Reintroducing ScLoHo

Reintroducing ScLoHo

by | Mar 4, 2024 | Marketing and Advertising Insights, Really? The Personal ScLoHo, ScLoHo's Web World, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Last week, when I was recording the podcast version of my weekly update I mentioned briefly what a ScLoHo is. Today, that is the focus of both this article and podcast episode.

If this is the very first time you’ve listened to the Scott Howard Genuine ScLoHo Media and Marketing Podcast, welcome aboard.  If it’s the first time you’ve read an article I’ve published on this website, come on in.

Today I’m reintroducing myself, Scott Howard also known as ScLoHo.

I’ve been podcasting nearly every week since March 2017, so this is the beginning of my eighth year hosting a podcast.

I also checked my blogging history and I launched my first blog in 2004, 20 years ago.

The ScLoHo nickname began even before that as an email address because there are many Scott Howard’s out there and I needed something unique.

ScLoHo is a mash-up using the first two letters of my first name, Scott, first two letters of my middle name, Louis, and first two letters of my last name, Howard.

When you take those 6 letters and try and pronounce them, it becomes two syllables because there are only two vowels. Sclo (Sclow)- Ho (Hoe).

In 2004, I launched a couple of blogs, one was a personal blog, the other a media and marketing blog using Google’s old Blogger.com platform and eventually launched a few more blogs, all of them under the ScLoHo online persona.  At one point, for a couple of years, I was posting over 30 times a week on all of these blogs and this was not my fulltime job.  I was working for a group of radio stations from 2003 thru 2011 and blogging was just an unpaid side passion.

However, the ScLoHo name became pretty well known both locally and online.  I have used ScLoHo as a Twitter or X handle, along with nearly all my other social media profiles.  My personal email is @ScLoHo.net; I own the ScLoHo.com and .net domains and basically it use to be if you Googled ScLoHo, you’d find me.

Interestingly there were some people who knew me as ScLoHo and others who only knew me as Scott.  In the  summer of 2010, I was walking at the Tincaps baseball game, taking a lab around the stadium, when a group of friends from an advertising agency saw me and shouted my name.  Except, some yelled ScLoHo, and the others shouted Scott.

In 2011, I left radio for 10 months and worked for a website development company where a friend of my challenged me to merge the two and launched the ScottHoward.me website.  The dot me domain was not due to my ego, it’s because both the dot com and dot net domains were taken by other Scott Howard’s.

I imported over a thousand stories to this website from my blogs and eventually scaled down my updates from several a day to one a day to once a week.  The only time I’ve done less than a weekly update was a few months in 2022 and 2023 when my duties at the radio stations as a sales manager overseeing 4 stations and 8 salespeople needed my attention more than this. At the time, I also figured after 300 podcasts and over 1500 articles, I pretty much had shared everything there was to know and media and marketing.  I did monthly updates.  My focus was to help my team grow and to take the spotlight off me and on them.

However at the end of last summer, things changed.  I decided to step back from management and rehire myself as a member of the WOWO radio sales team.  With that change, I decided to return to weekly updates and to get back out in the community again instead of behind the scenes like I had been doing for nearly 4 years as a manager.

What’s my backstory?  Well first of all I never wanted to do sales.

In high school, my first venture into radio was on the air.  After graduation, I was on the air at radio stations full time in Marion and Kokomo Indiana and then returned to my hometown of Fort Wayne and was on the air at WMEE.  WMEE has always been owned by Federated Media and in the 1980’s WOWO was our competition, owned by another company.  WOWO was the big dog, the radio station that had the highest ratings and most listeners for decades.  However in the early 80’s I was part of the WMEE air team that finally beat WOWO and became the most listened to radio station according to the ratings.

Next stop was back to Kokomo and Indianapolis before taking my growing family to Detroit.  Up until I moved to Michigan at the ripe old age of 26 with 10 years of on-air experience, I had only voiced radio commercials, but never wrote and produced advertising campaigns.  The company I joined in Detroit was different and awakened a curiosity in me to figure out how to communicate and motivate people with a radio commercial to spend their money with a particular business.  I learned how to create ad campaigns that were distinct and unique, and most importantly, created top of mind awareness of a business so that consumers would eventually need them, those businesses were already Top Of Mind.

While in Detroit at Crawford Broadcasting and station WMUZ, I grew our production department, did a stint as fill-in host and eventually hosted the morning show for awhile and also took my first advertising sales position.

In my mid-30’s, we moved my family back to Indiana, I returned to working on the radio at WFWI in Fort Wayne and then took a hiatus and worked outside of media.  Finally in 2003, it was back to radio full-time for good, all most.  Eight and a half successful years with a group of Ft. Wayne radio stations, followed by full time at a website development company, another radio station and as the Social Media Guru for a multimillion dollar eCommerce company and then back to Federated Media in 2013.

Nearly 30 years between my first time with Fed Med as a WMEE Disc Jockey to my current position on the WOWO Sales Team.  I also spent close to 4 years as the General Sales Manager of WOWO and a year on an interim basis as sales manager of 3 other stations.

I’ve been a guest speaker with Huntington University a couple of times, Ivy Tech Fort Wayne, Indiana University-Purdue University Fort Wayne and this year will be making my second appearance speaking at Trine University.

I’ve worked with over a hundred companies and organizations and consulted around a thousand in both formal and casual settings to help them become better with their media, marketing, public relations and internal sales and marketing.  Just in my 10+ years with WOWO have won a few achievement awards, called Feddies for Federated Media and even my own website won a best of contest by a competing media outlet.  Awards are nice, but what really motivates me is to have the opportunity to help others and share the wisdom and knowledge I’ve picked up over the last few decades and I’m continuing to learn as a life-long student.

Teaching, Training, Motivating and Encouraging has been a lot of what I do.  Helping people make wise spending decisions with their advertising and marketing is my bread and butter.  Being a dad, husband and grandparent keeps me grounded as well as my Christian faith.

There’s a philosophy about marketing and advertising that I call using Human Relationship Principles that I’ll review in the near future, but for now, you now know a lot more about this Scott Howard aka ScLoHo then you did 10 minutes ago.

 

Lure Them In

Lure Them In

by | 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.

What Happened to Our Newspaper?

What Happened to Our Newspaper?

by | Jan 22, 2024 | Marketing and Advertising Insights, ScLoHo's Fort Wayne, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

I get to work with all kinds of businesses, new ones, old ones, online only and brick and mortar only along with many that are some kind of combination of all these factors.

This is the final few months for one of my favorite clients in Fort Wayne, a retail shop that has sold coins since 1976.  They used to also sell stamps and then switched over to jewelry along with the collectable coins and related supplies.  They were a big advertiser in the local newspaper when they began and only in the past decade have stopped their newspaper ads.

The reason they are closing is their business has changed.  Michelle is the youngest of the owners at 58 and her partners are 70+.  When their lease expires this summer, they will have liquidated all the gold, silver and collectables and either retired or picked up something else to do with their time.

The store closure is a sign of the times as many businesses have closed as the owners have decided to call it quits.  Some are sold to new owners, some are passed down to another generation, but those that last have made some changes over time.

Another client of mine recently completed an ownership transition as the previous owners sold the company to some of the management staff.  That company is over 70 years strong and will continue for a few more decades I predict.  They also used to run newspaper ads and don’t anymore.

Two decades ago when I returned to the radio advertising world in Fort Wayne Indiana, the major media sources that you could use to advertise with were radio stations, television stations and newspapers.  Fort Wayne had a pretty healthy newspaper business with both a morning paper and afternoon paper and it was filled with ads and local news.

This would have been 2003.  We had the internet, but MySpace was the primary Social Media platform until Facebook launched a couple years later and grew to be the dominant online site in the world.

Traditional media has made adjustments, as radio and TV have evolved and added services to keep and grow their audiences so businesses could continue to advertise and invite those viewers and listeners to spend money with them.

Newspapers however have not faired as well.

Earlier this month, on Facebook,  I posted a picture of the building that used to house our two daily newspapers.  All day long and for a few more days, people were commenting about how much has changed with the newspaper business.

For starters, the afternoon paper finally ceased publication a few years ago and more recently the morning paper dropped from publishing 7 days a week to just 6 with a combined weekend edition for Saturday and Sunday.

As I was sharing some of my insider knowledge about the reasons the newspaper has become so small with a fraction of the number of pages, I decided to also share some data that I received with actual numbers.

For a long time the Radio Advertising Bureau was able to provide me with personalized reports that were verified and audited for our local papers.  My access to this service ended in 2015 but the numbers tell the story.

In a snapshot in the time from 2009 to 2014, the number of households in our area climbed 2.6%.  That’s good.

Newspaper subscriptions to the morning paper fell by over 34% during those 5 years.  The number of subscribers to the afternoon paper declined by over 40% in those same 5 short years.  In an attempt to hang on, the newspapers increased their advertising rates on their rate card by 18.5 percent.  That’s bad.

If you were unable to cut a deal with the paper you were paying over 18 % more to reach between 30% and 40% less people than you had 5 years before.   That’s a spread of over 50% that is not in your favor if you were a newspaper advertiser.

This downward spiral of decreased subscribers which lead to decreased ad revenue (despite the attempted ad rate increases) has lead to less pages in the daily paper.  Less reporters too along with less people overall.  In short, that’s what happened to our newspaper.

The last set of circulation numbers for the afternoon paper was less than 13,000 and the morning paper 42,000. Population figures in my reports indicate there were over 300,000 people in our area back in 2014.

I tell this not to gloat about how great radio is compared to our papers.

While it is true we have more radio listeners to WOWO and our sister stations at Federated Media then the remaining paper has subscribers, and I can help you invite those listeners to become your customers…

… I am saddened by the demise of our local paper.  The journalists and the people who supported them are a type of news media that needs to find a way forward.  Long form investigative reporting along with seeing the news about your family or neighbor making a positive impact, that’s good news worth keeping alive.

64 years ago

64 years ago

by | Dec 11, 2023 | Really? The Personal ScLoHo, The Not-So-Secret Writings of ScLoHo

It’s birthday week for yours truly.

And there’s not much that I want, because if I really want it, I usually buy it myself.

Of course the best things in life aren’t things that you can buy anyway.

I’ve been doing a lot more reflecting on things lately, compared to a few decades ago, even more than 5 years ago.

The Covid-19 pandemic of 2020 kind of turned some of us to become more introspective because at the beginning, there was so much unknown and conflicting information.  We were told that we just needed to stay home to flatten the curve for a few weeks and then as weeks became months, well you were there too.

25 years ago, I returned to Fort Wayne, Indiana to help my Mom downsize after the death of my Dad.   I was just 38 that summer and my Mom had just turned 65.  I’ll be that age next year, but my health is much better than hers was back then.

Last month, I happened to visit the radio station that gave me my first full-time on-air job as a teenager, and low and behold, there was a guy named Jim who had worked there all those years ago and he was there when I visited.  He was having a birthday that week and turning 75, and still working in sales and on the air.

A few days later, I had coffee with my friend Lee to talk about a client.  Lee’s a few years older than me and I’ve known him since I worked on the air at WMEE in my early 20’s.

And one more connection to my past happened back in October when I spoke to a college class at Trine University at the invitation of an old acquaintance of mine that I met nearly 20 years ago.  He’s a professor now and invited me to speak to his class.

There’s also been the death’s of a few friends and family members in the past few years that have made me introspective and finally, I think one of the last items that has influenced what I’m sharing today was the role I had in our company from early 2020 until a couple months ago.  I was the General Sales Manager of WOWO radio and then also a few other stations before returning to active sales a few weeks ago.   As the General Sales Manager, a big part of my role was to hire, coach, train, and mentor my team.  Now I get to lead by example again.

My desire is to pass along knowledge.  It’s kind of weird, because I’m a curious person looking to learn myself and so as I talk to my elders, I want to know what they can teach me.  And I’m at that age where I’m passing along and passing down what I’ve learned too.   In a moment I’m going to share with you some resources that helped me and could help you too.

But first I recall when I was about 30 years old and creating advertising campaigns for businesses in Detroit.  I had clients in numerous and varied businesses and I took what I learned from observation, from conversations and from experimentation, using their money and improved all of them.  There was a guy Steve who had a transmission shop, a doctor named Tim who was working with his wife to build a health care practice, another man named Mike who ran a rental car business until we transformed it into the best used car dealership in the area and another favorite was a family headed up by Ed and his wife Sharon who created a small mortgage company with their daughters and we transformed it into a debt-reduction vehicle for thousands of homeowners.

This website started out years ago as a blog to save stories and articles online in case my laptop crashed and burned, and has become a resource for others as well as a creative outlet still for me.

So besides this website which will live as long as I pay the hosting fees, there are a few others that I recommend.

I also need to add this disclaimer that I read a lot less books than I did 30 years ago.  Instead I listen, watch and research.  With podcasts and online videos being available in much greater accessibility that 30 years ago, you may find a format other than paper books to be a preferred resource too.

Here we go with authors whose books I’ve bought and read and recommend to others:

Sales Leadership: Mike Weinberg.  I’ve read three of his books and was a regular listener to his podcast when I was a sales manager.  I was part of his launch team for his latest book, First Time Manager: Sales.  Check him out here: https://mikeweinberg.com/  

Marketing guru Seth Godin.  A thought leader and I see he also has a podcast that I’m going to subscribe to:  https://www.sethgodin.com/   

Roy H. Williams, aka The Wizard of Ads, besides his books on marketing, he publishes a weekly newsletter called the Monday Morning Memo that includes a rabbit hole that often is fun and intriguing. http://www.rhw.com/youll-laugh-youll-cry/ is the link to his books and here’s the link to his MMM: https://www.mondaymorningmemo.com/

Art Sobczak has sales books that I’ve bought along with a podcast and blog at: https://businessbyphone.com/

There are three others that I’m going to recommend that had an impact on my 20, even 30 years ago:

Harvey MacKay https://harveymackay.com/   Harvey’s first two books on sales were so influential that my first year as sales manager I gave my team their own copy of them for their own use.

Trout & Ries.  Al Ries and Jack Trout launched a series of books on Branding and Marketing in the 1970’s that I discovered when I started in the ad world in 1986.  Al passed away just last year and his partner and daughter continues his work. https://www.ries.com/books/

The last recommendation is a book that I re-read every few years as a reminder of how to approach sales. Frank Bettger penned the book How I Raised Myself From Failure to Success in the 1940’s and here’s an Amazon link: https://www.amazon.com/Raised-Myself-Failure-Success-Selling/dp/067179437X 

I urge you to be curious no matter how young or old you are and continue to seek knowledge and share with others too.

 

On The Road Again

On The Road Again

by | Dec 4, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, WOWO Fort Wayne Radio Advertising with Scott Howard

‘Commutes Are Back’ As Time Spent With AM/FM In Cars Hits Eight-Year High.

That was the headline of an InsideRadio.com story last month and that’s great news for those of us in the radio broadcasting industry.

It’s also fantastic news for businesses that want to reach a regular and consistent audience and invite them to become their customers.

Naysayers have been predicting the end of radio relevancy for decades, and when something like a pandemic happens that disrupts our daily lives including our time spent driving, those negative voices get louder.  However as a radio insider, I have the facts that say differently.

Here’s some more from that story:

Compared to results from earlier surveys by MARU/Matchbox and Nielsen since April 2020, the height of the pandemic – when more than half (52%) of pre-COVID commuters were working at home – that share gradually fell to just 6% in the recent survey, meaning 94% of average Americans are now commuting to work.

Here in Fort Wayne, Indiana the average commute time is around 20 to 30 minutes.  Longer in the afternoon than morning for some reason. Radio continues to live in the car, or whatever you drive.  The radio station I’ve been working for the past decade, WOWO in Fort Wayne Indiana did something this year that we’ve been talking about for a few years, we added an FM signal to the WOWO listening choices.

The backstory is that with the growth of EV’s many car companies were not including AM radio in the dashboards, only FM.  While the broadcasting organizations having been lobbying Congress to force AM radio to be included in all new cars, at WOWO we decided to be proactive and rebrand with a focus on our full strength FM signal 92.3 along with our 1190 AM radio signal.  And not to get all techy, but before May, you could listen to WOWO on the FM band at 107.5, but that was a low-power FM signal.  If you had an HD FM radio, WOWO could also be heard at 97.3 HD2, but those were not as popular as a traditional full strength FM signal like we have now at 92.3 FM.

Going back to talking about people driving, last month I noticed that our two major malls were getting busier and busier as the holidays approached. Which means even more time spent in cars, listening to the radio on the way to buy from traditional brick and mortar stores, similar to what we had 4 or 5 years ago.

It’s a good sign for the local economy to see people buying locally and for radio stations like mine that are providing news and local information.  This trend will continue after the new year too and if you want help driving our listeners to your business, contact me.