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Take a moment today and reflect on how fleeting our time can be.Greg Chirrick passed away last evening.  If you didn’t know Greg, you certainly passed his businesses every day.  Greg was very involved in our community. He coached at his son’s baseball games and one of the local all star teams.  I understand he may have been at a game last night. My prayers for the family as they try and make some sense of this.  His co-workers and employees at Taco John’s of the area have lost a great leader and man.After writing the paragraph about Greg, it is hard to write the rest of the content today.

There are countless stories from Boston this week about people who were saved through the heroic efforts of others.  Stories of how people suffered horrific injuries and are persevering.  Those are just words or images on TV.  Reality is what happens close to home.  Reality hit with a vicious punch last night.

May 23 is the date of the KGHL Anniversary Party

Mark May 23rd on your calendar right NOW!  Its the KGHL 85th anniversary party at our studios at 600 First Avenue North.  Last year we had a blast talking about the history of Billings oldest continuously operating commercial radio station.  This year, we’re gonna party like its a few years past 1999. Formal invitations along with countless e-mails cluttering your inbox are coming soon.

Do you remember when producers of the movie, Nebraska, came to shoot a few scenes in Billings last fall?  I was sitting in Don Luis Mexican Restaurant when the snow put an end to their shooting for the day.  The cool part?  I got a call from the show’s producers this week.  Apparently, they want a little authentic Montana radio audio for use in the show.  Their only call (at least they told me) was to Montana’s Mighty 790.  When the movie comes out, you may hear KGHL blaring in the background of a scene or two. If we stay off the cutting room floor.

This week in Mighty Marketing, SMB owners struggling with social media, a Fool dumps on cable companies (not the product, the companies), ancient advertising wisdom, the greatest thing ever written, and a definitive reason why Duck Dynasty works and how you can benefit.

61% of Small Business Owners See NO RETURN in Social Mediaby Anita Campbell, Small Business TrendsThirty-nine percent (39%) of small business owners are seeing a return on investment from social media.  That is according to a recent survey by Manta, released just last week.

Manta, an online small business community, surveyed more than 1,200 of its members to generate its quarterly Small Business Wellness Index, where these findings are from.

If 61% of small business owners aren’t seeing a return on their investment, why do so many agencies continue to pound the drum and promote social media and “counting the likes?”


Threats to Cable Getting More Real By The Day

The KGHL listener research study of more than 1700 people showed use of cable by our listeners was very low–only 21% were Optimum subscribers.  Now comes a presentation by the Motley Fool that really shows the challenges for cable.  The following showed up in my inbox this week.

Click on the photo to watch the presentation

Cable challenges from Motley Fool

Cable Challenges from Motley Fool


Ancient Advertising Wisdom
by Roy H. Williams, The Wizard of Ads

Ancient Ad WisdomI’ve never seen a business fail due to “reaching the wrong people.” So why does every business owner instinctively believe that “reaching the right people” is the key to successful advertising?

Who, exactly, do you not want to know about you? Who isn’t qualified to repeat the good things they’ve heard about you? And when is the best time to advertise?

Solomon wrote about these things in the 11th chapter of Ecclesiastes:

“If you wait for perfect weather, you will never plant your seeds. If you are afraid that every cloud will bring rain, you will never harvest your crops… So begin planting early in the morning, and don’t stop working until evening. You don’t know what might make you rich. Maybe everything you do will be successful.”

Advertising is a seed that grows in the soil of the customer’s heart. If you will allow this metaphor, it would appear that Solomon advises, “Don’t overthink it. Just tell your story every day in every circumstance. You never know who might be listening.”

I know it’s counterintuitive, but if you look at all the offers from all the sellers of mass media and then accept the offer that allows you to reach the largest number of people each week, 52 weeks a year, for the fewest dollars per week, it’s hard to make a mistake.

An impressive, memorable message is what matters most. How you deliver that message – and who hears it – is far less important than you have been led to believe.

It is your choice of message that targets the customer, not your choice of media.

How to Conquer the World (in Only One Page!)

I just read an article in a professional publication that promised “How to Build a Marketing Empire.”  Hyperbole

It was eight paragraphs long.

If there were truth in titling, the writer of this article would be doing life in prison.

You can get a good idea or two in eight paragraphs. You can expand you knowledge in that much space.

What you can’t do is learn anything substantive enough to help you build a tiny hut much less an empire.

Customers, readers, followers and most people in general are tired of hyperbole and exaggeration. You have to be clever to get attention, but don’t stoop to arousing needs you can’t fulfill.

It goes back to the familiar but often unpracticed adage: Say what you’ll do and do what you’ll say.

Even if you only have eight paragraphs to do it.


Jase Robertson of Duck Dynasty Coming to Billings

Jase and Missy Robertson of Duck DynastyJase and Missy Robertson are coming to Metra Park in a fund raiser for the Big Sky Youth Education Foundation May 4.  I hope you have your tickets or table.  There are a lot of reasons why this show works.

I thought I’d let the Salt Lake Tribune explain why the show is so popular.

With their long, bushy beards, the camouflage-wearing, self-described “rednecks” of “Duck Dynasty” look more like a ZZ Top tribute band than reality-TV darlings. But they’re generating the kind of ratings and social media chatter that blow away many of their prime-time counterparts.

“Duck Dynasty” is a warm and amusing saga about the Robertson family of Louisiana. It shattered A&E viewing records when it attracted 8.6 million viewers to its Season 3 opener a few weeks ago. Meanwhile, the show’s Facebook page has more than 4.2 million fans.

How did this happen? Why has a seemingly simple show about humble Southern folks who built their fortune on handmade duck calls resonated with so many people? Let us count the ways:

1. Family comes first

“Duck Dynasty” follows Duck Commander CEO Willie Robertson; his wife, Korie; his parents, Phil and Miss Kay; his brothers Jase and Jep; and Phil’s weird brother, Uncle Si. They aren’t exactly the Waltons, but they’re an affectionate, devout brood that works, plays and prays together.

2. A down-to-basics simplicity

Amid the nation’s economic downturn, “Duck Dynasty” has touched a nerve with viewers who have become turned off by the gaudy, materialistic shenanigans of the “Real Housewives,” the Kardashians, et al.

3. It transcends its genre

On one hand, “Duck Dynasty” is riding the popular wave of so-called Southern-fried “redneck” shows that includes fare such as “Here Comes Honey Boo Boo,” “Swamp Pawn” and “Buckwild.” Then again, it really belongs in a category all its own.

4. Endearing characters

“Duck Dynasty” episodes generally have a sitcom structure and, like the best scripted sitcoms, it contains a collection of interesting, diverse personalities.

5. G-rated laughs

Susan Farrell, a fan who lives in Walnut Creek, calls “Duck Dynasty” a “modern-day ‘Brady Bunch.’ ” She appreciates the show largely because it’s one that she and her husband and three kids — ages 10 through 15 — can all enjoy.

More of the story is available by clicking on the title above.

Save the Date KGHL Anniversary Party


Explaining Boston

Explain Boston to your kids or your grandkids.  There are some things that just don’t make sense.  I was so proud of Ed McIntosh who was on the air at KGHL Monday afternoon.  Ed worked hard to get phone calls to Billings residents (like James Berve and Rocky coach Alan King) who ran in the marathon. He didn’t just write a story–he got them on the air to find out what happened and were they OK.  KGHL was online yes, but on air is where Ed and KGHL really shined.  I am proud to be at a place that does local radio and does it right.

How strongly do your employees believe in what they are selling?

It was a question that immediately set my mind to racing this morning when I heard it.  You’ve been around people who didn’t believe.  You know, the kind of employee who mumbles when you ask a question.  Or doesn’t follow up your request with a coherent answer.  It’s a great question to ask yourself in your business this morning.

Mark May 23rd on your calendar right NOW!  Its the KGHL 85th anniversary party at our studios at 600 First Avenue North.  Last year we had a blast talking about the history of Billings oldest continuously operating commercial radio station.  This year, we’re gonna party like its a few years past 1999. You’ll get an invitation for the event soon.

KGHL just completed the biggest audience research project I’ve ever been part of launching.  Over 1700 KGHL listeners had a chance to tell us what they thought, what they do, and what they like and don’t like about the Mighty 790.  The results were stunning.  I think it will change the way you look at KGHL.

This week in Mighty Marketing, the only way social media works, an infographic on social media use, the scariest part of being a print advertiser today, Google dumps another product, and the top line data on our innovative market study.

I hope you find this week’s issue useful.  Each week, I skim and review a ton of marketing ideas and blogs so you don’t have to spend your time. Thanks for reading.

Ray Massie  General Manager KGHL  406-850-4659  406-252-6661

Ray Massie, General Manager KGHL

Attention, Interest, Desire, Actionby USA TodayFinally, an example of how social media can actually grab attention.Sophomoric? Silly? Or a smart strategic move?

Ship My PantsThe jury is out on a new Kmart ad that uses sleight of mouth to promote a free shipping service. The online video shows customers who exclaim that they are going to “ship their pants” through a Kmart delivery program — but it sounds as if they are using a vulgar word that sounds very much like ship.

Some social media users deemed the commercial, created by ad agency Draftfcb Chicago, “gross” and “vulgar,” while many gave kudos to Kmart for having an edgy sense of humor.

But even with the negative comments, Kmart got what it wanted: Millions of potential shoppers now know that it offers free shipping for members of its “Shop Your Way” program when the product they want isn’t in the store.

News networks such as CNN’s HLN reported on the controversial ad, while the official YouTube video from Kmart had nearly 10 million views as of late Tuesday afternoon.

OK, its not the first time social media stuff made an impact.  The biggest single problem with social media is its general lack of ability to get Attention.  Using digital products like Adwords, Facebook, etc, are great once you have grabbed a consumers attention.

All of us wish we could do viral work like this.  Remember, the God Made A Farmer video from Ram Trucks that spawned a 100 or more mimics online.  Note the part traditional media played in bringing the controversy to the masses.

If it doesn’t get attention, it doesn’t matter.



This is the Scariest Statistic About the Newspaper Business Today
by Derek Thompson

Scary newspaper wasteHere it is: In 2012, newspapers lost $16 in print ads for every $1 earned in digital ads. And it’s getting worse, according to a new report by Pew. In 2011, the ratio was just 10-to-1.

The digital ad revolution, always “just around the corner”, remains tantalizingly out of reach for most newspapers, which explains why some stalwarts like the New York Times and Wall Street Journal have moved to subscription models for their websites to bolster digital ad growth. Just today, the Washington Post announced a paywall.

Here’s the ten year picture of print vs. digital ads for newspapers:

Since 2003, print ads have fallen from $45 billion to $19 billion. Online ads have only grown from $1.2 to $3.3 billion. Stop and think about that gap. The total ten-year increase in digital advertising isn’t even enough to overcome the average single-year decline in print ads since 2003. Ugh.

Google Shuts Down Its Google Affiliate NetworkGoogle logoGoogle constantly is tinker with and making changes in its company.  If you were a user of the RSS feed reader, Google Reader, the company announced its shut down earlier in the month.  Additionally, Google announced this week it will shut down the Google Affiliate Network. Google pledged to continue to support customers as the network winds down “over the next few months.”The closing was announced by J.J. Hirschle, head of Google Affiliate Network, on its official blog.  Hirschle said the program originally was created to help advertisers drive conversions (sales) via cost-per-action advertising.  He said Google re-evaluated the service in light of recent developments in the marketplace.“We’re constantly evaluating our products to ensure that we’re focused on the services that will have the biggest impact for our advertisers and publishers,” Hirschle wrote. “To that end, we’ve made the difficult decision to retire Google Affiliate Network and focus on other products that are driving great results for clients.”


The Biggest Radio Research Project Ever Done in Billings

Unlike virtually every single “research” project ever done for the Billings market, KGHL wanted to focus on the listeners and what they do and use.  You can find agencies and reps who will quote “the numbers” without much understanding what those numbers mean.  I have never seen a ‘number'” buy anything.

This was a consumer study of more than 1700 members of the KGHL audience.  The compares with the current market rating service which surveys 1200 PER YEAR. If you have ever put credibility in ratings, the KGHL study group was nearly 50% higher and responded in a four day time span.  Its a real accurate picture of the audience who listens to KGHL.

Highlights from the results:

32% of the KGHL listener group works in Agriculture.  That’s a huge number and probably not found anywhere else unless you look at the MATE Show for example.  The second highest work group was construction.

50% of KGHL’s audience is 45-64.  That is right on par with the Billings market.

Only 21% of KGHL’s audience uses Optimum cable.  You certainly can’t reach the KGHL person by using cable TV advertising.  Print isn’t any higher.  31% of the KGHL group subscribes to the Gazette.

Couple of more interesting items from the study, Twitter use is non existent (2%)Facebook use is at (47%). Men listen to KGHL much more than women (58/42).

There’s more to the study to share.  The idea here was to have a real complete view of our audience so we can do a better job of helping you with your business.  KGHL is not the product for every business.  But we know better than anyone who we reach, what they think, and the products they need from you.


April 11 Masters Week

The Masters golf tournament begins today in Georgia.  Unless you play golf, the language in the game can be a bit foreign.

Years ago, I visited Puerto Vallarta for vacation. Even got to play a golf course that was one of the World Championship Golf tournament courses–the ones Tiger Woods used to own.  The course was so tough, especially for a hacker like me, I was required to have a local as a caddy. Fortunately, I know a decent amount of Spanish. Even more fortunate, my caddy’s English was better. It didn’t help my golf game. (Losing 18 balls in a round is a bad round of golf no matter what the language.)

Maybe it was not having my regular clubs.

Not!

The story came to mind as I was thinking about the needs of one of my clients.  He clearly needs more ag customers for his business.  (He sells a product exclusively aimed at farms and fields.)  KGHL has the ag audience with more farm and ranch programming and more farmers and ranchers listening than any other media outlet in Montana.

Seems like this should be an easy deal doesn’t it?

Yet, unless we are speaking the same language, we have no chance of striking a deal.  Even a deal that benefits both sides is completely out of reach.

selling for value

I don’t think of what I do as selling. KGHL has a highly targeted audience of farm and ranch familes along with the mature lifestyle group.  Consider AARP The Magazine is the most read magazine of any type in the Billings market area, we have an audience that will buy your products.

Success is when we direct the traffic KGHL has built and direct them to your product that solves their problem.

Just like Staples Easy Button.

KGHL is here with solutions for you.  The care and growth of your business really does matter to us.

This week’s Mighty Marketing will be a bit different.  Your feedback indicated you’d like shorter articles with links you could use if the story interested you.  Let me know what you think about the new style.

Some of the stories today:

Wal Mart will produce 1500 LOCAL TV ads this year.  How will local business fight back?

Lonnie Bell welcomes Rhonda Vincent to Billings June 11.  Bluegrass singer is the undisputed Queen of Bluegrass music.

Toyota is now targeting 40 to 60 year olds for the their vehicles.  The new Toyota.com website focuses on reaching tablets first

Cigars or Hot Dogs–They Aren’t the Same.  Yet one business tried to put them together.  Just like a lot of local businesses.

Two members of the Duck Dynasty cast are coming to Billings next month. (I still can’t believe Taylor Brown has never seen Duck Dynasty.)

Your price is too high! What’s the real story behind that statement.

The aging of America in today’s infographic. Note how Montana ranks in the mature audience component in the nation.

TimeInc-CapitalAcumenMap