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How Much TV Coverage Are You Getting

multivision, Inc. is a clever company that uses speech recognition and the closed captioning system for television to monitor 1,000 TV channels for client keywords, company names, customer names, competitors, etc. They are then able to build a library for clients of captured references.

It does for TV what Google News Alerts does for online news sources.

From the multivision website:

Know your customers better
The business development director at an exhibit booth manufacturer devised a way to find new business by scanning all broadcasted stories in their market that covered companies receiving venture capital funding, expanding marketing efforts or launching any new products. He received video clips of the announcements directly to his laptop and was able to call on those companies that very day.

Find new customers
An innovative account executive for an industrial lubricants manufacturer decided to take advantage of bad situations by monitoring product recalls. By scanning the news broadcasts for the first mentions of product mishaps, problems or retractions, she was able to find new leads for her company. Ultimately, she was able to add 15 new clients in her first month of "crisis monitoring."

Be where the competition is
In an effort to jump start awareness in the marketplace, a marketing manager for an established health-services company tried some unique monitoring techniques. To remain on top of the latest news and developments, he tracked not only the competitions’ media mentions but all products and services that his company didn’t. That way whenever customers inquired about other services, he knew how to respond more effectively.

A great customer intuition tool.


September 29, 2004 in Blog Outsourcing, build credibility, Television, Web/Tech | Permalink


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What an interesting way to monitor the competition. This approach might also be useful for determining a way to be where the competition is not - as much as is.
It could help provide an insight into the holes in the competition. IE- look at the car market plugging all the big cars and take an aggressive counter move with a small car - the Mini Cooper vs. the 4x4s and Hummers.

Posted by: Susan | Oct 4, 2004 12:27:57 PM