Blog

Links for February 4, 2020

We share links on this page to help business owners run a better business, marketers learn something, or maybe a nugget that you can use to be a better person or simply make you smile.

Everybody has seen the Red Bull commercials on TV. They are also a large radio activator – using radio events to get their product in consumer’s hands. They sell six billion cans per year, but are probably better known for their goofy stunts or racing teams. Local brands can be built the same way. Learn more here.

Radio has long dragged out a register-to-win box with paper forms to win prizes at client locations. The Chicago Bulls took that to a new level with the Dunkin’ Race and an app creator. At Mid-West Family, we have those options on-site for advertisers with digital register-to-win options that can provide prizing, traffic to stores, and a database for further contact.

Our goal with this blog is to be a thought leader in marketing, advertising, business, and leadership in the greater Rockford and DeKalb area. What’s a “Thought Leader” – you ask? Read about it here.

Thanks for reading!

Links for February 3, 2020

Each day, we’ll hit 3 or 4 links to help you become a better marketer, advertiser, or local business owner. And, since it’s our own blog, we’re going to cheerlead for our business and our medium on occasion.

We’ll start off with some cheerleading tonight:

95-3 The BULL Saves A Life! True story as the power of the Bull’s brand and our group’s social media presence found a kidney donor for a veteran. Read more here.

Radio works to build brand awareness for a new financial company and product. According to Westwood One, its study showed growth in key brand associations for the new financial brand after consumers gained exposure to the AM/FM radio campaign. Read more here.

And, realize that baby boomers control 54% of the disposable income in America right now. Why wouldn’t you want to target them?

The Consumer Electronic Show was last month in Las Vegas. Video and Voice were parts of the main exhibits of new gadgets. Here’s a recap.

Thanks for reading – we’ll check in later this week!

Daily Links for February 2, 2020

On an almost daily basis, we’ll post links to pieces that will help you be marketers and media users, whether you’re a business owner, professional marketer, or an employee of a media company.

Some of the links will have commentary, some will be cheerleaders for the radio medium, and others will just have a link to something interesting about the media world. Please share on a regular basis with others – and thanks for taking the time to read an follow.

How many links will you posted a regular basis? The easy answer is, “However many we need to get the job done!” If you follow Seth Godin’s blog, sometimes he has 5 paragraphs while other days it’s 2 sentences.

So, this blog could be 2 links or 4 links. But, we’ll never try to go past 5 links – instead, we’ll maybe save some for the next day.

#1 – Digital marketing and media is all the rage. Everyone is talking about clicks and follows. At Mid-West Family, we have a full suite of digital marketing solutions, curated by our professional team here in Rockford.

Digital marketing often limits the reach of a campaign. It’s the one thing that has bugged me about the super-targeting options of digital. There’s a lot to be annoyed about with radio, but digital marketing has had very similar “annoyances.”

In this link, the CVS Pharmacy marketing chief talks about the return of reach in marketing.

#2 – Our friends at Zimmer Marketing in Joplin, Missouri, blog about some great radio creative. It’s always inspiring to see how an audio message connects with consumers.

#3 – At Mid-West Family, we have a handful of dentists who have built their business using radio. Some of them are celebrities in Rockford. At our Lacrosse, WI business, there’s a very similar dentistry success story. Here’s a piece that shows that we’re not just bragging – radio works in the service industry regardless of region.

#4 – I love broadcasting, whether it’s TV, radio, cable, or strictly online. It’s really because I love communications. Here’s a fun and great piece on the most famous broadcast call in sports history.

That’s all for Sunday. Enjoy the Super Bowl. And, yes, the amount of money paid for the ads is worth it – especially if you have a comprehensive marketing plan for the online world minutes after the ad airs during the game AND a plan that covers the businesses marketing need for the next 6-12 months. The Hustle, a daily email newsletter spent about 3000 words on Super Bowl ads today. Subscribe to The Hustle here.

Links – January 13, 2020

Six links that can help with marketing, advertising, running a business, or the Rockford-area community that you may like to know more about:

One of the largest advertisers in the world is one of the top users of RADIO after dropping it a few years ago. Read more here about how Proctor and Gamble “self-destructed” their marketing to reinvent it. Not sure of a P&G brand: Think Dawn.

More radio: When one of the largest media investment companies is sniffing around radio, you know there’s a big upside for our business. Read more here about Liberty Media’s interest in iHeart and potential vertical integrations with Sirius XM and Pandora.

Watch out: In Ohio, the Dayton Daily News is going to publish only three days per week. In Maine, a number of publications are going “Digital-Only Mondays.” How long until the Rockford Register-Star isn’t on your doorstep seven days per week?

Local business news:
Woodward finds a merger partner. Vertical integration in the aerospace supplier industry.
The Chrysler plant in Belvidere takes a couple weeks off.

One of my initiatives in 2020 is the “Coffee and Cocktail Tour” where I just want to visit with local customers, business owners, and others about the community and business. I had this as a note, but was re-inspired by this article.

That’s all for today – watch for more during the week!

Links from Business, Marketing, and Advertising #7

It’s been a little while since I posted a blog here.  I’ve been focused on getting our “This Week in the Stateline” up and running.  I’ve also learned an important lesson about the challenges of content marketing and owning the business – it’s darn near impossible to do both well AND have a life outside of the office.

Needless to say, it was an interesting week in Rockford advertising.  I’m out-and-about enough to answer some very difficult questions from advertisers.  I got two very interesting ones last week.

Question #1 came from a retailer.  It was more of a statement, looking for my response.  This gentleman said, “I see that the billboard company is running ads for themselves all over town.  Is the ad market that soft?”

It’s a very astute observation.  Since we don’t share information with other media outlets about how their business is doing, I couldn’t answer that question professionally.

I simply related my experience buying outdoor advertising 17 years ago in Houston.  The company at the time – CBS Outdoor – never ran ads for themselves.  They simply had their regular advertisers make extra “branding boards” to use when they had available inventory.  I was buying 15 faces on an annual basis at the time and I had 20 pieces of creative produced so I could be running up to 5 extra, depending on the week, month, or season.

The advertiser looked at me and said, “Hmm.”

The second question came because our competitors mailed a piece with ratings to many advertisers.  They said they were bigger than us.

An advertiser wanted my reaction.  I simply looked at the piece and complimented the professionalism of the work.  The advertiser, who is a friend, got a little frustrated with me because he wanted me to get mad.

I looked at him and said, “This piece looks great, but anytime we talk, it should be about youNot my numbers, but your top or bottom line.  I need to be in tune with your business and nothing more.  If we can make your cash register ring, that’s all that matters.”

The advertiser looked at me and said, “You’re right.  It’s about customer focus and service.  I never go to the biggest retailer in the market.  I like the personal touch and focus we have on growing my bottom line.”

Then he paused and said, “And this can’t be repeated, but your team really does focus on my business and doing right for our business community.  That means more than any mailing piece with numbers ever will.  I’m glad we’re partners.  By the way, my experience is that guys who brag about how big they are, generally are the opposite.”

I thanked him for his candor and headed to the State of the County address with Chairman Haney.

Enough about the market, here are some links that can help you grow your business and understand marketing better:

1 – Facebook has been front and center.  I have no clue what will happen with the service in the future, but I believe the effectiveness of ads for businesses will drop in the coming weeks and month.  It’ll still be incredibly affordable (and we buy Facebook advertising), but cheap doesn’t always get results.

Plus, broadcast entities are regulated by the FCC.  Facebook, Google, and others are not.  If we don’t operate in the public interest, we can have our license pulled.  Facebook and Google can only be swayed by their customer base.

I also find it very ironic that Mr. Zuckerberg used “legacy media” of newspapers to publish his apology over the weekend.

2 – Discounts only work once in a while.  Restaurants that rely on them are in trouble.

3 – There’s a ton of marketing confusion out there.

4 – We air some Westwood One programming.  Part of me reads this as propaganda, but there are some really good pieces of information to glean.  And here too from Crain’s in Cleveland.

Until we write again – May your days be profitable.