Here's a dirty little secret: While there are exceptions, most broadcast stations don't program for the age 55-and-older crowd. The 25-54-years-old demographic is the most lucrative consumer spending group. Thus, it's understandable that most radio and broadcast TV stations program to that audience so as to be attractive to advertisers seeking that demographic.
It's nothing personal. It's just that statistics point to people doing most of their spending in the years before 55. So advertisers want the 25-54 segment as customers, and media wants those advertisers as clients. That's why one of the only places you can hear a Frank Sinatra song is on your iPod or subscription-based satellite receiver.
By the way, I'm 34 and love Frank!
What about the 55-plus crowd? Let's face it, 70 is the new 60. We're living longer and are more active than ever. Plus, talk about being savvy. If you are older than 55, you're part of one of the fastest-growing demographics plugging into online and social media like Facebook.
Where do casinos, health-care organizations and political campaigns — examples of advertisers whose models depend a lot on the 55-plus demographic — advertise if most broadcast outlets are programming toward younger demographics?
Newspapers' broad audience
Newspapers are the most widely used vehicles to market to adults over 55. That's where you'll find hospitals, senior communities, estate lawyers, banks and specialty medical practices spending much of their advertising budgets. While newspapers are dealing with the challenges brought on by technology, there still remains no better place to reach large and broad demographics, including persons 55 and older. Oftentimes, it's a daily newspaper in a market that trumps the other media with the biggest single audience for advertisers.
While broadcast has its limits, there is no shortage of varied programming on cable television, enabling advertisers to supertarget audiences by age and many social-economic aspects. Many of the stations are big wins in marketing to the 55 and older crowd. If you make a media buy on CNN, Fox News and the History Channel, just to name a few, you'll get some nice penetration with mature audiences. Cable television offers the biggest menu in demographic targeting opportunities, particularly when going after the 55-plus group.
As a former broadcaster, radio is one of my favorite mediums. Regardless that most stations program for audiences younger than 55, many radio outlets still do very well with the more mature demographics. The genres of rock, classic hits and adult contemporary often perform very well. If you are interested in marketing to the 55-plus crowd with radio advertising, ask a radio station sales representative for ratings of persons 35-64, to get a barometer of performance.
The 55-and-older audience matters, and for advertisers who don't pay a lot of attention to them, they should. While online advertising to them is viable, radio can work, but the best money spent, depending on your product and goals, is likely in print and television.
Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com. His column appears Fridays.
Friday, August 28, 2009
Friday, August 14, 2009
Incentives can assist in motivating your staff
In tough times, many companies make the mistake of curling up into the fetal position rather than marketing hard to survive and position for future growth. As advised on a weekly basis in this column, the companies that keep their commitment to marketing will come out on top when this economy turns around. But during a financial crisis, you have to make your entire marketing budget count. While every marketing dollar should be measured for effectiveness in good and bad times, one of your best use of resources, and one that will bring you a positive return on investment, is giving employees incentives.
Continue to look for growth
A lot of small-business owners put off looking for new business. It's not that they don't want to grow, but it's easy for managers to get distracted simply running the day-to-day responsibilities.
On the other hand, many companies have staff directly responsible for sales and business development. These companies are constantly thinking about development of new business. A dedicated person for increasing business opportunities is a smart strategy. Furthermore, paying some or all of the business development team's salary by commission joins the success or failure of the effort between the sales staff and management.
In addition to committing to having a person or team focused on business development, providing incentives to other employees, with non-sales responsibilities, can pay big dividends.
Don't forget your non-sales staff
For example, if an administrative assistant or member of the company customer service staff recommended your company to a new client, is that worth something? Of course it is. Why not encourage that type of business development? If the employee doesn't bring in a new client, it costs the company nothing. But if he or she does attract someone new for your company, you make money. Share the wealth with your nontraditional sales force with cash or other perks. It will likely happen again by that employee. Plus, others in the company will be motivated by the incentive program. Now that's return on investment for your company's bottom line and employee satisfaction.
Rewarding employees for new business they bring in builds morale or product quality. An extra incentive paid to employees is always a motivator. What's more, if employees refer your company or product to a friend or associate, they will want your company to deliver. It's now their reputation, too. If the employee's name is on the referral, the employee will make sure your company provides outstanding quality.
A company that makes the commitment to provide incentive to its employees for referrals grows cash flow, gains happier staff and assures quality and success.
Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com. His column appears Fridays.
Continue to look for growth
A lot of small-business owners put off looking for new business. It's not that they don't want to grow, but it's easy for managers to get distracted simply running the day-to-day responsibilities.
On the other hand, many companies have staff directly responsible for sales and business development. These companies are constantly thinking about development of new business. A dedicated person for increasing business opportunities is a smart strategy. Furthermore, paying some or all of the business development team's salary by commission joins the success or failure of the effort between the sales staff and management.
In addition to committing to having a person or team focused on business development, providing incentives to other employees, with non-sales responsibilities, can pay big dividends.
Don't forget your non-sales staff
For example, if an administrative assistant or member of the company customer service staff recommended your company to a new client, is that worth something? Of course it is. Why not encourage that type of business development? If the employee doesn't bring in a new client, it costs the company nothing. But if he or she does attract someone new for your company, you make money. Share the wealth with your nontraditional sales force with cash or other perks. It will likely happen again by that employee. Plus, others in the company will be motivated by the incentive program. Now that's return on investment for your company's bottom line and employee satisfaction.
Rewarding employees for new business they bring in builds morale or product quality. An extra incentive paid to employees is always a motivator. What's more, if employees refer your company or product to a friend or associate, they will want your company to deliver. It's now their reputation, too. If the employee's name is on the referral, the employee will make sure your company provides outstanding quality.
A company that makes the commitment to provide incentive to its employees for referrals grows cash flow, gains happier staff and assures quality and success.
Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com. His column appears Fridays.
Friday, August 7, 2009
Wintertime's right time for plugging allergy relief
All week long I haven't been able to get the 1950's song "Lollipop" out of my head thanks to it being featured in Dell's latest TV campaign promoting the colorful options of the company's Inspiron laptops.
Dell's TV spot has been on the air since late June for good reason. September's back-to-school time signals heavy sales volume for laptop computers.
So why kick off a campaign early, right after school gets out, rather than start the ads a week or two before Labor Day when back to school sales are likely to be highest?
It takes time for advertising messages to sink in and make an impact.
Start early to drive sales
For most of us, we need to be hit over the head by an advertisement multiple times for the product or service to become top of mind. While most businesses should have a sustained branding presence, companies selling products that are seasonal or have naturally heavier sales periods should start advertising early to build demand and drive sales during the buying season.
The advertising campaigns by drug companies of seasonal allergy relief products are shining examples of getting out in front of your natural sales periods. Every winter, I find myself watching a movie in my living room, in January with snow outside, viewing a TV ad for products like Claritin and Zyrtec. It always catches me off guard. I'm not even thinking of the hay fever that's going to hit me in April. But mid-winter is the time for drug companies to start influencing potential consumers and to make a case for switching to their allergy relief product.
Start the discussion early with consumers. If you want their business, they need to hear about you lots of times from multiple touch points to achieve a critical mass of brand awareness.
If you have a landscaping or paving business, running aggressive advertising campaigns in January and February will make it a good chance that you'll have heavier call volume in March.
Other examples include oil and propane companies starting communications with new and existing customers in the late summer. Snow plow dealers should kick off advertising campaigns in September or October.
Advertising takes time to work. It also is an investment that means commitment and needs strategic planning. Don't start talking to your customers at the bell; make sure they know your name well in advance.
Dell's TV spot has been on the air since late June for good reason. September's back-to-school time signals heavy sales volume for laptop computers.
So why kick off a campaign early, right after school gets out, rather than start the ads a week or two before Labor Day when back to school sales are likely to be highest?
It takes time for advertising messages to sink in and make an impact.
Start early to drive sales
For most of us, we need to be hit over the head by an advertisement multiple times for the product or service to become top of mind. While most businesses should have a sustained branding presence, companies selling products that are seasonal or have naturally heavier sales periods should start advertising early to build demand and drive sales during the buying season.
The advertising campaigns by drug companies of seasonal allergy relief products are shining examples of getting out in front of your natural sales periods. Every winter, I find myself watching a movie in my living room, in January with snow outside, viewing a TV ad for products like Claritin and Zyrtec. It always catches me off guard. I'm not even thinking of the hay fever that's going to hit me in April. But mid-winter is the time for drug companies to start influencing potential consumers and to make a case for switching to their allergy relief product.
Start the discussion early with consumers. If you want their business, they need to hear about you lots of times from multiple touch points to achieve a critical mass of brand awareness.
If you have a landscaping or paving business, running aggressive advertising campaigns in January and February will make it a good chance that you'll have heavier call volume in March.
Other examples include oil and propane companies starting communications with new and existing customers in the late summer. Snow plow dealers should kick off advertising campaigns in September or October.
Advertising takes time to work. It also is an investment that means commitment and needs strategic planning. Don't start talking to your customers at the bell; make sure they know your name well in advance.
Subscribe to:
Posts (Atom)
