Billboard builds brand awareness for consumer Web site

NEW YORK: Billboard is conducting a consumer awareness effort to raise the profile of its consumer-facing Web site, which was relaunched July 22.

NEW YORK: Billboard is conducting a consumer awareness effort to raise the profile of its consumer-facing Web site, which was relaunched July 22.

While the Billboard brand has long been identified with its music airplay and sales rankings and the b-to-b Billboard magazine, the relaunched Billboard.com Web site is its most extensive consumer-facing outlet. The brand, a division of Nielsen Business Media, also operates the industry outlet Billboard.biz.

Aided by DKC, the brand began its media outreach by pitching USA Today with an exclusive story, citing the newspaper's national reach and coverage of the consumer space, said Lila Gerson, senior marketing director at Billboard. The company also pitched entertainment, technology, and business trade outlets about the relaunch, she said.

The brand promoted specific features of the site, including the “Soundtrack of My Life,” which displays popular songs from consumer-selected dates, to broadcast outlets, said Gerson. It is also promoting the site's content to blogs that cover the music and entertainment spaces, she said.

Billboard also hired digital marketing agency iCrossing to conduct a social media campaign for the launch, Gerson said. And the brand plans to have a presence at upcoming music festivals and events.

iCrossing is conducting blog outreach and maintaining branded presences on Facebook and Twitter, said Adam Lavelle, chief strategy officer at the agency.

“Facebook and Twitter are two sites where we could focus on taking content that exists within Billboard.com, and new content that they create, and use it to create more awareness and visibility, and drive traffic back to Billboard,” he said. Lavelle added that the company is reaching out to music and entertainment blogs and Web sites, and also to industry stakeholders. The agency is also conducing search engine optimization for the site, he said.

DKC referred comment on the effort to Billboard.

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