An Interactive Holidaywww.MerryChristmasChattanooga.com

Concept Overview• No matter the state of the economy, the holiday

season is a time where people FIND money to spend.

• Christmas time has the highest generated holiday

revenue by far, and, Brewer Media wanted an extra

piece of the pie.

• With the Interactive division of our company growing,

we felt there was an opportunity to gain some

additional revenue from radio clients by offering a

unique take on holiday programming…a website

streaming only holiday music 24/7.

Concept Realized• MerryChristmasChattanooga.com was

developed as both a revenue generator,

and a way to free up holiday programming.

• With so many stations offering the same

holiday music, we felt many people wanted

access to the music, but, maybe not all the

time.

• With the website featuring music on

demand, listeners on all four of our stations

were able to still enjoy the formats they

came to love, while having access to their

holiday favorites upon their request.

• With just the click of a button, listeners

were able to enjoy holiday classics

whenever they chose, and gave us an

opportunity for selling the interactive

component to clients.

Revenue Generator• The website featured online

streaming of holiday music

24/7, thus encouraging long

term usage of the site during

the holiday season.

• Clients were then given the

opportunity for several

different advertising options,

ranging from coupons,

banner ads, and the naming

rights to the site.

The Opportunity• With four different

opportunities for clients, we

were able to target a range

of investment levels.

• Pricing of each depended

on the type of interactive

marketing clients wanted to

be a part of, and, depended

also on their business type,

the offer they had, and their

budget.

The Options• Once a client’s customer

needs were addressed, the

options broke down as

follows:o Naming Rights to the website

o Coupon offer w/banner ad

o Banner ad w/hotlink

o Banner ad only

• Each offer included additional

marketing within the company,

including our programming

and publishing divisions.

The Marketing of a Site• Due to the type of website, the

marketing for the site was strictly

done during the holiday season.

• Commercials ran on all four radio

stations, our traffic network, which

includes an additional 14 radio

stations and three television stations;

ads ran in our alternative weekly

newspaper; and banner ads were

featured, with hotlinks, on all ten of

our main interactive websites.

• MerryChristmasChattanooga.com was

presented in person by reps in the

form of a Christmas card, giving yet

another edge in branding.