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.


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.


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:


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.


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.


March 28 Easter Weekend

Happy Easter! If you are traveling for the holiday weekend, please be safe.ChurchIt’s interesting to see the ads for churches looking to bring people into their services.  I can’t think of a another organization in need of a way to differentiate itself than a church.  Best selling author Scott McKain wrote a book I love about that exact idea.  It’s called Create Distinction.  Check out Scott’s information when you have a moment.   There are a lot of distinct ideas in the book.KGHL is in the middle of some great distinctive events right now.The amount of interest in multiple bluegrass award performer Rhonda Vincent is staggering.  KGHL is welcoming Rhonda and her band the Rage to Alberta Bair June 11.  Tickets go on sale Friday.  The average age of contestants to try and win tickets on mighty790.com?  43.Next week is the state FFA convention at the Holiday Inn here in Billings.  Think of it like a big Salesperson’s breakfast–only better behaved.  Billings Chamber Ag Committee is out cooking and serving breakfast for around 900 people next Friday morning.  PBR gets rolling at Metra Park Friday too!  You can tell the weather is starting to turn.

This week in Mighty Marketing, I’ll take you through a real Advantage program for your business that won’t cost you.  Plus 5 questions that will rock your business,  progress and change, social media plans, 36% of TV suffers this fate, and a piece I call “In Their Own Words.”

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

The REAL ADVANTAGE Plan–Free!Daily deals are just getting dumber and dumber.  I read an article this week titled “Who will save Groupon from itself?”  When I see the offers I get it becomes clear Groupon, Living Social, and deal programs of that ilk are just spammers.GrouponMy offers this week included:   photography certification, a 6 day rafting trip on the Salmon River, a resume service, 67% off Zazzle custom photo invites, and personal trainer certification.  Maybe there are age 50+ personal trainers, but I can’t remember any.  This is the definition of “if a tree fell in the woods and no one heard it” kind of marketing.Knowing your market is the best medicine for making your marketing work.My oldest son is in the middle of starting a new business aimed at truck drivers serving the Bakken oil rigs. (It’s an app that accurately maps the locations of oil wells and provides turn by turn direction to your smartphone. I mean there aren’t many street signs in the Bakken fields.)

Now you and I may think we have a tough job finding our clients.  We have nothing on this.

Here’s a business who’s prime prospect is:

  • likely a loner
  • isn’t from the Bakken area
  • doesn’t watch local TV
  • has a smartphone with full internet
  • is on Facebook
  • makes $80,000 or more a year
  • doesn’t go to restaurants
  • certainly doesn’t ever read the paper
  • cable is a non starter
  • doesn’t have a mailbox for direct mail

Talk about a marketing challenge.  How would you attack this one?

But notice something special about this story.  This business man knows who is likely to use his product.  He knows how they will use it.  It solves a problem for his customers.  He just has to bring them to trial.

How much better would your business be with that kind of clarity of your target?

KGHL is pretty clearly targeted.  If you are looking to attract traffic to your business from a mature audience (45+), with money to spend, and who may well be attached to Montana’s biggest industry–Agriculture, then our prime listener prospect may be your prime customer.

Getting a clear picture of your target?  Now that’s a real Advantage program.

5 Questions That Will Rock Your Business

by John Jantsch

5 Questions that will change your business

Your unmet needs survey questions:

  1.     What is the biggest challenge you are facing in your business?
  2.     Why is it important that you find a solution to this challenge now?
  3.     How hard have you worked to try to solve this challenge in the past?
  4.     What about this challenge makes it so hard to solve or answer?
  5.     How hard has it been to find an answer to your challenge?

Making It “Progress” Vs. “Change”

Dean LindseyDean Lindsey was the 49th Annual Billings Chamber Salesperson’s Breakfast guest speaker.  What did you get from the presentation?  My favorite was word substituion.  When you replace change with progress, somehow it just feels better doesn’t it?  LIke in this quote,

When you are through changing, you are through.”
— Bruce Barton, member, Advertising Hall of Fame

When you call it progress, it just sounds better, doesn’t it.

Does Your Social Media Plan In Any Way Resemble This?You may have already seen the new ad by FedEx where a company executive explains to his team that in order to grow the company, they need more “social visibility.” He introduces his team to the “social strategists” that will get them “lots of likes and tweets” – those social strategists are his son and his son’s buddies.Watch here:Fed Ex Commercial Still shotAs funny as it is, most comedy is based on some element of truth. You know there are companies out there today doing the same exact thing that’s played out in this spoof.Perhaps it’s because the social space is really still in its infancy – with Twitter just turning 7 years-old and (removing the college years) Facebook is only a 7 year-old child, too.

So this space is not yet defined, nor fully understood. In order to avoid some of the more popular social misconceptions for your own brand, consider the following principles the next time you’re plotting your growth.

  • Social Media Is Not A Silver Bullet

Social in isolation will not grow your brand.

In a recent company blog, Wendy Clark, Coca Cola’s senior VP-integrated marketing communications and capabilities, talked about how the value of marketing is about using the right combination of integrated tools.

“None of [Coke’s] plans are simply social. On the contrary, it’s the combination of owned, earned, shared and paid media connections — with social playing a crucial role at the heart of our activations — that creates marketplace impact, consumer engagement, brand love and brand value.”

  • Vanity Metrics – A Brand’s Favorite Sin

The amount of “Likes” or “followers” you accrue does not equate to brand impact nor does it measure the quality and depth of your fan relationships. Affinity trumps “likes” and tweets.

To build affinity, you must speak the language of your fans.

Not being present and connected socially, ignoring fans, and straying from what they value about you with those random posts only makes your brand forgettable in the social space. And that behavior makes it hard to pull off cool moments with fans when you need them most.

It’s about building anticipation – not a vanity metric.

  • “Social Natives” Do Not Correlate To Business Sense

Fed Ex commercial stillMany times, the people speaking for our brands socially are not required to have brand voice sophistication or even perspective on what went into building the brand in the first place.

They are speaking for brands socially because they either fall into that “native social/digital” generation or worse, they “know” social because they’ve been “doing it” for a while.

But having social media “knowledge” does not mean they have the maturity and common sense necessary to speak in a brand’s singular voice. Doing social and being social are two very different things.

It’s time to scout, train and, monitor your social team. How are they creating value for your brand? Is it a chore to respond to fans? Or are they clearly having fun?

Social is personal. Real people don’t go on these platforms with the idea of helping you make money. They are there to interact with their friends – not brands.

But they will participate with you – if you’ve built anticipation and trust.

Assess your social assets and your strategic approach. Does it look more like it’s “Brock and his whole team” from the FedEx commercial – racking up likes and tweets for the station?

Or does it look like a live and local social brand your fans are talking about?

In Their Own Words

TVB.orgI had a call from a client this week about a seller bad mouthing or at a minimum twisting words I said about cable TV coverage in the Billings market.  I’m not a fan of cable advertising (although I DO watch Duck Dynasty). I think its a very expensive way to reach a very small portion of the market.  That belief is more than a feeling.

Look at this from the TVB, the Television Advertising Bureau.  39.2% of Billings, according to a TVB study, gets TV from ADS (alternate delivery source)  National average is 31.

That means all sources, other than over the air TV added together are still less than 40% of the market.  With two cable companies and two satellite providers all taking a piece of the 39% you can see the point.

Study: 36% Of All Recorded TV Content Is Never Viewed

iPad Revenge
Just about one-third of all television viewing worldwide is recorded content, and 36% of all content that is recorded is never watched. That’s the word from Motorola Mobility’s new media survey, which says that U.S. viewers watch more TV than anyone else (23 hours of TV and six hours of movies each week), and also record more programming that is never watched (41%).

Globally, the average viewer watches 19 hours of TV content and six hours of movie content a week, and the primary reasons people record content is because there is other content airing at the same time that the viewer would prefer to watch live (77%), while 68% globally record programming so they can skip ads on commercial channels. (These percentages are higher in the U.S, where these factors score 75% and 74%, respectively.)

According to the study, consumers would like to be able to transfer content between devices more easily, and 76% say they would be interested in a service that automatically loaded content a user liked to their mobile phone or tablet. Tablet users are more likely than non-tablet owners to use a service provider’s TV catch-up service – 47% versus 31%.

Montana State FFA Convention is coming to Billings

Everyone Uses Radio, Including Younger AudiencesbyMarketingCharts.comThere’s a lot of conversation about what media to use to reach younger audiences.  Internet, TV, cable.  Radio finds itself a bit outside that discussion.The idea early adopters don’t use radio isn’t borne out by the facts.  Look at this article from MarketingCharts.comMedia usage among younger audiences

52% of Millennials are above-average in terms of their adoption of technology, and these early adopters are heavily reliant on their mobile devices as sources of information, communication, and entertainment. But they still keep traditional media firmly in the mix, according to an Experian Marketing Services report.

While mobile phones were used by a leading 94% in the 7 days prior to the survey, 93% watched TV, 83% listened to the radio, and 66% read a newspaper.

Interestingly, a larger proportion of respondents reported using TV and radio than their home computer (81%), a fairly curious result that could be attributable to this group relying on their mobile devices more than a computer to access the internet.

But while TV and radio have great reach among early adopter Millennials, they don’t enjoy high rates of consumption, meaning that one can’t necessarily conflate media reach with interest or attention. Compared to the average Millennial, early adopters spend 3% less time watching TV and 1% less time listening to the radio. By contrast, they spend 17% more time with tablets and 14% more time with their mobile phones. Another surprising result: of the media types listed, early adopters over-indexed the most for magazine consumption, spending 27% more time than the average Millennial on this medium.

The survey also asked respondents to rate each medium they use on a scale of importance with regards to being a source of information, communication, and entertainment. Among those media, 42% of cable TV viewers cited it as a “very important” source of entertainment. (By comparison, 36% of game console users and 36% of mobile phone users shared that sentiment about their respective devices.) The importance of cable TV as an entertainment medium speaks to the success of recent series such as The Walking Dead, which consistently sees high engagement from viewers (see the latest chart on cable TV engagement here.)

Other Findings:

  • 7 in 10 early adopter Millennials agree that they compare prices online before making a purchase. 56% agree that after researching online, they go to a physical store to purchase.
  • 38% share comments about products and services on social networking sites.
  • Compared to the average Millennial, early adopters over-index the most in the following mobile activities: IM/chat (132); reading media (126); listening to music (122); email (120); and watching downloaded/streamed video (120).

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