Category: Marketing Strategy


Do you have a “Positioning Line”…or a “Mantra”?

From Nike the slogan is just do it - [but] the mantra is Authentic Athletic Performance. As Scott Bedbury, who was chief marketing officer of both Nike and Starbucks, says in A New Brand World, the mantra was not written down, never framed on a wall - it was felt. The emphasis was on authenticity.At Disney the mantra is Fun Family Entertainment. A large financial services company approached Disney, wanting to use Disney characters to promote an endowment policy that began with the birth of a child and funded the education. It fitted in … [Read more...]


Let a Thousand Flowers Bloom

Recently I had a chat with a market manager for a radio group who described to me some of the successes they had in developing online content, specifically online streaming content. Content that was unique to this market and enjoyed some particular content advantages that this group had over others. Those initiatives are now dead. Why? Not because they didn't work. But because they clashed with the centralized corporate-driven agenda that dictated what the officially sanctioned initiative would be, and that anything else would be considered a drain and a distraction and would be … [Read more...]


What is “Attention” worth?

Seth Godin once said it to me, and Kevin Kelly (one of my favorite thinker/writers) hints at it in this post: Radio is the envy of the new media world. Why? Because radio can provide what no digital destination can get on its own without a bunch of extra help. Radio provides attention. As Kelly writes: In this world we simply cannot deal with all good things. There are more good songs than we can ever listen too. There are more good movies than we can ever see in our lifetime, even if it was our full time vocation. There are more useful tools than we have time to master. There are more cool … [Read more...]


The critical importance of “trial”

In the category of "duh" comes this from Brandweek: Want to get someone to buy your product? Then give them one for free. While this might sound counter-intuitive, a new survey from Arbitron found sampling works. More than one-third (35%) of customers who tried a sample bought the product during the same shopping trip, per the poll of 1,857 respondents conducted earlier this year via the phone. Fifty-eight percent of those surveyed reported they would buy a product again after trying it. Perhaps the most surprising finding: Nearly a quarter of those polled (24%) said they bought the product … [Read more...]


Radio and the 55-foot-tall Lava Lamp

This video is not new, but many of you haven't seen Seth Godin in action before. And this particular presentation is a version of his keynote at NAB a few years ago. The message is as fresh and fragrant today as it was then. "No matter what we do for a living, we're in the fashion business," says Seth. The world of average products for average people is disappearing before our eyes. Maybe because there are no average people. There are only average products. … [Read more...]


What “Mad Men” means for Radio

Once upon a time there was a TV show called The Sopranos which was created by one guy who became famous and was executive produced and occasionally written by another guy who did not. That other guy went on to create a show called Mad Men about the hustle and bustle (in more ways than one) of a New York ad agency circa 1960. This show never really scored with audiences during its first season and only by the skin of its teeth limped to a renewal for season two. The folks at AMC TV who green-lit this show evidently believed in it enough to give it another chance. Between season one and two, … [Read more...]


Crystal clear, simple, and polarizing

"Oprah's on one, and Howard Stern's on the other. That's how you tell XM and Sirius apart," said funnyman Harry Shearer on his weekend NPR show. In fact, that's quite right. And I've seen it firsthand. Most folks had no idea what differentiated these two services (and more than a few continue to pronounce "Sirius" as "Cyrus," but that's another story). That's because the distinctions beyond Oprah and Stern are muddy or subtle or non-existent. And muddy, subtle, and non-existent do not make good differentiators. In differentiating any two reasonably similar things - whether they be radio … [Read more...]


Radio is asking the wrong question

From Seth Godin: [The Net] is the first mass marketing medium ever that isn't supported by ads. If a newspaper, a radio station or a TV station doesn't please advertisers, it disappears. It exists to make you (the marketer) happy. That's the reason the medium (and its rules) exist. To please the advertisers. But the Net is different. It wasn't invented by business people, and it doesn't exist to help your company make money. It's entirely possible it could be used that way, but it doesn't owe you anything. The question to ask isn't, "but how does this help me?" as if you have some sort of say … [Read more...]

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