I attended this short session this afternoon, but these guys are also an exhibitor so I’ll follow-up with a Part 2 tomorrow that focuses more on them, not this particular case study (Kid Care TV).
Kimberly Sarubbi, President, Saddle Ranch Productions – “The Proven Recipe for Content Success”
Kid Care TV – one of the networks that Saddle Ranch produces CONTENT for. In pediatric waiting rooms.
Kid Care TV stats:
- 2,500 screens in pediatric rooms
- Target 60,000 members of AAP
- Content approved by an advisory board of pediatric HCP experts
- Digitally deliver 3-5 segments to heighten moms’ awareness of pediatric issues
- Advertiser-supported network
Avg. waiting time in pediatric offices – 26.5 minutes
65% of parents go shopping immediately after the dr. visit
Engaging content so that there is recall so the advertisers make money.
“Targeted Content Mapping” – measure 4 things
- Venue profile
- Audience profile
- Dwell time
- Message
Test, adjust, optimize – duh. But she gave an example:
Originally started w/ “evesdropper” format – they staged all of the patient/doctor interaction. They found that it was not cost effective. They switched to a “talking head” format and now they have better recall rates. Mainly produce:
- 2-3 minutes of presenter and b-roll
- Interspersed with ads and PSA’s
- DVDs produced for docs to give to patients to take home
All from Arbitron study for KCTV
- 82% of visitors notice KCTV and find it to be a credible source
- 65% of viewers recalled at least one ad
- 67% felt content helped to created a better doc-patent relationship
Key takeaways:
- Content creates profits
- Plan smartly – define goals, success metrics, and budget to make it happen
- Invest in an experienced and trusted content partner
- Test/adjust/optimize
- Invest in 3rd party performance testing & reporting
Questions:
How do you know when the content is stale? “The science goes bad quickly, so we’re constantly creating new content.”
Employee fatigue? “We do have sub-titles so you can turn it off. :)”
Do you use content to drive deeper into the brand? “We’re going to be integrating mobile technology and include coupons in the near future.”
Someone also asked about how advertisers buy media for this network and she said, “we’re not in the media business. We’re responsible for the content.” Thank you. Seriously. A company who focuses on their 1 thing and seemingly does it really well. I want to go talk to them tomorrow in their booth and see what they’re really all about. But by the looks of it, they’re a totally legitimate video/film production house. Good talk. She didn’t give me a fun word of the session. Then again, I couldn’t stay until the end because I had to cut my day short due to a solid block of conference calls. More tomorrow!