NBC Takes a Page from the Direct Marketing Playbook
Any direct marketer worth their salt knows it is essential to test before you roll out with a campaign. NBC is doing just that online before debuting Jimmy Fallon as Conan O’Brien’s replacement on “Late Night” next year.
The former Saturday Night Live star is getting his feet wet in the hosting gig by chatting with his audience via a video blog. In the first entry, posted Monday, he took viewers on a tour of his new studio and offered to answer viewer questions on the blog.
Will the off-Broadway blogging tryout give him a build in audience when he debuts at 12:30 a.m. on March 2, 2009? It just might. I found him much more relaxed and natural in a host-type role on the video than I expected. And, taking questions from viewers gives him a chance to get interactive and maybe even build up a few running gags prior to launch.
There is one problem though. I have to take exception with his declaration that his house band will be the best in late night television. No offense to The Roots, but Paul Shaffer is king, baby.
