Problem
BellSouth Mobility was losing market share to the newer generation of wireless providers. To leverage their longevity in the marketplace, they wanted to position themselves as the 'home-team' cellular provider.
Process
In a classic example of moving beyond the buyer, Monica crafted a strong relationship with both the agency and the client. First, Monica leveraged her past relationship with BellSouth telephone, and started her Client Needs Analysis (CNA) process there. Next, she proceeded to conduct CNAs at BellSouth Mobility, and finally at the agency—working her way up from the buyer to the planner, and ultimately to the AE. During a CSS Moving Beyond the Buyer seminar, Monica developed a strategy to capitalize on her depth of contact at the client level. Her comprehensive CNAs uncovered the Key Marketing Challenge and Monica proceeded to work closely with her station's program director and marketing manager to devise a plan that met both BellSouth Mobility's needs and those of WSB Sports.
Throughout the process, Monica kept all parties informed and 'trial-ballooned' her ideas to each individual involved (client and agency) before the formal presentation.
Plan
BellSouth Mobility already had a multi-year sponsorship arrangement directly with the Braves and the University of Georgia (which gave them signage at the game, official sponsor status, etc.). Partnering with WSB Sports would enable the cellular provider to maximize this sponsorship arrangement and further position BellSouth Mobility as the 'hometeam' provider of cellular services.
BellSouth Mobility received product exclusivity in the 2nd half of the Georgia Bulldogs game and a special post-game feature titled 'The BellSouth Mobility Call of the Game,' where legendary announcer Larry Munson's call of the turning point in the game was replayed. To build excitement and increase sales at the retail level, Monica arranged for Larry and/or a former player to make several guest appearances at BellSouth Mobility retail outlets. During the Braves games, a 'BellSouth Mobility Call to the Bullpen' was announced every time a pitching substitution was made—coinciding with a similar BellSouth (telephone) feature running on TBS. In addition to the features in both the Braves and Bulldog broadcasts, spot schedules aired during each game and related programming such as radio and television coach's shows.
Performance
Advertising on WSB Sports became an integral part of BellSouth Mobility's overall marketing plan. By aligning themselves with WSB Sports, BellSouth Mobility helped ensure an effective, well rounded, image campaign. To monitor progress of the campaign and make any necessary adjustments, Monica held regular 'expectation' meetings with the client and agency.
Monica booked a $165,000 (net) one-year deal with the Braves and a staggering $585,000 (net) two-year deal with the Georgia Bulldogs. She successfully moved beyond the buyer at every phase, not by excluding the agency but by superserving them and making herself and her station an indispensable part of the marketing plan. As a result, cost-per-point was never an issue! Monica's depth of contact at the client level helped her build relationships that proved advantageous as she tackled the next challenge—determining the needs of BellSouth's other divisions, as well as leveraging cellular-phone manufacturer dollars.