Beezid lacked brand name awareness as well as this new market segment of penny auction sites. Other firms were already first to market and had garnered negative attention online and in the media.
Being a new start up, the challenge was to overtake penny auction competitors while distinguishing the Beezid brand from others who held a negative first impression. Beezid being a new start-up needed to show a Return On Investment (ROI) in a short period of time.
The power of Howard Stern was used to emphasize Beezid’s fun and exciting approach to shopping and bidding online, for hi tech and consumer goods for pennies on the dollar. Howard’s national radio program would attract adults ages 25-54. Stern’s endorsement would provide for integrity to the Beezid brand.
Beezid quickly became synonymous on The Stern Show and established themselves as the brand leader. They quickly leaped ahead of their competitors not only on radio but online. Any search engine or social media marketing search yields Beezid to the top. Howard had increased the efforts of Beezid’s online marketing and has consistently outpaced its national television advertising.
LogMeIn is one of the leading online remote access providers. While it has had a long history for providing remote access, it lacked the brand name recognition of its competitors. Its competitors had strong brand name recognition and had taken steps to lock its competitors out of many radio markets.
The Howard Stern Show proved to be an effective means to communicate LogMeIn’s capabilities over its competitors. Howard’s spots sought to emphasize LogMeIn’s strengths over its competitors.
As a result, LogMeIn was able to implement a “cutting-edge” Direct Response campaign featuring innovative LogMeIn products, such as their iPhone application using a text messaging campaign. They were also able to use well known radio personalities to contribute to their increased market share. In fact, Siriusbuzz.com noted how their radio campaign was groundbreaking, as being the first paid iPhone App to advertise on radio. While on radio, LogMeIn’s Ignition product ranked in the top 10 of paid iPhone Apps according to the iTunes Store.
For more information, check out this additional LogMeIn Case Study –>
TravelWorm lacked brand recognition. In a large marketplace of travel websites, they were virtually unknown. Their competitors had already established themselves and were dominating the landscape.
TravelWorm leveraged the power of Howard to communicate their niche travel service, which concentrated on casino/resort destination travel to Las Vegas, Reno, and Atlantic City.
TravelWorm quickly became the official travel sponsor for The Howard Stern Show. Working with the network and Stern Show for over 2 years allowed them to be integrated into events, including the Ms. Howard Stern Beauty Pageant, and Stern’s live shows in Vegas at the Hard Rock Hotel & Casino. The Howard Stern Radio Network was also able to create innovative ways to also garner TravelWorm on camera exposure on Howard’s E! Television show. The campaigns gave them notoriety in the industry and drove traffic to their website, and huge ROI. Their visibility was not unnoticed by their competitors, who sought them out as an acquisition target and purchased them a year later.