Adding Value That Lasts

Recently a non-profit client that we've worked with for nearly twenty years began asking their members for donations that would go toward various programs at their upcoming Conference and Trade Show. It's sort of a new thing for them. In discussing all of this with the staff we asked the question, "What value added opportunities are you offering the donors?"

We were told there would be signage, mention in their printed magazine, social media notices and, perhaps, even a "thank you note" sent to the member company. 

All good and proper but in our mind much of that is fleeting. (However, we do know that a written thank you is something many people hang on to...simply because it's such a lost art.)

Our next thought was, "What can we do that will really ad value to that companies brand? What can they use over and over again to boost their business and explain to others who and what they are?"

It's here that we suggested doing recorded interviews with the higher level donors and adding video to the interview. Then packaging all of this up and sending the video interviews to the company following the event. They, in turn, could use those on their website, in their social media or their video platform.  No additional cost but done in such a way that our "thank you" lasts and lasts.

We got the "go" and so looking forward to adding real value to these corporate donors.

Thanks for reading! 

 

 

Why Not Both?

Recently I was visiting with a client who is considering a website.  I know...it is 2023. It's a story...believe me. Anyway we were talking about how a website works, content and search engine optimization. For years these folks have had a weekly blog and he was asking why, if they have a blog out there, would they need a website.

The answer is pretty simple but often hard to understand for some folks. 

I explained that a website could offer some history of the company, what the mission is, how to make contact with decision makers, offer a calendar of events, etc.  He asked me, "So can't we just put that information in a blog then we would not need a website?" Trouble is, that a blog is...rotational. Yes, we could put that information in a blog but in a matter of weeks we would have to do it again because that particular blog would drop several issues down and many people are not going to scroll through several editions.

So, Why Not Do Both?

It's important that information on a website change from time to time otherwise The Google, or other search engines may not pick up the site because there is "nothing new".  When you incorporate a blog on the front page of the site you are actually changing content and, for a host of reasons, that's important.  In other words "static" can be bad for search engine optimization (SEO).

Of course there are additional SEO tricks and tools but if you are already doing a blog why not incorporate that on your site?  Or, conversely, if you have a website why not add a regular blog?  You don't have to do it weekly...maybe twice a month?  Not only will it refresh your website but you are now giving voice to what you do.

So...why not do...both?

Thanks for reading! 

Know Your USP?

For decades we’ve told our clients about the importance of staying on message. And, it’s one of the most difficult strategies to employ. So many times we see advertisers go off message because they pick up a hot new topic. While that’s not a bad idea if it collides with your USP you’ll end up confusing consumers.

So, what is a USP?  It’s your Unique Selling Proposition. In other words, what is it that your company does better than anybody else?  To be sure, this takes some real thought and that takes time.  Let me give you several examples of very successful USP ideal.

Sam Kreamer is not only an attorney but also a CPA. His USP is this: “We get things done!” It seems that in his line of work many attorneys’ take so much time doing their job that often clients complain. He thought so much of his USP that it is also trademarked. (You can click on the image to enlarge.)

Von Maur is a regional high end department store that traces its beginnings back to 1872 and in 1928 became Peterson, Harned & Von Maur. Today, 37 Von Maur stores are scattered across 15 states: Alabama, Georgia, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Nebraska, New York, Ohio, Oklahoma and Wisconsin; and still expanding.   For decades their USP has been, “Our only interest is you.” The firm does not charge an interest fee on their credit cards and when you visit the store the staff makes you feel like their only interest is in serving…you. Brilliant.

So, what is it that you do better than anybody else in your field and can you distill that activity into just a few words?  Do that and the rest of your marketing/advertising will be easy.

Asking For The Order...

I remember attending a sales meeting at one of my first broadcast jobs. It was a little odd because the "on air" people usually didn't mix with the "sales people" but I was curious as to what they did to keep us...paid.  I'll never forget his wise words that ended the meeting, "Never, ever leave the sales meeting without asking for the order."

So simple yet so profound. Both the sales person and the client know what the meeting is about. I mean I've had sales people take me to lunch, have a nice chat but they never actually asked for the order. 

But this post isn't so much about sales as it is about marketing. Ready?

I'm not sure how much time you spend checking out the various reviews a business gets, say on Google. My Bride always checks the reviews before she buys anything.  And that's where this story goes:

Not long ago I did some business with a printing company for a client.  We had created eight large posters for an event and sent them to our commercial printer who we've used for years for that sort of thing. They did a nice job, they turned the project quickly, we were satisfied and our client was blown away.

Then something interesting happened.

Weeks later I got an email from the owner of the printing company asking me my thoughts about their work and if I would recommend them.  I answered that I was impressed with not only the quality but also the pricing and the turn around.  He then asked me if I would rate them on...Google.

And, of course I did.

He asked for the order.

There is plenty of competition out there for whatever you are selling so, how can you stand out? Ask for the recommendation and make it public.  There are folks out there, like my Bride, who will dwell on those reviews and how many "stars" a product or service has. And it often makes the buying decision easier and more informed.

And, the best news is your cost is practically zero.

The Podcasting Fad...

Back in 2010 we added podcasting to our business. We thought it was the next iteration of blogging so we hooked up with Podbean and started podcasting the business news interviews from Insight on Business the News Hour. For some reason we figured people wouldn't want to listen to the business newscast. Wrong, and it took us several years to figure that out. Just like the 24/7 cable news shows consumers, it turns out, want the news on their time...not ours. (Photo is from May of 2009)

Our numbers in those early days were rough. We would post up the podcast and share with our guests and they, often, just ignored the opportunity to share those links...even though we sent out a "one-page" on how to get even more traction from their interview. Some even suggested they thought the whole podcasting thing was just another "social media fad".

But, we kept it up and it's turned out to be very successful. So when I saw this article from Inside Radio it didn't really surprise me.  But it might you.  The top line is this:

    "The just-released third quarter Share of Ear report from Edison Research shows that podcasting has captured a 14% share of ad      supported audio listening among Adults 25-54, the age group that advertisers focus on more than any other. That is more than twice    podcasting’s 6% share among ad-supported audio four years go."

And when it comes to the financial side of podcasting check this line: "In terms of revenue, the Interactive Advertising Bureau/PwC outlook for next year forecasts a 31% growth rate."

We'll take that.  If you would like to read the entire piece from Inside Radio here you go!

Today we're on six different podcast platforms all fed by our friends at Podbean. If you would like to follow along just Google Insight on Business the News Hour and pick your favorite platform. Or this might make it easier:

The award winning Insight on Business the News Hour with Michael Libbie is the only weekday business news podcast in the Midwest. The national, regional and some local business news along with long-form business interviews can be heard Monday - Friday. You can subscribe on PlayerFM, Podbean, iTunes, Spotify, Stitcher or TuneIn Radio. And you can catch The Business News Hour Week in Review each Sunday Noon on News/Talk 1540 KXEL. The Business News Hour is a production of Insight Advertising, Marketing & Communications. You can follow us on Twitter @IoB_NewsHour.

 

Join Me at EntreFEST!

It will be really special! People from all over the country will be converging on Cedar Rapids, Iowa for EntreFEST June 10 - 11. Why? Great question.  People will be coming to learn and earn for their startup dream or their current entrepreneurial business. On hand will be a host of speakers on topics from finance to marketing to wellness, diversity, sales...you name it. If it has to do with business you'll find something here that clicks.

This will be my first time at EntreFEST and I'll be speaking on Podcasting for Business. I'll cover topics from why podcasting rocks to equipment, sales, promotion and more. Plus, for those who want some "one-on-one" time I'll be available for questions and offer some coaching tips.  So why me on podcasting? We've been doing the daily Insight on Business in podcast form and on the radio for a dozen years.

In addition, because we do this every day.  I'll be there to record some "evergreen" business interviews that we'll use over the next several weeks.  Hey, you get to be part of our "studio audience" as well. 

Here is your link to purchase tickets for EntreFEST 2021 and BONUS...if you use the promo-code LIBBIE you'll get 20% off the price.  Also, if you're not keen on making the trip you can join the event virtually as well.  So, no excuse for anybody anywhere on the planet to miss this great event.

See you in June!

Baby, I'm Amazed...

The ability to connect with customers, clients and co-workers has never been greater. Go ahead, pick a platform from traditional media use to podcasting to a host of social media platforms. Never before has there been so much opportunity yet utilization, real utilization, and the understanding of how to make it all happen tends to rest with just a few of us. I'm amazed.

Last week I joined Clubhouse (thank you Ben McDougal) and was involved in a deep dive into journalism. From how people are consuming the news to the many platforms that are available to a deep concern about an aging population that still relies on print and what happens when that goes away. We talked about news silos where people only get their information from a source that aligns with their personal/political view. We chatted about independent writers and journalists that are freelancing and publishing on Substack or on their blog or in an electronic newsletter. Baby, I'm amazed...

If everything that I wrote in that second paragraph reads like some sort of techy gibberish you would not be alone. Think of that entire ecosystem as a layer of knowledge and activity that is going on in what would seem like an alternative universe. And, to a point it is.

While the vast majority of people and businesses survive on some traditional and "old school" models of marketing, advertising and information gathering you need to know those old models are quickly going away or being replaced with other means of connecting. And, that...can be a blessing our a curse.

It all depends on your target market...the people that really matter to your business.

I was watching "Better Call Saul" the other night (If you've not seen it...go...you will not be disappointed.) when the main character Jimmy McGill, a down on your luck attorney and the person who later becomes Saul Goodman, recognizes an opportunity to do something called "elder law". You know, doing wills and trusts for older citizens.  In one scene we see what appears to be a long-term care facility day room with dozens of elderly people talking, playing cards, doing puzzles and the staff is handing out Jell-O Cups.  As the people eat the Jell-O there is a message printed on the bottom of each cup that says, "Need a Will? Call Jimmy McGill" and an image of McGill's face.  And, of course, McGill is in the room glad-handing each person and giving some really over the top complements.

Brilliant...  You see Jimmy knows his customer base and it would be a waste of time and money to try to reach these folks with traditional media and so he does some inventive "direct marketing" on a personal scale. Now, the show doesn't tell us how successful this method is but if he gets just eight people, out of the sixty there, he's made a good return on his investment.  But, the key was he KNEW who and how to connect.

So, where is your key customer? They may be consumers of local radio or television. They may be die-hard print subscribers or they may be digital consumers or early adopters of various communication tools from Clubhouse to Twitter. The question to you is, "Where are my customers/clients/co-workers spending their time gathering information?"

Figure that out and you...win.

 

 

 

Voice Work - Keeping it in the Family

Over the years we've been doing Insight on Business the News Hour I've been able to work with some very talented people. Voice work from Jimmy Olson, Tyler Hackenmiller and Mariah Lewis all from the Des Moines Radio Group. There's Jane E. Morgan from my old station 94.5 KKEZ in Fort Dodge, Iowa and Mike Fellers/Stu Stevens another local Des Moines, Iowa independent. All great folks and still call on them from time to time.

Several years ago I needed some voice work done...FAST but everybody was booked or maybe I was just too anxious. 

That got me to thinking about our daughter Hunter Pease who has always delighted friends and family with her many comic voices. You've got to see it to really appreciate her talent. Anyway she was close and had the time so I asked her if she would read some liners. Bam! She did a really good job for never having done anything like this...and she became "The Voice of Insight on Business the News Hour".  And, yes, we pay her...so she is a professional.  Here's some of her latest work that we turned out just this week.

Hunter Focus and Find Sample

Pretty good for never having any formal training.  I think we'll keep her.

Thanks for reading and letting me brag just a bit.  And, if you want more of what we do you can subscribe to the newscast that comes with long-form business interviews by doing a Google search for Insight on Business the News Hour and picking your favorite podcast platform. Or, I can make it easy and have you head to Podbean to subscribe.

Thanks for reading!

Why Discount When You Have Peter Children?

I've had the pleasure of knowing, and liking, Peter Children for several years. Here is a guy who, in his mid-80's, works his business, Universal Products, every day. And I know because Peter calls or sends me an email almost daily asking about his ideas, sales efforts and more.  Some time ago he was on my radio show talking about sales and sales marketing. That's where the photo comes from.

Recently Peter has been working on several opportunities for major businesses to use what he is calling the Swarovski Incentive. It plays like this:  Rather than sell a product be it clothing to flowers at deep discounts why not hold the original price and offer a really amazing incentive like a pair of Swarovski studs?  And, the cost of the incentive is way lower than what the retail store would lose by selling at deep discounts AND (this is the best part) the word of mouth marketing from the effort will be huge.

Here is a quick 20 second video of the studs and a neat tennis bracelet so you can get an idea of the quality.

 

Nice huh?

Full disclosure: Peter didn't pay me a dime to write this or create the video. I am simply in awe of his work ethic and his ideas. Now, should you wish to connect with him (nope, he doesn't have a website) you can call 641-423-0184 or shoot him an email [email protected].

Thanks for coming by.

 

Riffing on Hyper-Local Events

Every Friday, for years, we change up our business newscast and riff with Jeff Pitts the managing editor of Cityview Magazine about "Stuff the DO" in the Greater Des Moines Metro. Six days a week we do the serious business news and long-form interviews but on Friday it's all fun.  We were asked the other day why we don't do more local business news stories and the answer is because our podcast is...well...global. The other day I posted up a business interview and within thirty seconds it had been opened in Germany and in Finland. Sure the United States and Canada are our biggest areas but it is interesting how connected we all are, on a global level. (Yep, that's Jeff...in 2017 yet!)

Years ago, when we were on local radio, our focus had to be on local business news. I remember reaching out to the Des Moines Register and the Business Record and asking them if they wanted to join up and do a daily business news hour. We would use some of their stories and their talent to report. Both newspapers turned us down. I guess they didn't see the value or, perhaps, thought it would be some sort of competition. So we did it ourselves...still do.  Anyway, and just for fun, here's Jeff and I riffing on those "Hyper-Local" things. Enjoy we'll get back to the serious stuff on Sunday.

Thanks for listening!

The award winning Insight on Business the News Hour with Michael Libbie is the only weekday business news podcast in the Midwest. The national, regional and some local business news along with long-form business interviews can be heard Monday - Friday. You can subscribe on Google Play, PlayerFM, Podbean, iTunes, Spotify, Stitcher or TuneIn Radio. And you can catch The Business News Hour Week in Review each Sunday Noon on News/Talk 1540 KXEL. The Business News Hour is a production of Insight Advertising, Marketing & Communications. You can follow us on Twitter @IoB_NewsHour.