Sound ADvice | The Genuine ScLoHo aka Scott Howard

Pitfalls of Pinpoint Targeting

by Scott Howard | Apr 15, 2024 | Marketing and Advertising Insights, Sound ADvice

A little of this and a little of that can work when making cookies in the kitchen. But when it comes to marketing your business, having the correct “Media Mix” is crucial to capturing your immediate sales, and more importantly, your future sales and market share.

Digital media has made it possible to narrowly target, locate, and reach those precise prospects who are “ready to buy” today but many businesses have fallen victim to the pitfalls of micro-targeting.

People who only promote “micro-targeting” strategies suggest that advertising that reaches the broader market with mass media is a waste of time and money. They claim that if you are not in the market to purchase today, you’re not worth talking to.

But here’s the thing…What if your competitor has been using mass media effectively to establish a brand and create a pre-need preference for their business over yours before the consumer is ready to buy? Waiting to reach your prospects until they are ready to buy can be too little too late.

The world’s largest advertiser Proctor and Gamble discovered this the hard way. They learned that by targeting, or niche marketing, via digital and social platforms, they were not reaching their potential future customers. Therefore, they were actually losing brand identity and ultimately market share. They quickly re-adjusted their media mix to include even more traditional media (Radio/TV) which turned the tide and grew their sales. (No pun intended as Tide Detergent is a P&G product!)

Last year I was part of a radio masters sales summit conference in Cincinnati, Ohio and one of the presenters was the man who worked for Proctor and Gamble who saw the error of their ways and saved the company by returning to radio and TV. He has since retired but he is a huge advocate for radio to build and sustain your brand image.

Human beings are stubborn animals. Reaching them when they are ready to buy is of little use, especially when they are biased towards your competitor or unfamiliar with you.

Conversely, if you have created a strong pre-need preference for your business, your competitors’ online and search efforts will be in vain.

Like cookies with added preservatives, the good ole’ traditional advertising (Radio/TV) is what makes your advertising investment last longer. Of course, it’s not wrong to reach consumers when they are ready to buy, particularly if they are already familiar with you, trust you, and prefer you.

To see what the Advertising Research Foundation (a media-neutral organization) says about the right media ingredients, click here. If you would like to visit about your media mix, give me a call and we can visit. I’ll bring the mixing bowl!

What you just read was sent to subscribers of my weekly Sound ADvice newsletter. Contact me if you would like a free, no-obligation subscription too.

Stop the Ad-Speak

by Scott Howard | Mar 25, 2024 | Sound ADvice, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

The dictionary definition of cliché is, “a hackneyed or over-used expression which has literally become meaningless over time.”

Why would anyone invest their hard-earned advertising dollars in an expression that has literally become “meaningless?” In fact, clichés can literally kill any chance an ad has of creating a positive impact.

There’s an old saying in media, People don’t dislike ads, they dislike bad ads. Bad ads, typically, are filled with clichés.

The average consumer today receives in excess of 3,600 advertising messages a day, including radio, TV, newspaper, packaging, signage, internet, and more.

Before today’s cluttered and competitive world, many advertisers succeeded with clichés and by simply keeping their name in front of the public. Today, it’s much more competitive, and simple name recognition and repetition are not enough to ensure a return on your advertising investment. You need to brand your business before the consumer is in the market for your products or services.

Branding, by definition, necessitates differentiating yourself from your competition. Being different cannot be accomplished by saying the same thing as your competitors or using the same tired clichés used by other marketers.

Whether in your advertising or when having conversations with customers, make sure the words you use aren’t the same words that all your competitors are using!

The bad news is that there are way too many ads both national and local that are filled with too many clichés. The good news is… they are easy to fix!

We have developed a list of clichés that should be avoided if your advertising is to stand out among the crowd and be remembered. To see the complete list of clichés, click here.

Narrow Minded Marketing

by Scott Howard | Mar 18, 2024 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

The goal of your advertising should be to increase both your sales and your brand identity. But all too often we overly focus on analytics or demographics when creating our media plans. Narrowly targeting often means you are missing the much larger population of people not in your core demographic.

As the “New Media” (digital and social) emerged, many businesses, large and small, made the move to these platforms believing that laser-focused targeting was the answer to their advertising dreams.

Wrong! In fact, Tide, the #1 selling laundry detergent, found that while they were focusing on the people who fit their “typical profile”, they were missing the much larger target of those who were not using their product. In other words, they were eroding their brand’s awareness and missing the target of “new and future” users. Ultimately, their sales started to decline.

In a swift move, they moved the majority of their budget back to traditional media, and sales and brand identity rebounded.

In another example, it might not seem unreasonable for a baby-products retailer to target “women 18-49 with infants”, but according to the market research firm Scarborough, nearly half of those who bought infants’ clothing, roughly 47%, were from households without children.

The same research from Scarborough found that nearly a quarter of all women’s cosmetics and perfumes, 23.5%, were bought by men.

In Roy Williams’ Twelve Causes of Advertising Failure, #9 is Overconfidence in Qualitative Data. “In reality, saying the wrong thing has killed far more ad campaigns than reaching the wrong people. It is amazing how many people become the ‘Right People’ when you are saying the right thing.”

Being too narrow-minded and focusing on only the core audience is actually eroding your brand. Hundreds and thousands of people are not in the market for your product or service today, or even soon, but someday they will be.

Thinking beyond the traditional demographics your competitors are targeting with their advertising can help you reach untapped markets to increase your sales well into the future.

Click here to read how to reach and influence “purchasers” rather than “demographics”.

Now I’ve worked in both mass media and niche media. I’ve done mass appeal and hyper-targeted campaigns. I would welcome the opportunity to review any advertising proposals that a typical ad salesperson presents to you to see exactly what the focus is and if it’s a good match for what you want to accomplish.

Lure Them In

by Scott Howard | Feb 26, 2024 | Marketing and Advertising Insights, ScLoHo's Web World, Sound ADvice

The dictionary defines the word lure when used as a verb as, “tempt (a person or animal) to do something or to go somewhere, especially by offering some form of reward”.

Lure can be a negative word, but whether it’s fishing, hunting, selling, or advertising, setting the bait is key to alluring or attracting what you are trying to capture.

In advertising, we are attempting to attract and allure a specific audience.

Since the beginning of time, it’s been known that you only have one opportunity to make a good first impression and regardless of if it’s a fish, wild game, or humans, you don’t have very long to capture their attention. Equally, it doesn’t take much to scare them off.

Your advertising message faces the same challenge. What your ads say, how they sound, and how they are delivered in the first few seconds, dictates whether your potential prospects will tune in or tune out to your message, or continue to read the message.

Reporters and authors have long known that the headline and the first sentence are what dictate whether the reader tunes in and continues with the rest of the story, or tunes out. In an effort to develop the all-important “creative hook” at the top of your ads on websites, many headlines end up with more “creative” than “hook”.

In order to get the maximum effect out of your ads, we recommend you carefully consider the first few seconds of every ad, blog, text, email, or post that you create.

Here’s a bonus tip. Often, you will find that the best line of any ad or letter, or the best words/sentence, is in the middle. When you find it, move it to the first line, or use it as the headline.

To read the 8 power openings you can use to capture more attention for your marketing efforts, click here.

3 Ways To Grow Your Business

by Scott Howard | Feb 19, 2024 | Marketing and Advertising Insights, Sound ADvice

Last week subscribers to my SoundADvice email newsletter learned we the advantages of knowing your competitors and finding ways or areas where you can exploit your competitors’ weaknesses and find areas where you can grow your business.

As owners or managers of a business, it’s our responsibility to not only figure out how to keep our business functioning properly and effectively but also how to GROW our business. Staying even or going backward are not options. Growth is vital!

Growing a business is not nearly as easy as it may appear and it’s certainly more complicated than just increasing sales. Understanding that there are only three ways to grow a business is a great place to start.

Regardless of what type of business you have, there are only three ways to grow. They are…

Sell more of what you are currently selling.
Sell what you are currently selling for more money.
Add additional product(s) or service(s) to what you are currently selling.

Regardless of how you slice it, nearly everything you can come up with to grow a business will fall under one of these three headings.

We suggest that you look at each area and identify within your business how you might increase your sales.

Selling more this year than you did last year isn’t as easy as it sounds and simply opening up your doors and hanging a “We’re Open” sign isn’t the answer. What can you do to get the same people, or new people, to buy more of your products or services?
Can you increase prices? If not on every product or service, can you increase the pricing on some of them? Which ones? Identify them!
Adding products or services gets tricky. Think within your business category and then think outside of it. Are there products or services that you can add that won’t distract from or replace your current offerings?

Attracting a customer and getting them to open their wallets can be a difficult and costly process. But once they’re in your showroom and have their wallets open, an accompanying up-sell is relatively easy. Once the customer has chosen a new outfit, getting them to consider adding a pair of shoes or belt is relatively easy and it can be a big step towards growing your business.

The formula works regardless of whether your business is retail, service, medical, or professional.

If you would like to see a simple worksheet that can help you start the process of utilizing the three ways to grow your business, click here.

Also if you want to start receiving these Sound ADvice emails free every week in your inbox, let me know.

Your Customers ALWAYS Have A Choice

by Scott Howard | Feb 5, 2024 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

Only fools believe their business has no competition.

There are multiple ways to think about who your competition is, however, I’m going to define it in the simplest terms for businesses and that is customer money.

If I have a need and you could supply that need for a price, but I choose to satisfy that need by spending my money with someone else, that someone else is your competition.

This weeks Sound ADvice newsletter talks about competition and I’ll share that with you in a second but first I want to broaden your idea of competition.

Today, I ate breakfast.

I had the choice of eating something I already spent money on and was in my kitchen…

Or I could leave my house and spend money somewhere else.

Often, business owners only look at their direct competition. Today I spent a couple of bucks for a breakfast burrito and a diet Mt. Dew. Yesterday I spent 6 times that for a breakfast sandwich and white mocha from my favorite coffee shop. Tomorrow, I’ll have a bowl of cereal.

See, sometimes the competition isn’t direct, but an alternative, however they all are ways that involve my money and my desire for breakfast.

Now let’s look at the SoundADvice I’m sending out in my weekly newsletter this week. (and if you want a free copy emailed to you every week, just let me know).

Have you ever heard someone say, “We don’t worry about our competitors, we just focus on what we do”?

Sure you have! It sounds nice, but the truth is that most successful business owners have a very keen eye on their competitors and know as much about them as possible. If not, there is no way to know which cards you can or should play or when to play them.

More than likely you know “who” your competitors are, but “how much” do you know about them? It’s not so much about knowing them so you can be like them, but, the more you know them, the more you can make sure you differentiate your business from theirs.

Motivational and self-help speaker Jim Rohn was known for his witty one-liners. One of his best was directed at people and businesses and it encouraged them to be different.

“Walk away from the 97%. Don’t talk like they talk,
don’t act like they act,
don’t go where they go, don’t do what they do,
don’t specialize in what they specialize in”.

In other words, Jim is saying, be yourself, make your own mark. Make sure you and your business are clearly different than your competitors.

Why is it so important to know your competitors?

In any given market, large, medium, or small, there is only so much business. Capturing your fair share and growing your share is the path to success. Only when you know what their strengths and weaknesses are can we know how you can best position your business to compete with them and grow your share of the market.

When we are armed with this knowledge, we can communicate our true value to consumers, adapt our brand and communications strategy accordingly, and win market share.

“If you know thy enemy and know thyself,
you need not fear the result of a thousand battles”.
– Sun Tzu

Identifying what differentiates your brand, product, or service from other players in the industry is only one of the benefits of analyzing your competitors. It’s crucial to increasing sales with your current customers, building customer loyalty, and attracting new customers. It will also help you identify the following:

Understanding industry standards so that you can meet and exceed them.
Discovering untapped niche markets.
Fulfilling customers’ desires and solving their problems better than competitors.
Distinguishing your brand.
Standing out in your marketing.

In today’s multifaceted world, competitions come in many forms. Direct competitors are easy to identify. Indirect competitors are sometimes harder to uncover and can come from anywhere. Grocery stores had no idea they would be competing against Amazon. Tire stores and hearing centers didn’t imagine they would be competing with Costco and Sam’s.

While the process of evaluating and knowing your competition can be taxing, the benefits of knowing can open an array of opportunities for your business.

If you would like to see nine ways to help you understand your competition, click here.