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Understanding WOWO Radio’s Baby Boomer Listeners

Another great article from Mediapost about the value of the Baby Boomer generation.  The biggest demographic of listeners to my radio station, News/Talk 1190 WOWO in Fort Wayne, Indiana are the Baby Boomers.WOWOLogo 2016

Here’s some more information to help you understand WOWO Radio’s Baby Boomer Listeners:

…The fact is, adults aged 55 to 64 outspend the average consumer in nearly every category, every year, per the U.S. Consumer Expenditure Survey, despite the fact that marketers obsess over the younger, Millennial segment. According to a 2015 survey by the AARP’s Influent50 in conjunction with ORC International, 40% of boomers agreed that companies aren’t adequately addressing what’s important to people their age…

Here’s additional highlights that apply to WOWO Radio listeners:

Boomers Value Comfortable Living

Today’s aging population aren’t leaving their lifelong homes for retirement communities; they’re leaving them for nicer homes. Better Homes and Gardens Real Estate found that 57% of homeowners aged 49 to 67 planned to move out of their current home. Seventy percent of that group want their new home to be the best in which they have ever lived. They’re looking for new construction, amenities and communities in which they can pursue active lifestyles.

Boomers Prioritize Retaining their Youth

(Boomers) came of age with consumerism, and perhaps more than other age groups, have come to measure self-worth according to external factors. Much of the demographic’s … spending is on products that will help them maintain their youth and energy.

Cosmetics, exercise equipment, vitamins and diet soda are all products in high demand by boomers. Still, when you think of how those products are marketed, the boomer target doesn’t immediately come to mind. For products that do consider boomers in their marketing plans, many do so based on inaccurate stereotypes — a mistake that can backfire, driving customers away from your product to one that doesn’t seem to condescend.

While Nielsen has referred to boomers as “The Most Valuable Generation for Marketers,” holding 70% of the disposable income in the U.S., only 10% of marketing dollars are devoted to reaching the segment.

What we have found at WOWO Radio that if we invite our Baby Boomer listeners to do business with local businesses that have what Boomers want, everyone wins.  As a member of this generation, I know that my wife and I are spending money on 8 (soon to be 9) grandkids, doing home improvements on the house we bought 2 years ago, buying cars, electronics, dining out, vacationing regularly, taking up new hobbies and enjoying life.

Want to invite some Baby Boomers to spend their money with your business?  Talk to me.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

I Know My Bias, Do You Know Yours?

All of us are biased in our thoughts, opinions and actions.  The word bias is not a polite way of saying prejudiced.  I’m using it to share with you my professional biases relating to advertising.

As an advertising and marketing professional I have preferences of certain media and marketing platforms.  Anyone and everyone who sells stuff is biased but some won’t admit it.


I used to offer an unbiased opinion, but that’s word-play.  Any opinion is based on someones bias, right?

Instead I offer an objective opinion based on my bias.

What is my bias?

It leans toward the marketing solutions I sell, advertising on and with WOWO Radio and some of the Digital Solutions I offer too.

This is important:

I had these biases before I worked for this company, because I had personal experience with them.   I also decided to work for this company because of my biases.

I’ve been in radio since I was 16 and I saw the power of radio personalities when I was one myself for 10 years.

When I was 26 a couple of things happened:

  1. I was bored with music radio and started listening to news and talk shows when I was working in Detroit.  I’ve been a news/talk radio listener ever since.
  2. I also started learning the dynamics of human relationship oriented advertising and how easy it was for businesses to be successful on the radio if these principles are followed.

Fast forward 20 years and I was discovering the dynamics of the web as a two-way communication tool with social media.  I was advising my radio clients the benefits of content marketing and sharing my own personal success stories.

Now I have success stories to both traditional media with news/talk 1190 WOWO radio and using some of the Federated Media Digital Solutions my company offers.  It’s due to both my personal habits and professional successes working with advertising partners that I am biased.  I believe in what I offer because I know it works.

Here’s how I also offer an objective opinion.  I study and learn about the other options you have to advertise and market your services and products.  I spent several years on the Board of Directors for the American Advertising Federation and more recently I have cultivated relationships with others that sell other advertising media to be able to make recommendations beyond what I can offer.

Here’s a homework assignment for you the next time someone wants to sell you something…

Ask them why they are biased towards the product/service they want you to buy.  Do they have a good reason for that bias or is it just a paycheck?


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Is Customer Service Optional?

As consumers, we put up with a lot of crappy service at times.

Like when we don’t have a choice, there’s only one place to buy ________ so we endure the unresponsive, ill mannered, or simply non-existent customer service that some places dish out. ScloHobookgs

But even if you’re the only game in town, (or your neighborhood), customers can speak out and they will.

Take a former co-worker of mine who lives in Michigan.  She complained on Facebook Saturday about the problems with her local grocery store.  In Michigan they have a 10 cent can and bottle deposit for soft drink containers to encourage recycling.  Read what she wrote:

An Open Letter to ‪#‎Kroger‬

I’ve just returned from your store in Farmington Hills, MI, and I have a few problems to report:

* As usual, there was a long line of customers waiting to deposit their empty bottle and cans in the bottle return. And as usual, one or more of the machines is broken, causing still more delays for hurried customers. People are fuming.
Look, it’s the LAW in our state that the public must return bottles in order to receive their 10-cent deposit. That means it’s the responsibility of sellers to provide some means by which customers can return empties. You are not living up to your half of the bargain. I’d like to continue to shop at your store, but I don’t have time to play around with malfunctioning equipment, or closures while you wash the floor, or whatever.

* I stood for seven minutes at the deli counter waiting to purchase a salad. No one helped me; no one said “Hello, I’ll be right with you.” When the customers ahead of me were finished, the store employee turned away and went to the back. I walked away without my salad.

HOW LONG do you think I will continue to visit your store under these circumstances?

Now I know there are other stores she can go to and the real question is will THIS store respond? Will they also fix the problems?

As I read the comments, there were plenty of suggestions of other stores nearby that would like to earn her business.

Unfortunately this is not an isolated incident.  Take some time this week to do a customer service check with your business and see how well your staff is serving customers, because customer service is NOT optional.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

A Conversation about Expertise

A friend mentioned to me the old saying that “1/2 my advertising is wasted, I just don’t know which half.”Two-way-conversation

On one hand I agreed, but the reality is that there are varying degrees of good and bad spending, nearly nothing is clear cut black and white when it comes to the benefits and return on investment.

You need to prioritize your advertising to invest in what will get you the best return on investment.

Easier said then done said my friend.

Not so fast, I responded.  There are ways to make smart choices and it all depends on you.

But you may need some help, and that’s why I’m here.

The friend I was having this conversation with last week is an expert in his field.  He has the book knowledge, the hands-on experience and I would trust him for his services.

I would not trust him to make good,  solid advertising decisions.  That’s not his area of expertise.

Likewise, I shouldn’t be trusted to do his work, I have an observational knowledge and have done research on what he does, but I’m no expert in what he does.

Instead, my expertise is in the advertising and marketing world.  I can and will help him generate new customers and clients who are looking for someone with his expertise.

The reason why that old saying about 1/2 your advertising being wasted is due to the inability of those trying to figure it out not having the expertise to know the differences.

You wouldn’t want your auto mechanic to remove your appendix just because he is handy with tools right?

Want some expert guidance on advertising and marketing?  That’s why I’m here.  Let’s talk.



Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Don’t Call Us Seniors

A marketing tip for those born in the 1970’s, 80’s or 90’s from Mediapost:

Call Me ‘Boomer’

2012-10-14 09.33.51
She’s a Baby Boomer. She’s also my wife :)

Language in the mature market space can be a minefield, with words like “senior” and “aging” getting a strong negative response.

Some marketers have found ways to dodge the language pitfalls with finesse:

One restaurant I recently came across offers the “Sunset Dinner,” a delicious four-course repast for a very reasonable price. Offered between the hours of 4 and 6 p.m. weekdays, at tables overlooking stunning views of a roaring river, it seemed obvious that this special deal targeted retirees. Many restaurants would have called it an “early bird special,” a well-worn term certain to make a customer feel ancient. However, “Sunset Dinner” sounds appealing and romantic.

As other marketers struggle to avoid alienating stereotypes about Boomers as this demographic heads into retirement, there’s good news: According to a 2015 Pew Research study, you can actually just use the word “Boomer.” This generation actually likes its nickname.

The study found that Boomers are more likely to embrace their generational label than any other age group. A large percentage of Boomers actually feel that their label fits them.

Seventy-nine percent of Boomers identified with their label, versus 18% of the silent generation, 58% of Generation X, and 40% of Millennials.

Boomers also had the highest percentage of those who think their label is a good fit.

Thirty-one percent said it applies to them “very well,” and 39% said “fairly well,” for a total of 70% positive reactions.

The other generations lagged behind in terms of thinking their labels apply:

Silents: 14%; Gen X: 38%; Millennials: 30%.

Some other interesting facts in the study:

  • Boomers and the Silent Generation were generally more likely to see themselves in a positive light than Gen X and Millennials.
  • Boomers were the most likely to see themselves as environmentally conscious.
  • Boomers tied with Gen X as most likely to see themselves as entrepreneurs.

It’s interesting that Boomers’ positive view of themselves also extends to their nickname. Although many words are red flags for mature market consumers, the next generation of retirees doesn’t seem to mind the B-word.

Considering that roughly 10,000 of this generation will turn 65 every day for the next 19 years, it’s nice to know that the term “Boomer” may resonate more positively with them than labels like “senior citizen” or “retiree.”


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

What Are You Doing Differently?

I’m just going to toss out a few items and you can fact check them if you want because I’m not going to hyperlink the sources, there’s too many and I’m sort of busy these days.

I want you to answer a question… that question is what are you doing differently?

If you are using the same media mix to advertise that you were using in 2013, you need to re-evaluate. Some of the media platforms you’ve been using have lost viewers/readers/listeners.  Other media platforms that were just getting started back then have become worthy of consideration.

Think about that pocket computer known as your phone.  Every 18 months the technology capabilities of our computers doubles. The phone you got for Christmas, 2014 is old, broken, out of date, or you’ve already replaced it.DeathtoStock_SlowDown2

As I was writing this piece last week, I was using 3 screens.  My laptop, my phone and I was watching America’s Got Talent on the flat screen in our family room.

A few days ago I was watching a TV show on Amazon Prime, streamed from my laptop to another TV via my Chromecast.

Every day I hop in my car and listen to at least 4 different radio stations.  Besides listening as I drive, I sometimes hear a radio station when I stop to pick up my breakfast and I also sometime listen to the streaming of my favorite stations by plugging earbuds into my laptop as I have my afternoon coffee.

I don’t remember the last time I bought the local newspaper, or any newspaper for that matter.  I have read stories from the papers, but it’s because I get a link on Twitter or Facebook that captures my attention and I click and read.

Those are some of the media habits I live every week in the summer of 2016.  Some I’ve been doing for years, others for just months.

What about you?  What is different about your media habits compared to a few years ago?

Your customers have changed some of their media habits over the years too.  My question for you is have you changed your media mix to take advantage of the changes that are going on all around us?

What are you doing differently?  If you want help figuring this out so your business can make money, contact me so we can talk.




Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

10 Common Mistakes in Marketing from Roy

Last month I got an email from Roy Williams that I’m going to share in it’s entirety.

Agree or Disagree?  Contact me and let’s talk.  ScLoHo's Collective Wisdom

10 Most Common Mistakes in Marketing


1 Inappropriate Use of Social Media

The whole world is on FaceBook, but is that the right place for your product or service to be advertised? To get a clear idea of the kinds of offers that are working well on FaceBook, go to the Success Stories page at Judging from this list of success stories, it would appear that FaceBook works extremely well for getting people together socially, not so well for hard goods and services.

(HINT: I think there may be a reason they call it “social” media.)

2 Overconfidence in the Value of Targeting

Jeffrey Eisenberg insightfully points out that, “online customers are exactly the same people as offline customers, yet advertisers tend to think of them as an entirely different species.” For the same amount of money it costs you to reach 5 tightly targeted customers online, you can reach 5 customers who have that same profile PLUS 127 of their friends by using broadcast TV or radio. Do you want your brand to be the one people think of immediately and feel the best about when they finally need what you sell?

3 The Assumption that Every Message is Relevant

Why does every advertiser believe their product or service category to be intrinsically interesting? More than information, entertainment is the currency with which you can happily buy your prospective customer’s time and attention. But most ads have zero entertainment value.

4 Fear of Criticism

Most ads aren’t written to persuade. They’re written not to offend. But any message that has the power to move people will always move some of them in the wrong direction. When you’ve written a good ad, you must brace the advertiser for the negative backlash they will receive from people who are anxious to be offended. The only alternative to this is to forever settle for ads that are mushy, mundane and mediocre. Please don’t.

5 Measuring Ad Effectiveness Too Quickly

Its claim to “instantly and accurately measure every ad’s effectiveness” is part of what makes digital marketing so appealing to advertisers. But didn’t you say you want your brand to be the one people think of immediately and feel the best about when they finally need what you sell? This requires ongoing advertising and longer measurement cycles. You cannot hold every ad immediately accountable and expect to build relationship with your customer.

6 Unsubstantiated Claims

Adjectives are the marks of an ad filled with empty rhetoric. Verbs are the marks of an ad that demonstrates its claims. Verbs – action words – “show” your customer what your product can do. Fluffy adjectives simply “tell” them. In the words of Christopher J. Maddock, “Show, don’t tell.”

7 Believing that “Old” Media No Longer Works

It is true that you need a website and that most customers are going to visit your website before making first contact with you. Therefore, it’s vital that your website be a good one. But if you believe that online marketing is the most efficient way to drive traffic to your website, you need to go back and read Most Common Mistake #2. Do you want to see a massive jump in the effectiveness of your online ads? Begin advertising on radio or television. But Take Note: your elevated metrics will make it appear as though your online efforts are working magically well when, in fact, the credit should be attributed to mass media.

8 Assuming “The Decision Maker” Is The Only Person You Need to Reach

Decisions aren’t made in a vacuum. You must also win the influencers if you want to create a successful brand. If you don’t value the opinions of influencers you’ll evolve into a direct-response marketer. But does your business category lend itself to direct response?

9 Believing that “Millennials” Aren’t Like the Rest of Us

Millennials aren’t a tribe, they are a collection of tribes. They do not behave as a single, cohesive birth cohort. Google “Millennials” and the dictionary definition that will pop up will show the word “millennial” most commonly used in this sentence: “The industry brims with theories on what makes millennials tick.” But when you look at a list of what millennials supposedly want, it’s exactly what the rest of us want. Yes, they’re not like we “50-somethings” used to be, but then we’re not like we used to be, either.

10 AdSpeak

People don’t hate advertising; they hate boring advertising; they hate predictable advertising. They hate the time-wasting, life-sucking sound of too many words wrapped around too small an idea. They hate AdSpeak. But they love entertainment. Learn to purchase your customer’s time and attention and goodwill with delightful, interesting, entertaining ads.

Come to Wizard Academy and we’ll teach you how.

Roy H. Williams


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Digital Success Stories By The Numbers

At WOWO Radio, I sell advertising. Wait, I really help businesses solve their Key Marketing Challenges.WOWOLogo 2016

Sometimes that includes ads on WOWO, sometimes that includes using our Federated Digital Solutions and sometime it’s both.FDS300

I’m about to show you data from Google Analytics from 3 of my advertising partners.

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This business started with embedded live news sponsorship ads, 10 seconds long on WOWO in 2015.  In March 2016 we added Custom Audience Targeting and a SEM/PPC campaign from Federated Digital Solutions.

The first source is people directly typing in the business URL, which we have been saying on WOWO 15 times a week for nearly 60 weeks. Number two on the list are the C.A.T. Display ads from Federated Digital Solutions. #4 and #5 are the SEM/PPC digital ads we are doing. (7, 9 & 10 are spam.)

Let’s look at another local business.

2016-06-27 (1)

This business started on WOWO Radio with Live Endorsement ads in 2015 that include both their phone number and web address.  They are an established name with over 60 years in business. In February 2016 we added Custom Audience Targeting and on June 4th took over their SEM/PPC campaign.

Again the results from our Federated Digital Solution campaigns are amazing. #1 on the list is the C.A.T Digital Display ads. #5 is the results from 3 weeks of our managing their SEM/PPC compared to #6 which are the results from 5 months of SEM managed by their old vendor.

One more to share today…

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This is a local manufacturing company that sells wholesale.  Their very specialized market is worldwide.  We are only using a Custom Audience Targeting Digital Display Ad campaign that covers the entire U.S.A.  No WOWO radio ads.

This is the results after 6 weeks.  Once again Custom Audience Targeting Display Ads, (#1 on the list) is driving traffic to their website which was our goal.  We’ve looked at the details of who the people are that are seeing and clicking on their display ads and we are on track to help them make a lot of money.

Questions? Ask me.




Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Do You Know What C.A.T. Is?

Around the radio station we talk about offering a “CAT” advertising solution as one of the methods to help our advertising partners.

But most of you are clueless if I were to ask you, “Do You Know What C.A.T. Is?”

That’s alright because I’m going to take a couple days to explain.

First off C.A.T. is a made-up word. ScLoHo’s Web World

But that’s okay, because it’s an acronym for something pretty spectacular that is offered exclusively by Federated Media, the parent company of my radio station WOWO in Fort Wayne, Indiana.  We have a digital division called Federated Digital Solutions, and C.A.T. is one of the solutions.

C.A.T. stands for Custom Audience Targeting.  Here’s why those three words were selected.

Imagine if you could targeting your advertising so only specially qualified individuals saw or heard your ad?

If this was possible while watching T.V. that means the ads that you see while watching your favorite show would be different than the ads I see, while watching the same show at the exact same time!

Say you are into Country Music, and I’m more of a Classic Rock fan, you’d see ads for the upcoming country concert coming to town and I’d see some old rockers concert commercial.

So far, that’s not possible.  It’s not possible with television, radio, print ads, billboards either.

But it is possible with the power of digital display ads.  These are the ads that seem to follow you around after you’ve been to a website and ads for that website appear when you’re off looking up something else online.

What I just described is called Retargeting and it works by the website you visited placing a pixel or cookie on your web browser.  Retargeting is the oldest form of this digital display ad technology.

When I combine it with three other methods of finding the right target for your ads, it can be pretty powerful.

Those three other methods include Search Retargeting, Contextual Retargeting and GeoFencing.  Together, these 4 methods of finding the right audience for your digital display ads combined with other qualifying data helps us to create a Custom Audience Target.

Curious about how this works?  Contact me and I’ll show you.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Why I Prefer The “No Pressure” Method

I work in a world of opposites.

I help people solve their marketing problems.1-ziE_Gof9UCAMHXA5WpzVNg

I help them buy the solutions that take care of those marketing problems.

I don’t like selling.

Hang on a second.  Let me clarify.

I don’t like selling stuff to people who don’t want to buy the stuff I have for them to buy.

I prefer to sell solutions to people who want to buy solutions.

So what happens when I offer solutions to people that they should buy but for some reason they can’t or won’t?

I either wait or move on.

See, I prefer a no-pressure method.

If you are a potential client of mine, we’ll work on your schedule to launch because we need to use your time table.

Because I see opportunities as we discuss your business, I will stay on top of things and present options that may not be on your radar yet.  But compared to the sales guy that are focused on their monthly quotas and packages and what-not, I am “no-pressure”.

I call it focusing on the big picture.

Seth Godin wrote about this approach, calling it The Long Run: ScLoHo's Collective Wisdom

It’s about scale. Pick a long enough one (or a short enough one) and you can see the edges.

In the short run, there’s never enough time.

In the long run, constrained resources become available.

In the short run, you can fool anyone.

In the long run, trust wins.
In the short run, we’ve got a vacancy, hire the next person you find.

In the long run, we spend most of our time with the people we’ve chosen in the short run.

In the short run, decisions feel more urgent and less important at the same time.

In the long run, most decisions are obvious and easy to make.

In the short run, it’s better to panic and obsess on emergencies and urgencies.

In the long run, spending time with people you love, doing work that matters, is all that counts.

In the short run, trade it all for attention.

In the long run, it’s good to own it (the means of production, the copyrights, the process).

In the short run, burn it down, someone else will clean up the problem.

In the long run, the environment in which we live is what we need to live.

In the short run, better to cut class.

In the long run, education pays off.

In the short run, tearing people down is a great way to get ahead.

In the long run, building things of value makes sense.

Add up the short runs, though, and you’re left with the long run. It’s going to be the long run a lot longer than the short run will last.

Act accordingly.



Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

What Happens When I Google You?

Our previous article talked about making sure you put together a marketing strategy plan by asking and answering the right questions in the right order.  But hand-in-hand with that, I also need you to consider, What Happens When I Google You?

I do this all the time.  Before I meet with someone, I ask Google to find out whatever it can about that person or business. googlevoicesearch-listening

I’m not the only one who does this.   With the advances in our mobile tech to be able to search simply by talking, this is quickly becoming the norm.  So it doesn’t matter if you Google others, others are Googling  you.

Back to the question, What Happens When I Google You?

The worst that could happen is a bunch of negative results on page one.2016-06-26 (2)

But right behind that is no results on page one.


According to the internet, you do not exist.

I find this too often with business people that are wanting to promote their business.

In the olden days, before the internet, you needed a physical location and a phone number to be legit.$_35

Now you need to be found online.  That’s more important than a street address and phone number.

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And if you are on the first page with a link to what you want people to find when they Google you, excellent!

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You need to invest in more than a Facebook page, you really need to pony up the cash and buy your own domain and create at least a landing page that you control and is about you.

Let’s review:

  • People will Google you to learn about you
  • Negative results about you are bad
  • Not being found at all is also bad.
  • You have the power to be found by creating your own spot online

Need help?  Talk to me.




Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Media & Marketing Your Business in 2016

This week I was asked by my friend Kevin Mullett to sit on a panel for the Social Media/Marketing Breakfast that he emcee’s each month in Fort Wayne, Indiana along with Ric Johnson from Xymmetrix.

Kevin, Ric and me. Picture snapped by my friend Ryan Recker.
Kevin, Ric and me. Picture snapped by my friend Ryan Recker.

The topic was Online Reputation Management which included a great discussion and plenty of advice. This monthly event is 5 years strong and if you want details, contact me.

But what really struck me recently was the way media has changed over the past 5 years and even the 10 years before.  Some of the members of the audience weren’t involved in any form of media, online or otherwise 15 years ago.

From a marketing perspective, these millennials don’t know about life without the web.  Or they have lived a majority of their lives with the web.

Compare that with the 40 year old or 55 year old business person who has to make marketing and advertising decisions to keep their company alive and growing for the next 15 years.

Before 2000 a minority of businesses had a website.  Social Media really started to take off with MySpace from 2005 through 2008.  By 2009 Facebook became the largest Social Media platform and others have come and gone while even more have come and evolved as they discovered their niche.   In researching this article, I discovered that MySpace has a Facebook account!

Social media platforms have allowed all of us to be both consumers of content along with creators of content.  Facebook has launched a live video capability to compete with the others that offer similar options. This is vastly different than the media choices we had before.  One of the differences is the size of the audiences doesn’t compare.

Traditional media included T.V., radio, newspapers, magazines.  Lots of advertising options in traditional media.  Plus other traditional advertising options included yellow page phone books, billboard, direct mail and flyers/posters.

There has been an explosion of choices we have as consumers to get the entertainment and information we want and need.  Instead of settling for summer reruns or special summer seasons of TV shows, I will go to my Amazon Prime Video account and stream movies or shows I want to watch.  I can use my Google Chromecast to watch on my TV.  Others are using Netflix or Hulu or who knows what to watch video entertainment.

We have the ability as consumers to ignore the traditional media and still be informed and entertained.

However many of us don’t ignore traditional media.  I work in the radio industry and also online world.  Over 90% of Americans listen to a radio station every week.

We just got radio rating information and my station WOWO continues to lead the pack with more adult listeners than anyone.  Overall WOWO is one of 4 stations that has over 100,000 weekly listeners and 98% are over the age of 18.

WOWO is still a mass media that produces results for the advertising partners. Sadly that is not always true of all radio stations for a variety of reasons.

What about the online advertising options?  Technology has allowed us to pinpoint the people that a business wants as customers, anywhere in the world and deliver advertising marketing messages to them.  It’s sort of mindblowing.  But I’ve seen it in action with my advertising partners.  I’ll delve into some of those details next week.

Bottom line is simple:

  1. You need to invite customers to do business with you.
  2. There are people who will become your customers if you invite them.  They are spending their money every week on stuff they need and want.
  3. I can help you make that connection to invite them to spend money with you.

Want to know more?  Let’s meet.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

First Things First

A common mistake I keep seeing business people do is try and put together a marketing plan – backwards.

image from this uk website:

I get asked about what specials to advertise, or what discounts to offer and the problem is, those are gimmicks.

Gimmicks are not good.  Gimmicks are the result of not figuring out why someone should buy from you.

When I put together a Marketing Strategy Model, the actual advertising portion is the last item on the list.

Here’s a quote from another article that is true:

This marketing strategy requires discovering who you want to invite to do business with you, what those people are looking for, who else they could buy from, why your business compared to those others and then what is the best advertising vehicles to use to invite those folks to you.

Gimmicks are often used as a substitute for a solid marketing plan.

Want to offer the lowest price?  Sorry but Walmart owns that marketing position in the retail world.

How about food delivery that is super fast at lunch time?  Jimmy Johns already beat you.

Just about anything that you can think of that falls into that “special” category of offers has been tried.

Besides, we now have the power of the internet in our pocket to compare the offers that you think are going to be your marketing and advertising campaign.  I did it a couple weeks ago when a salesperson was trying to sell me something based on price alone. (He lost.)

Take the time to do first things first and if you want help, let’s talk.



Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

How WOWO Radio & Digital Marketing Solutions Work

I have an incredible job.  I get to help businesses

My area of expertise is marketing, media and advertising, something I’ve been doing in Fort Wayne since 2003 and actually for a couple decades before that.

Many businesses struggle with not having enough customers and they don’t know the most effective way to invite people to become their customers.  That’s where I come in.

I have two media platforms to work with and depending on the needs, we may use WOWO radio or we may use a digital solution to use the internet.

Right now, I’ll outline the most common methods that I just presented to someone this week:

WOWO Radio has been on the air for 91 years and is the most listened to radio station in Fort Wayne, Indiana by grown-ups.  100,000 weekly listeners is the number we are told by the radio rating/survey people.

WOWO is an excellent way to reach a mass audience.  With our news-talk format, listeners do not tune out when commercials come on and as a result, we have countless success stories from our advertising partners.  Ask and I’ll share some with you.

The digital marketing solutions are also an extremely effective way to invite potential customers to your business.  I can target ads to reach the specific criteria of people that you want to expose your business to.  I’m not limited to just our area, I have one campaign that is nationwide.  Another is targeted to only certain zipcodes.

With the digital marketing solutions offered by Federated Digital Solutions (the online division of our parent company), I can create a very specific and targeted campaign that is only limited by the parameters we decide.

It’s the combination of these two marketing solutions using WOWO Radio and Digital Marketing that allows me to help you succeed by connecting your business with new customers.

Want more details?  Let’s talk.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

The Power of Partnering

As I was preparing to write this a few days ago, so many examples came to mind, actually flooded my mind that I am going to limit the focus and let you expound and apply it to your situation.

The Power of Partnering is a Human Relationship Principle.pexels-photo-104337

When two people find ways to work together, often it’s not a simple addition equation, there’s a multiplying effect.

Let’s look at this through a marketing lens.

A donut shop and a sandwich shop opened a couple years ago near me. You might think that they are competitors for my food money when I’m hungry.  Which is true.

But there’s another dynamic going on at the same time.

I know have twice as many reasons to pull into their shared parking lot.

Last time I was there I got a sandwich from the sandwich shop.  Without the bread, just wrapped in lettuce.  And coffee from the donut shop.  It was a low-carb lunch to go.

Sticking with the subject of food for a second, the power of partnering goes back to my childhood days of having peanut butter and jelly sandwiches.  A PB&J is so much better than just a jelly sandwich or just a peanut butter sandwich.  Whoever created that food partnership was a marketing genius.

Marketing partnerships this summer that I’ve been involved with include the recent BBQ Ribfest.  My radio station, WOWO jumped in with both feet.  Ribfest is easily one of the top ten festivals in town, and with some folks it’s their favorite.  Ribfest spent advertising money with us and WOWO was the only radio station featured in their print advertising.

While most smart media outlets will at least mention Ribfest from a public relations and community involvement slant, for us it also involved a news story for 24 hours on opening day, social media posts including live broadcast on Twitter/Periscope of two of our radio personalities during the celebrity judging event on day two of Ribfest.  Then a 15 minute Facebook Live walk and talk tour of Rib Alley to talk with the vendors.  All of this was above and beyond any formal agreements.

Another marketing partnership I’ve been working the past year is with WOWO radio and the Fort Wayne Philharmonic. They spend money with us to advertise some of their concerts, they also give us tickets for additional exposure.

This year they asked WOWO if we would like to be their radio marketing partner for a free outdoor Patriotic Pops concert they will be doing on July 3rd and we agreed it would be a great fit.  If you attend, you’ll see the WOWO logo on the big screen at Parkview Field that day.  And if you attend any of the upcoming Philharmonic Concerts in the 2016-17 season, you’ll see an ad for WOWO in the program book.

I’m working on some other marketing partnerships for this summer too, but this idea of Partnering goes beyond the advertising partnerships and food partnering I’ve mentioned.

The Power of Partnering applies when I ask a friend for a recommendation for a __________. It taps into our Human Relationship Principles of wanting to help others.  I was asked by an old friend of mine for some assistance in teaching a class on social media.  As we talked, I realized there was someone else I knew who would be better at doing what she needed and so I connected them.

There’s a biblical reinforcement about being the giver found in the book of Acts, and we know from our own personal experiences the positive feelings we get when we help someone.  It’s a powerful Human Relationship Principle, this Power of Partnering, isn’t it?



Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

3 Keys to Successful Marketing

I was talking with a friend of mine 8 years ago and we came up with these 3 keys to successful marketing that can increase your business ten-fold.

No matter what vehicle you use for advertising and promotion, this still matters.key-colorful-matching-number-68174

3 Keys to Marketing


  1. Think like a customer. Too often we know all the ins and outs of our business and we have our areas of expertise, but that does not translate into what the customer wants. A long time ago someone pointed out that folks that buy a drill, really want the end result, a hole. If your drill can make it easier for me to make a hole, great. But don’t try and get me to care about all the technical stuff about the drill.
  2. Everything is a part of your marketing. Perception is reality. Cigarette butts on the ground near the front door; the gum smacking receptionist; the attitude of the head honcho; these are just as important, (or more) than your paid advertising.
  3. Dig Deep and Find Your Niche. I was in a meeting filled with business leaders and owners today and they were trying to describe their niche. Words like Customer Service, and Prices, were heard. Look, everyone is supposed to offer that. If you don’t then you are on the fast track to failure. Dig Deeper, and discover what makes your Customer Service different than your competitors. Sometimes this is not easy. Do it anyway.

Updated from the ScLoHo 2008 archives


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

Please Don’t Send Lazy & Stupid Emails

A co-worker asked me recently what I do to prospect.  In other words, what do I do to find new advertising partners.

My answer is different than what I would recommend others do because each of us have different connections and personalities and there is no “one-size-fits-all”.

One thing all of us have in common, is we need to be inviting people to do business with us, and the methods we use should be relevant to us and our potential customers.

Last week I received an email that was both lazy and stupid.

Lazy because the person did absolutely nothing to qualify me for his service.  And Stupid because, I now have a negative opinion of him and his company.  Here, take a look:


I use email as a communication tool.  I use it as a prospecting tool.  I never would send an email like Brian sent, and neither should you.  I’d like your feedback on why this email is lazy and stupid, or perhaps you think it’s okay. Either way, leave a comment, I’d like to know your thoughts.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

The Women Who Listen To WOWO Radio (part 2)

WOWO Radio has more Baby Boomer women listeners than any other Fort Wayne radio station by at least 10,000.  That was one of the items I pointed out in our last article.

Baby Boomer women control the biggest pile of consumer spending still and for the next 7 to 10 years. portrait-monochrome

Let’s continue with part 2 in a series from Mediapost, How To Connect With Baby Boomer Women.  Here’s the highlights that I can help you and your business with WOWO radio:

1. Don’t forget the purchasing power of self-employed Boomer women. Recognize that she is working and wants to find meaning through work as long as she can.

2. Avoid using the word “retirement.” She wants to connect with her aspirations through the increased freedom to choose how and where she will contribute through the full utilization of her skills and abilities.

3. Engage her in dialogue; she wants to establish an authentic relationship with you and your company.

4. Don’t make assurances on which you can’t deliver. Tell her what you’ll do for her, not how great you, your product or company is.

5. Listen to learn what is motivating her. The most important question you can ask is “What are you hoping your planning for the future will allow you to achieve.”

6. Don’t be afraid of a spiritual slant in your messaging. Survey results show 44% of Boomer women are turning to sources other than organized religion for spiritual guidance.

7. Although not very happy about it, she can laugh at the physical effects of aging. You can successfully use a “women like her” to comment humorously on conditions and circumstances only one of her own would fully understand.

8. Baby Boomer women are more active than you may think. Your images should reflect her full level and range of engagement in life.

9. Avoid using a single relationship to define her. She may be managing health care for her parents but she’s not only a “caregiver.” She’s also “grandma” but she would define her life much broader. The brands of suppliers who best support her multi-relationships underlying her purchases will win her business.

10. Cater to her desire to learn. Link your brand and products to opportunities to learn more about issues and concerns she faces every day. Her focus has shifted to experience, rejuvenation and personal growth.

11. Don’t talk down to her. What she didn’t gain through formal education she gained through experience. Insult her intelligence at your peril.

Want to know more?  Contact me.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

A Lazy & Stupid Email


Ironically, if you are here because of an email notification, it was a mistake and the real article will be published on June 15th.  Sorry about that, enjoy your weekend.



Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.

The Women Who Listen To WOWO Radio (part 1)

A few years ago when I started on the WOWO radio advertising sales team and I was sharing information about the WOWO listeners, I kept running into women who would say, “I’m a little unusual because I listen to WOWO.”

I pointed out to them that they were in good company.  Look at these numbers from our last rating survey:

Total Weekly WOWO Listeners age 12+: 107,000

Total Weekly WOWO Female Listeners age 12+: 44,000

Total Weekly Female Listeners age 45+: 34,000

That last number is important. Baby Boomer Women are the ones that have the buying power that most businesses want.  Of all the radio stations in Fort Wayne, Indiana, WOWO has more than any other station by at least 10,000. 2016-06-06

Last month Mediapost shared an article, How To Connect With Baby Boomer Women and I’m sharing the highlights because these are the Women of WOWO that I can help you reach.

1. If she feels your authenticity, that you have really listened to her and you genuinely care, she will reward you.

2. They love products that make them feel more creative and helps them connect to their friends and family.

3. If you are looking for better-educated women with more discretionary income, you will find her online. She is not just a passive observer; she is quickly adopting the internet usage patterns of younger generations and posting content herself.

4. She is free to choose the “best of” from all stages of her life, as well as incorporating new products, services and behaviors.

5. Marketers in search of aspirational messaging are advised to look higher up Maslow’s pyramid toward new levels of simplicity and altruism and away from icons drawn from the assumption that she spends money only to gain the approval of others.
6. Boomer women are more than six times as likely to make purchase decisions based upon their personal values.
7. Perceptive marketers recognize that the Boomer woman knows she has entered and is transiting through a new lifestage and will reward them for recognizing her special needs and interests.

8. Market to her through women like her. Keep in mind that women want to know that the person offering advice or inspiration is someone from both the gender and lifestage that has personally advanced through the same lifestages and transitions.

9. She doesn’t aspire to be ignored. They don’t like ads that never feature women 50+.

10. Show her respect by providing her the facts. A product example is Olay anti-aging products. Olay used an abundance of useful information and straightforward facts about their products with extensive reviews and ratings from other women rather than clever imagery.

That’s just the first 10.  Mediapost shared a follow up article this month that I’ll share the next time.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.