case histories

The following case histories illustrate how eworld asset trading and its parent company, KSL Media, have successfully extended media value for the benefit of clients by utilizing financial trade credits effectively for their clients. media campaigns.

Leading Automotive Aftermarket Company

What was the asset:  Aftermarket Car Products

What we did:  We valued and issued financial trade credits for automotive aftermarket products and negotiated a media plan targeting the auto enthusiast.  The television schedule called for placement in auto races and DIY programming as well as sports and male-targeted programming including:  The Comedy Channel, Spike TV, and The History Channel.

Results:  This corporate trade allowed the company to promote and increase its marketing efforts against certain products lines and to launch three very successful new product lines.

National Brick-and-Mortar and Online Book Retailer

What was the asset:  Real Estate Leases

What we did:  With the financial trade credits we issued for real estate leases the company received as part of an acquisition, we designed a media plan for a holiday advertising campaign that the company was not previously able to afford.  By trading their real estate leases, they were able to add funding for a female-targeted plan to remind women that books were great gifts for everyone on their list.  The campaign ran on national radio networks during periods when consumers were most likely to be in their cars and on the way to shop.

Results:  Research confirmed that this radio campaign, due to strategic placement (close to consumer.s intent to purchase), drove book sales to their highest of the season.

Women.s Apparel Company

What was the asset:  Women's Apparel

What we did:  We issued financial trade credits for apparel inventory on an ongoing basis and, although we did not plan the media, we implemented complex media buys using the credits.  Media plans involved three different products and flight dates utilizing spots of varying lengths.  Both national cable and syndicated television were used.

Results:  By successfully negotiating to buy 20% of their schedule with financial trade credits, we were able to upgrade their buying specs to include higher-rated network television programming as well as programming that contained a greater percentage of their comp audience.

Consumer Packaged Goods Company

What was the asset:  Cookbooks

What we did:  This company had an inventory of cookbooks that provided recipes utilizing their products.  We issued a financial trade credit and then remarketed the books as promotional incentives.

Results:  We utilized the financial trade credits to purchase media targeting women between the ages of 25 and 54.  We purchased network TV, cable and magazines including:  People, Oprah and Martha Stewart, which was exactly what the agency and client wanted.

Aerospace and Technology Company

What was the asset:  Real Estate

What we did:  We took the company.s sizable unused financial trade credit, generated by a transaction involving undervalued real estate.

Results:  We used the financial trade credits for a substantial media buy aimed at a very narrow domestic and international audience of executives.  The media plan was funded by a combination of cash and financial trade credits.  Domestic media ran on cable networks such as CNN, CNBC, and Bloomberg.  Print included the Wall Street Journal, Business Week, Forbes, Fortune, and the Harvard Business Review.  International media, in Europe and Asia, ran on the BBC Worldwide and CNN International as well as in The Economist, Financial Times, and Time International.

Leading Sporting Goods Equipment Manufacturer

What was the asset:  Sporting Goods

What we did:  We issued financial trade credits for the wholesale value of their excess production, and used a combination of these credits and cash to fund brand and promotional advertising campaign for a new line of golf balls.

Results:  The plan included schedules in all major golf publications:  Golf Digest, Golf Week, Golf Magazine, and Golf World as well as broadcast media that ran during golf tournaments on CBS, NBC, and The Golf Channel.