ScLoHo’s Collective Wisdom | The Genuine ScLoHo aka Scott Howard

Digital Discrepancies

by Scott Howard | Nov 20, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, ScLoHo's Web World, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

I was born in the 1900’s.

I heard that line last month when comedian Nate Bargatze was hosting Saturday Night Live. Of course I didn’t watch it live on Saturday night, I saw it a few days later because we have YouTubeTV as our streaming service and my wife was catching up on some of her favorite shows.

Back in the 1900’s, (I’m talking about the century, not the decade) we saw a change in advertising targeting options mostly with the growth of cable TV that happened in the 1980’s and 1990’s and what that brought us as consumers was hundreds of TV viewing channel options instead of just the local broadcast TV signals.

Baby Boomers like my wife and I, Gen X and even Millennials like my kids are different from the current Gen Z in terms of media and entertainment experiences and choices. Social Media giant Facebook is on the cusp of being 20 years old, and that was a game changer. Media was not just one way from them to us. With Social Media, we all got the opportunity to have a voice online and share our thoughts and media beyond what the traditional media companies were offering.

A dozen years ago, I took a break from radio and worked for a couple of web based companies. Targeting to the “right people” was the sales pitch for these new digital advertising options which was pretty cool we thought. I mean if you could only send your ads to the people who are most likely to respond… that was a game changer too.

However, there are a few flaws with that kind of thinking because it ignores Human Behavior. I’ll dig more into that in the future but the basics are that we don’t just respond to targeted ads when they are presented to us, there has to be a need on our part to spend our money, or something stronger than a targeted ad that has created the desire within us.

There is a real problem with highly targeted ad placement, in that the controls for the systems that spit out those ads are not very reliable. Some of us are overserved ads for things we might want to buy is one flaw. Another is getting served ads AFTER we made the purchase because the algorithms haven’t been created to address that flaw.

MarketingCharts.com released a report that says:

Only 15% of US advertisers are very confident in their ability to see all creative running across all channels, and even fewer (13%) are very confident in their ability to tie creative performance back to campaign ROI, according to a survey commissioned by Claravine and conducted by Advertiser Perceptions.

In total, the advertisers surveyed – all of whom spend at least $50 million on digital advertising each year – estimate that the wrong creative is served to the wrong consumer about one-quarter (25%) of the time. That includes a majority (56%) who believe the wrong ad creative is served at least 20% of the time, and about one-sixth (17%) who estimate that it’s served to the wrong consumer at least 40% of the time.

Advertisers believe that their ROI would increase by an average of 29% if they were able to serve ad creative to the right consumer every time.

Now, I’m not at all against digital advertising, I just believe it’s not as complicated as some will have you believe.

Instead of targeting individuals, you need to go back to targeting known audience groups. You can do this with social media and other digital advertising but it’s what really what advertising was all about back in the 1900’s.

When mass media like radio, print, TV, heck even Cable TV were the choices business had, they used the characteristics of the media channels audience as the determining factor for where to spend their advertising money.

Going back to my knowledge and expertise in tracking digital targeted ads, I know that when you dig deep enough, all the data becomes less and less reliable.

I challenge you to think like a person, a consumer, a person that could be your customer and the habits and characteristics they have, and then create ad campaigns that speak to them with a relevant message on a form of media that they are likely to use.

If you’re in the Fort Wayne Indiana area, I can help you walk thru this process in person. Contact me, Scott@ScLoHo.net and we can set up a time to help you avoid all of these Digital Dispensaries and actually grow for the future.

Is It A Thing or Is It A Fad?

by Scott Howard | Jul 11, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, ScLoHo's Web World, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Let’s jump into this topic headfirst with the reason I’m talking about this subject right now.

Around July 5th, a new social media app, Threads was launched and it’s been all over the news because… well.. the news media thinks it’s newsworthy.

Threads is connected to Instagram which is connected to Facebook which actually changed their corporate name to Meta in 2021. Sort of like when Google changes their corporate name to Alphabet in 2015.

Anyway back to Threads and the news it’s making, mostly because of the number of users or subscribers it’s signed up. News reports proclaiming it’s breaking records compared to other social media apps are true but with a footnote.

Facebook or Meta or whatever you want to call it is still the worlds largest social media platform when you count the number of accounts or users they have. However if you look under the hood and ask some reasonable questions like “how many active users?” and “how active does an account need to be to be considered active?” , those numbers will shrink. More on that in a moment.

The reason Threads has gained so many subscribers so quickly is because of two things:

The Hype. Free advertising from the media. Because when Elon Musk took over Twitter and started making changes in 2022 that disrupted the Twitterverse, many Tweeps from the old days were not happy and looking for a Twitter Alternative.
The Facebook/Instagram subscriber database. If you have an Instagram account, you can sign up for Threads in less than a minute because Threads is currently tied directly to Instagram. As of March 2023, Instagram has 2 Billion Monthly Average Users. That’s made it easy to pull those people over to Threads. Twitter only had 233 MAU in March and as I write this just 5 days after the Threads launch, over 100 million have created a Threads account.

Regarding Threads, Is It A Thing or Is It A Fad?

Honestly it’s way too early to tell.

I recall in 2009 when the program director of one of my radio stations proclaimed that Twitter was just a Fad. This was 3 years after Twitter launched and a year after I hopped on as a Tweep and built my ScLoHo Brand to national recognition with some of my Tweets being quoted by mainstream publications like the Wall Street Journal along with some more niche platforms.

The real test will be as the year unfolds and next year too. Right now people are signing up because they’ve heard about it and it’s easy. But are they going to be active on Threads? We have to wait and see over time.

There are some limits to the functionality compared to Twitter and other social platforms and that will evolve with time. I’ve seen my friend Kevin Mullett and others explain the pros and cons of Threads. Scroll thru the Facebook comments until you find Kevin Mullett here: https://www.facebook.com/djtrend/posts/pfbid02A7eh8tYxLLhcc1vmhf7xxfzLpzYXyQRU12swiuXTjTsc2JD6cro9V3DBP9ZCE9GVl

Also my friend Anthony Juliano had a very common sense approach that he shared on LinkedIn this week. Anthony wrote:

My take on Threads, in a nutshell:

1. Yes, it’s a thing
2. A lot of people are joining it
3. But you don’t have to
4. Unless you want to
5. Oh, I understand: new stuff is neat!
6. But it probably won’t change your life, and
7. Do you really need another distraction?
8. It’s okay if you do, though, or see it as something that will move you toward your goals
9. But it’s okay if you don’t
10. And you can always change your mind later. To join or unjoin Threads. Or anything else. These tools aren’t going anywhere, and if they do you didn’t miss anything.

Except that last point #10 .. you can’t unjoin Threads without deleting your Instagram account right now. However, you can decide not to participate and simply keep your account without using it.

If you are an early adopter like I used to be and Kevin still is, go exploring on Threads.

But for marketing your business the way some people have relied solely on Social Media platforms to be the lifeline of revenue for their income… hold off. At this moment Threads doesn’t have a way to run sponsored content, but they will in order to survive.

Because not all social media platforms last, no matter how much money the parent company has. Google has failed numerous times including their Google Plus social platform that they simply could not convince enough people to use and it was killed off.

One last thought on the counting process of users or subscribers. Monthly Average Users seems to be a standard for many including the social media world. Monthly is also number that is used in the radio broadcasting world. The Radio Advertising Bureau says that over 90% of Americans listen to radio at least once a month.

I can give you real numbers that are much better criteria to look at when deciding where to spend your ad and marketing money.

In Fort Wayne, Indiana, the Nielsen company does a survey twice a year that gives us weekly numbers, not monthly. And by taking a deep dive, we can look at specific hours or listener demographics. Much like the targeting options on Facebook for certain qualitative criteria, we can look at that information for any of the radio stations in Fort Wayne, not just the 5 stations Federated Media operate.

Our oldest station, WOWO is now 99 years old and doing well. Our other stations which include Sports Talk 1380 the Fan, WMEE, K105, and The Bear are also doing well with a lot of listeners that want to spend money with businesses they trust. This is not a Fad, it’s a Thing. A Real Thing and if you want more information contact me.

The Long Game

by Scott Howard | May 30, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

When I say the word “Future”, how far off in the future does your mind think?

Is the Future 5 years away?

Is the Future 20 years away?

Is the Future next week or even next month?

Does it hurt your brain to think beyond today?

Here in the United States we live in short time spans, relatively speaking compared to some other countries around the world.

We elect a President every four years which for many countries is very unstable. And the election cycle has become shorter and shorter. If you like your President then, you want them to last not just 4 years, but 8 years. However if you don’t like your President, you start talking about the next election as soon as possible, sometimes within 6 months.

I find it interesting that we elect government representatives who then create laws that outlast their term in office or in some cases, the laws don’t come into effect until after those that wrote them are out of office.

But enough about government and the Future, let’s talk about business and the Future. In my world of radio broadcasting, I work for a radio station that is now 98 years old. WOWO radio began broadcasting in 1925 and was one of the first AM radio stations. This year there was big news about the death of AM radio because certain automakers announced that they were not including AM radios in their new vehicles. Ford was the big one that caught peoples attention.

The National Association of Broadcasters rallied their members and lobbyists to save AM radio and due to the bad press or pressure either publicly or privately, Ford reversed course and their CEO announced: “For any owners of Ford’s EVs without AM broadcast capability, we’ll offer a software update”. As a broadcaster who knows how radio broadcasting works, the “software update” made me suspicious. If all it takes is a software update, that means the hardware was built-in all this time.

Anyway, the future of AM radio accessibility in Ford manufactured vehicles is safe for now.

On the other hand, there has been a lot of noise in government regarding the social media app TikTok. The concern is that users information is being given to the Chinese Communist Party for evil and it endangers all of us. The app has been banned by one state and the Federal Government is prohibiting it from being downloaded on devices that are connected to government sites.

Changes are coming as the Future continues to move closer and closer. How prepared are you for the changes that could occur next year? Forget about 5 years down the road or 20 years into the future… I bet there are changes that are taking place in your industry that are going to impact your business in the next 18 months or sooner and you have not prepared for them yet.

The idea of The Long Game which is what I titled this piece is not that you need to stick with doing everything the same way forever and ever, but to look to the Future and plan for what is coming or could be coming.

As I announced in May, WOWO radio prepared for the future by adding a strong FM signal, 92.3 to our options for listeners to tune in while they are driving in case their vehicle doesn’t have AM radio. We were prepared and you need to be prepared too in your business.

When it comes to inviting people to spend their money with you and your business, I have tons of options and ideas that you should consider. Some are nearly 100 years old, while others are in their infancy. Contact me and let’s play the Long Game together for today and the Future.

Win Their Hearts Or Lose Their Business

by Scott Howard | Apr 16, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom

Numerous times I’ve talked about Trust being the biggest Human Relationship Factor that you and your business need to earn and protect when it comes to the success of your business in the eye of the public.

I just saw an article published by MarketingCharts.com that talks about consumer trust outside of advertising, but just as important:

Trust is a key component of brand loyalty, but it’s hard-won and easily lost. According to a Razorfish and GWI survey of almost 1,700 consumers ages 16-64, 58% of respondents said it was a “somewhat slow” or “very slow” process to gain trust in a brand that they recalled building a relationship with.

By contrast, when thinking about a time they lost trust in a company, 70% said they lost that trust quickly.

Now this article was focused on multiple factors that can build trust or destroy it including data privacy policies, online reviews from consumers, compatibility with political views and causes and so on, but to me what really stood out was how challenging it can be to win the hearts and trust of consumers and that it simply takes time.

But more than time, it takes multiple positive touches.

On the other hand, it’s really easy to lose a consumers trust.

When we run advertising campaigns for our clients, we work on under-promising and then over-delivering. The opposite can destroy a company.

Here’s a link to the article: https://www.marketingcharts.com/customer-centric/privacy-and-security-229090

If you want help or guidance creating trust for your company, reach out and we’ll talk.

Where’s The Money in 2023?

by Scott Howard | Feb 27, 2023 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Depending on where you get your news and information, you’ve probably heard a lot of Gloom and Doom stories about the economy.

Some say we’re in a recession, others say “no, not yet, don’t label it with the R word.”

Some blame the President, others blame the previous President, some say Covid, others say… well whatever, it doesn’t really matter.

For those of you who age 35 or younger, your adult lives were relatively stable until 3 years ago, economically speaking.

By 2010, a mere 13 years ago, the U.S. economy was in a growth mode that lasted 10 years. Inflation was down, unemployment was disappearing, stock prices were on the upswing and overall, except for the political bickering, we really didn’t that much to worry about.

Sure, there was and is talk about climate change, human rights, making sure everyone was being treated fairly without bias due to gender, skin color, race, or anything else that needs improvement.

But for today, I’m talking about money and the health of our economy in the United States.

Generally speaking, as a group, we were doing well.

But the impact of Covid related decisions has thrown us into a bit of turmoil and confusion. Shutting down businesses, toilet paper shortages, overwhelmed health care operations. Followed by disruptions in the supply chain for essentials besides toilet paper and eventually rising prices has had an impact on most people.

Those of you under the age of 35 haven’t seen this before and that can create fear of the unknown.

Those of us who are old enough to be your parents, have lived through challenges similar to this and I’m here to attempt to reassure you.

I turned 63 on my last birthday and am at the tail end of the baby boomer generation. When I was a teenager, Jimmy Carter was the President. We had just survived the Watergate years with the resignation of Richard Nixon. Gasoline rationing was going on because we didn’t have enough. Our country recovered and grew in the 1980’s.

The next big crisis I recall off the top of my head would have been September 11th, 2001. The world stopped as all air flight was grounded and we had no idea what to expect. We made adjustments and continued until the housing market took a tumble in 2008 and again, gloom and doom was the mood.

2008 was the year that a widely unknown candidate for the Presidency of the United States went all the way to the White House on a message of Hope & Change. It was during the Obama years that those of you that are 35 or younger first started becoming aware of money and what things cost.

On my team at Federated Media, the youngest is turning 26. She is the first year of Gen Z. I also have three Gen X and two Boomers. The life experiences color each of their perspectives and outlooks on life today and in the future. But each is different too due to factors not related to age.

The original question of this piece is not about attitudes but reality.

The reality of who’s got the money to spend in 2023.

As a generation, the biggest chunk is still with the Baby Boomers, followed by Gen X and then Millennials.

In advertising, there used to be an ideal age demographic that was initially 18 to 34 year olds for a number of years and then shifted to 25-54 year olds.

Nearly all the advertising was targeted to people in this demographic and the question to ask is why?

Baby Boomers were the largest generation ever, spanning the years 1946 to 64 for their birthdays and by the 1980’s most of them were between ages 18-34.

As Boomers aged and started families, the desired demo shifted to the 25-54 year olds and sort of stuck there.

Problem is the youngest of the Boomers are turning 59 this year and have fallen out of favor due to their age for the advertising community.

The exception seems to be all the medical and retirement advertising.

But believe me, the people who have the money to support your business still are the Baby Boomers with over 50% of the wealth and Gen X with nearly 30% according to several studies including MarketingCharts.com.

Marketers like to focus on youth, whether that’s Millennials or Gen Z, but Baby Boomers are the big spenders. A MarketingCharts review of the latest data published by the Federal Reserve confirms that Baby Boomers hold the largest share of US household wealth. However, Gen Xers, and to some extent Millennials, are seeing their wealth climb.

As the General Sales Manager of 4 radio stations in Fort Wayne, Indiana that target our programming to reach people with money to spend, even now, I can help you by connecting our listeners to you and your business so you can convert them to become your customers in 2023. Email me for information: Scott@WOWO.com

Trust is the Glue

by Scott Howard | Nov 1, 2022 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo

Trust.

This five letter word is the glue that holds our world together.

Over the years I’ve been writing, publishing and podcasting, the theme I keep coming back to is Human Relationship Principles. And the key to all human relationships is trust.

Before I dig into the marketing and advertising thoughts regarding Trust, let’s stand back at look around our world.

From the day we are born, we place our trust in an adult to feed us and take care of us. As we grow older, we become more self-sufficient and those needs change but trust is placed in other things and people. As simple as putting trust in the chair you are sitting in right now. Trust that when you are driving down the road that the person driving towards you will stay on their side of the road while you stay on your side. That’s trust.

Trust in relationships also pertains to agreements between countries. A level of trust has to come with signing treaties. Agreements between companies always have a trust factor.

In the most personal relationships, we trust. Trust that the person you lay down to sleep with is not going to harm you.

Trust can be broken and how we deal with broken trust will impact future relations.

Spending money on something involves trust too. There is a reason some people buy chips from the dollar store and others buy them from the supermarket, but no matter where you buy them, you trust that what’s inside the bag is worth the money you paid.

When we don’t know who to trust, what do we do?

We look around for recommendations.

However not all recommendations are valued equally.

Research firm Ipsos released a survey that talks about who adults trust for recommendations.

The top couple of trusted groups are unchanged from surveys I’ve seen for decades.

7 out of 10 adults trust their family members and 2/3rds trust the recommendations of friends when deciding what or where to spend their money.

This has traditionally been called Word Of Mouth and I’ll get back to it in a second.

All the other sources for recommendations scored poorly, Under 40% of adults trust casual acquaintances. Someone who works in the store or for the company were only trusted 37% of the time.

All the online resources including company websites, companies on social media, review sites, social media groups, even the social media influencers scored in the 30’s or 20’s out of 100 for being trusted enough to spend money.

Why is this you ask?

It’s all about the Human Connection. We know our family, we choose our friends and we trust friends and family to have our back. All those others, they’re just out for themselves, at least that’s our perception, deep down in our gut.

Marketers are looking to create advertising campaigns that will persuade us to buy what they are selling.

Smart marketers include the trust factor in their plans.

9 years ago, I joined Federated Media’s WOWO radio advertising sales team. I had worked for other media companies and radio stations in Fort Wayne and I even worked for Federated Media earlier in my life on the air for sister station WMEE.

Why did I join WOWO in 2013?

Trust.

Ben Saurer was a young 20 something-year-old whose first real job was working in radio at a group of stations I was with and he left when he was hired by Federated Media to become their General Sales Manager for WOWO. I knew Ben from our time together and I trusted Ben.

I trusted Ben enough to meet with him on the sly as I was working for an e-commerce company, as hour out of town, to discuss the possibility of us working together again. Difference was, I would be working for him instead of the other way around like when we first met.

This trust factor along with trust in my own ability led to my taking an initial pay cut without a guarantee that I would earn it back; along with being the 5th person on a five person sales team. A little background on what it means to be #5 on a 5 person team. You’re not sitting in the superstar spot. #5 on a 5 person sales team is a revolving door.

Nothing was promised to me, no established accounts to take over, none of that, just an opportunity that was mine to take advantage of.

All of the accounts from my past were handled by the other 4 members of the WOWO sales team. Let’s be blunt about this. #5 on a five person team has about a 10% chance of making it, and that’s optimistic.

During the first year, I ended up winning the Super Goal award for Federated Media’s Fort Wayne stations. Out of about 20 sales people, I exceeded my budget goals more than anyone else when measuring percentages. I was not the top salesperson, I was not in the top 5, I don’t know where I was actually in dollars, but I beat expectations. That 10% chance of survival was overcome and then some.

2014 was my first full year at WOWO. 2015, 2016, 2017 and 2018 were mostly growth years. And then 2019 something happened.

It was a year that exceeded expectations and budget goals again and I ended up winning the Super Goal award for Federated Media’s Fort Wayne stations again. The difference in dollars was tremendous however. 2019 versus 2014 for me was a difference of around $500,000.

Besides winning the Super Goal award, I also won the Account Manager of the Year in 2019 for the entire Federated Media organization. That was based on dollars.

Trust was the reason behind this success. Business owners grew to trust me and the radio station, WOWO. Now WOWO itself has earned respect and trust for it’s legacy that began in 1925 and in a couple of years will be celebrating a century on the air. WOWO has had legendary radio personalities and our current line-up features two outstanding people who are trusted by their listeners.

Pat Miller hosts the Pat Miller Talk Show, weekday afternoons from 3pm to 6pm and Kayla Blakeslee is the host for Fort Wayne’s Morning News weekday mornings.

When Pat and Kayla talk, people listen. But it’s more than listening, a relationship develops over time. This is what happens what a radio personality is allowed to be real and share themselves on the air and as a news and talk formatted station, WOWO listeners have developed a Trust relationship with us.

The most successful campaigns on WOWO have Pat or Kayla as their spokesperson. Their listeners Trust them, it’s Word Of Mouth with a Bigger Mouth.

Recently I took over the sales departments at sister stations 1380, The Fan, our Sports Talk station; along with 98.9 The Bear, Federated Media’s Heritage Rock Music Station and BIG 92.3, our Classic Hits Music station. The trust factor is there too on our music stations and here’s why…

No matter if you’re listening to Brett on the Sports Rush, Pat or Kayla talking about the news, or listening to your favorite tunes on BIG or the Bear, you are not just intellectually involved, you are emotionally involved too with your favorite stations.

Trust is an emotional connection and that is why I have seen so many businesses be successful when they invite listeners who have an emotional bond with their favorite station, also trust the advertisers, especially when the ads tie into that emotional side of us and nurture trust.

Sure, you can create some boring ads that just present the facts and hope they work. You can create some gimmicky ads to promote what YOU want to sell, but if they leave out the human side and do nothing to build trust, your chances for success are limited.

Want to know more about how to integrate Trust in your marketing outreach? Contact me.

https://omny.fm/shows/the-scott-howard-genuine-scloho-media-and-marketin/287-scloho-podcast-trust-is-the-glue

« Older Entries

Next Entries »