The Lost Consumers - Ages 45-65 Are Ignored by Marketers

I live in the New York Metropolitan area so most of the radios stations I listen to in my car are based in New York. (For the record, I still listen to radio because it is free!) I am in my 30s and yes I like to listen to Top 40 like most people my age, but sometimes I just want to listen to easy listening music and jazz.

The other day I pushed button #4 on the radio console of my car which is the favorite button I programmed for "Smooth Jazz" CD 101.9. I pushed the button and outcomes an electric guitar heavy rock song blaring out of my speakers. I thought - this can't be right, so I pushed it again. Same song. WHAT ? I looked at the tuner and it said 101.9. NOOOOOOOOOOOOO! CD 101.9 changed formats? When did this happen? No more Kenny G or Michael McDonald? This can't be.

CD 101.9 as we know it has gone the way of the dinosaur folks. Do you know why? Because the people who pay the bills over at the radio station can't make top dollar on ads because the companies paying top dollar don't want to market to people over the age of 45. (Metamucil anyone?)

Here is the sad message left about the change in format on the OLD CD 101.9 website:

Dear CD101.9 Smooth Jazz Listeners,

The staff of CD101.9 would like to thank you for your support over these past 20 years of Smooth Jazz CD101.9. Due to a declining audience for Smooth Jazz over the past few years, we are sad to announce that Smooth Jazz will no longer be available on the 101.9 signal. On February 5th we launched an innovative new adult rock format on the 101.9 frequency called 101.9 RXP The New York Rock Experience. 101.9 RXP is a respectful and intelligent mix of new music, classic rock and alternative - we invite you to try it. If you are solely a Smooth Jazz lover, "Smooth Jazz CD101.9" will continue to exist on our HD2 channel. Just purchase an HD capable radio and you will be able to listen to your favorite Smooth Jazz artists for free as always! CD1019.com will continue to provide you with upcoming smooth jazz events in association with the HD2 channel, and if you are a member of the CD101.9 Loyal Listener Club you will continue to receive e-mail updates.

If you do not have an HD radio and are not a fan of Rock, we invite you to try 98.7 Kiss FM The Best Variety of Old School and Today's R&B as an alternative. Listen to 98.7 Kiss FM for your chance to pick up tickets to the "Concert In Red" Valentine's concert at the Beacon Theatre February 14th. It's one of the many amazing shows coming in 2008 that you can find out about on 98.7 Kiss FM.

We hope that this note finds you sharing the same excitement that we feel! We look forward to many more years of providing New York with Smooth Jazz in HD, and The New York Rock Experience on 101.9 RXP!

Please if you would like to leave a comment, email us at feedback@cd1019.com.
[end]

Less people are listening to Jazz? There are more people age 55 and older than ever. There is a market for easy listening. Unfortunately, advertisers don't care to market to the folks that listen to this type of music. The worst part about this whole debacle is that they are asking people "of a certain age" to go out and buy a
HD2 channel capable radio without explaining what it is or why they need it. Now that's a way to confuse a non-tech savvy demographic.

I am a media professional and I read that traditional analog stations were going to start broadcasting on frequenicies that have never been used. It has been some time since I have seen anything written about it or discussed on news programs. Do the programming and communications folks at 101.9 REALLY think that their older listeners know what the HD capable radio stuff is all about? They do not bother to explain in the note why people need to buy a special radio to listen to their old station. Instead, there is a button on the top of the site called "The Future" which delves in to HD2. Good news - if you buy the HD2 radio - you can hear commercial free radio. Sounds like satellite radio WITHOUT the monthly fees folks! Woo hoo!

As a teenager, I shunned the easy listening and jazz for heavy metal (a phase) and hip hop. Now that I am approaching "a certain age" easy listening is a great compliment to the music I have been listening to for 20 years. The HD2 situation is not all bleak - I suppose after you purchase the HD2 radio you can hear other stations offering commercial free music. But there was nothing like pushing #4 on my radio console and getting smooth jazz without the hassle.

And a note to consumer product companies - people ages 45-65 like to spend money too and oh yeah the older demograhic is quite loyal - didn't you know?

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Lessons Learned from Pfizer: Choose A Spokesperson Carefully

Having a spokesperson for your business is only a good idea if the spokesperson truly represents your message. Using a celebrity either of the hollywood or ground-breaking kind can really give your product or service a boost. But when the chosen spokesperson is scrutinized for not being all that your company purports, your company receives unintended negative attention.

That is what happened to Pfizer recently when its commercials featuring Robert Jarvik were scrutized for offering "misimpressions." You might remember Jarvik as the pioneer behind the artificial heart. In Pfizer commericals for Lipitor, Jarvik refers to himself as a physician. It is that reference that is under scrutiny.

You see Jarvik is not a practicing physician - anywhere at this time. I have seen the television commericals featuring Jarvik (prior to the scrutiny) and I wondered whether he was still a practicing physician myself. You see I remember all of the hubbub over the artificial heart and I know for a fact that I was just a little girl. It was at least 28 years ago. So when I saw the commerical for the first time, I said to myself "is this guy really still a doctor?" Obviously, that same thought came to the minds of the Federal Drug Administration officials - hence the removal of the ad campaign.

So Pfizer has now pulled all of the ads featuring Jarvik. But I wonder who were the marketing and advertising executives that thought it was okay to have a non-practicing physician reference being a doctor or physcian in an advertisement? Had someone on the advertising team (external or internal) raised their hand and asked "Can we have Jarvik reference being a physician even though he is currently not?" I would not be writing about this topic. But alas, I am because someone on Pfizer's team failed to do their due diligence on the matter. Just think, if he had only referenced his experience in the medical field rather than calling himself a physician these ads would have been fine and still effective. Who would lik

The lesson here is to choose your celebrity carefully and conduct due diligence. Yes, it might be nice to have a local celebrity represent your car dealership in ads and commercials, but it will do your business no good if that same celebrity has a record of DUI's and perhaps one of them driving one of your cars.

Do your business and yourself a favor: when selecting a company spokesman make sure you ask the right questions of your spokesman and your marketing team. Avoid embarrassing moments like having to pull all of your advertising (which wastes money) and having to apologize to your customers.

Recession Proof Your Business with Steady Marketing

During down times, many large companies make cutbacks to departments that are considered excessive overhead. In many cases, the marketing department is the first to conduct layoffs and cutbacks in a down economy. For a large multi-million or billion dollar company that may mean releasing half of a 100 person marketing workforce and reducing advertising spending by 50%. Even with a reduction, large organizations can still have a decent amount of marketing to get the job done. Smaller firms should not follow this approach and actually do the complete opposite -keep spending.

Economists are forecasting that we are heading toward a recession (with some saying we are in one already.) Small competitive businesses should not look to cutback on their marketing and advertising. In fact, small businesses should be spending as much as money possible on marketing to keep new business opportunities coming in.

For business-to-business companies the strategy is simple, invest in marketing and advertising to increase/maintain your company's brand awareness. In no way do I suggest that small businesses divert all dollars toward marketing and branding efforts. Instead, small firms should consider maintaining or stepping up existing marketing initiatives. This could mean taking out a few extra targeted ads in print publications or conducting a smart online ad campaign on high traffic website your customers might visit. It also means keeping your sales force strong and providing additional incentives to keep them motivated.

Business-to-consumer firms should offer more incentives to keep customers spending. Perhaps, offer reduced prices on slow moving inventory to generate more sales. Post new banners and signs in store front windows letting your customers know about deals you are offering. Start a Do-It-Yourself email marketing campaign to increase buzz. If you have a nice office or store space, offer your space for a charity event and draft a press release to send to local media.

When it comes to advertising, you may find that publishers might be willing to reduce advertising fees due to a decrease in advertising volume. You might be able to negotiate rates for a series of advertisements that meet your budget. Maximize your ad dollars by placing ads in programs or journals at business events in your area. There are many ways to advertise without breaking the bank, investigate the opportunities that best meet your business goals.

Brand awareness is essential to the ongoing success of your business. Make sure that when the economy is at its worst that you are poised to remain competitive and provide services as you always have. Stay top of mind and make it easy for your customers and clients to continue spending their dollars with your business.


About the Author:
Shakira Brown is an award-winning public relations and marketing professional with nearly 15 years of experience in radio, print, and television journalism and corporate communications. She has worked with high profile news broadcasters, entertainers, moguls, financial experts, small business owners and c-suite level executives in various industries. Learn more about Ms. Brown at www.pradviser.net and prbrandingzone.blogspot.com.

Small Businesses Shouldn't Try to Be Something They are Not

Recently, I entered a small street level eatery which appeared to be your standard pizza shop. It had neon signs in the window with the name of the establishment "Joe's Italian Kitchen" and the word "pizza". Seeing a neon sign means to me this is a casual eatery where I can get fast food. (How many upscale restaurant's have you seen with neon signage? Not many I would guess.)

I entered the shop and went to a counter where two people stood. One was an older woman on the phone taking an order. I asked for two slices. The young lady said to me that they didn't have slices. I thought perhaps she meant there were no pizzas at the time for slices. The older woman (who I believe was an owner) got off the phone and explained that they do not sell slices, but rather individual thin crust pizzas for $5.95 each. Let me just say that this place looked like a regular fast food pizza joint. Two inexpensive tables, soda and juice fridges, and nondescript decor. No pizza slices? Remember the neon sign did say "pizza", usually an indication of very casual dining.

The thought in offering the individual pizzas I believe is that every customer will get their own fresh pie. But this was a shop on a busy street. What about those who want to just get a QUICK slice to go?

My issue is that is not easy to convert a $2 slice purchase that takes two mintutes into a $6 pie purchase that would probably take 10 - 15 minutes. So why bother? I have a feeling that this "Italian Kitchen" is trying to be something it is not - a nice italian restaurant. But it has all the looks and feel of a pizza shop. The best part of this is that there is a REAL PIZZA SHOP about 30 yards away on the same side of the street that sells slices. So that is where I ended up.

The average person walks into a pizza shop looking for a slice. So sell it to them. Most pizzeria's mark up the slices about 40% per slice. For instance you can buy a large cheese pie for $9.50 but purchase a slice for $2. This is a great revenue stream.

If you want to brand your restaurant as a fine italian restaurant don't use standard pizza shop branding like a neon sign and nondescript decor. Quite frankly, if they didnt have the neon sign that said pizza, I would not have wasted my time going in there. Make sure your storefront branding matches what you really are. This will prevent disappointed customers leaving your establishment to spend money elsewhere.

I do understand that it is up to indiviual proprietors to sell the merchandise they wish, but you have to be smart about it. When I walked into the restaurant I mentioned above, they were taking a phone order, but they were NOT bursting at the seam with customers. They lost my sale, I just wonder how many customers they lose each day to their competitor just 30 yards away because they have made the decision not to sell slices. I wish that the restaurant looked at selling pizza slices as a way to market their food and not a way to diminish it. Perhaps they could have converted me into a new customer. I sometimes drive 20 minutes away to buy A whole pizza pies from a place that I fell in love with when I purchased just a slice at lunch one day. Joe's Italian Kitchen won't get that from me.

Selling A Lifestyle Rather Than A Product Can Be Your Next Innovation

Recently, I walked through Penn Station train station in New York and noticed a theme with regard to the display advertising. Kellogg's had purchased every display ad area on two levels (at least) to promote its Special K brand. Special K is a cereal, but Kelloggs has reinvented this cereal brand into a lifestyle product.

Each ad displayed another Special K product which is not only a cereal now, but a line of protein meal bars, protein water, waffles, protein water mix, protein snack bars and cereal bars. Kelloggs has turned a breakfast cereal into a way of life. It's campaign "Re Solution" clearly promotes the weight management use of the products. I think this is a smart direction to move from the breakfast table into the lives of the diet conscious everywhere.

Small businesses can take this strategy and make it work. Think of new ways to promote your brand. Is there a way to increase the use of your service to meet the needs of more people? Can your product line expand to reach other consumers. These are all questions business leaders should ask themselves regularly.

You never know where your next competitor will come from, so you must always be on the edge of innovation. Get a team of your best thought leaders together and figure out how to take your product or service to the next level.

Thanking Past & Present Employees is the Best Marketing

I recently learned that a major online brokerage firm, that acquired another firm two years ago, mailed bonus checks to PAST employees that were given packages due to the acquisition. Many employees of the brokerage firm were given significant packages to stay on through the transitional period before being laid off. The firm has now awarded the employees that stayed on during the transitional period with bonuses because they helped to increase productivity and revenues.

I find this gesture extremely important to the overall branding and marketing of the firm. Anyone who had ill-will due to the lay-offs will now feel very good about this company. The letter they sent was quite nice and thanked the former employee in the form of a $1500 gross check. How many companies share their success in the form of money with former employees? This is brilliant marketing and branding!And a great public relations tactic.

This holiday season, consider sending small tokens of appreciation to employees who left on good terms. Remind them that your company is good and cares about its people. It doesn't have to be a large amount of cash, as that could hurt a small businesses, but think of sending them holiday cards. If you can afford to splurge on a gift card, send them a $15-25 gift certificate thanking them for their service and helping your company become a success. The word-of-mouth on this will be tremendous. I have chosen not to mention the name of the firm above, however, former employees will be happy to share how wonderful your company is.

Small Business Charitable Giving Programs Make For Good Public Relations

The Wall Street Journal published a nice article about how small business owners have built charitable giving programs into their businesses. Some of the businesses made charitable giving a mission of the firm that hinged on the success of the company. I do not advise that any small business do that, however, having a charitable program is a good idea and can be a conduit positive public relations.

Think about calling a local United Way or Salvation Army and find out how you can get involved with a toy or clothing drive. Once signed up with a program, promote it to your employees AND customers or clients. Get everyone involved. You want your charitable program to be a success.

Before the organization picks up what you have collected whether it is toys or coats for the needy, stack them up in a small room to take a photo. Ask a few staff members to join senior executives for a photo-op. Use the photo to promote your charitable activities on your company website and client newsletters. You can also submit the photo to business event sections of local business journals. Most of the www.bizjournals.com publications carry submitted photos.

If you have staff members that want to be more involved with your charity, ask if your staff can be on hand to volunteer and give out the materials collected.

Charitable giving is a great way to give back to your community and to promote your business. Link up with a local charity this season.

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Small Business Need Proper Marketing and Branding Too

Just because your business is small, you don't have to have SMALL marketing. Recently, I was driving through town (I was a passenger)and I looked at the window of a neighborhood consignment shop. It looks like it has the same decor and signage it had at least 15 years ago. The window was junky with clothes hung in the window without rhyme or reason.

But I was most horrified as a marketer to see a handwritten sign advertising 20% off all clothing. It was written in script with a green marker that seemed like it was one letter away from going dry. The best part about this, the shop owner made two of these "signs" by hand.

It is 2007, most people have a computer and a printer. It is not hard to open a word processing program in Microsoft Office 2007 Small Business
and type a simple flyer in a large font of your choice. You can even have fun with type color or drop in some clipart.

The bottom-line is you do not have to spend a lot of money to market your business effectively. Simple touches like typed printed marketing pieces in your front window gives your business a different type of appearance to your customers. Go the extra mile for your business. Even if you printed signs from five years ago, it may be time to refresh them.

But a profitable business should never display handwritten flyers, unless you run a restaurant and only then it is acceptable to have handwritten specials. BUT even restaurants have an alternative these days to handwritten specials. There are electronic marquees and programs that run from a computer on flat screen monitors.

Invest in your advertising and marketing - it could mean more patronage and profits.

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Can Your Small Business Handle Telecommuting?

The Wall Street Journal ran an interesting story today about how companies are accomodating more telecommuters.The story highlighted companies that are hiring employees right out of the gate to fill managerial roles as telecommuters. Small business could benefit from having full-time telecommuters.

Employees who telecommute are usually more productive (I know I am) and the WSJ cites that companies can save money on office space. Also, to make a small business attractive to top talent, a telecommuting program could be leveraged for advertising available positions. If finding the best people in your industry has been a problem, promote telecommuting in your advertising and marketing campaigns. Telecommuting is often an amenity larger companies have a perk and to be able to offer it at a small business will make working at your company much more attractive.

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