Unlike the BBC in the UK, BBC World depends on advertising
The brief was to enhance the advertising value of this TV news and
information service by maximising its reach into the hotel rooms of more
business travellers in mainland Europe.
The first step was to compile a database of hotels. Initially, the phone
was used to identify hotels and key motivators for showing BBC World,
but after a telephone follow-up yielded a far better response than a
test mailing, it was decided to use telemarketing instead of direct
Hotels were phoned to introduce BBC World, establish whether they
already showed it or were able to do so, and verify database
information. Identified prospects were sent a mailing pack before being
contacted by agents in each local market. Personal sales visits were
also made to confirm which hotels showed the channel or to convince
prospects to start showing it.
The target of 100,000 hotel rooms showing the channel was achieved two
weeks ahead of schedule, 40% of calls bringing qualified leads.