Hitviews Pro: Two Feared Words: Experimental Budget - Walter Sabo - MediaBizBloggers

Experimental budgets are never really experimental An experiment according to the dictionary that came with my Powerbook is quotA scientific procedure esp in a laboratory to determine somethingquotWhen a client wants to do an experiment we ask them quotWhat is the measure of success if we agree to this lousy price tag What is the reward for successquot Answers are hard to come by even if the client means wellStephanie Gaines marketing genius at CBS Incorporated gave HITVIEWS an experimental budget She has since revealed an aspect to quotExperimental budgetsquot that many may not considerA company like CBS is hit with about 12 billion quotvendorsquot a day Each of them has a wacky earnest scheme for increasing efficiencies or ratings for the network A sharp executive like Stephanie may instantly grasp the benefits of the product and would write a big check except for one pragmatic and social challenge She doesn39t know the seller When Dave Knox at PampampG or Matt Kershaw at Weiden and Kennedy commit to an experiment they already like the product The experiment if it is positive helps them sell the new product to their managementFor those visionaries another component is more important Will the vendor team perform as promised After CBS gave us a goahead Hitviews made three videos that performed ok They averaged 113000 views and had strong engagement levels Although most online videos from any source receive fewer than 300 views we would have liked to have done better Surprisingly Gaines was THRILLEDWhy quotI didn39t have to manage the process Caitlin Hill and Jake Fogelnest at Hitviews kept me constantly updated I didn39t have to check in They beat me to it every time They delivered the videos before the promised date The videos were hysterical and on message My management amp8211 television executives amp8211 loved the webstar videosquotShe also found the team to be easy to work with and totally honestTherefore in her mind view counts and other traditional measures were less important She was testing the quotvendorquotThis was useful information for our company Now when we are offered an experimental budget we work on the assumption that the client is already sold on the product and they are giving us an opportunity to sell them on the team that makes and delivers the product When the client executive recognizes that both the product and the team deliver as promised then they have the ammunition to secure a meaningful financial commitment in the next budget round And they39d betterWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: Two Feared Words: Experimental Budget - Walter Sabo - MediaBizBloggers

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