-on..."
While we're at it, i agree with "statobvious" that live-for-live is a waste. As is the "we have team coverage" intro, that has been beaten to death on these boards.
Our viewers are intelligent and smart. They can tell when you're marketing to them, and when you're giving them the news.
Respect them, and they'll be loyal to you. |
| Message: |
be specific with your web references. Whenever possible, tell people exactly what kind of extra information they'll find on your website. For example, if you've done a story on the real estate boom, end your story with a tag like this: "to see how much house you can afford, go to the wxyz.com mortgage calculator. Just fill in the blanks to find out whether the monthly payment on your dream house will be a nightmare."
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