Mobile Doesn't Matter?

Being able to connect your message with your target consumer has never My Emma Opens Desk vs Mobile been easier or more complicated.  We've got all sorts of tools from email campaigns, traditional media, social media and so much more. That's why these latest statistics are so important.

We've been telling our clients, and anybody else who might listen, that having the ability for your message to be seen and understood by mobile devices is so critical. And, I've got proof (I know, you like the proof part.)

We do a weekly newsletter that highlights our guest list for the daily business broadcast, Insight on Business the News Hour.  The percentage of people who open the email is pretty good, averaging about 34%.  How they are getting the email is even more astounding:  About 36% of the folks who open the newsletter do so on...wait for it...mobile.

Mobile is responsible for over a third of our readers.

So, how about you?  Can your message be seen by your target market? Can your website be used by your target market?

Or...not?

Mobile Matters...

Need some help getting there?  Ask your local advertising agency or give us a call...love to chat about the opportunity! 

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Oversaturation!

Why would you want to start a new business?  It's a fair question and one we asked Joe Shields MPL talking 21 August 2014ourselves when we launched the only business news broadcast in the region. After all, does the Metro really need another news/talk outlet?

The answer on that is a firm "No!"

And, judging by this article about "Oversaturation", we were right when we launched and said, "This is non toxic-talk radio".  This is the business news of the nation, region and Des Moines Metro without the shouting and finger pointing.

The article mentions "listener fatigue" because what you'll often hear on "news/talk" stations is the same old thing, outrage and silliness. And, listeners are tired.

When we launched Insight on Business the News Hour last year our goal was, and is, to give voice to the owner/managed businesses that would never get a chance to tell their story in a broadcast.  To provide news that is not only informative but also useful in the business environment.  To celebrate the large and the small and be even handed.

Why?  Because nobody in the broadcast world was doing it.  Nobody, and that would make it...."under-saturated".

Thanks for the opportunity!

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The Numbers...Just Stop It!

This is severely going to fly in the face of those of you who slice and dice Stop figureyour engagement metrics.  I know some business people who pour over the analytics, spending hours comparing last month to this month, how long a person lingered on their website, how many page views, what they looked at last before they were gone.

Stop it...

Go check the deposit tickets.

Did your marketing efforts result in more (wait for it...) sales?  If the answer is "yes" wonderful keep rolling forward.  If the answer is "no" let's start to pay attention to your message.  In other words does your marketing message match the needs of your target market?  Are you using the correct channels to reach your target audience? 

Don't get me wrong.  Your metrics can yield some valuable information but, from our seat, you might better spend your time with a focus on the message and the channel.  

But, hey, we're "old school" about those sales things.

Thanks for reading!

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What's Your Value?

Not long ago I was visiting with another business owner and he asked me what Business Value"value" I brought to the business relationship.  It's a good question and something that goes beyond, "What is it that you do?"

Without a doubt the value we bring to business, any business, is the ability know what consumers want; often long before our clients.

How can that be?  It's our business to hyper-listen to consumers because those are the folks who are buying what our clients have to sell.  It doesn't mater if it is a product or a service.  What does matter is are you selling what the consumer wants?  Are you bringing true value to the consumer?

Even a commodity has value.  It might be price or delivery or something else...but there is value here.

However, if you are selling something really special are you taking that thing that is special to the consumer and explaining its...value?

Here's a test:  Did you know NAPA, you know the car repair centers, have a 24 month guarantee on the parts they install in your vehicle? Let's say you get your car fixed by a NAPA Center in Dubuque and you drive to Denver and the part fails. Did you know that NAPA will replace that part and even pick up the cost of labor?

I didn't. 

I see loads of TV ads...but can't remember this being mentioned.  Maybe I missed it...but that, my friends, is value.  But...how is it being explained?  I dunno.  You? 

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No, Not Your Grocery Store!

Pepsi just launched a new mid-calorie drink but you'll not find it at your Pepsi True grocery store and it won't be at the local convenience store you'll only be able to get it at...wait for it...Amazon.com.

Seriously, no Pepsi True at your grocery store.

So, is this a big deal or a gimmick?  We think it is a seismic big deal because it points to the power of online vs. brick & mortar.  But there is more to this and that part has to do with saving launch dollars.

Pepsi saves money by not having to provide distribution to physical locations across the nation.  They won't have to pump up a traditional advertising campaign.  It's a very low cost roll-out.  And, if the soda catches on with consumers Pepsi has the option to move the product into brick and mortar stores...quickly.  And, this is cool, the money they save can be then spent in distribution and marketing.  In other words, they can "bank their savings" now and then...only if Pepsi True takes off...they can lay out the cash.  If it flops...no biggie.

Your take-a-way? Can you find alternative distribution methods to take your product or service to the consumer and then...bank your savings for a launch when it is accepted?

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Insight Advertising, Marketing and Communications is a full service advertising agency and the fuel that powers the only daily business news broadcast, Insight on Business the News Hour.  Thanks for reading!

 

 

Wait! What?

"Free? Did he say, free? Nah, what's the hook?" Man Surprised

There isn't one. Over a year ago our ad agency, frustrated that the broadcast media in the Des Moines Metro ignored much of the business news being generated by small to mid-size businesses, decided to try something.

If no one was going to spend the time broadcasting the business news of the nation, region and the Des Moines Metro...well...we would step up and do it. So we kicked off Insight on Business the News Hour with the Des Moines Radio Group. We purchased the time, we own the hour. Each day, Monday - Friday from 5PM to 6PM on 1350-KRNT we talk about the business news of the day and provide business an opportunity to come to the station and talk about...their business.

For...free.

It's "Non-Toxic Talk Radio" there isn't any "gotcha" moments. Our goal is to help drive the business of business.

We're able to do this because we've got some great partners as sponsors who believe in live, local broadcasting about...business the engine that moves our Metro.

And, it doesn't stop there. We made the decision to put up a podcast of each business interview so that those businesses who come and share their story can extend their reach beyond the eight to twelve minutes we broadcast live. To date there have been close to 30,000 downloads of those business interviews. The cost? Free.

Then we take that interview, photos and video and share it with thousands of our friends on social media...for, you guessed it...free.

So how about your business? I'd invite you to give me a call directly and let's talk about the Business News Hour and having you set a date to talk...business. My direct line is 515-331-3207.

Thanks for reading....

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How to Recruit, Retain and Polish Your Brand

Here, in the Des Moines Metro, the unemployment rate is about 3.5 Woman Help Wantedpercent. Statistics say that about a third of those unemployed are not seeking a job. If that is correct the unemployment rate may be closer to 2 percent and THAT is a pretty tight labor market when you're seeking to hire...anybody.

What to do?  Back in April I authored a piece on using radio and today I'm even more convinced that this will work and work well; especially for specific job postings that are nearly impossible to fill.  

Why?

Because with radio you can be strategic in your search for high quality employees who...given the unemployment rate...are not in the job market.

Until today I had no idea there were 10,000 job boards in the United States and that only 39% of American's read a newspaper (hard copy or online) and that the average newspaper (hard copy) reader is over the age of 60. Stunning, right?

With radio you can target and passively recruit and drive interested people to YOUR job posting not everybody else seeking an employee. In addition friends and family of the job seeker hears the radio campaign and shares the news with the seeker.

And retaining?  That "Employee of the Month" plaque; who sees it?  But by using radio to congratulate individuals on their anniversary month...everybody hears it.  Retain or you must re-train.

And, finally, all the time you are in the campaign you are polishing your business brand...in public.

Make sense?

It does to us!

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Smart Business or Just Don't Care?

It's the political season.  You can tell by the number of signs sprouting Man Dunce Cap up all over the place. And, along with that is a trend that, seems to me, to be retail suicide.

A growing number of retail businesses are posting political signs in front of their business. (I'd post the photos but why offer free publicity?) Either this is a stroke of brilliance or it's really dumb.

It is brilliant if you, as the business owner, believe that everybody is on your side or you, frankly, don't care what other people think and from this time forward you wish to cater only to those customers who share your political beliefs.

It's really dumb if you believe anything in that statement.

Why would a retail business seek to alienate a consumer base?  Even if that retail establishment honestly thinks 90% of consumers agree with their political statement...they are still willing to offer up the "single finger salute" to those who don't?

This might very well be a mirror of our inability to have a civil conversation in this nation.  When retail can say, "To hell with those who disagree with me!" I guess there is deeper issue.

So, what do you think?

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The "Book" and its "Cover"

He was a little stand-offish this guy in the dark suit with the bright red Dave Sanderson August 2014 tie and matching pocket square.

During a recent Midwest Speakers Bureau Showcase, something where professional speakers are given (in this case) twelve minutes to impact a room full of professional meeting planners...he didn't interact much with the other speakers in the room.

Dave Sanderson was getting ready to speak.  He was focused on his craft. He didn't want to be distracted. However, my first thought was that he, perhaps, thought better of himself than his fellow speakers  I was wrong.

Following his speech we sat down together and I opened up the conversation by saying, "Are those (shoes) Allen Edmonds?"  Dave looked at me smiled and said, "Yes, the best huh?"  We had a nice conversation about being well dressed, the value in buying high quality products and staying focused.

You know that old saying, "You can't judge a book by it's cover."? I truly enjoyed the time we spent together. I learned another lesson along with staying...focused.  Oh, his story?  Ever hear about "The Miracle on the Hudson"?  Dave was part of that adventure.  Go ahead...have a look.

(Photo Credit: Dave holding a photo of Capt. "Sully" Sullenberger holding the child Dave helped save - Diane Crone - West Des Moines. You can click to enlarge.)

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Michael Libbie is the principal of Insight Advertising, Marketing & Communications and host of the daily business news broadcast, Insight on Business the News Hour.

Old School?

It's 7AM on Sunday and I'm in the office writting "GREAT to Meet YOU!" Thank You Notesnotes to roughly one-hundred people I met last Friday during the 16th Annual Midwest Speakers Bureau Speakers Showcase and Iowa Meetings Expo.

Yep, I could have sent an email but that's not my brand besides, I'd rather not be deleted with a push of a button.

Sure, it's pretty old school but there is something about sitting down and writing words on a piece of paper that links us...better than LinkedIn:

  • Time - It's valuable and taking time to write to your customers/clients and new friends is an investment in branding;
  • Personal - Sure you can personalize your email but why not take the extra step and communicate something special;
  • Memorable - So few people write words on paper anymore that it's highly likely this "note" will at least get noticed and, perhaps, sit on a desk for a day or so.

Shameless self promotion?  No, taking the time to write also allows us a chance to reflect on exactly what we are doing...adding value to a brief meeting that, when action is taken, benefits the writer and the reader.

So, what do you think?

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Michael Libbie is the principal of Insight Advertising, Marketing & Communications and host of the daily business news broadcast, Insight on Business the News Hour.