Are You Open to Ideas

Are You Open to Ideas

by | Dec 18, 2023 | Marketing and Advertising Insights, Sound ADvice

How was your year?

Are you excited about next year?

As a business owner, or manager or even someone without a title, every once in awhile we should stop and plan for the future.  Problem is many people do it alone, or with limited input.

Last week subscribers of my Sound ADvice weekly newsletter got some advice that I’m sharing today including a link for more tips.  If you would like to receive this newsletter free of charge, send me an email to Scott@WOWO.com and simply ask for the newsletter.  It arrives every Wednesday morning except for holiday weeks.

Here’s the Sound ADvice for planning your new year:

Before you owned or were managing a business, you may have been on the other side as an employee, and you probably had a lot of ideas on how you could improve your employers’ businesses.

There’s an old saying, “None of us is as smart as all of us”, or, “Both of us are smarter than one of us.” 

Guess what, like you, your staff just may have some ideas on how to improve your business. They’re in the trenches facing customer complaints and questions every day and oftentimes may have thoughts on how and what it would take to create happier customers.

There are several ways you can benefit from inviting more staff input on how to grow your business:

1.) Odds are some of your staff are from a younger generation than you and may be better at coming up with ideas that appeal to their generation.

2.) People whose opinions are solicited and respected are likely to respond positively and be better employees.

3.) When you act upon a suggestion made by your employees, they have a moral obligation to see that initiative through to success.

As the new year is approaching, now is a wonderful time to set in motion ways to improve your business in 2024.  Start by including your trusted employees in a brainstorming session.

If you want to make 2024 better than 2023, click here to read some helpful tips on how to set up, implement, and execute a successful brainstorming session.

Leadership Lessons

Leadership Lessons

by | Nov 6, 2023 | Sound ADvice, The Not-So-Secret Writings of ScLoHo

What does it take to be a leader?

That question was asked of myself and a couple dozen others this summer at a half day retreat our company held in August.

The answers were plentiful and good, as most of us were in a leadership position.  Some of us had a leadership title with people that reported to them, while others were leaders due to the work they did or how they performed.

One topic on the subject of leadership was sent out to subscribers to my Sound ADvice newsletter and it goes like this:

Are you a boss, or are you a manager?

When you approach the definition of the word boss or manager as a noun, they basically mean the same thing. However, when approached as a verb, they have drastically different meanings.

 

As a verb, Webster’s dictionary defines “boss” this way, “to order about in a domineering way”.  A “manager” is defined as, “to handle or direct with a degree of skill”. It even adds in, “to treat with care”.

Poor customer service is often the result of interaction with people working for a boss who is not happy with their situation. Strong, professional, and polite customer service comes from employees working for and with someone who is a manager.

The most successful managers today hire people who have a passion to do their jobs to the best of their ability…these people don’t need a boss. These people need a manager who will give them access to the tools, training, people, resources, and environment that allows them to perform to the best of their ability.

So, if you’re a manager, here’s an idea. Instead of giving your people a “to-do” list, try asking them to give you a “to-do” list. What do they need you to do to help them be more productive or deliver better customer service?

In our Twelve Ways to Create Happy Employees, number seven is “360-degree feedback”…asking your employees how YOU are doing.

 

Zig Ziglar said, “You can get whatever you want as long as you are willing to help others get what they want.”  It’s also been said that “You can be as successful as you want if you are willing to let others take the credit.” 

If you look honestly into a mirror and ask yourself, “Am I a boss or a manager?“, what would you answer?

If you’re a boss, are you ready to quit being the boss and become the facilitator or manager of your team’s success? A culture where the “boss” works for the staff and the staff works for the customer can create a successful company without anyone working for the company!

Happy employees will deliver happy customers.

If you would like to see the Twelve Ways to Create Happy Employees, click here now and start making happier employees, more satisfied customers, and more money!

For close to 10 years, I have worked for Federated Media and most of those years I got to work as a member of the advertising sales team for radio station WOWO. Then for close to 4 years, I got to lead the WOWO sales team and then took on the General Sales Manager position for 3 more stations.

Now again I am back to my first love of marketing consulting and advertising sales.  During those management years, I learned how challenging it is to be a boss, a manager, a leader with the title and consistently do a good job for your team and your bosses.

For those of you who are in that role and doing everything you should be doing I salute you.  If you need any help, or guidance, I have some recommended books and podcasts, just reach out to Scott@ScLoHo.net

If you would like to receive my Sound ADvice weekly newsletter, send me an email to Scott@ScLoHo.net.

Win Their Hearts Or Lose Their Business

Win Their Hearts Or Lose Their Business

by | Apr 16, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom

Numerous times I’ve talked about Trust being the biggest Human Relationship Factor that you and your business need to earn and protect when it comes to the success of your business in the eye of the public.

I just saw an article published by MarketingCharts.com that talks about consumer trust outside of advertising, but just as important:

Trust is a key component of brand loyalty, but it’s hard-won and easily lost. According to a Razorfish and GWI survey of almost 1,700 consumers ages 16-64, 58% of respondents said it was a “somewhat slow” or “very slow” process to gain trust in a brand that they recalled building a relationship with.

By contrast, when thinking about a time they lost trust in a company, 70% said they lost that trust quickly.

Now this article was focused on multiple factors that can build trust or destroy it including data privacy policies, online reviews from consumers, compatibility with political views and causes and so on, but to me what really stood out was how challenging it can be to win the hearts and trust of consumers and that it simply takes time.

But more than time, it takes multiple positive touches.

On the other hand, it’s really easy to lose a consumers trust.

When we run advertising campaigns for our clients, we work on under-promising and then over-delivering.  The opposite can destroy a company.

Here’s a link to the article: https://www.marketingcharts.com/customer-centric/privacy-and-security-229090 

If you want help or guidance creating trust for your company, reach out and we’ll talk.

 

Where’s The Money in 2023?

Where’s The Money in 2023?

by | Feb 27, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Depending on where you get your news and information, you’ve probably heard a lot of Gloom and Doom stories about the economy.

Some say we’re in a recession, others say “no, not yet, don’t label it with the R word.”

Some blame the President, others blame the previous President, some say Covid, others say… well whatever, it doesn’t really matter.

For those of you who age 35 or younger, your adult lives were relatively stable until 3 years ago, economically speaking.

By 2010, a mere 13 years ago, the U.S. economy was in a growth mode that lasted 10 years. Inflation was down, unemployment was disappearing, stock prices were on the upswing and overall, except for the political bickering, we really didn’t that much to worry about.

Sure, there was and is talk about climate change, human rights, making sure everyone was being treated fairly without bias due to gender, skin color, race, or anything else that needs improvement.

But for today, I’m talking about money and the health of our economy in the United States.

Generally speaking, as a group, we were doing well.

But the impact of Covid related decisions has thrown us into a bit of turmoil and confusion.  Shutting down businesses, toilet paper shortages, overwhelmed health care operations.  Followed by disruptions in the supply chain for essentials besides toilet paper and eventually rising prices has had an impact on most people.

Those of you under the age of 35 haven’t seen this before and that can create fear of the unknown.

Those of us who are old enough to be your parents, have lived through challenges similar to this and I’m here to attempt to reassure you.

I turned 63 on my last birthday and am at the tail end of the baby boomer generation.  When I was a teenager, Jimmy Carter was the President.  We had just survived the Watergate years with the resignation of Richard Nixon.  Gasoline rationing was going on because we didn’t have enough.  Our country recovered and grew in the 1980’s.

The next big crisis I recall off the top of my head would have been September 11th, 2001.  The world stopped as all air flight was grounded and we had no idea what to expect.  We made adjustments and continued until the housing market took a tumble in 2008 and again, gloom and doom was the mood.

2008 was the year that a widely unknown candidate for the Presidency of the United States went all the way to the White House on a message of Hope & Change. It was during the Obama years that those of you that are 35 or younger first started becoming aware of money and what things cost.

On my team at Federated Media, the youngest is turning 26.  She is the first year of Gen Z.  I also have three Gen X and two Boomers. The life experiences color each of their perspectives and outlooks on life today and in the future.  But each is different too due to factors not related to age.

The original question of this piece is not about attitudes but reality.

The reality of who’s got the money to spend in 2023.

As a generation, the biggest chunk is still with the Baby Boomers, followed by Gen X and then Millennials.

In advertising, there used to be an ideal age demographic that was initially 18 to 34 year olds for a number of years and then shifted to 25-54 year olds.

Nearly all the advertising was targeted to people in this demographic and the question to ask is why?

Baby Boomers were the largest generation ever, spanning the years 1946 to 64 for their birthdays and by the 1980’s most of them were between ages 18-34.

As Boomers aged and started families, the desired demo shifted to the 25-54 year olds and sort of stuck there.

Problem is the youngest of the Boomers are turning 59 this year and have fallen out of favor due to their age for the advertising community.

The exception seems to be all the medical and retirement advertising.

But believe me, the people who have the money to support your business still are the Baby Boomers with over 50% of the wealth and Gen X with nearly 30% according to several studies including MarketingCharts.com.

Marketers like to focus on youth, whether that’s Millennials or Gen Z, but Baby Boomers are the big spenders. A MarketingCharts review of the latest data published by the Federal Reserve confirms that Baby Boomers hold the largest share of US household wealth. However, Gen Xers, and to some extent Millennials, are seeing their wealth climb.

As the General Sales Manager of 4 radio stations in Fort Wayne, Indiana that target our programming to reach people with money to spend, even now, I can help you by connecting our listeners to you and your business so you can convert them to become your customers in 2023.   Email me for information:  Scott@WOWO.com

Trust is the Glue

Trust is the Glue

by | Nov 1, 2022 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo

Trust.

This five letter word is the glue that holds our world together.

Over the years I’ve been writing, publishing and podcasting, the theme I keep coming back to is Human Relationship Principles.  And the key to all human relationships is trust.

Before I dig into the marketing and advertising thoughts regarding Trust, let’s stand back at look around our world.

From the day we are born, we place our trust in an adult to feed us and take care of us.  As we grow older, we become more self-sufficient and those needs change but trust is placed in other things and people.  As simple as putting trust in the chair you are sitting in right now.  Trust that when you are driving down the road that the person driving towards you will stay on their side of the road while you stay on your side.  That’s trust.

Trust in relationships also pertains to agreements between countries.  A level of trust has to come with signing treaties. Agreements between companies always have a trust factor.

In the most personal relationships, we trust.  Trust that the person you lay down to sleep with is not going to harm you.

Trust can be broken and how we deal with broken trust will impact future relations.

Spending money on something involves trust too.  There is a reason some people buy chips from the dollar store and others buy them from the supermarket, but no matter where you buy them, you trust that what’s inside the bag is worth the money you paid.

When we don’t know who to trust, what do we do?

We look around for recommendations.

However not all recommendations are valued equally.

Research firm Ipsos released a survey that talks about who adults trust for recommendations.

The top couple of trusted groups are unchanged from surveys I’ve seen for decades.

7 out of 10 adults trust their family members and 2/3rds trust the recommendations of friends when deciding what or where to spend their money.

This has traditionally been called Word Of Mouth and I’ll get back to it in a second.

All the other sources for recommendations scored poorly,  Under 40% of adults trust casual acquaintances. Someone who works in the store or for the company were only trusted 37% of the time.

All the online resources including company websites, companies on social media, review sites, social media groups, even the social media influencers scored in the 30’s or 20’s out of 100 for being trusted enough to spend money.

Why is this you ask?

It’s all about the Human Connection.  We know our family, we choose our friends and we trust friends and family to have our back.  All those others, they’re just out for themselves, at least that’s our perception, deep down in our gut.

Marketers are looking to create advertising campaigns that will persuade us to buy what they are selling.

Smart marketers include the trust factor in their plans.

9 years ago, I joined Federated Media’s WOWO radio advertising sales team.  I had worked for other media companies and radio stations in Fort Wayne and I even worked for Federated Media earlier in my life on the air for sister station WMEE.

Why did I join WOWO in 2013?

Trust.

Ben Saurer was a young 20 something-year-old whose first real job was working in radio at a group of stations I was with and he left when he was hired by Federated Media to become their General Sales Manager for WOWO.  I knew Ben from our time together and I trusted Ben.

I trusted Ben enough to meet with him on the sly as I was working for an e-commerce company, as hour out of town, to discuss the possibility of us working together again.  Difference was, I would be working for him instead of the other way around like when we first met.

This trust factor along with trust in my own ability led to my taking an initial pay cut without a guarantee that I would earn it back; along with being the 5th person on a five person sales team.  A little background on what it means to be #5 on a 5 person team.  You’re not sitting in the superstar spot.  #5 on a 5 person sales team is a revolving door.

Nothing was promised to me, no established accounts to take over, none of that, just an opportunity that was mine to take advantage of.

All of the accounts from my past were handled by the other 4 members of the WOWO sales team.  Let’s be blunt about this.  #5 on a five person team has about a 10% chance of making it, and that’s optimistic.

During the first year, I ended up winning the Super Goal award for Federated Media’s Fort Wayne stations.  Out of about 20 sales people, I exceeded my budget goals more than anyone else when measuring percentages.  I was not the top salesperson, I was not in the top 5, I don’t know where I was actually in dollars, but I beat expectations.  That 10% chance of survival was overcome and then some.

2014 was my first full year at WOWO.  2015, 2016, 2017 and 2018 were mostly growth years. And then 2019 something happened.

It was a year that exceeded expectations and budget goals again and I ended up winning the Super Goal award for Federated Media’s Fort Wayne stations again.  The difference in dollars was tremendous however. 2019 versus 2014 for me was a difference of around $500,000.

Besides winning the Super Goal award, I also won the Account Manager of the Year in 2019 for the entire Federated Media organization.  That was based on dollars.

Trust was the reason behind this success.  Business owners grew to trust me and the radio station, WOWO.  Now WOWO itself has earned respect and trust for it’s legacy that began in 1925 and in a couple of years will be celebrating a century on the air.  WOWO has had legendary radio personalities and our current line-up features two outstanding people who are trusted by their listeners.

Pat Miller hosts the Pat Miller Talk Show, weekday afternoons from 3pm to 6pm and Kayla Blakeslee is the host for Fort Wayne’s Morning News weekday mornings.

When Pat and Kayla talk, people listen.  But it’s more than listening, a relationship develops over time.  This is what happens what a radio personality is allowed to be real and share themselves on the air and as a news and talk formatted station, WOWO listeners have developed a Trust relationship with us.

The most successful campaigns on WOWO have Pat or Kayla as their spokesperson.  Their listeners Trust them,  it’s Word Of Mouth with a Bigger Mouth.

Recently I took over the sales departments at sister stations 1380, The Fan, our Sports Talk station; along with 98.9 The Bear, Federated Media’s Heritage Rock Music Station and BIG 92.3, our Classic Hits Music station.  The trust factor is there too on our music stations and here’s why…

No matter if you’re listening to Brett on the Sports Rush, Pat or Kayla talking about the news, or listening to your favorite tunes on BIG or the Bear, you are not just intellectually involved, you are emotionally involved too with your favorite stations.

Trust is an emotional connection and that is why I have seen so many businesses be successful when they invite listeners who have an emotional bond with their favorite station, also trust the advertisers, especially when the ads tie into that emotional side of us and nurture trust.

Sure, you can create some boring ads that just present the facts and hope they work.  You can create some gimmicky ads to promote what YOU want to sell, but if they leave out the human side and do nothing to build trust, your chances for success are limited.

Want to know more about how to integrate Trust in your marketing outreach?  Contact me.

https://omny.fm/shows/the-scott-howard-genuine-scloho-media-and-marketin/287-scloho-podcast-trust-is-the-glue