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

Display Ads Are Like TSA Agents

KGHL, Montana's AG-Farm-ation Station

Reading time 5:49This rain could not have come at a better time. KGHL Meteorologist Ed McIntosh says we are actually ahead of the averages and last year too.  That’s good news for agriculture.  KGHL National AgNational Ag Day Day programming Tuesday did a pretty good job describing how much of the Montana economy comes from ag.  From sugar in the cookies, flour in your bread, to the meat on the table, a farmer or rancher made that happen. More than ONE BILLION dollars of ag products come from the KGHL coverage area in Montana and Wyoming.

Big thanks to Leroy Gabel of Southern MT Beet Growers; Ed Chapman, Shipton’s Big R; Butch Bratsky, Stockman Bank; Dave Daugherty, Miller Coors; Russell Nemetz, Northern Ag Network, and Steve Mattison, Bobcat of Big Sky for coming on the air with us to talk agriculture.

Salesperson’s breakfast is tomorrow, NCAA playoffs with the Griz tonight, and Palm Sunday Griz logomakes this weekend really busy.   It’s hard for Bobcats to root for Griz, but I’ll make an exception tonight.  Just to make it fun, predict the total points of tonight’s game and I’ll buy you a steak dinner for the effort.  Send your guess before tip off tonight.  My guess is 127. Closest guess wins.

This week, Coke’s Facebook results,  Lonnie at the Northern Grand Opening, Banner Blindness (applies to billboards too), the ONLY way your business can survive,  KGHL’s new Android streaming app, some last minute shopping, Lonnie’s Facebook page, and an infographic on meeting lunacy

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

Bernie’s Diner Opens with Lonnie BellLonnie Bell and Ed McIntosh at Northern HotelThe Northern Hotel is open!  Lonnie Bell and Ed McIntosh helped open Bernie’s Diner Sunday morning with a live broadcast.  The diner opened at 6am for the very first time.  Jessica Oe and her staff at Bernie’s had a great first day from what I could tellWhat a HUGE cup of coffee they served!


Coca-Cola Study: Online Buzz Has NO Effect on Sales

A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, said a company executive in a presentation at the Advertising Research Foundation’s Re:think 2013 conference in New York today.

It’s a stunning admission for a company who’s flagship brand has 61.5 million fans, more than any other brand on Facebook. But Eric Schmidt, senior manager-marketing strategy and insights at Coca-Cola, isn’t giving up on buzz just yet. And he cautioned against reading too much into the research, noting that it covers only buzz, not sharing, video views or other aspects of social media.Coca Cola Logo

But when Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, “We didn’t see any statistically significant relationship between our buzz and our short-term sales.”

Coke research was far more favorable for digital display advertising, which it found on average to be 90% as effective as TV at generating sales on a per-impression basis, Mr. Schmidt said. Radio was below TV but above search.  Search itself was 50% as effective as TV – about the same as out-of-home.

“Digital ROI has to be a financial measure that allows us a consistent measurement of business performance over time,” he said, and also lets marketers make informed tradeoffs between media.


Thoughts From a Nearly 55 Year Old

by Mike Watkins

Turning 50Uh-Oh!  I have only 120 shopping days until irrelevancy!  So far this year, I bought a new car for myself and a used car for my son.  Still remaining on the list: SUV for my wife, a few suits for me (luckily someone has a buy one get 3 or 4 free deal), and new TVs for the den and our bedroom.  Why the shopping spree you ask?  In just 120 days I turn 55, and immediately become irrelevant to many advertisers much more intelligent than me.  Oh sure, they love me now that I’m within that magical 25 – 54 age demographic.  But now that I’m about to turn 55, they could care less about me.  120 days to use the internet (I’m going to miss it), and search for those advertisers who were wooing me during those important years when I was 25-34 and didn’t have two nickels to rub together.  Hope their advertising investments paid off and they’re still in business.   The good news for all of these advertisers who will no longer want my business is that they won’t waste any of their marketing dollars on me.  You see, in just 120 days I will achieve the trifecta of advertiser no-no’s: 55+, African American, and often listen to “controversial” talk show programming!

Imagine that, the one year when I anticipate the highest earning potential of my life, and the only companies who want my business sell V***gra, death insurance, and “Active Adult” home communities.  Of course, I won’t be able to furnish the house because the furniture companies stopped advertising to me after I was 49.

Alas… the good news is that all of the discretionary income I anticipate amassing from advertisers who no longer want my business will be well-spent.  You see, my son will be firmly entrenched in the 18 – 34 demographic for some time now.  Lord knows he can’t afford any of the retailers who are fighting so desperately for his business.  Relevancy once again!  I hope they don’t realize some old black guy who listens to AM radio is funding his spending.  They may not let him buy either!

(On a serious note: advertisers, please realize that age demographics don’t buy goods and services, people do.  Find out who really does buy your products and learn how to speak to them.  Consumer behavior usually crosses, age, racial, and political lines. )

Your Local Business’ ONLY Sustainable Advantage

by Forbes

In January, Forbes published key trends to watch regarding local marketing in 2013.Trends

Among their predictions was that Facebook paid advertising will continue to be “a flop” with most local service businesses. They also said national brands with multiple locations will

transfer more of their marketing dollars to local marketing and away from branding.

There are two key items to pay attention to in these predictions. The first is that the promise of new media, while seductive will continue to disappoint.

The second is that big companies – your competitors – will be investing more money in advertising and marketing.

That means if you don’t want to be eaten by all the “wolves at your door,” you need to beef up your special bond with your customers, clients, or patients NOW.


The NEW 24 (% Growth That Is)

Google Play AppThat’s the increase in streaming audience for KGHL after release of the new 790 KGHL Now app in the Google Play store.  The app is free and works on Android phones only right now.  The Apple version of the player will come soon.  Click the link to get the app for yourself.

If you didn’t know, all advertisers on KGHL get streaming included with their contracts.


Banner and Billboard Blindness Wastes Money

by Laurie Sullivan, Media Post Publications

After being asked to recall the last display ad they saw, only 14% could name the company, the brand or the product, suggesting that brands are wasting millions of dollars in ads that consumers don’t remember.

The Infolinks study analyzing banner blindness reveals that 60% couldn’t recall the last display ad they saw. The survey analyzes responses from U.S.-based consumers in December from all genders, ages, income and education levels.Blank Billboard

Relevance remains a key challenge, and 3.65% of respondents who remembered the last ad they viewed did not remember the context. About 80% felt the last ad they saw was not relevant to them. Only 2.8% of respondents said they thought the ads they saw met their needs to either answer a question or provide more information.

There are similarities between the way the U.S. Transportation Security Administration, airport security screeners, glaze over liquid-filled bottles in carry-on luggage and the banner ads that consumers searching for information never see. Infolinks CEO Dave Zinman believes improving the 0.1% click-through rates on banner ads requires choosing nontraditional and memorable ad locations to increase the recall by consumers typically bombarded with messages.

Zinman’s advice is to avoid delivering ads without first identifying user intent, and serve fewer ads to reduce clutter on pages — suggesting that brands are willing to pay more for premium, uncluttered experiences.


First Impressions Can Be WAY Off the Mark

Lonnie Bell is a legend in Billings.  A list of career firsts would take all of this e-mail.  Your first impression might be Lonnie’s audience would be older.  You would be wrong.  Take a look at the graph from Lonnie’s Facebook page.  

Lonnie’s audience is even younger than the market average. Even more astounding are these results with the lack of promotion for Lonnie’s page.  You won’t hear Lonnie hyping “like me on Facebook”.

Advance Promotion WorksI loved this quote from an e-mail sent to me by Brian Engle of Pioneer Meats of Big Timber.  Pioneer does a tremendous job of supporting local FFA and youth charities in addition to making a great brat.  I’ve always talked about a great advantage of using radio is the ability to drive customers to your special event. Brian advertises his appearances at events like the Celtic Festival on KGHL.“We had a good day selling stuff.  We even had people refer to the radio ad.  Imagine that.”
Montana State FFA Convention is coming to Billings

Don’t Suck At Meetings

How many meetings do you have at your work?  The real cost of meetings is the huge time suck they can become.  Here’s an infographic from Small Business Trends.com laying out the cost of these long meetings.

Don't suck at meetings

KGHL has all the Ag News you need every day.

Karen Gallagher Ray Massie  Nick Tyler   Taylor Brown Ed McIntosh KGHL Traffic  E-Mail Tradio Out and About

He Finally Quit Chasing Women

KGHL, Montana's AG-Farm-ation Station

I don’t know about you, but I really really like telling people what I think.  So when Borrell Associates, one of the world leaders in market research wanted to know what KGHL clients thought, I wanted to pass it on. 

Subject:  Participate in the Montana Radio client survey and have a chance to win an iPad!

KGHL is partnering with Borrell Associates in a survey of clients to ask about your advertising and marketing plans for 2013.

We invite you to participate in this survey by clicking on the link below:

https://www.surveymonkey.com/s/SMB_Ad_Expectations_Survey_2013-MontanaRadio

There are two benefits to you.  First, you will have a chance to win an iPad by completing the survey.  Second, you can get a copy of the summary report in January to get a look at what your peers are planning and doing.

Here's my cup of opinionYou can bet I already gave my dimes worth.  It takes about 5 minutes if you want to participate.  The data is only available in a total form, nothing personally identifiable is ever released.

In this week’s Mighty Marketing lets market to men.  Certainly there are a number of women working in Agriculture as well, but marketing to men gets the short straw.  Unless its beer commercials. 

Elsewhere in this issue

Lonnie Bell’s book is here.  KGHL has a special book signing with Lonnie this weekend. 

Supporting the FFA students is a big focus for us at KGHL.  There’s a special way you can get involved this year and help yourself at the MATE Show too. 

Cow prices are up again. And while we can measure everything these days, don’t you think it can get a little crazy. 

Plus a little contesting too.  Identify “Who Said It” and win a great gift basket from Bill and Mary Kennedy’s Wine Market and Deli on Grand in Billings.

Yellowstone County Commissioner Bill Kennedy, Lonnie Bell, the Marines, and a number of other media people will be at the Metra Saturday night in a final Toys for Tots campaign push.

Each week in Mighty Marketing, I try and bring you something interesting to read about marketing your business.  Let me know what you like and don’t like. Helping you be successful is the challenge we want to solve at KGHL.

Advertising to Men

By Grahme Newell, 602 Communications

When advertising to men, or any other demographic, it’s important to firsMarketing to Men--Hank Hillt decide what it is that makes that group tick. Do they like to feel cool? Dangerous? Sexy? Freaky? The list goes on, but when marketing to men, you have to really hone in on the core values. This is particularly important when marketing to men because men are such a diverse and massive segment of the population. Marketing to men relies on broad, universal values that most men hold.

What is the best emotional driver to use when advertising to men? Revenge, ingenuity, and a little bit of dominance sprinkled in. When advertising to men, these two feelings are some of the strongest you can use to really appeal to them. So let’s take a look at these two feelings individually.

Advertising to Men Using Revenge

When marketing to men, it’s important to understand that most men feel very controlled and pushed-around by their wives and girlfriends. So the best ads for advertising to men always open with a man being harried by his wife. They show all of the frustration and anguish that being browbeaten causes, and then they move into the payback phase. When marketing to men, the best advertisers always show a man getting the one-up on his wife or girlfriend, but does so while demonstrating the cool features of the product.

If you’d like to read more on marketing to men, here’s a good source.

Multimedia Rankings for Your Cat

by Jeff John Roberts, Gigaom.com

I'd swear this was my cat.  But his color isn't quite rightAt this rate, it won’t be long until a company comes along to offer multi-media rankings for the neighborhood cats.

All of this measuring raises the question of whether there is anything useful about all these studies and metrics. Does it matter that Bears fans are more “engaged” than Giants fans? Is it helpful to know that Clarence Thomas ranks #3 for web presence even though he’s regarded as sub-par jurist?

According to PeekYou CEO Michael Hussey, the point of the company is to “explore the web from a people perspective” and to show their media influence.

While some of these stats are no doubt useful to marketers, it remains to be seen if media/social media rankings will grow into a useful science or if they’re just a fad to feed our insatiable craving for rankings.

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See more dubious ranks from GigaOM.com

National FFA Week and the MATE Show

National FFA Week is only 8 weeks Montana FFA Alumni license plateaway!  That sentence alone sends fear through me as KGHL is probably the biggest media supporter of FFA in all of Montana.  The Mighty 790 is working with FFA classes in the 20 county area, to do something extra special in honor of the week at this year’s MATE show. 

I’m pretty sure no radio station has ever combined with the FFA this way.

If you’d like to show your company’s support of the students of the FFA, contact Karen.

 

Who Said It?

I would rather be judged by 12 farmers than 12 scholars (Quotation)

You can win a great gift basket from the Mary and Bill Kennedy’s Wine Market and Deli by answering correctly.  Click here to give your answer.

Slidin’ Along With Lonnie Bell

by Lonnie Bell

Lonnie Bell's Slidin' Along BookThe new book by Lonnie Bell, “Slidin’ Along with Lonnie Bell”, is here!  You can be the first one to get a copy of the book at a special book signing event.

Lonnie will be at Lou Taubert Ranch Outfitters in downtown Billings December 15.  He’ll have copies of the book available and will personally autograph your copy for you.

The book signing by Lonnie runs 10-12 at the store on Broadway.

Lonnie’s book is a personal history of country music.  You’ll get one of a kind stories that only Lonnie could tell.  The index of the book alone is a “who’s who” of the history of country music

Cow Prices Another Record

by Northern Ag NetworkCows at Record prices

It’s a great time to be in agriculture or selling products to Ag producers.

Cull cow prices will set another annual record high in 2012. Record highs are not that unusual, because records were also attained in 2010 and 2011. Cow prices were lower in 2009 due to the severe U.S. recession which negatively impacted most agricultural prices. Higher cow prices in 2012 are the result of lower cow slaughter and strong demand for 90% lean, boneless beef. Cow slaughter will be down about 4.5% from last year in spite of very dry conditions throughout much of the country. USDA-NASS released the last U.S. range and pasture condition report of the season at the end of October, which showed 54% of ranges and pastures in poor and very poor condition. That compares to 41% poor and very poor last year and 30% for the previous 5-year average.

The best ag coverage in the Northwest is here.  Montana Stock Growers Convention is in Billings starting tomorrow at the Convention Center.

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