Ms NBC picked up the recent press release, “Best Western International Launches New TransPromo Pilot to Gauge ROI of Targeted, Timely Promotions”. “.., Best Western is running a TransPromo trial as part of our ongoing commitment to rewarding our loyal customers, who come back to us as the brand they trust wherever they are in the world,” said Tammy Lucas, Director, Marketing Programs at Best Western International.
It is important to continue to educate marketers, press, and advertising on the concepts of transpromo and leveraging the statement as a strategic channel of communication. Many may have forgotten the importance of their monthly communication and articles that appear outside of the print trade magazines can assist in driving awareness.
Congrats!
My take is that the “trade” media has a much less important role in an information rich environment. TV’s unique place in the communication ecology is to give the sense that the issue is for “real”. The internet doesn’t do it, print no longer does it for mass markets, although it can still do it in niche markets.
The internet – blogs,etc.- is great for finding, buying,”talking” and collecting metrics. Appearance in print used to signify that something is “real.” And some books still do that. But nothing compares to TV, either broadcast or cable, to supply the frame that says “X is real. It deserves your attention.”
The irony is that on TV it doesn’t really matter what is said. Just that it is picked up is a big win. In print, words still matter.