Fast Class On Buying Advertising

by Scott Howard | Apr 14, 2025 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

A few weeks ago I had 10 minutes to give a complete presentation to a couple dozen business leaders.

After about 3 minutes of sharing who I was and my background, I jumped into the subject of advertising.

Not to promote what I do, but just to give them a quick framework on what THEY should do when considering buying advertising.

Here’s what I shared:

First step is KNOW YOUR BUSINESS:

WHO are your ideal Customers and WHY?

WHAT Characteristics of YOUR Business makes your customers your FANS?

There’s also financial numbers that you should know about YOUR business.

You have to take the time to actually stop, think and write this stuff down.

Second step is KNOW THE AUDIENCE of the Advertising Medium that is offering to sell you advertising:

WHO are their readers/viewers/listeners?

WHAT Characteristics of their readers/viewers/listeners is a match for your organization’s ideal customers/clients?

I know that there are some people who will try and get you to buy advertising from them that just doesn’t make sense because you are not a good match for each other.

Third step is YOUR WHY:

WHY are you looking at spending money?
WHAT are the results you want to achieve?
WHEN… what’s the timeline for achieving those results?

It’s extremely important for both you and them to be in agreement of this.

Fourth step is a realistic plan involving:

Messaging

Matching expectations with budget

Fulfillment

Growth steps

I know, this is a lot more involved than creating an ad, but unless you really, really take the time to consider all of this you could blow a bunch of money.

And even though it might go without saying, I said it anyway in my presentation… The Trust factor:

TRUST is the key to all of this:

Think like a real person, a potential customer.

People will not buy from people or companies they DON’T Trust.

EVERYTHING You and Your People say, do and deliver has to be Honest and Truthful.

That includes your Advertising and Marketing Messages.

If you would like my help going through these steps with your business, contact me.

Hiding in Plain Sight

by Scott Howard | Apr 7, 2025 | Marketing and Advertising Insights, Sound ADvice

Subscribers to my Free Sound Advice Newsletter received this information last month. If you’d like a free subscription, just email me: Scott@ScLoHo.net and ask.

As a business owner, it’s easy to get caught up in the day-to-day grind. But the real magic to keep your business moving forward comes from stepping back and asking, “What’s next? What can I do that’s different, unexpected, clever, or more efficient?”

Comedian George Carlin once joked, “I think someone could make a lot of money if they set up a little stand at the Grand Canyon and sold Yo-Yos with 500-foot strings.” It’s a hilarious image but also a profound lesson: opportunities exist where others don’t think to look.

The best business ideas often come from reimagining something familiar in a fresh way. That’s how Uber transformed transportation, how Airbnb disrupted hospitality, and how local coffee shops thrive despite Starbucks being on every corner. Innovation isn’t always about inventing something new – it’s about looking at what’s already there and making it better, more convenient, or more exciting.

Most small businesses start by filling a need, but too many get stuck just maintaining the status quo. Instead of waiting for challenges to blindside them and force change, business owners should always be on the lookout for the next opportunity or ways to improve what they’re currently doing.

You don’t have to change everything overnight, but committing to even one new idea, improvement, or competitive advantage each quarter can keep your business moving forward.

The next big success in your business might be HIDING IN PLAIN SIGHT – you just have to see it before anyone else does.

If you’d like to see 4 quick ideas on keeping your business creative and ahead of the curve, click here.

Create A Personal Brand Preference with Radio

by Scott Howard | Mar 31, 2025 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

One of the questions I sometimes get when people learn I work for a radio station is, “Do People Still Listen To The Radio?”

And those are honest, sincere people, not being sarcastic.

I can honestly tell them and you, “Yes.”

The day this article and podcast goes live, March 31, 2025 is the official 100th birthday of my main radio station, WOWO, which officially launched as an AM radio station in Fort Wayne, Indiana.

WOWO still has a home on AM at 1190 along with 92.3FM, 107.5FM which is a low power FM signal along with an HD option at 97.3 FM HD2.

WOWO is one of over 20 local radio stations in Fort Wayne.

Besides listening to WOWO and other stations on a traditional radio frequency, nearly all traditional AM and FM stations can also be listened to online. There are apps that you can download, station websites that you can listen to, or do what my wife and I do at home and listen over smart speakers. In our family room and kitchen we have Alexa, in my home office I have Google’s smart speaker system that I use.

Every vehicle that I’m aware of has access to FM radio, most also have access to AM too.

The one challenge is finding a traditional portable radio, but I’ve bought one from Amazon, my wife has a couple too. Trying to find one at a big box store like Walmart is challenging but they still sell them at Best Buy.

Radio Stations are still around, but does anyone listen anymore?

For this question, I dug into my Nielsen data that I have access to and here’s some numbers:

In Metro Fort Wayne there are 438,000 adults age 18 and older. over 304,000 people listen to the radio weekly. That’s 70%.

I narrowed the demographics to the youngest group, ages 18 to 34 and 53% listen in Fort Wayne.

However 76% of adults age 35 and older listen to radio in Fort Wayne.

That 35 year old threshold is what I call the beginning of being a true grown-up. Between 18 and our mid 30’s, we’re still transitioning from college and party life, looking for fun and adventure and we’re just getting started earning some serious money in our late 30’s and early 40’s. We start making grown-up decisions and having busy family lives after we reach our mid 30’s and later.

Those people are still the primary radio listeners and quite frankly I’m not sure what the future will be in say, 15 or 20 years. Will those younger turn to traditional radio? We’ll have to wait and see as I’ve been doing for a long time. See the demise of radio was predicted 25 years ago and yet it’s still here and a viable place to advertise and build brand awareness for your company.

A couple weeks ago, Westwood One published a story titled:

The Business Case for AM/FM Radio Advertising: Be Known Before You’re Needed

You can click on the headline link to read the whole article, however here are the highlights:

Media plans with AM/FM radio have +28% greater market share than brands that do not use AM/FM radio
Advertisers using AM/FM radio have +42% greater profit than brands that do not use AM/FM radio

But radio works best for long term Return On Investment. The article includes a story:

How advertising really works: Steve’s Pest Control of Columbia, Missouri used AM/FM radio to build a huge business

1,095 miles to the west of New York City lies Columbia, Missouri, the home of Steve’s Pest Control, “Missouri’s number one choice for pest control.”

Steve’s Pest Control knows what Madison Avenue has forgotten. To generate substantial sales and profit, a business needs to create future demand rather than obsess over short term metrics and only focus on converting existing demand.

Steve Hotsenpiller and his wife Anita started their business over three decades ago with one truck. They bought ads on a small radio station.

Each year, they devoted about 8.5% of their revenues to advertising. As they grew, they bought ads on more radio stations and soon became one of the largest advertisers on local radio.

Their ads are charming, funny, and entertaining. They usually end with the jingle that exclaims, “Now you’ve got a friend in the pest control business – Steve’s Pest Control!” Today, with over 90 trucks, Steve’s Pest Control is the undisputed leader in the pest control business.

As I review the businesses I’ve worked with in the radio business, some are brand new, while others are a few generations strong. If you’ve never done a radio campaign as part of your business marketing outreach, it’s time to start considering it.

What’s Your Sign?

by Scott Howard | Mar 24, 2025 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

You’re standing on the 50-yard line in a stadium filled with 50,000 people. The lights are bright, the crowd is buzzing, and you – yes, YOU – are holding a massive sign advertising your business – and it’s about to be even bigger up on the “jumbotron”. This is your big advertising moment.

So, what does it say on your sign? Something bold? Something clever? Or just your logo because you panicked?

Now, here comes the plot twist – just like a corporate game of “Survivor”, NINE of your competitors are standing right next to you – with their own signs.

Suddenly, your message might feel… less special. The point is… your MESSAGE matters the most, regardless of what form of advertising you’re using. “For all your ‘blank’ needs” doesn’t cut it.

If you’d like to see a list of bad slogans and tag lines or short advertising phrases to avoid, click here.

Be memorable, not forgettable. You’re not the only one “holding up a sign”.

What I just shared with you was sent to subscribers to my Sound ADvice newsletter a couple of weeks ago. Email me and ask for a free subscription and I’ll include you too. Scott@ScLoHo.net

Make It Personal

by Scott Howard | Mar 17, 2025 | Marketing and Advertising Insights, Really? The Personal ScLoHo, The Not-So-Secret Writings of ScLoHo

One of the best marketing tips I can give you is the title of this article and podcast episode: Make it Personal.

Despite all the new tech and capabilities of AI generated stuff, it’s people you need to connect with.

This is my anniversary week. Kathy and I met 25 years ago and married on St. Pat’s Day a year later.

I’ve never had an ongoing daily relationship with anyone for 25 years. Sure, my kids who are now 40 or close to it, I’ve know longer but they are all over this country with their own families and so it’s a bit different since they are under their own roofs, different from Kathy and I who share a roof and whole house for 2 and a half decades.

My challenge to you is to make sure your advertisements and marketing messaging is as one-on-one personal as your best human relationship connection.

Think about the characteristics that sustain that relationship.

How can you mimic that and avoid “ad-speak” in your marketing?

Earlier this month I touched on this as part of a presentation I made to local business people and I’ll share in more detail what I shared with them in an upcoming article and podcast episode. In the meantime, take a fresh listen and look at how you and your business present themselves and make a list of both the good and bad as it pertains to Making It Personal.