Friday, August 15
Food Network's Susie Fogelson, vice president of marketing and brand strategy, is hoping a $3 million marketing campaign promoting Sunny Anderson and Aida Mollenkamp will bring in more female viewers to the net's daytime "In the Kitchen" block.
They're "going for the female jugular"! (Her words)
A big part of the campaign will be spots with Sunny and Aida, who'll be promoting their shows Cooking for Real and Ask Aida, on the female-skewing nets Oxygen and VH1.
"We like the vibe at these networks, because that’s where our girls are,” Fogelson told Mediaweek. "We share a younger, more contemporary audience, but at the same time we’re not talking to 20-year-olds.”
Other parts of the plan include print (People, Us Weekly, Jet), radio, online and out-of-home, inclduing placement on Jet Blue’s seat-back TV service to call-outs for Ask Aida on specially branded grocery carts, according to Mediaweek.
And that's not all.
A giant focus group consisting of 25,000 women will watch the two shows with the goal being that they provide feedback and tell their friends about the shows.
"The risk is that they may not like the shows, but we feel strongly that they’re going to love these women, and will want to tell everyone they know about them,” says Susie.
Well, I give Food Network credit for really trying to reach out to this audience in a new way. Daytime did get a big stagnant for a while, so I'm sure $3 million spent on different marketing techniques will get them noticed... in some way.
Daytime is already looking better, though. Since it began tweaking the daytime block in May, Food Network saw its total day ratings rise by 9 percent, averaging 580,000 viewers, in the second quarter. Who knows what kind of gains this big campaign will bring in.
Ladies: its up to you! [Mediaweek]