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April 27, 1998 - Strategy Magazine

Special Report: Television as a Promotional Vehicle: Seymour proves effective Medicine for Clairol: Integrated TV and magazine promotion leveraged popularity of Dr. Quinn star to build awareness for Loving Care hair color brand

by Erica Zlomislic
page B 5

From pet food to hair-care products, nothing helps boost a brand more than a little star power.

Such was the thinking behind the promotion that Toronto-based McKim Media Group created last year for Clairol Canada's Loving Care hair color brand.

Produced on a relatively modest budget, the promotion leveraged the popularity of Loving Care spokesperson Jane Seymour, star of the popular family series Dr. Quinn, Medicine Woman, to help build better brand awareness for Loving Care. Its success hinged upon the integration of efforts in two different media: television and magazine.

And successful it was, says Maude Simard, vice-president of Montreal-based Clairol. "The empathy of the spokesperson was a good fit with the user profile," she says. "And overall we bundled [the elements of the promotion] together quite effectively."

McKim negotiated with Modern Woman magazine for Seymour to appear on the cover of the June 1997 issue, with a full-page interview inside. The issue also featured a double-page spread promoting a consumer contest that offered participants the chance to win a walk-on appearance on Dr. Quinn. The contest was flagged on the magazine's cover.

tv support was negotiated with Baton Broadcasting System (bbs), which airs Dr. Quinn in Ontario, Saskatchewan and Alberta. Baton produced a 30-second promo spot that ran for six weeks, encouraging viewers to pick up Modern Woman and enter the contest. McKim also negotiated a six-week sponsorship of Dr. Quinn, leading up to the show's season finale.

Ailsa MacLachlan, group media director at McKim, says the contest attracted an impressive 12,000 entries, and helped Loving Care maintain brand share in 1997, despite strong competitive pressures within the category.

Simard, for her part, says the promotion delivered more for Clairol than either a straight tv or print campaign would have done on its own.

Increasingly, she says, conventional tv stations and networks seem to be moving in the direction of offering added value, in the form of promotional support.

"Before, it was, 'Here's the price [of a 30-second spot], that's what you get.' Now, because of the more competitive nature of the tv market, I think there are more [promotional] opportunities than usual."

MacLachlan agrees, adding it's a situation that sits well with advertisers, who are generally looking to make their tv dollars work harder these days.

Promotional efforts that integrate television with other media, such as tv listings publications and consumer magazines, are a particularly desirable option, she says.

"Given the competitive environment of tv, advertisers want something that is more integrated, that has a call to action and will drive more consumer interest," MacLachlan says.

Most promotional concepts still tend to come from clients and agencies, Simard says, but some conventional broadcasters have begun to show more initiative in this area.

It's a matter of necessity, she says. As the airwaves become more fragmented, stations must be able to market their product more effectively.

Also in this report:

- Conventional nets board promo bandwagon: Increasing competition coupled with client demand has compelled broadcasters to help advertisers take advantage of promotional opportunities p.B1

- Provigo goes beyond "brought-to-you-by" sponsorship: Branded cooking segments within Sunday-night movie reinforce grocer's positioning as provider of meal solutions p.B1

- Air Canada flies high with "mystery trip" idea: Contest held to promote first anniversary of Toronto-Dallas route p.B2

- Fruit of the Loom flashes underwear all night: Claims ownership of entire evening's programming in effort to build awareness in key market of Montreal p.B7

- Regional promos complement Labatt's national plan p.B8

- Party brought excitement to Dove launch: Force-tuning contest leveraged "indulgence" theme common to TV show, chocolate bar p.B10

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