CMT case study showcasing successful branded auctions run by BusinessHere

Initiative

CMT was looking for a way to help the charities who were directly supporting the victims of 9/11. A one month, country music memorabilia auction would raise funds benefiting the appropriate non-profits. What started as a short term engagement has developed into an initiative which advances CMT's online strategies.

CMT's strategy is to build community and provide deep content thus increasing advertising revenue. CMT recognizes the changing habit of its viewing audience and the constant pressure of competition to capture the attention of consumers. Whether it's traditional media companies or social networking web sites vying for the CMT audience, CMT must provide world class content to continue to grow its audience on all screens.

Solution

CMTauctions ( www.CMTauctions.com ) has allowed fans to win authentic memorabilia, concert tickets, and once-in-a-lifetime experiences. Over the years, the auction solution has provided CMT with the following benefits:

• The auction keeps users coming back to the site to see what's new and track their bids, thus the sticky nature of the auction site, which drives up advertising revenue for CMT.
• By it's very nature the auction site creates community for CMT. CMT is the destination for country music fans and the auction site allows the participants to interact with artist, celebrities, and programs.
• Search Engine Optimization is important to maximize the traffic for CMT. Thousands of web sites drive traffic to CMTauctions ( www.CMTauctions.com ). This optimizes keyword searches on the most popular search engines, which further increases traffic benefiting CMT.
• The content on the auction site is constantly changing and of the highest quality. Whether it is memorabilia, tickets, or VIP packages, the fans know they are getting the real thing from the source. For example, auctions for specific programs such as Home Blitz have been run in conjunction with CMT sweepstakes. This allows for CMT to provide deep content for a particular program in addition to the artist specific auctions.
• Thousands of charities have benefited from the auctions run on CMTauctions ( www.CMTauctions.com ). CMT is socially responsible and the auction has proven this over the years.

Results

• Advertising revenue
• Community
• Search engine optimization
• Deep content
• Millions of dollars raised for charities