The Buzz on Millennials

By Kellie Lala

Have you tapped into the millennials yet?  Do you know who they are?  This teen and young adult target market is a huge hot button for big companies like American Eagle Outfitters, Sony Music and more.  According to Tina Wells, CEO of Buzz Marketing, she gets straight answers from a small army of teens and young adults that she has christened buzz spotters.  They like to offer their opinion and think it’s cool that their words resonate with these and other large companies. Have you asked a young person their opinion lately?  I work with teens thru my church and love to hear their conversations, their likes and dislikes and yes, sometimes their life’s dramas.  They love to be heard.  They also have jobs, disposable income and a huge influence on their parents.  They are the customers of today and for many years to come.  Don’t dismiss the younger generation.  They can help a business grow and thrive in any type of economy. 

Let me ask you; have you texted a teen today?

For more on Tina Wells and Buzz Marketing, go to <www.inc.com/magazine>     

 

The Big Game is coming

By Kellie Lala

 

We all know how our nation loves Football.  From youngsters playing flag football in our parks to metro high school teams on Friday nights to the big bruts we watch on our big screens, it is a huge part of the Fall season.   

Whether you are a NFL football fan or not, the Super Bowl is fun to watch even if it is just for the commercials.  Both men and women can enjoy the chips and dips on a snowy winter Sunday afternoon while watching the final big game of the NFL season.  I was reminded recently by Broadcast attorney David Oxenford that the phrase “Super Bowl” is a registered tradmark, which has belonged to the NFL since 1969, and the League has been aggressively been enforcing its rights on this.  When you are promoting or advertising for something Super Bowl related, it is recommended that you refer to it as “the big game” unless you are officially sanctioned.  Virtually everyone on the planet will know what you are talking about and if they don’t…do you really want  them anyway? 

Go Bears!  Oh wait, I have to wait for this Fall to roll around before yelling that phrase!

         

Book Report: Immunity to Change

 By Julie Hein

First of all, note that this a Harvard Business Press book.  They don’t usually publish books that we’re all captivated by.  Oprah will never pick one of theirs as her favorite.  They’re usually text-booky and high-brow. Even as a non-fiction/business book geek, I found this to be like eating my vegetables.  Good for me, but had to focus to get through it.

Immunity to Change, How to Overcome It and Unlock the Potential in Yourself and Your Organization, written by Robert Kegan and Lisa Laskow Lahey.  The basic premise is that an immune system is a great thing – it blocks out and deals with many toxins, bacteria and viruses that we encounter and stops them before they wreak havoc in our bodies.  But at the same time, that can block out things that we need as our bodies and the environment around us changes.  Immune systems are usually static, but what would be better is to have one that adapted and learned as new threats and opportunities arise.

The book goes through a process of mapping out your strengths and corresponding weaknesses (usually they’re related).  And then how to overcome the weaknesses.  One of the most interesting points is this:  what do you really want and what will you do to PREVENT yourself from getting it?  Then they have you do exercises to figure out why you sabotage yourself and make commitments on how to change that. 

We all say we’re committed to X – saving more money, eating better, exercising more, taking the business to the next level of success and profitability.  And then we sabotage ourselves to ensure that doesn’t ever happen.  Figuring out if there is a reason why we’re doing that, and then eliminating it is the key to making change happen.

Interesting stuff.  Just not something I’d read straight through on a plane.  It’s better eaten in small bites. 

First Quarter is Not the Time to Go Silent

By Glen Gardner
CEO Glen Gardner and Associates Multi-platform Marketing Consultants

In my marketing travels over the years I have heard many business owners
say, "I'm going to back-off on my marketing for first quarter." My
advice when asked is don't do it, unless you are strictly and
event-driven business and that event is a late year affair.
There are a lot of reasons to keep your marketing message active in
first quarter. Your competition is probably backing off and that means
your dollars are more effective in the battle for mind share. That means
you can make more progress in a less crowded environment in achieving
TOMA (Top of Mind Awareness).

The minds of your potential customers are still open for business,
despite what page of the calendar is active. Even if their buying
patterns are at low ebb, they are still processing information and
filing away your branding message for future use.
It's always important to remember that the larger market is always the
one that isn't "hot." The larger pool of potential customers is always
the pool that doesn't need your product or service now, but will in the
future. Your branding program is just as important in January as it is
in July. That large potential pool of customers is still consuming media
at roughly the rate through the year.

Even if "hot" business is reduced in January, it doesn't mean no one is
buying. There is always activity in the marketplace, even in a down
market. Why not take the opportunity to increase your market share while
others pull back? By cornering more of the market, you stand to make
larger profits when more consumers are active because you've increased
your piece of the total universe.

Don't fear first quarter, go out and take your unfair share of the pie. It will cost less and be more effective.

Single Minded Sense of Purpose

By Jeff Taylor 

 

Last May, I had the honor of attending my father-in-law’s 60^th class reunion at the United States Military Academy at West Point.  Nestled along the Hudson, the campus was beautiful with its stunning stone buildings and views of the river.  Both my boys love athletics and were amazed by the sports facilities.  From the number of baseball fields, track facilities to the indoor football field it was apparent that for athletes this place was a training heaven.  However, what impressed me most was the single minded sense of purpose with which they tackled goals.

The most obvious example of this single minded sense of purpose is their goal to beat the Navy in the annual Army vs. Navy football game.  As you enter the base you pass one of the outdoor football fields, on the roof (in letters large enough to see from the air) is written “Beat Navy.”  As we visited varied buildings, I noticed “Beat Navy” signs everywhere.   I heard a number of speeches and attended a few business meetings – every one of these events ended with “Go Army, Beat Navy.”

For an Army cadet, this intensified focus teaches how to zero in on a goal and simply do everything possible to accomplish it.  While on the long car ride back to Iowa, this got me thinking about the power of this approach from a business perspective.

As you look at your business, have you identified what you want to be known for and made it a mission to make sure that this goal is constantly reinforced with your employees and customers?  Do you have this goal posted in your store or office?  On your website, do you explain what you want to be known for, how this makes you unique and what this means to your customer?  Once you believe you have achieved your goal, talk with your team regularly about how you can do it better.  Make the mission apparent in every aspect of your culture and marketing and you will be surprised at the results.

From a personal prospective, think about your goal for the business this year.  Do you have a clearly defined goal?  What do you do to keep this goal in front of you every day?  Do you measure all your activities against how this will help achieve the goal? Have you given yourself the tools to achieve the goal and more importantly have you mentally committed to doing whatever it takes to over achieve?

Holiday Cheer!

By Kellie Lala

It is almost Christmas.  The roads and parking lots are crowded with last minute shoppers. Cash registers are on overload and the credit card companies are adding up their “interest” columns.  From all indications, consumer spending $$ is up over 2009.  Electronics, video games, DVD and Blue Rays along with the latest and greatest new phone models are leading the way.  As our world continues to move at warp speed in these categories, it is interesting to watch for the “next generation”.  Our radio stations have been doing texting for over 2 years now.  We were WAY ahead of the curve in our market.  We do social media and post fun, cleverly done videos on YouTube. Our Z102.9 Morning Show of Schulte and Swann offer compelling and entertaining shows each and every day. I am looking forward to a fun-filled 2011.  I wish you all a safe and happy holiday season.    

What do you want for Christmas?  Have you been naughty or nice?   Only Santa knows!    

Kellie Lala, CRMC/MRM

Senior Account Manager

KZIA Z102.9 FM and HD-HD-2 Classic Rock

KGYM-AM 1600 ESPN

1110 26th Ave. SW

Cedar Rapids, Iowa 52404

Phone:     319.363.2061

Phone:     319.351.9300 Iowa City

Cell:         319.721.1820

Fax:         319.363.2948

www.KZIA.com and www.1600ESPN.com

http://AdAnimals.blogspot.com/

Mobile Marketing

By Jeff Taylor 

The use of text messaging, also called SMS (for Short Message Service) has exploded in the U.S.  According to CTIA, the wireless industry trade group, 3.5 billion text messages are sent daily – more than actual calls made.  57% of U.S. cell phone subscribers use text messaging, with 43% of them using it daily.  The median age of a person who uses text messaging is 38, however the 45-64 year old age group is growing 7 times faster than those 18 & under.

Text messaging allows businesses to reach customers in a completely different kind of way.  Since people need to ask to receive your text message, your marketing message is not seen as intrusive.  When you consider that 97% of text messages are opened (83% in an hour), you can begin to understand the potential power of this tool.

I have put together several different types of text campaigns for clients, but they essentially fall into 4 categories:

“Text For Offer”:  Text in to get a mobile coupon sent directly to their phone.

“Text To Win”:  Text in to win a prize.  Creative ideas with this option are endless.  One recent creative example was with Jiffy Lube.  They ran a campaign that gave radio listeners a chance to win free oil changes for a year.  Everyone who responded received a $5 coupon via text.  The results were very strong and 50% of those who redeemed the $5 coupon were new customers.

“Text for Information”:  Text to get information on a certain area of interest, products, insurance / mortgage rates, real estate, event information, location information, etc.

“Community”:  People join your businesses community to receive updates, coupons, specials, etc. on their phones.

A few tips for a successful text campaign:

· Combine your text campaign with your other marketing strategies

· While short term campaigns can work, the best results are a part of a long term strategy

· Avoid slang and shorthand

· Limit the messages you send to your text community to 5 per month

· Offer something free in the beginning if you want people to sign up to receive updates from you

· Extend the life of your customers by offering an occasional high value coupon