Radio versus Social Media

Radio versus Social Media

by | Sep 9, 2020 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

For the past few years, President Donald Trump has called the major news media Fake News. Meanwhile the commentators on the networks and news organization he calls Fake, call the Presidents favorite channel Fake News.  I’m not about to dive into a political rabbit hole but this is just one example of how we as consumers have been losing trust in the long standing traditional news media, no matter what side you are on, there’s someone on the other side that will say, you’re wrong and they are right.

What led to this widespread division is not just what the news organizations are doing, but the availability for anyone and everyone to become their own “media”.  I’m talking about Social Media.

We can forget about Tom and MySpace which was the forerunner to Facebook.  MySpace is still around but Tom skipped town.

Facebook is attempting to take over the world, still but in light of what they have been doing with data collection and arguing over their legal liabilities, Facebook is losing ground when it comes to Trust. 

I just read a story that summarized findings of a survey taken this summer by Engagement Labs that points out how badly the trust factor in Social Media has fallen this year.  How bad is it?  “Facebook down 56%, Instagram down 38% and Twitter down 140%”

Yikes.

Now before I go any further with sharing the results from this story, I want you to know where I am coming from.  Since 2003 I have worked exclusively in the marketing world.  8 years at a group of radio stations, followed by some shorter positions working for a website development company that specialized in marketing solutions, another several months back in radio, followed by nearly a year as the “Social Media Magician” at an ecommerce company before I returned to radio again in 2013.  

The ScLoHo brand came about due to my online activity I was doing 15 years ago.  I have lived in both social and online media along with traditional media for a long time and I know the strengths and weaknesses of all of it.  The company I work for has a digital division and I can probably out debate anyone on the pros and cons of all this. 

Back to this story and survey from this summer…

A new survey of radio listeners finds their trust in radio and its personalities continues to grow as social media has become far less trustworthy during the past year. Conducted by data and analytics firm Engagement Labs and commissioned by iHeartMedia, the study shows listeners ages 18-69 place higher trust in radio than in television or social media and that 79% of respondents said radio is more or just as trustworthy compared to a year ago while social media is 50% less trustworthy during the same time period.

Here’s more specific numbers:

Among radio listeners 18-69, the survey found 75% trust radio, 66% trust television, 57% trust websites, 38% trust Twitter and 37% trust Facebook.

My radio station, WOWO Radio is a news/talk formated station and I just received data relating to our listenership and the trust factor that I’ll share in a few weeks.

One more quote from this story:

The survey also found that an overwhelming majority of respondents indicated that radio improves their mood, helps them feel less isolated and more connected to their community. More than three-fourth of respondents (77%) trust the information they receive from their favorite on-air hosts. In addition, heavy radio listeners were found to wield robust word of mouth power for advertisers, having more brand conversations and more influence than heavy internet users and TV viewers.

It’s that last part, the robust word of mouth power for advertisers that I’ll gladly talk to you about specifically with regards to WOWO radio if you reach out to me and I’ll also be including that information in an upcoming article and podcast.

 

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Consumers Crave Open & Honest Relationships

Consumers Crave Open & Honest Relationships

by | May 19, 2020 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo

Last month I was cleaning out my email inbox and found an article from 2018 from Mediapost that I had been saving for the future.

Today is the future.

As much as things have changed this year, I’m sure you’ll agree that somethings have changed very little.

The Mediapost story is titled Boomers Crave Open, Honest Marketing and when I first read the story, I thought, not just Baby Boomers, but everyone craves honesty in the advertising and marketing they are exposed to.

First, let me share some quotes from this 2018 article:

Target. Equifax. Cambridge Analytica. Our system of voting.
It seems every day a new report comes out explaining how a major company has failed to protect our personal data or attempted to monetize it in an exploitative way.

While senior users make up only a fraction of all internet traffic, they are very concerned about their privacy. A 2017 poll by AARP found that 78% cite privacy as a major concern, while 84% fear having their personal information hacked or stolen. The boomer market is fearful about information security.

In recent weeks, the concerns about internet security have hit people of all ages.  The video conferencing company Zoom was discovered to have lax security measures and yes there have been multiple more companies that have had data breaches over the past couple of years.

Healthcare providers and financial corporations are moving away from person-centered customer interactions, automating as much as possible to save money.  In reaction to this trend, we find many boomers and seniors attempting to eschew digital interactions because it makes them feel safer. With the news blaring the pitfalls of Facebook, online credit scams, and major privacy concerns, it’s no wonder that this is a trend. But the modern world makes it hard for boomers to escape the clutches of marketers.

Nearly every boomer and senior has adopted the ubiquitous “membership card” for local grocers and other stores. Maybe they’ve even signed up for emails about upcoming deals. After all, who doesn’t love a sale?

Yet each of these contacts provides a way for a retailer to collect data about consumer preferences and interactions. Even the simple act of having a Facebook account causes this to happen.

The Covid-19 pandemic and stay-at-home orders really made it impossible for everyone to avoid the web.  So what is the solution to give all consumers, not just Baby Boomers and Seniors, what they really want, which is open and honest relationships with the companies they do business with?

In a word, Transparency.

Here’s my challenge to you.

What can you do to over communicate the stuff that your customers might feel uneasy about?

If you are a service business, how about upfront price guarantees?

If you sell online, how about a big bold message that states how you will use or not use your customers information?

If you say, you do this stuff already, is it buried in a bunch of fine print or legal terms and conditions that no one reads anyway?

Change it.

We want to trust you.  Give us open and honest communication and transparency and in return we’ll give you our money.

Signed, the consumers of the world.

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What Is The Value Of Free?

What Is The Value Of Free?

by | Mar 10, 2020 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, Sound ADvice, The Not-So-Secret Writings of ScLoHo

One Small but Powerful Word

…but wait, if you call now, you’ll receive a second set of (fill in the blank)  absolutely FREE!  Buy two – Get one FREE!  Free Delivery – Free Interest. Free this – Free that!

There’s a reason some of the top advertising copywriters in the world lean on the word FREE… It Works!

One of the “prime” reasons Amazon and all online shopping has become so popular so quickly is in large part due to two words, “FREE DELIVERY”.  But the appeal of “free” extends far beyond online marketing.  Free is a powerful and compelling purchase motivator in virtually every business category.

In his book, Predictably Irrational, Dan Ariely tested the word “free” with candy, specifically, Lindt’s Truffle and Hersey’s Kiss.  When the Lindt Truffle was priced at 15 cents and the Hersey’s Kiss priced at 1 cent, 73% of participants choose the Lindt Truffle. When a different group was offered the same products each for a penny less, Lindt at 14 cents and Hersey’s for free, 69% chose the Hersey’s Kiss.

But using the word FREE comes with caution; using it too much or without a compelling offer can lead to the risk of customers being suspicious.

In my 23 Free Strategies to Increase Sales, one of the strategies is to offer a free “buyer’s guide” online or at your location. Consumers today are hungry for knowledge and want to reassure themselves they’ve made the best possible buying decision based upon that knowledge. This tactic can attract new prospects and guide them to prefer the features of the products you sell.

Have you considered what free strategies you might employ to increase your sales?

One of my advertising partners, Anthony Realtors offers a Free 151 step buying guide. When I first saw this offer on their web page, I thought it was a typo, but it wasn’t.  I never realized that there are so many steps to successfully marketing a home.  This buying guide also acted as a measuring stick, a point of comparison because most realtors don’t do most of the 151 items on this list.

To receive a FREE copy of the 23 Free Strategies you can use to increase your sales at little or no cost to you, click here! 

I also have another free offer for you.  Nearly every week, I have an email newsletter with tips like what you just read that is delivered to your inbox Wednesday mornings.  You can add yourself to the mailing list by filling out the form below, for Sound ADvice.

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Do They Love You?

Do They Love You?

by | Feb 11, 2020 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo

We all want to be loved and this Valentines Day week, I am sharing some info on how you and your brand or business can be loved.

It starts with trust.

Last month, MarketingCharts.com shared a report on The Building Blocks of Consumer Trust in Brands and there are a few take-aways that you can apply to your business.

According to this survey from December,  two thirds of American consumers rank the following as very important when dealing with or selecting a company or product to spend money with:

  • Make Products That Work As Advertised
  • Make Products That Are Safe
  • Consistently Deliver What They Promise
  • Provide Refunds If Products Don’t Work
  • Treat Customers Well
  • Provide Good Customer Service

Over half those surveyed also want you to:

  • Make High Quality Products
  • Treat Employees Well
  • Do Not Hide Important Information In The Fine Print
  • Pay The Taxes You Owe

By the way, the top item on the survey that American consumers want from companies is something that 10 years ago wasn’t on anyone’s list.

Do you know what it is?

71% of us want a company to Protect Our Personal Data in order for us to trust them.  I think this has become important due to the frequent and ongoing data breeches that are regularly reported in the news.  Unfortunately, there is not much we can do about that one.

But the rest of the items on the list, you do have the power to control.  It’s the golden rule concept of treating others the way you would want to be treated.

Most of us don’t need a survey or study to know this, but it is important to remember this is important for you and your company or brand.  Notice that we don’t expect perfection, but when a mistake is made, we expect it to be fixed.

What I found missing from that list was low prices or fast service.  Those items are not as important to business success as being honest.

We Americans want to spend out money with people and products we trust and now you know what you can do to build that trust.

Nearly every week, I have a Sound ADvice email newsletter that you can receive Wednesday mornings by filling out the form below for more business tips.

Questions, Answers, thoughts of any kind are welcome, just contact me.

 

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Little Known Advertising Copy Secrets

Little Known Advertising Copy Secrets

by | Aug 27, 2019 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Want to know how to be ignored?

Be Predictable.

The Opposite is also true and we’ll learn some little known advertising copy secrets as we continue with part 8 of a 9 part series based on Roy H. Williams Advertising Oversimplified article he wrote a few months ago.

Roy says:

  1. Thirty-six years ago (1983) David Ogilvy was speaking of newspaper and magazine ads when he wrote, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Now look at your open rate. What percentage of your online budget has been spent when you’ve written your subject line?

  2. If you have nothing to say, don’t let anyone convince you to say it. Boring, predictable messages make you seem smaller and duller and waste your money. Companies don’t fail due to “reaching the wrong people.” Companies fail due to saying the wrong things.

  3. Predictable ads are about you, your company, your product, your service. Persuasive ads are about the customer, and the transformation your product or service will bring to your customer’s life.

  4. “I, me, my, we, and our” are self-centered words.“You and your” are customer-centered words.

  5. Entertainment is the only currency that will purchase the time and attention of a busy public. Are your ads entertaining?

Depending on the type of ad you are planning on running, different points of what Roy said are important.

Take the entertainment factor for instance.  A common problem I see and hear with ads that are entertaining is that they lose the advertising message.  They may win creativity awards, but did they contribute to the growth of the company or brand?  Do you really need all the glitz and glamour and expense to create an ad that is not going to help you sell your stuff?

I’ve personally worked in all types of radio formats along with print ads and online advertising and there is no one strict formula that you should follow for all your ads everywhere.   

Take for example the length of your ads.  A few years ago, I developed my secret sauce as my co-workers now call it of using shorter live ads that had just as much or more impact as the traditional full length ads that were standard.  But this secret sauce formula is not for everyone and every situation.  Contact me and we can see if it should be used in your ad campaign.  Scott@WOWO.com

You can also get more marketing tips delivered to your email nearly every Wednesday when you subscribe to my Sound ADvice newsletter in the box below.

 

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Do You Provide Meaningful Touches?

Do You Provide Meaningful Touches?

by | Aug 21, 2019 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, The Not-So-Secret Writings of ScLoHo

Maintaining a good relationship with your customers is critical to your lasting success.

Roy H. Williams in his article on Advertising Oversimplified covered this:

  1. Most customers are repeat customers or referral customers. Mass media is the most efficient way to maintain top-of-mind awareness among these groups. In addition, it will bring you new, first-time customers.

  2. Your plan to stay in touch with your customers through social media and email blasts is based on the assumption that your customer is willing to open, read, listen to, or watch what you have to say. Is this actually happening? And if not, why not? (HINT: The Subject Line gets people to open it. The content, itself, gets people to share it.)

I get direct mail pieces from a couple realtors and other business people I know and I also get some emails but most of them get deleted or tossed without being read.

I even have a weekly marketing email you can subscribe to free using the form below for Sound ADvice.  

As business people we are told that we need to be doing something to maintain that connection, but is what you are doing the right thing for your individual customers?

Even if you are doing the right number of “touches” with your email or direct mail…

Are they meaningful to the people on the receiving end?

I’m not suggesting you drop everything you are currently doing unless you see no value in it at all.

I am suggesting that you also add a personal touch, the kind that is not “mass media”.

Every once in a while, I will contact some of my advertising partners with a note, a phone call or an article that would be of interest to them.

When I did this with a Financial Planner friend of mine, she asked me how I found the article I sent her because it’s from a publication written specifically for people in her field, not the general public.  I told her my research secrets and she got a greater understanding of how I am looking out for her interests, not just selling her advertising.

Like I said, I don’t recommend stopping all your mass media advertising and only focusing on personalized one-at-a-time marketing; that proved disastrous for an old friend of mine who thought word of mouth alone would be the way to go.  He had to shut his doors after he tried that experiment and his business had a 25 year history.

Do both.

Mass media reaches both your current and future customers.  Personalized messaging can be used to retain that relationship.

Want help? Contact me: Scott@WOWO.com

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