The 4 Keys....

I would like to further explain something I have touched on before.... the
4 Keys of marketing success:

• Consistency
• Frequency
• Reach
• Creative

I have mentioned a few times these keys and those who are my clients should (I hope!) recognize these. They are based on Harvard studies on how to improve ROI on marketing....and they WORK. Let me briefly explain each.

Consistency- Easy...keep it up. Buying happens in stages, think of a bull's eye of a dart board. A small amount of people will buy your product this week. A larger amount (next ring) will buy your product in 1-3 months. An even larger amount (next ring) will buy in the next 3-6 months...and so on and so on. By being consistent with your campaign you hit all consumers through the buying process, thus they will think of your business first when that need arises!

Frequency- Like a good neighbor.....(yup, State Farm is there). You would not remember that had you not heard it over and over, frequently. Sleep is the great eraser, you have to build up a frequency in your consumers, make them remember.

Reach- How many consumers are you reaching? This is the only Key to compromise. This is also the $$ Key. Example: WTN and ESPN. WTN reaches about 4 times the people that ESPN reaches and is also that much more expensive; however if 1% of the audience were to utilize your services for their needs, it would still greatly impact your business.... On a small budget, stick with consistency and frequency but choose a smaller target audience.

Creative- I don't think I need to explain much on this one... make it a good commercial. There are SEVERAL options. Make it sound like a PSA for a more serious business, funny always works as well. Don't loose the audience with this one...less is more! And please, understand I don't want to call your baby ugly but THINK before you blow budget on local TV spots.... nothing looks worse than a poorly executed local commercial. Radio works best (sorry, its proven!) to let the consumer think what they would like...theater of the mind!

I will be more than happy to talk with anyone who has questions about the Keys or how to utilize them efficiently. I am well studies in several medias and can explain with an unbiased opinion the pros and cons of each (radio have cons??? Nah).

Have a Happy and Safe 4th of July!!!!

Nicole Mattison

Director of Business Development at Cumulus Broadcasting

nicole.mattison@cumulus.com

Direct-615-312-3471

Events

Keeping up with current events in any industry is more important now than ever, especially to a business owner. Education is the key to staying ahead of your competitor, knowing what they are doing before they do it. It's imperative to plan a few months ahead of any event, or particularly SEASONS. Back to school season is approaching fast and it's best to get a head start on your competitor's marketing plans. While your competitors are thinking of summer and all the glories it entails, get a jump on the back to school season. Plan your marketing strategy now and come August you have already branded your business in the minds of parents looking to buy the necessary, and unnecessary, products to send their lovely children off to school. Don't think this limits businesses to only grade school children, college is a HUGE money maker. Kids moving into dorms need appliances and furniture...and technology. Parents want to stay connected and kids want to stay in touch with friends, so phones, computers, mp3s are always huge. Also, bikes and scooters are popular for college aged kids moving/going back to college, to get around campus and cities. By utilizing the time you have before, you have ample time to implant your products in your consumers and create a need for your business. Have a great summer!

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471

Now is the time....

Now is the time:
To think BIG not SMALL
To thinking terms of Abundance Vs. scarcity
To realize YOU are the creative force in your life
To QUIT complaining about the economy
To do a gut check about who you are, what you do and why you matter
To be innovative and offer REAL value to the people you serve
To understand what really differentiates you from everyone else in your industry
To DE-commoditize yourself and your services
To learn the great enabling ART of serving others
To understand you only become a great heat coach once you’ve mastered being a great assistant coach
Now is the time for you to MOVE instead of TALKING about moving…

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471

WWTN-99.7 SuperTalk-Home of Dave Ramsey
WRQQ-97.1 RQQ Quality Rock
WNFN-106.7 ESPN The Fan

Take Advantage...

Its true, times are tough. But there is a light at the end of the tunnel. Lots of businesses, big and small, are taking a hit. The first thing to go is advertising. I can understand this whole-heartedly, owners view it as the only expendable vertical they have. I know businesses that are operating without air conditioning to keep their bills low; they must compromise to keep well deserving and loyal staff members aboard, after all that is the life-blood of any business. I also know that this provides a certain advantage for businesses ready to grow. Once the market is still without industry competition it provides a level playing field for mind share. EXAMPLE: An AC company. XYZ AC had always done well and chose to cut back the advertising budget, but wonders why no one is now calling. ABC AC has always done fair and chose to advertise, increasing their mind share and picking up XYZ’s customers. ABC creates consistency in their advertising campaign, generating a steady flow of consumers that otherwise wouldn’t know who to call, but they hear or see the ABC AC brand. Consistency is a relevant KEY to success, there are 4 KEYS to any successful campaign. In short, even in silence a whisper is heard. As Cohen Williams, of Martha White Foods, said, “Early to bed, early to rise, work like hell and advertise.”

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471

Double Take...

No matter how small your budget, you want to get the most of it. If you do a large campaign, say radio, make sure you leave room to compliment your campaign with another media. No matter how small your second media, be sure to reference and tie it all together. You will maximize your budget if you are sure to plan ahead and use a multi-media campaign. That's not to say you will not see results if you don't. You will see more results by reaching your target consumers in a various ways, visual and audio. Take your large mass marketing campaign and narrow it down to find a smaller, inexpensive publication. Hitting people on the go is best, consumers lead such active lives now that you need to reach the masses in various ways throughout their day, local is not just local anymore, we are a community of commuters. However, if you have a bank opening in a specific part of town, take a small portion of your budget and focus on that community. Small, local newspapers or maybe flyers to businesses in that area, even clipper mags are great for pinpointing a key neighborhood. Above all, if you mention one thing in an ad, make sure you mention it in both. That way when the local consumer sees one ad, they can relate it to the whole campaign and that my friend is called frequency. Frequency is only ONE key, get the other three and the door to unlimited consumers is unlocked.....

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471

Public Service....

In honor of Memorial Day, I rested yesterday. Which got me thinking of all the holidays that occur; in fact there are a lot of observances, not just known holidays...such as June. Who would have thought June would be National Steakhouse Month or Potty Training Awareness Month or even National Bathroom Reading Month!!! On a more serious note it's also Child Vision Awareness Month and National Safety Month. There are a myriad of events going on at any time, which could provide your business an advantage. Hey all you optometrists out there...I'm sure YOU knew it was Child Vision Awareness Month coming up, why don't you do a public service and let parents know. By educating the public, you are allowing potential customers to perceive you as the expert you are and will undoubtedly stir up some business! And hey bar owners/managers, there are ALL sorts of creative and unusual days to celebrate; July 3rd is Stay out of the Sun Day (in a bar)...July 9th is National Hot Dog Night (guys) ...and last but NOT least is July 25th, National Cow Appreciation Day (Mudslide and White Russian Specials). If you are in need of ideas...CALL ME!

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471

Own it....

Marketing is about separating yourself from the crowd. There are hundreds and hundreds of restaurants in Nashville and surrounding areas, why would someone come to yours? Distinguish it from the others, what do YOU do the best??? Desserts and coffee, brunch, old historical site, does your whole family work there? Pick something that you do well and OWN IT. Then tell everyone, because they won't come unless they're invited. I was talking with a friend, Hugh Kirkpatrick, owner of the Dinner Bell for 9 years, a meat and three near Opry; in our conversation he mentioned something that may be common sense but struck me as intriguing. He said that as an restaurant owner if the stove broke, you fixed it, you bought another one if you had to because that affects the livelihood of your restaurant, your service flow. Not having a service flow is a problem, it's a broken stove, so how are you going to fix it? Brand yourself as something and let everyone know who you are, eventually they, or someone they know, will need your service.

I'm going to add in a bit of positive into the equation in that you HAVE TO BE POSITIVE, nothing ever comes to those who mope, everything is better with a positive attitude. In a positive mood comes the best ideas, usually when you aren't even looking.

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471