![\"q4-2010-a-real-world-example\"](\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/q4-2010-a-real-world-example.jpg\" "\\"q4-2010-a-real-world-example\\"")
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\nI recently sat down with Jeffery Kissinger, Vice President of Digital Marketing, and Traci Topham, Vice President of Interactive Ad Sales Marketing, from Scripps Networks about their efforts for the HGTV online brand. Their target audience includes a sizable portion of moms, as well as young women in general, so the strategies employed by Scripps might be seen as models for other brands trying to reach this demographic. <\/p>\n
Thank you both for joining us today. I wonder if you might be able to speak for a bit about how you utilize digital strategies to engage audiences with the HGTV brand? <\/strong>
JK:<\/strong> We launched a TV program earlier this year with Mike Holmes called Holmes on Homes<\/em>. The moment that show aired, our Facebook page lit up. People just loved him. He was the gruff teddy bear that everybody wanted on their sides. You could hear people talking about it. So, we really got behind that show in a big way, and now it\u2019s one of the top shows on the network. <\/p>\n Wow, so posts on Facebook actually impact on-air programming? What other methods are you using to create that 360\u02da audience experience? <\/strong><\/p>\n JK:<\/strong> If you look at Design Star<\/em>, obviously there\u2019s the huge on- air component. but, the website also has an extremely robust experience around the cast and voting and video. There\u2019ll be special video blogs from David Bromstad, who is a prior winner. Heather Armstrong will be blogging her thoughts about each episode of the show. <\/p>\n
And with this variety of media, who is currently HGTV\u2019s primary demographic? Is there a difference between the digital and television audiences? <\/strong><\/p>\n TOPHAM (TT):<\/strong> [Online is] just a different medium. People can see digital so differently than they do on-air entertainment. I think the demographics are similar \u2014 whether it\u2019s on-air or online, we definitely skew female \u2014 but a little different because people who are digitally inclined tend to be a bit younger. <\/p>\n
TT:<\/strong> [Users] definitely want inspiration and ideas. We found out from audience feedback that they want slideshows. They like seeing beautiful photos. That\u2019s a very important piece for them, so we have lots of this kind of content on-site that can help provide inspiration for them. It\u2019s just been a huge success. It\u2019s live engagement. Designers\u2019 Portfolio is a place on our website that gets a lot of traffic. People will stay engaged with it for 20 to 30 minutes at a time, which is incredible. <\/p>\n
What was the thought process behind adding Heather Armstrong as a featured blogger for Design Happens? <\/strong><\/p>\n JK:<\/strong> We really look at that relationship with Heather as a partnership. She is the premier mommy blogger in the world. She brought with her a built-in audience of 1.6 million twitter followers. And through her background as a professional graphic designer and a mother, she really speaks to what people are going through in this day and age. she\u2019s able to bring that sensibility to HGTV. <\/p>\n
Aside from design happens, are there any other ways that you anticipate utilizing Heather in the future? <\/strong><\/p>\n JK:<\/strong> We actually have been working with her and having twitter parties around some of our new shows. We have @hgtvheather, and we have been building up that following. Heather will host twitter parties during the launch of new shows, like Design Star 2<\/em>. This gets people really excited and talking with her about our brand.<\/p>\n","protected":false},"excerpt":{"rendered":"
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\nKISSINGER (JK):<\/strong> When we look at digital, we really look at the audience. They want that \u201cnow\u201d access. With digital, you can be so many places in a person\u2019s life almost constantly. We\u2019re really looking at the HGTV brand, how it can be in someone\u2019s hands whenever they want it, and what that really means. <\/p>\n
\nIn the end, what we\u2019re trying to create is basically a 360\u02da audience experience. so, whether somebody\u2019s watching hgtv, visiting the website, viewing the facebook page, or using their mobile, they\u2019re able to access and touch the brand in meaningful ways across all those platforms.
\nCan you provide us with an example of how HGTV is listening to its audience? <\/strong><\/p>\n
\nOn the social media side, the Facebook page will get taken over by Design Star.<\/em> There will be a tab for Design Star<\/em> along with special exclusive videos, and live chats will be on the page during the show. On the mobile front, we\u2019ll have an HGTV To Go app that will have the full episodes of Design Star<\/em> in it. Every platform out there will have Design Star<\/em>. <\/p>\n
\nThe online side is having great success with video plays and putting out video content in syndication. [We\u2019re] growing like crazy, and the consumption of video plays is where a lot of the growth originates. It\u2019s actually growing faster than the number of videos we\u2019re producing. And that\u2019s definitely a younger audience. We\u2019re looking at typically 25 to 54 as the primary demo that we\u2019re after.
\nIn that same line of thinking, have you noticed a trend in user behaviors and the desires for content in your online audience? <\/strong><\/p>\n
\nI think Moms, our demo, women, all of the above \u2014 They want solutions. They want to look at inspiring ideas via good quality photography. They want to keep up with tips and trends. They want content that can make their lives easier. <\/p>\n
\nIf you look at some of her posts, in one she discusses \u201cbeige that isn\u2019t boring\u201d and wraps that around her daughter\u2019s room. It enables her to inject pink in a very splashy way but without creating an entirely pink room \u2014 \u201cthe pink without the princess,\u201d as she says on the blog. Another post talks about being trapped in the clutter of parenthood and how to organize your home. Her content is very real, and her audience and our audience both relate to that. <\/p>\n