by Scott Howard | Mar 25, 2016 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard
Wrapping up a three-parter on mass media and advertising with a smarter way to spend your marketing budget.
First we looked at the changes in mass media and then we explored the idea of mass media marketing today.
Today, I’ll show you how to pick the advertising mediums that make sense for you.
It’s all about targeting. 
If I am selling funeral insurance, I don’t want to spend my advertising money delivering my message to teenagers.
If I am selling orthodontics, I don’t want to spend my advertising money delivering my message to people with dentures.
Mass media has specific information about their individual audiences. I can tell you the age range of all of the Fort Wayne radio station audiences and the number of listeners to each station according to the latest data that I get twice a year. Mix that information with the other sources and I can give you recommendations for what stations to consider based on who you want to reach with your message.
There is one other way to target that is possible due to the advances in technology. I’m talking about online digital ads. Imagine if you could pinpoint your advertising to only be seen by people who are interested in what you have to sell? Would that be of value?
I see you’re nodding your head in agreement.
There are multiple ways I can do this that is independent of what I do with my radio stations, however, it may make sense to do both and have me handle the coordination of everything.
After all, you have a business to run. You have your area of expertise that people are paying you money to provide. I have mine too. My area of expertise is to help you target your advertising messages to invite people to spend their money with you. Contact me for help.
by Scott Howard | Jan 13, 2012 | ScLoHo's Web World
MarketingProfs.com shared this this week:
Gen-Y Facebook users (those now roughly age 18-29) often use their Facebook profiles as an extension of their professional personalities, even as they socialize with family and friends, the study finds.
On average, Gen-Y Facebook users are connected to 16 co-workers via Facebook, although that number is a relatively small percentage (2.3%) of their total average friend count (696):
Below, additional findings from Millennial Branding’s study of 4 million Gen-Y Facebook profiles, gathered via
Identified.com’s database on Facebook.
Gen-Y Facebook Users Define Themselves by Colleges, Not Workplaces
Only 36% of Gen-Y Facebook users list an employer on their Facebook profile, whereas 80% list at least one school.
Short work stints are common: Gen-Y Facebook users spend an average of just over 2 years at their first job—and, interestingly, “owner” is the fifth-most popular title among this entrepreneurial generation.
Moreover, only 7% of Gen-Y Facebook users are employed by a Fortune 500 company, according to the study.
Top Employers
Likely a sign of a down economy, the travel and hospitality industry now employs most Gen-Y Facebook users (7.2%), followed by consumer products companies (6.8%) and the US Government and Military (4.5%).
The US Military is the largest Gen-Y employer overall (3.2%), followed by second-ranked Walmart (0.53%) and third-ranked Starbucks (0.45%).
Deloitte (0.189%) and Hollister (0.187%) are ranked No. 11 and No. 12, respectively.
About the study: Data and analytics for the
study were provided by
Identified.com, the largest professional database on Facebook. The study was complied on November 15, 2011, among 4 million Gen-Y users (age 18-29) and roughly 1 million users listing a job entry; 90% of users were located in the US.
by Scott Howard | Nov 18, 2011 | ScLoHo's Web World
I’ve got two daughters who are in this category:
(from mediapost)
Count On Mom Bloggers For Social and Environmental Support, And Votes
According to a new study from Scarborough Research, Mom Bloggers’ social and political influence reach far beyond the confines of the playground (Women with at least one child in their household and have read or contributed to a blog in the past 30 days. They make up 14% of all American moms.) The study shows that Mom Bloggers are much more politically involved and socially mindful than their non-blogging counterparts, and are more than twice as likely as all mothers to have contributed to a political organization in the past twelve month
76% of Mom Bloggers assert that they “always” vote in presidential elections, while 45% “always” vote in state elections. In terms of party identification:
- 29% of Mom Bloggers self-identify as Democrat
- 25% as Republican
- 29% as Independent.
- 12%Independent but closer to Democrat
- 9%Independent but closer to Republican
While no single political party unifies Mom Bloggers, the Study shows that they find consensus via cultural and environmental issues. They are more than twice as likely as all moms to have contributed to an arts/cultural organization. Additionally, Mom Bloggers are:
- 75% more likely to have contributed to a social care/welfare organization
- 64% more likely to have contributed to an environmental organization
- 85% more likely than all mothers to support a politician based on environmental issues
- 38% more likely to have done volunteer work in the past year
Deirdre McFarland, vice president of marketing and communications, Scarborough Research, notes that “…as politicians become more digital-marketing savvy and their campaigns more technologically sophisticated, the Mom Bloggers’ influence in the online community might make them a key demographic to watch this election year.”
Demographically, Mom Bloggers are 52% more likely than all mothers to have completed a college or post-graduate education.
- They are roughly the same average age (37) as moms overall
- The average household income for Mom Bloggers is $14,000 higher than moms overall, totaling $84,000 per year
- They are 88% more likely to pay more for eco-friendly products and services
- 89% of Mom Bloggers have children between two and eleven years of age
Buying behavior for Mom Bloggers is consistently motivated by environmental concerns and awareness. For example:
- Mom Bloggers are 69% more likely than all moms to buy organic food on a regular basis
- They are 46% more likely to purchase locally grown food
- Mom Bloggers are 49% more likely than all mothers to buy eco-friendly cleaning products
Mom Bloggers’ online habits are also illustrative. In the past 30 days:
- 90% of Mom Bloggers have visited a social networking website
- 77% checked the weather
- 70% paid bills online and
- 46% browsed the web for coupons.
Says McFarland, “Mom Bloggers… are media makers… Mom Bloggers are a great example of people who use the Internet as their primary platform, but are still active with other kinds of media…”
- Mom Bloggers were 38% more likely to have visited a broadcast TV website in the past 30 days and
- 51% more likely to have visited a newspaper website in that time
- 20% more likely to listen to news radio and
- 58% of Mom Bloggers watch the local news on television.
For additional information from Scarborough Research, please view the Infographic here.
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