October 30, 2008
Welcome back,
It is time to take a minute and get away from all the stresses in your day. I would like to share with a few ideas I have been thinking about in terms of advertising and marketing this past week.
Upside to the Downside
I am launching a new weight loss business. I am proof that it works. For you it’s free. No pills, no special food, just two little things that you have in your house right now. Take a magnet and your last stock portfolio statement from your investment firm. Hang it on the fridge door.
I am down 10 pounds and took 4 years off retirement.
The Truth
I have finally met a man who had all the right answers for successful advertising and marketing. He was a Price Checker at The Dollar Store.
It’s Not Easy Being Green
Have you wondered how much paper waste the Liberal “Green Shift Program” created?
Good One Idiot
Who thought that white underwear for men was a good idea?
Ubiquitous Devices for Dummies
I dropped my Blackberry the other day. Now I can’t send email or text. I can't
check where I supposed to be and what I was to do when I got there.
I can’t make a phone call or take a picture.
I can’t surf the net, listen to music and I’m lost without GPS.
Sometimes in desperation there is inspiration. As I gazed down at the several broken pieces of black plastic, wires, and chips of my Blackberry,
I coined a new business phrase;
“I think that I just “Helen Kellered” myself.”
(Younger readers, Google Helen Keller, then you’ll get it).
Yellow Pages
I am sure that Yellow Pages has very nice people working there, but I haven't met them. Do they hire people from the Teamsters Union to sell this stuff?
I handled some negotiations this week on behalf of a few clients.
Yellow Pages is not an advertising vehicle in the 21st Century. It is a reference book for phone numbers. Spend accordingly.
The Hook, The Offer, The Point, The Promise
In the above topics I have attempted to entertain and amuse you in order that you would continue reading. It’s called “the hook”. A hook is used to draw attention to “the goal” or the “offer” in the advertising.
The offer still must be relevant to your target consumer and presented in an imaginative fashion and delivered with consistency and repetition.
…So I repeat;
“Ad Avoidance is really Uninspired Ad Avoidance.”
“Advertising is simply a Promise of Performance. Waste occurs when the performance of the advertiser does not live up to the promise in the eyes of a customer”.
CAB Convention in Ottawa.
I hope to visit with many of you in town next week. Hopefully the snow will be gone.
The Book: The Progressive Procrastinator
I bought it a year ago, haven't read it yet.
"Here til Thursday try the meatloaf."
Stay in a good mood,
Brad
Tuesday
Issue #16: Getting Your Buttons Pushed
October 21, 2008
The Moodswing Minute is designed for both advertisers and advertising sales professionals. Normally it is intended to promote the common denominators for improved client – seller relationships.
In this issue I would like to take a couple of minutes to focus on the radio business.
Overview
Private radio contends with many issues, one near the top of the list is audience erosion, and more importantly audience fragmentation.
Canadians tuned in to their radios for an average of 18.3 hours a week in 2007 down from 18.6 hours in 2006 and 20.5 hours in 1999 according to a report issued September 18, 2008 from Stats Can. (a small loss of only 2.2 hours over 9 years is admirable considering the fast paced emergence of other entertainment options and technologies).
Over the last couple years the CRTC has been awarding new stations at a pace not seen in recent memory. And as long as broadcast companies or wanna-be broadcasters want to apply, the CRTC will accommodate.
Last week the Edmonton market saw 4 new radio licences granted to Harvard Communications, Rawlco Radio, CTV and an independent application respectively. I am very familiar with the first three companies. They are strong broadcasters and committed to the industry.
But it brings the total of mainstream, in market, privately owned stations to 18 serving a 12+ population of just under a million people. (BBM Stats)
When there are elephants in the room, good manners suggest that you introduce them. Say hello to Supply ‘n Demand.
The radio business is exactly that…a business where owners and share holders expect a return on their investment, sooner rather than later.
Once the 4 new licences are on the air in Edmonton, an estimated 9,576 – 30 second commercials will be made available to purchase each week.. That is IN ADDITION to the commercial airtime that is already available.
Math
More supply = potentially lower in market ad rates
Lower rates = more sold commercials needed to reach sales targets.
More commercials = larger spot sets, potential “tune out factors” and diminished value for advertisers.
Myth:
“But we are #1 in the market we will be okay.”
Reality:
Fragmentation Adults 25 -54
The average Gross Rating Point Difference in 7 of Canada's major markets between the Number 1 and Number 6 station is .07 rating point, less than ONE point.
On any national buy using GRP criteria only, put the top six stations in a bag, hit it with a hammer and you will get the right combination everytime.
(Source S2, 2008 Adult 25-54
Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal)
Q & A
Should the CRTC to be more discriminating in their awarding of numerous licences at one time?
The ability for a market to sustain new stations goes beyond such factors such as generic reports on retail sales etc.
Audience decline and the rapid growth of commercial free, unregulated music, information and entertainment sources pose a considerable threat to the long term viability of the industry. Adding a large number of stations at one time does not increase radio tuning exponentially. It effectively “regulates profit” for the existing broadcasters.
I believe that the CRTC should seriously consider reinstating LSA’s (Local Sales Agreements) for stand alone or smaller radio operators in heavily clustered and small markets in order that these broadcasters can take advantage of the economics of scale as do their larger competitors.
This might stem the rush of applications to the commission.
Currently smaller operators have few options to grow their companies outside of the application process.
History shows that LSA’s add to format diversity and profitability.
CCD aka Canadian Content Development.
Commitments now go beyond the support of Canadian music and emerging artists. It now extends into journalism etc. in order to create original content for broadcast.
Is it unrealistic to have applying broadcasters retain a portion of their commitment in order to hire and train local journalists and on air personalities?
Isn't "Canadian Content" development really the training and development of people, the next generation of broadcasters?
Who better to train young broadcasters and journalists then working broadcasters and journalists?
Currently new licence recipients commit to hundreds of thousands if not millions to CCD during their first seven year term and then in many cases must run a “lean” operation in order to reach a profit position.
The CRTC can create a reporting system that will ensure broadcaster accountability..
And Finally....In the News: A Portfolio Analysis
"This is worse than a divorce...I've lost half my net worth and I still have my wife".
-author unknown (smart guy)
Until the next time...
Stay in a good mood,
Brad
The Moodswing Minute is designed for both advertisers and advertising sales professionals. Normally it is intended to promote the common denominators for improved client – seller relationships.
In this issue I would like to take a couple of minutes to focus on the radio business.
Overview
Private radio contends with many issues, one near the top of the list is audience erosion, and more importantly audience fragmentation.
Canadians tuned in to their radios for an average of 18.3 hours a week in 2007 down from 18.6 hours in 2006 and 20.5 hours in 1999 according to a report issued September 18, 2008 from Stats Can. (a small loss of only 2.2 hours over 9 years is admirable considering the fast paced emergence of other entertainment options and technologies).
Over the last couple years the CRTC has been awarding new stations at a pace not seen in recent memory. And as long as broadcast companies or wanna-be broadcasters want to apply, the CRTC will accommodate.
Last week the Edmonton market saw 4 new radio licences granted to Harvard Communications, Rawlco Radio, CTV and an independent application respectively. I am very familiar with the first three companies. They are strong broadcasters and committed to the industry.
But it brings the total of mainstream, in market, privately owned stations to 18 serving a 12+ population of just under a million people. (BBM Stats)
When there are elephants in the room, good manners suggest that you introduce them. Say hello to Supply ‘n Demand.
The radio business is exactly that…a business where owners and share holders expect a return on their investment, sooner rather than later.
Once the 4 new licences are on the air in Edmonton, an estimated 9,576 – 30 second commercials will be made available to purchase each week.. That is IN ADDITION to the commercial airtime that is already available.
Math
More supply = potentially lower in market ad rates
Lower rates = more sold commercials needed to reach sales targets.
More commercials = larger spot sets, potential “tune out factors” and diminished value for advertisers.
Myth:
“But we are #1 in the market we will be okay.”
Reality:
Fragmentation Adults 25 -54
The average Gross Rating Point Difference in 7 of Canada's major markets between the Number 1 and Number 6 station is .07 rating point, less than ONE point.
On any national buy using GRP criteria only, put the top six stations in a bag, hit it with a hammer and you will get the right combination everytime.
(Source S2, 2008 Adult 25-54
Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal)
Q & A
Should the CRTC to be more discriminating in their awarding of numerous licences at one time?
The ability for a market to sustain new stations goes beyond such factors such as generic reports on retail sales etc.
Audience decline and the rapid growth of commercial free, unregulated music, information and entertainment sources pose a considerable threat to the long term viability of the industry. Adding a large number of stations at one time does not increase radio tuning exponentially. It effectively “regulates profit” for the existing broadcasters.
I believe that the CRTC should seriously consider reinstating LSA’s (Local Sales Agreements) for stand alone or smaller radio operators in heavily clustered and small markets in order that these broadcasters can take advantage of the economics of scale as do their larger competitors.
This might stem the rush of applications to the commission.
Currently smaller operators have few options to grow their companies outside of the application process.
History shows that LSA’s add to format diversity and profitability.
CCD aka Canadian Content Development.
Commitments now go beyond the support of Canadian music and emerging artists. It now extends into journalism etc. in order to create original content for broadcast.
Is it unrealistic to have applying broadcasters retain a portion of their commitment in order to hire and train local journalists and on air personalities?
Isn't "Canadian Content" development really the training and development of people, the next generation of broadcasters?
Who better to train young broadcasters and journalists then working broadcasters and journalists?
Currently new licence recipients commit to hundreds of thousands if not millions to CCD during their first seven year term and then in many cases must run a “lean” operation in order to reach a profit position.
The CRTC can create a reporting system that will ensure broadcaster accountability..
And Finally....In the News: A Portfolio Analysis
"This is worse than a divorce...I've lost half my net worth and I still have my wife".
-author unknown (smart guy)
Until the next time...
Stay in a good mood,
Brad
Wednesday
Issue #15: Henny Penny
October 8, 2008
Is it finally true? Is the sky falling? As of midnight last night the current US debt was
$10, 192,784,684,122.13. Say it out loud.
Most consumers are paying attention to the world financial markets and US government bailout of Wall Street.
Canada won’t escape the full impact of world events. It can't.
Customers:
Your customers are facing psychological body blows every time they turn on the news, TV, radio, newspaper or surf the net the reality sets in that their investments and long term savings are taking a bullet. A common reaction is to head for shelter with wallets firm in hand.
Business:
The time to prepare your business for the future is right now.
What are you going to do? First, remember this;
Adapt or Die.
There are strategies you can use to protect your business. Here are just a few suggestions;
First communicate to your staff your vision of the future. Doing more with less is a reality. Accountability and productivity is a priority. Your staff will respond positively if you first prepare and guide them.
Marketing & Advertising:
Advertising is usually first in the “cost cutting” cross hairs.
If you are in marketing, it is a time to revaluate commitments and rationalize the expenditures. Consider getting independent advice.
From the media side, join in the rationalization process. But be specific, as every media outlet will claim to be essential.
If your customer’s competition cuts ad budgets, they are likely to follow. There are many examples from the past where companies who maintained well focused marketing strategies through tougher times became market leaders as economic times got stronger.
Strategy:
Some companies will examine their product offerings and realign their inventory to better position their business during tougher times. They may introduce a lower priced product line or special discounts.
Focus on current customers in order to keep them consistant spenders. It is much easier and cost effective to grow current customers.
Use other elements of your inventory or customer service in order to preserve your customer base. Package items i.e.: to “accessorize” the main purchase.
And finally:
Josh Gordon a New York based business consultant says that “…there have been 9 recessions in the past 50 years. The average length of each was about 11 months. But all recessions end.”
Stay in a good Mood,
Brad
Is it finally true? Is the sky falling? As of midnight last night the current US debt was
$10, 192,784,684,122.13. Say it out loud.
Most consumers are paying attention to the world financial markets and US government bailout of Wall Street.
Canada won’t escape the full impact of world events. It can't.
Customers:
Your customers are facing psychological body blows every time they turn on the news, TV, radio, newspaper or surf the net the reality sets in that their investments and long term savings are taking a bullet. A common reaction is to head for shelter with wallets firm in hand.
Business:
The time to prepare your business for the future is right now.
What are you going to do? First, remember this;
Adapt or Die.
There are strategies you can use to protect your business. Here are just a few suggestions;
First communicate to your staff your vision of the future. Doing more with less is a reality. Accountability and productivity is a priority. Your staff will respond positively if you first prepare and guide them.
Marketing & Advertising:
Advertising is usually first in the “cost cutting” cross hairs.
If you are in marketing, it is a time to revaluate commitments and rationalize the expenditures. Consider getting independent advice.
From the media side, join in the rationalization process. But be specific, as every media outlet will claim to be essential.
If your customer’s competition cuts ad budgets, they are likely to follow. There are many examples from the past where companies who maintained well focused marketing strategies through tougher times became market leaders as economic times got stronger.
Strategy:
Some companies will examine their product offerings and realign their inventory to better position their business during tougher times. They may introduce a lower priced product line or special discounts.
Focus on current customers in order to keep them consistant spenders. It is much easier and cost effective to grow current customers.
Use other elements of your inventory or customer service in order to preserve your customer base. Package items i.e.: to “accessorize” the main purchase.
And finally:
Josh Gordon a New York based business consultant says that “…there have been 9 recessions in the past 50 years. The average length of each was about 11 months. But all recessions end.”
Stay in a good Mood,
Brad
Issue #14: Hitting The Wall & Hockey
October 1, 2008
Welcome to the NEW Moodswing Minute.
I hope that you will enjoy the new format and that you will visit often.
In April 08, the original emailing list was 30 media and marketing professionals across the country. It has grown to over 250 +. And now…the world.
Please feel free to post any comments or questions on any of the Minutes. All past MSMs are here.
We are working very hard on getting the new Moodswing Media website up and running.
There will be a direct connect to this page from there. But until then please book mark this page.
1.) Wanna Lose Weight?
M$M: I call it The Wall Street Diet.
No pills, no exercise, no prepackaged survivor rations.
Simply go online and have a look at your investments this week. Still hungry?
In speaking with my financial planner of the firm of “Duck and Cover”, he is suggesting that I look into their new “Freedom 75 Program”.
You have to laugh as you don’t want to cry in front of the children.
We are all a little numbed by what is going on in the US. Most consumers are asking “how could this happen?” It is uncertain how consumers will react. Be flexible with your messaging, product offers and promotions. Relate your product or service to reflect the current consumer mindset.
2) The New Hockey Night in Canada Theme
http://anthemchallenge.cbc.ca/
M$M: Take a break for a few minutes and listen to some of the submissions. Some of them are very strong and others…not so much.
There are number of great musical tracks that will not get picked for the finals. I was thinking what a waste of great Canadian and original talent.
There are a number that would make great background sound tracks for commercials or productions. I am hoping that when the contest is over we can have access to the performers and their entries.
CBC is currently picking the semi-finalists.
Stay in a good mood,
Brad
Welcome to the NEW Moodswing Minute.
I hope that you will enjoy the new format and that you will visit often.
In April 08, the original emailing list was 30 media and marketing professionals across the country. It has grown to over 250 +. And now…the world.
Please feel free to post any comments or questions on any of the Minutes. All past MSMs are here.
We are working very hard on getting the new Moodswing Media website up and running.
There will be a direct connect to this page from there. But until then please book mark this page.
1.) Wanna Lose Weight?
M$M: I call it The Wall Street Diet.
No pills, no exercise, no prepackaged survivor rations.
Simply go online and have a look at your investments this week. Still hungry?
In speaking with my financial planner of the firm of “Duck and Cover”, he is suggesting that I look into their new “Freedom 75 Program”.
You have to laugh as you don’t want to cry in front of the children.
We are all a little numbed by what is going on in the US. Most consumers are asking “how could this happen?” It is uncertain how consumers will react. Be flexible with your messaging, product offers and promotions. Relate your product or service to reflect the current consumer mindset.
2) The New Hockey Night in Canada Theme
http://anthemchallenge.cbc.ca/
M$M: Take a break for a few minutes and listen to some of the submissions. Some of them are very strong and others…not so much.
There are number of great musical tracks that will not get picked for the finals. I was thinking what a waste of great Canadian and original talent.
There are a number that would make great background sound tracks for commercials or productions. I am hoping that when the contest is over we can have access to the performers and their entries.
CBC is currently picking the semi-finalists.
Stay in a good mood,
Brad
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