Frequency, Frequency, Frequency…

Doug Smith - Cincinnati Radio Marketing Consultant
Doug Smith - Cincinnati Radio Marketing Consultant

by Doug Smith

If you were holding a solid piece of metal that was 1/8 inch thick and 5 inches long, could you bend it? Unless you are Superman, the answer is NO.
If that same piece of metal was stretched out to a length of 5 feet, do you think you could bend it? I think you could.
Why?
Without getting scientific (which wasn’t one of my strong points in school) the metal is simply stronger the more compact it is. When you stretch it out over an extended length, it becomes weaker.
The same principle holds true in the world of advertising because the more you stretch your budget, the weaker your marketing becomes. This is a trap that a lot of small business owners fall into because they think the more advertising they do, the more people they reach, the more business they will generate. It is a great concept if you invest enough money is each of the media you use, but if are spending a little with a lot of different media, you are going to be disappointed. You are much better off telling “why you” to a smaller group of people more often, then to a large group of people less often.
In today’s over-communicated society, frequency is the key. Your prospective customers must come in contact with your message on a consistent basis for your advertising to be effective. As I’ve stated in previous newsletters, you don’t have to have a Geico size advertising budget to properly market your business. You just have to be smart with the budget you have.
If you advertise in radio, own a daypart or a specific day on the stations you use.
If you advertise in television, own a show or specific time of day on the stations you use.
If you advertise in the newspaper or a magazine, own a section.
If you have the resources to run a heavy advertising schedule across multiple media outlets, do it. But if you do not, then be more specific with the media you use.
Small businesses with small budgets can look and sound like big businesses with big budgets if they think like the 1/8 inch x 5 inch piece of metal instead of the 5 foot piece of metal.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 in Cincinnati & Northern Kentucky.  You can contact Doug at  (513) 535-9123 or dosmith@hubbardinteractive.com

If they jumped off a bridge would you?

Matt Plapp - Cincinnati & Northern Kentucky Marketing & Social Media Consultant
Matt Plapp - Cincinnati & Northern Kentucky Marketing & Social Media Consultant

By Matt Plapp

Remember as a kid when your mom asked the question “would you jump off a bridge if your friends did it?”  You usually got this when you did something stupid that you typically would not have done had you thought about your decision first.
Well this is no different in running your business.  I just returned from a client’s trade show that reminded me of this scenario the entire time I was there.  The show is the Fall Market in High Point North Carolina.  It’s the largest furniture show in the world (but apparently not judged on sales or attendance).  This show has been going on  for many years and approx 10 years ago resulted in HUGE sales figures for furniture manufacturers who were on-site.  This event happens twice per year for 1 week each time.  The floor space sold in this show is 1.1 million square feet.  This show is gigantic when it comes to manufacturers and vendors displaying their product, BUT it’s missing 1 key element…BUYERS!
I spent half the show exploring the show during the “Peak Time” and no matter where I went there were not customers.  At one point I was leaving the main building where I was told everyone would be during the middle of the day and as I was leaving I attempted to be polite and hold the door for anyone behind me.  When I turned to look, there was NO ONE behind me.  I was amazed.  At this point I stopped and looked and at a show which has THOUSANDS of companies displaying there were less than 100 people at the #1 location of the show at 3pm on a Saturday!
What does this mean for you?  I’m talking about companies that continue to market their businesses where the ROI doesn’t exist.  This show is not working.  The answer to why most companies display there is pretty simple, they are afraid of not being there and customers seeing their competitors.  FEAR is the easiest way to sell or convince someone to buy something.  My question is “What customers are you afraid to miss?”  Sometimes you have to take a risk and do something different.  You need to NOT jump off the bridge OVER and OVER and OVER with your friends.  You need to step outside of your comfort zone and market your business different.  You need to build a rope ladder and climb down the bridge.  Ask yourself this question, are you doing something in your business that you know is “jumping off the bridge” and if so what are you doing to change it.  DO IT TODAY!  Make a tough decision and outsmart your competitors.  Be the first, not to the last to jump!
Needless to say I’m looking forward to my next few meetings with my client.  I know we can do something that will get the attention of the customers who DON’T visit this show anymore and we can stop “jumping off the bridge.”

Matt Plapp is a Marketing Consultant in the Cincinnati Northern Kentucky area specializing in small business marketing via grass-roots, events, guerilla, online and social media marketing. You can contact him at matt@mattplapp.wpengine.com

Over-Choiced?

Doug Smith - Cincinnati Radio Marketing Consultant
Doug Smith - Cincinnati Radio Marketing Consultant

By Doug Smith

Last week, on my way home from work, my wife called me and wanted me to run by the store to pick up toothpaste and bread.  (Yeah, I thought it was a weird combination as well)I was amazed at how many different brands of toothpaste are on the market.  I stood there trying to digest all of the options until I finally grabbed a tube of Crest Mint Gel and headed towards the bread, where it wasn’t any better.  There were low calorie breads, breads with vitamins, breads with iron, breads for kids, wheat bread, whole grain bread, and…..well, you get the point.  I grabbed a loaf of Wonderbread and made my way to the register to check out.

With all of the options available, why did I choose Crest and Wonderbread?

I’m sure some of the other toothpaste options would do a good job and some other kind of bread would taste good, but when I was faced with too many choices I went with what I knew.  (I bet you can think of a situation where you did the same thing)

Think about your business.  I’m sure you have multiple competitors.  What are you doing to make sure you are the one chosen when a prospective customer is ready to buy?  Are you only targeting the prospective customers who are closest to purchase or are you making the effort to reach the larger pool of potential customers who are NOT yet in the market for your product/service?  Do you want your potential customers staring at five or six options and hoping they choose you, or do you want to be the one they think of first when they need your product or service?

If you are not consistently telling your prospective customers who you are and how they can benefit by doing business with you, you risk losing them to your competition.  By putting together a well thought out marketing strategy and sticking to it month after month, you increase your brand awareness and thus increase your odds of standing out from the competition, which will lead to increased sales.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 in Cincinnati & Northern Kentucky.  Doug can help you with any radio advertising, event promotions, online coupons and other online marketing.  You can contact Doug at  (513) 535-9123 or dosmith@hubbardinteractive.com

Social Media's Importance In Online Search Tools

Here is an article that was just published on Radio Sales today.  Driven Media Solutions has been preaching to our clients of the importance to dominate YOUR BUSINESSES NAME on the Search Engines.  We always talk about how pages like Facebook, Linkedin & Twitter are influencing buying decisions and searches.  The first sentence tells a GREAT story “About 45% of consumers don’t have a specific business in mind when conducting a local search online”.  So, aprox 55% of consumers search with a SPECIFIC company or brand in mind.  YOU BETTER OWN YOUR NAME ONLINE!  This is exactly what we’ve been telling our customers for 2 years!


READ THIS!

Mobile and Social Dominating Local Search’

About 45% of consumers don’t have a specific business in mind when conducting a local search online. In fact, more local business searchers begin with general keyword terms in search queries. They have products and services in mind, but they are not sure where to make the purchase, according to a study released this week from 15miles, the local, mobile and social marketing arm of TMP Directional Marketing.

On the other hand, 56% of social and 60% of mobile users are more likely to search with specific businesses in mind because they are already outside the home looking for a nearby business to fill a need. The study points to a lack of sophisticated search functions in social networks for the differences.

This year’s 15miles Fourth Annual comScore Local Search Usage Study identifies the power of local, mobile and social search among consumers. The study confirms that 70% of survey respondents view search engines, online Yellow Pages or social networks as their primary sources of local business information.

Search engine queries continued to increase at a strong rate with 9% year-over-year growth. Non-search engine queries such as Facebook and craigslist rose 22%, off a smaller base, to capture more than one-third of total query volume. This also impacts local. Of the 9% of local business searchers who use social networks, 93% said they use Facebook to find information on local business.

Most research today focuses on where searches happen, but this study looks at where sales occur. Google, Bing, Facebook and Twitter are just a sample of the major players to enhance local search features in the past year. It also examines how to make sense of consumers’ changing behaviors across various media types, and what impact search trends have on the bottom line.

By measuring consumer behavior and the impact on decisions, the study reveals insights that are necessary to influence marketers’ search strategies. Key factors include:

Trend 1: Online search is the preferred method for information about local businesses, with 70% of consumers citing online sites as their primary source.

Trend 2: Search engines are most popular, but they are not growing as fast as other media.

Trend 3: Local searchers are more apt to buy.

Trend 4: Businesses must develop a comprehensive search presence with essential information.

Trend 5: To develop a complete search presence, local businesses must consider every avenue.

Trend 6: Print is declining, but it still holds value for today’s consumers as a secondary source.

Trend 7: With emerging media on the rise, a diverse media mix must now include social and mobile marketing.

Consumers who use social networks and mobile smartphones are more likely to use and write reviews. More than 40% have submitted between two and five reviews in the past 30 days. In fact, 78% of social networkers — up 3% from the prior year — and 71% of mobile users — up 9% from the prior year — consider consumer ratings and reviews important in making their purchase selections.

Of those participating in the survey, 81% believe it’s important for local businesses to respond to questions and complaints on social sites; 78% want special offers, promotions and information about events; and 66% believe that company photos are important.

(Source: Online Media Daily, 10/03/10)

http://www.rab.com/public/rst/article.cfm?article=3&id=2078&view=email

Darian and RMC in the news again!

Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise ConsultantLocally launched RMC Franchise links franchises, business owners

Soapbox, 9/21/2010.
There’s more than one route to entrepreneurship, and a Michigan transplant to Cincinnati has started his own business by helping others launch theirs.

Darian Richardson opened RMC Franchise Connect last fall. Richardson helps others find a franchise that best suits their financial and life goals and matches their personal interests. Located downtown, RMC offers a variety of free services for those looking to go in business for themselves, but wanting to work with an established brand to help them along.

“I like to say with a franchise you’re in business for yourself, but not by yourself,” Richardson said.

He decided to start RMC after working for a company that produced marketing pieces for large corporations. Richardson worked with franchises, which got him interested in the business. His former company Valassis, transferred him from Michigan to Cincinnati to work on a new venture,  Promotion Execution Partners (PEP), a promotional management company.

He’d long had an itch to start his own franchise-related business and after several years at PEP decided to go out on his own. He has one other employee, a marketing director.

“A lot of people asked me why I wanted to start a business in this economy, but I said it was the perfect time to start a business. A lot of people are looking for their next opportunity,” Richardson said.

Among services he offers are profile analyses that best match an individual with a franchise. RMC can also access a person’s skill set, and matches his or her with a compactable franchise opportunity, Richardson said. He can also help people through the franchise process.

“Everyone has their own goals and needs. We do the leg work and provide them with options,” he said. “It really cuts down on the time and money they would need to do it by themselves.

Richardson is paid a commission by the franchise once he helps someone become an owner.

Though most people think of getting into the restaurant business through franchise, the world has opened way beyond food, he said. Among businesses franchisees can get into are health and beauty, home care, lodging, retail, pet care, sports, decorating, coffee shops and even urgent care.

RMC will be launching his Franchise Connect Spotlight series 6:30 p.m., Oct. 13 at his office (The McAlpin Building, 15 West 4th Street) for people who want to find out more about buying their own business. A representative from Liberty Tax, a fast-growing tax preparation company, is among the planned speakers. The cost is $10. RSVP to info@rmcfranchiseconnect.com by October 10.

Writer: Feoshia Henderson
Source: Darian Richardson, founder RMC Franchise Connect

You’re never too young to start a business

Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise Consultant
Darian Richardson - Owner, RMC Franchise Connect - Cincinnati Franchise Consultant

There was a time when the toughest decision for a college graduate was which one of five job offers they would accept upon graduation. Today’s graduates are entering a much different world and not so optimistic marketplace. Students have seen the constant restructuring and downsizing of top companies directly impact their career possibilities.  With the increase in the number of qualified professionals seeking entry-level positions, the landscape for graduates is much more competitive.  As a result, many graduates have limited options; either a) stay in school to pursue a graduate degree because there are no jobs or b) take the first job offer you get, and run!

But what about answer c) – starting a business? This option has become a trend for many graduates who are looking to take control of their destiny at an early age.  A recent study by The Global Entrepreneurship Monitor shows that 18 to 24-year-olds in the United States are starting businesses at a faster rate than 35 to 44-year-olds.  Many universities are now grooming students for business ownership by focusing on entrepreneurship as a major or concentration.

Locally, Northern Kentucky University’s Entrepreneur Institute has been a very successful program that has prepared students for starting a business or buying a franchise.  For those students who may not have a business plan developed, becoming a franchisee allows them to learn the ins and outs of business ownership while having a support team to help ensure success. What’s better for a young person than real hands-on experience?

A warning for those who wait until later in life to begin an entrepreneurial venture – we all know that sometimes “life happens”, which may include marriage, children or simply deciding to take that first job offer right out of school.  However, any of these factors can easily detour the aspiring graduate’s entrepreneurial goals until they slowly fade away.  Starting a business earlier in life allows you to take risks you wouldn’t normally take as an older individual.

There are many reasons to start a business sooner rather than later. If you are successful in your business venture, great!!  Enjoy the fruits of your labor and hopefully you will reap the professional and financial success you desire. But what if that college graduate fails?  The answer is: SO WHAT!  What is the worst that could happen, money lost?  You can always earn that money back. The real world experience learned by that student is priceless!  It can provide lessons that will be utilized within their next business venture.  Conversely, what employer wouldn’t be impressed with someone who has owned a business, and can now bring that experience to their organization?  And for that student looking to apply to graduate school, that business experience will look very attractive on a college application.
Some parents are helping their children realize their entrepreneurial dreams by forming parent/child teams to purchase a franchise business. This has become a great opportunity to bond with their child and get them moving in the right direction (with a little parental supervision). No matter the age, the longer one waits to start a business, the more reasons they will find not to do it. So when is the best time to start a business or buy a franchise?  Answer: the minute you finish reading this article

Darian Richardson is the owner of RMC Franchise Connect in Cincinnati & Northern Kentucky.  You can contact Darian at (513) 407-8475 or darian@rmcfranchiseconnect.com or his website
www.rmcfranchiseconnect.com

Are You Memorable?

Doug Smith - Cincinnati Radio Marketing Consultant
Doug Smith - Cincinnati Radio Marketing Consultant

The average American comes into contact with over 5,000 advertising messages every day.  If you subtract out 7 hours for sleep, that leaves 17 hours of available advertising contact time.  That means the average American comes into contact with 294 advertising messages every hour.

An advertising message isn’t just a radio or television commercial, a newspaper ad, or a billboard you pass on the highway.  Every time you open your refrigerator or your pantry, get online, drive past a business sign, open your medicine cabinet in your bathroom, or take a shower you come in contact with a form of advertising by simply looking at the products right in front of your face.  If you see a logo, you are seeing a form of advertising.

Now, when you factor in radio, television, newspaper, magazine, and billboards you can see how that 5,000 number is believable.

So, how do get your message across?  You need to make your advertising memorable and you do that by becoming relevant to your customers and potential customers.

“15 minutes could save you 15%” is how Geico made their name and because they are one of the biggest advertisers in the country, chances are good you have heard that line more than once.   The characters they use in their advertising are cute, but their tag line tackles two issues that are relevant to nearly every person……it doesn’t take a lot of time to save money.

Have you seen or heard an ad for OnStar, General Motors in-vehicle security, communications, and diagnostic system?  They use real life situations, such as locking yourself out of your car or being involved in a car accident, to showcase their product.

Geico and OnStar don’t waste time talking about themselves, instead they focus on how you will benefit by doing business with them.

The great thing is you don’t have to be a Fortune 500 company to take this approach.  All you do is determine the need that your product/service fills and make that the focal point of your advertising.  Geico could save you 15% in 15 minutes…..OnStar could save your life by contacting emergency personnel if you are in a car accident and unable to make the call yourself.

What need does your product/service fill?

Answer that question and you are on your way to becoming memorable.  Remember, you are battling over 5,000 competitors every day for a spot in the brain of your customers.  The odds are agains’t you unless you put in the effort to become memorable.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 in Cincinnati & Northern Kentucky.  You can contact Doug at  (513) 535-9123 ordosmith@hubbardinteractive.com

With the good comes the bad, but help is in sight.

Last week I was in the market for new Golf Clubs. I was willing to buy, but I was not in a MUST HAVE mode. I also had just taken my kids to a driving range where they used my clubs and had a blast. I was pleasantly surprised when my 6 & 8 year-old could hit the ball GOOD with my clubs. So we set out on a mission to buy new clubs for the kids and if I found something or someone SOLD me, I’d buy new ones as well.

Our journey started at Play-It-Again Sports in Florence. We were in the store for 10-15 minutes sizing up clubs for the kids. Every few minutes I’d ask the guy working a question to which I would get a VERY generic answer like “Uh, yeah”….{Click Above To Read More}

Continue reading

What are you doing to HURT your brand?

Each week I write about how a company failed to properly market their company.  It’s usually something really basic and it drives me crazy since most of these companies are spending money on mass media instead of working on the basics. But, I was on a streak, I hadn‘t come across anything major in a few days. I had just spent 4 FABULOUS days at The Greenbrier for the PGA’s Greenbrier Fed-Ex Classic and everything was perfect.  I was excited and thinking maybe this was the week I would have nothing to write about…BUT THEN IT HAPPENED.

I’ll preface this by saying that most of you won’t think it’s a big deal, but I think that the smallest details can crush a company’s brand.  We had just finished eating dinner and the kids had to have ice cream.  We headed for The Cold Stone Creamery in Florence.  I had always enjoyed their mint chocolate chip ice cream and the kids LOVE mint chocolate chip as well.  We order our ice cream and as I’m watching the young lady mix everything up I noticed there were no chocolate chips, they were using chocolate shavings.  So I asked,  if she was going to be putting in chocolate chips and she informed me they had RUN OUT of chocolate chips.  WHAT, how do you run out of chocolate chips and do you realize there is a Kroger 50 feet behind your store?  If your customers are accustomed to a certain experience you have to either deliver it 100% or not at all.  The Mint Chocolate “Shavings” ice cream was terrible.  I took 3 bites and was done with it.  They not only hurt their brand, but they lost a customer.  They would have been better off to tell me they were out of the chips than to try something different.

So maybe you’re thinking I’ve lost it.  But, I think that as a small business owner you have to do whatever it takes to protect what you’ve built, so I think what this ice cream shop did was major.  So the next time you come across an opportunity to take a short-cut, or do something easier…Think “Is this REALLY whwa we want our customers to walk away with?”

Matt Plapp is a Marketing Consultant in the Cincinnati Northern Kentucky area specializing in small business marketing via grass-roots, events, guerilla, online and social media marketing. You can contact him at matt@mattplapp.wpengine.com