XM Markets Service at U.S. Open
June 15, 2006
Many people do not equate golf with radio listening. While the concept may seem odd at first, consider that it is simply something that has not traditionally been offered. A golf channel carries coverage of golfing events, but can also have golf talk shows centered around courses, improving your game, and interviews with the various players on the tour.
XM Satellite Radio is now taking an interesting approach to marketing its servive to spectators at the U.s Open. This is not the first time that XM has done this, but this looks like the best publicized.
XM will have 1,000 portable XM radios that they will "loan" out to spectators at the event. Spectators will be able to listen to the golf coverage, and can also explore the other content offerings that XM has. It is a great way to expose the service to an individual who may not otherwise have tried out a unit.
This type of marketing also creates a buzz surrounding the product. Word is sure to spread quickly regarding the use of these portables, and there will likely be a curiosity that can not be resisted.
Programming such as golf is an example of niche or accessory programming. This type of programming as a stand alone is not likely to be a "driver" for subscribers. However, in combination with more mainstream programming becomes a power marketing tool. This type of programming is something that differentiates satellite radio from terrestrial radio, and a marketing program like what XM is doing with golf can become a powerful tool in selling the overall service.
Press Release
Source: XM Satellite Radio
U.S. Open Golf Tournament to Air Live on XM Satellite Radio; Portable XM Radios Available for Spectators in the GalleryWednesday June 14, 11:30 am ET
WASHINGTON, June 14 /PRNewswire-FirstCall/ --
Golf fans across the country can listen to comprehensive coverage of the U.S. Open on XM Satellite Radio this week, and spectators at the championship can pick up complimentary XM radios to hear the broadcast.
The U.S. Open will air live and nationwide on XM channel 146 from Thursday, June 15 through Sunday, June 18. The XM broadcast will mark the first time that the championship will be carried on satellite radio.
XM will air complete play-by-play coverage of the U.S. Open, pre- and post-round commentary, call-in shows, interviews with leading players, and on- site press conferences. XM's on-air team is currently broadcasting pre-event coverage from the Winged Foot Golf Club in Mamaroneck, N.Y., the site of the U.S. Open.
Each day at the championship site, XM will provide 1,000 portable XM radios for spectators to listen to the broadcast for the day at no charge. The XM booth will be located at the U.S. Open merchandise pavilion Thursday through Sunday. Attendees can also opt to purchase a new XM radio.
"Spectators at the U.S. Open can pick up a complimentary XM radio for the day to hear what's happening throughout the course," said Kevin Straley, vice president of talk programming, XM Satellite Radio. "This is the first time that the U.S. Open has been broadcast on satellite radio, and XM is very excited to be bringing the championship to millions of people across the country."
6/15/2006 10:20:00 AM
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