How WOWO Radio & Digital Marketing Solutions Work

I have an incredible job.  I get to help businesses succeed.ee

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 Scott@ScLoHo.net 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 Scott@ScLoHo.net 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 Scott@ScLoHo.net 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:

2016-06-10

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 Scott@ScLoHo.net 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 Scott@ScLoHo.net 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.

people-failing-at-their-job-13

 

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 Scott@ScLoHo.net 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 Scott@ScLoHo.net or 260.255.4357.

The Wrong Way To Buy Advertising

I recently wrote a couple articles that gave you the specific price per ad on WOWO radio.

But I must warn you.

The wrong way to buy advertising is by price alone.

If you only use price, then odds are you are going to go with the lowest price.

And lowest price with nearly anything often is the lowest value.

I’m not saying price is unimportant, but it is all relative.

A better way to buy advertising is to start with the end in mind.  You need to know why you want to advertise before you decide how much to spend on advertising.

You need to know what success looks like.

Not just success, but Top Of The Mountain Success!

Also you need to know what medium level success is.

And break-even success.  Because the odds of success are against you.

The majority of businesses that were started in the past 5 years went belly up.

I’m talking post-recession too.

So if considering price only is the wrong way to buy advertising…

and…

you need to know what the different levels of success look like, (in black & white)…

What is the Right Way To Buy Advertising?

It involves creating a business plan that includes a Marketing Strategy Plan.

The word 'Strategy' highlighted in green with felt tip pen

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.

It’s not until the last step that price is a factor.

Want help?  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 Scott@ScLoHo.net or 260.255.4357.

Another Secret To Successful Advertising with WOWO Radio

When I started on the WOWO radio advertising sales team, I needed to create a new recipe for building successful radio advertising campaigns. Seems like most of my established co-workers were using the formula that included Live 60 second Endorsement Ads because they worked.

They worked so well that my options were limited. Those live 60 second endorsement ads carried exclusivity for the advertiser.  If I wanted Charly to endorse a dentist, he wasn’t available because he was already endorsing another dentist.  Same thing with other business categories that were successful on WOWO.

So here’s what I did. maxresdefault

Instead of live 1 minute endorsement ads by the personalities, I opted to use live 10 second embedded news sponsorship ads.  These shorter versions when used the way I set them up worked and still work under the right circumstances.

It’s not really a secret, but it was something my peers were not doing the way I did it.

Live embedded news sponsorship ads that are just 10 seconds long are read by the WOWO news hosts and WOWO personalities within the context of the news, weather, or sports reports.  We have 37 slots each weekday between 5am and 6pm.

My first year at WOWO, I started using these to get my advertising partners on WOWO and because of the way I did it, it was successful.  It became so successful that we had to start keeping track of the amount of inventory we have each week for them and applying the supply and demand price model.

When we are nearly sold out, these are $50 each.  That’s less than 1/2 the price for a 60 second radio commercial on WOWO, but there are certain conditions that must be met for this kind of campaign to work.  Also, I don’t believe you can transfer this recipe to a music based radio station with the same results.

Here’s what I look for to even consider using this:

  1. Can we communicate the advertising message in 10 seconds or do we need more time due to the complexity of what should be said and/or competition? That is a must.
  2. Is there a simple call to action, usually a website or location that we can direct people to in the message?  This depends on what we are looking to accomplish.
  3. Is there going to be enough of a commitment of money and time to enable this to work? This is a question I need answered no matter what kind of marketing plan I develop.

Will this work for you?  Maybe.  We should talk first.  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 Scott@ScLoHo.net or 260.255.4357.

The WOWO Advantage for Advertisers with Endorsement Ads

Trust. It’s what makes the world go ’round.

Trust is important in all of our relationships and business transactions.

When we spend decide to spend money, we do it because we trust the value in what we are buying.  Doesn’t matter if it’s a $5 cup of coffee or a $75 dinner out on the town, we trust the people to serve us food and drink that it’s what we expect.

What does trust have to do with advertising on WOWO radio in Fort Wayne?

I have a not-so-secret tool in my advertising solution toolbox that helps your business earn trust.

Endorsement ads with Pat Miller, Charly Butcher, Rick Wolf or any of our news hosts.

image from http://media.21alive.com/images/NBC33_WOWO_Morning.jpg
image from http://media.21alive.com/images/NBC33_WOWO_Morning.jpg

Here’s how they work:

Last time I mentioned we have 97 one minute commercial slots each weekday during primetime available.  Out of those 97, WOWO has a very limited number reserved for live endorsement ads.  Just a few each hour between 5am and 9am and between 3pm and 6pm.

These are the most powerful 60 second ads on WOWO. For years, before I joined WOWO, these where the Gold-Standard for the very best type of advertisement your business could have on WOWO, because of the trust factor.

Here’s why they work:

I’ll use Charly Butcher as an example. Charly has been a radio personality in Fort Wayne for over 30 years.  13 years ago Charly moved from doing mornings on our sister station, music based WMEE, to host Fort Wayne’s Morning News on WOWO.  Charly Butcher is a well known radio personality in Fort Wayne.

When Charly is interviewing the Mayor, the Governor, or one of our Indiana U.S. Senators or Congressmen, he is trusted and credible. When Charly and his morning news team are keeping us up to date on news, sports, traffic and weather, he is trusted too.  That trust factor carries over to the advertising partners he endorses.

Live endorsement ads carry the full power of WOWO plus the added endorsement power of the WOWO personality.  When Charly mentions Wicks Sugar Cream Pie, people know that they are good.  When Pat Miller mentions Doc Dancer Heating, Cooling and Generators, people know they can trust Doc Dancer.  When Rick Wolf mentions the specials at Milan Center Feed and Grain, people know the value because they trust Rick, Pat and Charly.

One other thing we do to protect the credibility advertisers receive when signing up for endorsement ads on WOWO: Exclusivity.

First off, we on the WOWO advertising sales team do our homework to find companies that are honesty and trustworthy.  But the radio personality gets the final say on whether or not, he (or she) will endorse each company.  Each radio personality will only endorse one company per business category.

A couple of footnotes before wrapping this up today.

We have both live and recorded 60 second endorsement ads. The recorded versions are usually used when Pat or Charly take time off and they can also be used at other times, contact me for details.

60 second endorsement ads are more expensive than a standard 60 second ad on WOWO. The premium price is well worth it, I’ve been amazed at the success stories from our advertising partners who tell us about the returns on their investments in this type of advertising.

Contact me if you would like more information and next time I’ll share another recipe for successful advertising with WOWO I created a few years ago.

 

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 Scott@ScLoHo.net or 260.255.4357.

How Much Does A 60 Second WOWO Radio Ad Cost?

Last week I began updating a series from 2015 on the price of advertising on WOWO Radio and in Fort Wayne, Indiana overall.

Today, an updated answer to the question: How Much Does A 60 Second WOWO Radio Ad Cost? Calculator How Much Can You Afford or Save

$110 per minute is the new standard for a 1 minute recorded commercial on WOWO radio during primetime.  Primetime is 6am to 6pm, weekdays.

Primetime is when WOWO radio’s audience is the largest. Compared to radio stations with a smaller audience, WOWO’s prices are appropriate.  But hang on a second and I’ll tell you how WOWO sets our prices.

It’s not really about the size of the audience.  The price of advertising on WOWO is based on the common law of supply and demand.

Each week, we update the WOWO rate card which list prices for the next 13 weeks.

Between 6am and 6pm each weekday, there are slots for 97 one minute radio commercials. Looking ahead over the next 4 weeks, there are only 4 slots open per day. That’s 93 of the 97 slots for a 60 second radio commercial are already sold. WOWO is 96% sold of one minute commercials in primetime for the next 4 weeks.

The demand is at an all time high.

What causes the demand?

The results that our current advertisers are getting. The radio advertising campaigns we air on WOWO radio are paying off for our advertising partners.  It’s that simple.

As the demand stays high, the supply is low and the price stays high, just like any other business.

Because my rate card goes 13 weeks, I see that in about 10 weeks we are only about 75% sold out. But as each week goes by, we continue to fill those empty slots.  We will be looking at being 95% sold out all summer long.

The price of an individual commercial is not really the best way of evaluating an advertising campaign, but it is an important factor that I have to take into consideration when creating your advertising campaign.

Questions?  Contact me.  And more coming on Wednesday.

 

 

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 Scott@ScLoHo.net or 260.255.4357.

Phone Call From The Cat

On this 3 day weekend, I thought it would be appropriate to take a break from my usual postings and  share something funny, weird, or just strange. 1011091947a

This week my wife called and apparently she just dialed the phone for the cat.  This was on my voicemail:

If you listen closely, it’s a request for food, or at least a request to pick up a bag at the grocery.

Have a safe and fun Memorial Day 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 Scott@ScLoHo.net or 260.255.4357.

How Much Does It Cost to Advertise

This is the question that is on the tip of the tongue of any business owner when some ad sales person calls on them.

How Much Does It Cost to Advertise?

I’m going to update a series that I originally published in 2015 to answer that question.Information

It’s both an easy and difficult question to answer unless you are “just a salesperson“.

I detest the typical advertising salesperson, but I really enjoy what I do which includes selling advertising.

The difference is the approach and big picture. My approach is to discover what can help a business become more successful in marketing to present and future customers and often a part of that involves creating an advertising program on my radio station, WOWO.

The “just a salesperson” will attempt to sell you their stuff with very little understanding (or regard) for your big picture goals.

But wait, How Much Does It Cost to Advertise?

In traditional media, there are rate cards, some are publicly available.

In Fort Wayne, our daily newspapers  rate card are online here.  It’s confusing and unless you know about “column inches”, it’s not easy to understand.  The link above goes to a rate card that is still available online, but their website has taken away the direct link.

KPC is another print media company that has some pricing online too.

At least one of the TV stations used to have a rate card you could find online but not anymore.

Radio stations have rate cards too that are either guidelines or very strict.  However with most stations, these are a closely guarded secret. You have to talk to someone and often that someone is “just a salesperson”. Yuk, to put it politely.

The main reason I haven’t shared this publicly before, is two-fold:

  • When I worked for other radio stations, I was not allowed to because of some fear that our competitors would find out. But this is a very paranoid way of thinking.
  • The price of a 60 second ad should NOT be the main criteria for deciding who to advertise with.

Regarding the first reason, we at WOWO, really don’t care if other media find out what are prices are.  I am not in a price battle with them.

And secondly, under most circumstances, the way I work goes beyond quoting prices.  I work to create solutions to get the word out about your business, utilizing the tools I have along with the experiences and resources I have access to, all designed for you and your business goals.

Sorry to drag this out, but I need to set the stage and I promise to give you the prices and tips on how to buy advertising with me on WOWO.

Coming next, the price of a 60 second ad on WOWO.

 

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 Scott@ScLoHo.net or 260.255.4357.

Have You Tried Human Relationship Marketing?

I know, it sounds like something a little weird.  Or it sounds old school, or maybe it sounds like something new along the lines of A.I. or V.R. (That’s Artificial Intelligence and Virtual Reality).

Human Relationship Marketing. ScloHobook banner

It’s not a gimmick, it’s not new, it’s not even weird and it isn’t old school either.

Human Relationship Marketing is simply this:

Following the relationship principles that you and I as human beings, are a custom to as people and apply those to any and all your marketing.

Let me give you an example.

This is my most famous example I use and it applies to most of the people I talk with…

“If your spouse asked you to marry him/her the first time you met, would you have said yes?”

Almost everyone I have asked that question tell me no.  For different individual reasons, but there is a common thread that is a Human Relationship principle.

To go from, hello to forever and ever requires some time to get to know the other person.  We call it dating.

Even if your relationship didn’t start as a dating relationship, maybe you were just friends, the more time you spent with each other the more you became familiar with that other person.

That familiarity is what developed the trust that then moved to love that evolved into a commitment to each other.

The best advertising and marketing follows these same relationship principles.  You need to trust a person or company before you pay them for a product or service.

You know that queezy feeling in the pit of your stomach when you are about to spend money on something but you’re unsure because you aren’t sure you’re making the right choice?  It’s a trust issue.  And trust is related to human relationships.

I don’t care if it’s $5 for lunch or buying a house and committing to big bucks with a monthly mortgage payment, you need that sense of trust or you won’t do it.

Back to the dating example and how it applies to advertising…

The more we hear about a company, the more we are likely to trust them.  Last summer I needed someone to fix our air conditioning at our house.  The day before, I had no intention of shelling out money to fix this problem because I wasn’t aware I was going to have this problem.

But when we had the need, we knew who to contact because we were familiar with the company.

Ever since I was a kid, I heard about this HVAC company, Doc Dancer and they were top of mind when we needed their help. They continue to market themselves year after year, month after month, week after week, nearly everyday.   They’ve been “dating” me for a long, long time with their advertising and when I needed them, I called.

Others could have done the work and got our home temperatures cooled down that summer day, but none of them had built that trust by using human relationship principles like this company, Doc Dancer did.

This is very different from the way most small and medium sized companies plan their marketing, but it is by far the most successful long term marketing strategy you can do for a successful long term business.  Want more info?  Let’s connect.

 

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 Scott@ScLoHo.net or 260.255.4357.

WOWO’s Baby Boomer Audience Wants To Spend Money With You

I’m going to lay this out for you, Mr/Ms Business Owner in the Fort Wayne area:

WOWO’s Baby Boomer Audience Wants To Spend Money With You

A lot of attention is given to the under 50 crowd because, well, people over 50 are nearly dead,  Or dead broke.  Or drooling toothlessly in their soup, or…

I wonder what other myths you have about Baby Boomers? I found an article that addresses some of them.  We’re going to look at them in a second. wowo_mic

First the relationship between WOWO & Baby Boomers.  WOWO radio was the radio station we listened to as school kids to find out if we had to go to school or if old man winter caused the school’s to close or delay.  As a 6 year old when my family first moved here, we learned that Bob Siever’s was Mr. WOWO with all the answers in the 60’s and 70’s, (my youth).

Now in 2016 WOWO continues to have the largest audience in town of adults over 21 years old and the biggest chunk of those 100,000 weekly listeners are baby boomers.

Let’s break some Baby Boomer myths from the article:

Who’s got the money to spend? Boomers accounted for 70% of the disposable income in the United States in 2012, and they will continue to be the wealthiest generation in the country until at least 2030, when they’ll still have nearly 45% of the disposable income. s

Here’s 3 more from the article:

1. Baby boomers are not tech-savvy.

Both Steve Jobs and Bill Gates were born in the boomer years, and their generation was the first to experience the massive productivity increases that technology can drive.

Baby boomers are just as tech-oriented as are younger generations. Eighty-two percent of Boomers use Facebook, with 15.5% spending more than 11 hours per week on the site. Boomer women are also one of the fastest-growing categories on Pinterest. They also spend more time consuming and sharing content online than do other demographics.

2. Baby boomers are reluctant to spend money.

Adults 55-64 consistently outspending the average consumer in nearly every category.

In fact, if taken as their own economy, the 100 million Americans who are aged 50 and over would rank the third largest in the world behind the U.S. and China. When it does come to retirement, however, two-thirds plan to spend more time doing things like shopping, traveling and entertaining.

3. Baby boomers are old fashioned.

A recent study called Baby boomers “media-loving, eternally optimistic, self-indulgent consumers.” Now that they’re rid of burdens like college tuition, mortgages, and child care expenses, they’re looking to re-tool themselves and re-define their lives. Now rid of debts and obligations, they have the means to do it.

 

Want some examples of Boomers?  Boomers are not your elderly grandparents. Prince was a baby boomer. So was David Bowie. Johnny Depp, Demi Moore, Madonna, Oprah … all baby boomers. Not a single, crotchety, old fogy among them.

Adding to the clear proof of Boomers’ immense consumer power, they drive almost 50% of all retail sales whereas Millennials represent a mere 10%.

Here’s the opportunity that you have with WOWO Radio.  Want to see how it can work for your business?  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 Scott@ScLoHo.net or 260.255.4357.

4 Marketing Lessons from Bernie Sanders & Donald Trump that will Make Your Business Great

I have a love/hate relationship with the Presidential election season.sanderstrump_mashup

I love pulling a few marketing lessons out of the hi-jinks.

But I also hate the nasty tone and the lies that are used to convince us who to vote for.

First off, I’m not going to suggest you should ever lie in your ads.  Even if the FTC or BBB doesn’t catch you, I don’t want to be associated with deception.

So let’s move on to the 4 Marketing Lessons from Bernie Sanders & Donald Trump that will Make Your Business Great:

  1. There are people who want to support you and your business. Both Bernie and Donald have tapped into a % of the population that are unhappy with the status quo.  In the past, many of these folks didn’t even vote. This year Bernie and Donald have delivered a message that echo the thoughts and feelings of those who felt the establishment had abandoned them and they came out to the rallies in record numbers and also voted in huge numbers.
  2. A consistent message works wonders. For this I’ll turn my attention to Donald Trump. While the media was waiting for Donald to implode with one outrageous comment after another, Donald continued to stay on message, Make America Great Again and he continues to wear that silly hat.  Nearly everything he says (besides the insults) are on message.482327612-republican-presidential-candidate-donald-trump-gives.jpg.CROP.promo-xlarge2
  3. Focus more on your customers, than you. Bernie has been a master of this. Instead of promoting himself as the greatest potential POTUS ever, Bernie Sanders has focused his campaign on creating a political revolution that gives power to the people who have felt left out.

    UNITED STATES - SEPTEMBER 14: Presidential candidate Sen. Bernie Sanders, I-Vt., speaks at Liberty University's Convocation in Lynchburg, Va., on Monday, Sept. 14, 2015. (Photo By Bill Clark/CQ Roll Call)
    UNITED STATES – SEPTEMBER 14: Presidential candidate Sen. Bernie Sanders, I-Vt., speaks at Liberty University’s Convocation in Lynchburg, Va., on Monday, Sept. 14, 2015. (Photo By Bill Clark/CQ Roll Call)
  4. Be real and be different. Neither Sanders or Trump used typical political tactics.  Bernie decided to stay away from Super PAC’s and instead sent out emails to his supporters asking for small donations, like $27.00.  Donald spoke his mind, and it was refreshingly blunt according to those who are supporting him.  Being real and being different will also work in your advertising if you also follow the other 3 lessons I mentioned.

Want help applying this to your business?  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 Scott@ScLoHo.net or 260.255.4357.

The 2nd Most Neglected Element of Your Business

I sometimes think that it’s the most neglected element that business people ignore, but then I hear horror stories about stuff people do or don’t do that could put them in the slammer…

Stuff like, not paying your taxes, not pulling permits, not doing washing your hands.  Okay, that last one might not land you in jail but, I recall visiting a restaurant a few years ago and I noticed that there was no soap in the restroom.  Sure enough, they were shut down by the health department soon after.

So besides that one nagging thing that is at the top of your list of neglect, (and you know what your number one is), what’s The 2nd Most Neglected Element of Your Business?

A solid marketing plan. Whats-Your-Plan

There is no “one size fits all magic marketing plan”.

Beware of any sales person that attempts to sell you those magic beans, Jack.

Instead, find someone who can take you through the steps to formulate a plan that is centered on YOUR BUSINESS.

This is what I do.

I will take you through a process to develop a Marketing Strategy Model and together we’ll formulate a plan that is designed for you.

I’ve heard all the reasons why you haven’t done this and some are legit while others are just excuses.

I don’t care.

If you are serious about your business and are serious about wanting it to be successful and need someone to help provide guidance with the marketing and advertising, I’m your guy.

Let’s meet and in the meantime, take care of whatever number one is on your list of neglect.

 

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 Scott@ScLoHo.net or 260.255.4357.

Are You Hiding in Plain Sight?

If someone is looking for your business because they want want to spend money with you, or at least consider spending money with you, can they find you?nothing-found

This is a problem with lots of businesses, big and small.

I have a friend who has a successful painting business that he’s been operating for over 30 years.  But you can’t find him unless you know exactly how to connect with him. There are a couple ways to spell his last name and he doesn’t have a website, his Facebook page has less than 100 likes, etc.

I also have friends who have had a successful business for nearly 16 years that does pretty good.  They are local owners of a world-wide franchise, so they can be found online. But they also launched a related side business and due to limited name recognition, they are not being found by people who want to hire them.  I know this because I got an email from someone who was looking for them, but didn’t remember the exact name of the company.  He tried to no avail but it was impossible.

Another friend who had decent exposure online, if you knew her name, but there was a Google Map listing that showed up with all the wrong contact information because she moved.  I learned this old listing was over 5 years old and who knows how many thousands of dollars she has lost because she was “hiding in plain sight”?

This is just 3 examples of a dozen I could mention off the top of my head that I’ve seen this year.  None of these people or businesses are out of business, yet…

I say yet, because the danger is there.  If people don’t know how to find you, how to connect with you or simply can’t because your online presence is missing, wrong or inaccurate, You need to fix it.FDS300

Too busy?  That’s a terrible excuse.  Don’t know how to fix it?  Hire a professional team that specialize in this.  I’ve got one at Federated Digital Solutions and we can help. Contact me now with a text or phone call to 260-255-4357 or email Scott@WOWO.com.

 

 

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 Scott@ScLoHo.net or 260.255.4357.

How To Build A Successful Radio Advertising Schedule with WOWO

I had a new co-worker ask me about this recently and decided to share it with you too.

This is different from the complicated way a lot of people attempt to sell advertising on radio and television.  It’s also better and easy to understand.

We’re going to start with human behavior.

Nearly every morning there are a bunch of people who arrive at their office at 8am.

Right before they arrived at the office, most of them were in their cars and most of them were listening to the radio.  A lot of them were listening to WOWO radio. Depending on how long their commute took them, we can assume that most hopped in their car sometime between 7 and 8am, and had up to an hour of time listening to WOWO.  This is their human behavior 5 days a week.

Another part of our humanness is how we form relationships. Human relationships are built on trust and trust builds as we become familiar with someone. That’s how successful dating relationships work and it also applies to successful advertising relationships.

Let’s cut to the chase:

Advertise 5 days a week between 7 and 8 am and you and your company will build a positive relationship with the people who are listening to WOWO between 7 and 8am.

Do this every week, forever and you will become a trusted business and have top of mind awareness in the minds and hearts of those listeners that hear about you every day. ee

Once you’ve committed to this advertising schedule, then add to it by adding a second hour, 5 days a week, forever.  Then add a third hour, maybe a fourth hour.

This will work.  I’ve done this since 1986 and refined it over the years to keep it simple and make it successful.

Let’s talk about your business and see how to apply it and create a successful stream of new customers for 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 Scott@ScLoHo.net or 260.255.4357.

The Power of Hype


May, 2011 the rapture was to have occurred according to Harold Camping.

It generated enough attention that it was the top trending topic a few times that week and weekend on Twitter.

CNN, CBS, and the other networks all spoke of it both before and after.

Most people did not believe the hype, but had fun making fun of the hype.

When the Hype for an event, product, service, or person is bigger than than the event, product, service, or person; credibility is lost.

You don’t have to do something on the scale of a rapture prediction to create Hype.

You can create an incredible offer, promise or guarantee.

Just make sure you can back it up.

 

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 Scott@ScLoHo.net or 260.255.4357.