Once upon a time in what seems a world long ago, a young handsome man with agency credentials, (I’ll give you a “maybe” on the “handsome,”) drove around to radio stations delivering well produced and magnificent radio commercials on ½ track reels which would then be transferred to cart machine at the station. There was a formula that clients could use at the time in order to gauge the effectiveness of the advertising based upon the response. Most of the time it was deemed effective at least to some degree.
Ahh, the good ol’ days!
Flash forward about 30 years and I am now extremely active in the online digital media biosphere. I am still active in and around radio as well. The terrestrial broadcast world is tremendously viable today although the winds blow around in it a bit differently.
Given that I have a broad mix of backgrounds I feel as though I am distinctively capable of being objective as I analyze how the online media world markets itself, along with how the radio and traditional advertising market currently works both with and against the forces of the internet.
For all of the high-talk we have in our society against bias and stereotyping it is almost a guarantee that if you listen to someone analyze the opposite ends of these two mediums they will mention age as a limiting factor.
Social media “gurus” will often claim that recommending print or radio advertising to your boss might work well if you work for a bunch of “60 year-olds who haven’t transitioned yet.”
That’s a sign of the times, isn’t it? We don’t adapt to the market place but we do “transition.” It kind of reminds me of the movie “Logan’s Run” wherein when you turned 30 you had to “renew.”
By contrast radio and broadcast “experts” will often claim that radio has been around a long time and is still one of the most used forms of media. Therefore, unless your “millennial boss” wants you to play around on social media all day you better choose real advertising.
So, what is the deal? What’s happening with advertising and marketing these days in the online and traditional media realms?
Radio is still alive and well. However, the way you may utilize it has changed. The days of throwing a spot on the radio and just waiting for results are likely gone unless you are lucky. You will have to get your hands dirty by cultivating an online presence. This means doing it yourself or hiring someone else to do it for you.
The best case scenario would be to find an advertising/marketing professional who represents both the online marketing and radio industries with whom you can coordinate a comprehensive game plan.
People search for information now regarding the goods and services that they might be interested in. This is why your online content marketing strategy is so important. In a nutshell, whether it’s your website, social media or web videos you want to be sure that when people find the information that they are searching for that information, in turn, leads them to you.
Radio advertising will expose your name to people who may not be seeking information about your services at that moment. However, this is not necessarily a bad thing because that will serve two functions. For one, if your advertisement sparks someone’s interest they will Google you or search you out via social media. Second, even though many listeners will not have an active interest in your business at a given moment, when the day comes that they happen to be online researching the market place they will recognize your name when they find you. Familiarity is extremely important regarding the buyer’s choices.
One of the first steps in this process that I recommend to people is to identify and define the personality of your business. Just like shaking someone’s hand and getting a first impression, what is the impact that your business has on a listener of your advertising or when someone finds you online? Are you a price leader? Are you a value leader? Are you a specialized services leader? What aspects of your business do you always want to make an impression with regarding all of your clients? If you can’t answer any of these questions with simple answers then that is a problem because you can bet no one else can either.
Second, have a strong online presence. Make sure your website is up to date. Choose several social media platforms that work well for you and maintain them as well. Utilize short and bright videos across your online platforms along with clear and well-taken pictures. Research the viability of podcasts and other media that may serve you well online.
Third, if you choose to advertise on the radio make sure that the identity that you are forming for your business grabs the listener. I would likely start with short ads that stress your name and the core essence of your business identity. Avoid details in your radio spots such as specials, phone numbers, and locations. These details will not be retained by the listener. Just shake their hand firmly and make an impression. If you do that they will find you on their smartphone.
Advertise and market with associates who understand and appreciate all the forms of media available in these complex times. Be consistent. Know who you are as a business. Get out there and firmly shake some hands.
This podcast is an interview with Dorothy Rosby. Dorothy is the author of “I Used to Think I Was Not that Bad and Then I Got to Know Me Better,” who refers to the book as the book for people who read self-improvement books and never get any better. She also is the author of “I Didn’t Know You Could Make Birthday Cake from Scratch, Parenting Blunders from Cradle to Empty Nest.”
Dorothy Rosby is a speaker and syndicated humor columnist whose writing appears in publications across eleven states. Her column has been recognized by the South Dakota Newspaper Association. She was a finalist in the 2015 Robert Benchley Annual Award for Humor Writing and was the 2015 first-place winner in the Humor Column category of the National Federation of Press Women contest.
During this interview with Dorothy we cover a gamut of topics including her method of topic selection, the discipline of writing, and interestingly how she feels humor can be a method of persuasion.
You can follow Dorothy along with her amusing witticisms on Twitter at @DorothyRosby.
The podcast interview is available below at the bottom of this post. For your convenience the interview is also available on most of the major podcasting platforms including iTunes Apple Podcasts and Stitcher under “Billy Dees.” It can also be accessed on TuneIn and iHeartRadio through your Amazon Alexa streaming device.
The episode is titled on these services as:
HumorOutcasts Radio Interview with Dorothy Rosby
Be sure to visit HumorOutcasts.com.
What is a caregiver? If you help someone else you may be a caregiver and not realize it. As time goes on in a given situation your role as such may well become a major responsibility. Many of us should also be aware of the looming risk that we ourselves will someday be in a situation where we require assistance in our daily lives.
These are daunting possibilities to ponder. I happen to feel, however, that choosing to be a caregiver for a loved one when it is possible is a noble and rewarding act. Moreover, it does not have to be the nightmare that it often turns out to be when we wait for a crisis to develop before we take action to become informed.
This is the subject of the book, “Who Moved My Teeth? Preparing for Self, Loved Ones and Caregiving” by Cathy Sikorski.
Cathy is an attorney who specializes in elder care. I found Cathy to be a skilled speaker who infuses the right amount of humor and lightheartedness into such topics as powers of attorney, advanced directives, managing medical bills and many other subjects. The book provides an excellent background into these matters and provides a feel for what you may need to research.
As stated in the book:
“And this is where a good Elder Lawyer comes in. Find her or him and talk to them. Know what you can and cannot do and when you can and cannot do it. Knowledge is Power.”
This is a highly informative podcast with a strong functional value and is available below at the bottom of this post.
For your convenience the interview is also available on most of the major podcasting platforms including iTunes Apple Podcasts and Stitcher under “Billy Dees.” It can also be accessed on TuneIn through your Amazon Alexa streaming device.
The episode is titled on these services as:
HOPress HumorOutcasts Cathy Sikorski – Who Moved My Teeth?
The LinkedIn group, the Canton Ohio Network Alliance (CONA), holds informal gatherings the second Tuesday of each month. The meetings are held at the Canton Courtyard Marriott from 6-8 pm.
There is no charge to attend the meetings or fees to join the group, however, guests are responsible for their own food and beverages.
As with the best intentions of social media, the meetings are designed to be an opportunity to meet other business people in a relaxed and friendly environment. There are no expectations for members to make presentations or to wield a dynamic personality. In fact, hard sells are not encouraged. The get-together is intended to give members an opportunity to introduce themselves to other area professionals, interact with each other and learn about everyone’s businesses and related skills, and hopefully form associations that will lead to networking and new ideas. By all means bring plenty of business cards and any other related handout information. Everyone is encouraged to invite their friends and associates to come along as well.
Please be sure to follow updates for any weather related cancellations or other modifications to our group’s activity. You can follow and join CONA on LinkedIn here: Canton Ohio Network Alliance.
It’s a question as old as time. Well, not really. Mainly since smartphones have become a force in the field of video production.
Up and down or side to side? Vertical or horizontal? More technically speaking portrait or landscape?
The portrait way, which is up and down so to speak, has its uses. If you are sending someone a video of yourself walking in your new suit, it may be the way to go. Or, if you enjoy producing lip-syncing music videos in various apps for Instagram and the like that’s fine too. Various social media sharing platforms encourage slightly different ratios at times and that is great. I guess.
However, for a traditional and some might say a real video, I prefer landscape or some version of 16×9. It’s a great fit for YouTube and websites. It’s also the format that resembles television and movies. Although movie ratios can vary, that’s why sometimes they still do not quite fit your TV screen even with the newer wide TV formats, I have yet to walk into a theater and find a vertically mounted screen as opposed to a horizontal one.
I’m pretty sure some version of portrait was tried a while back for certain movies and the concept sank like an iron ore paddle boat down to the bitty bitty bottom of the sea of misguided and bad ideas.
Last year I participated in a Video LinkedIn challenge and shot a little video about the subject. How about you? How do you shoot your video?