Tuesday, March 30, 2010

Playing Favorites?

Or making excuses.

First, a true story. Followed by a Challenge.

In my real life, I spend my 40+ hours working for a group of radio stations in Fort Wayne, Indiana.

I've been here nearly 7 years, and have been in the radio business for over half my life. And I've worked outside of the radio and advertising business too for about 10 years.

Last week I had what I call a "come to Jesus" meeting with one of the advertising agency media buyers that handles one of the two major hospitals in our region.

For the past several weeks, I've been hearing radio ads for a "Don't Text & Drive" campaign on a number of radio stations, but none of mine. I was told in the meeting that with limited funds, they only bought the radio stations that had the highest ratings.

I pulled out the numbers which demonstrated our station was top dog for their target.

Then I got the truth.

She was prohibited from buying "certain stations due to the music they play".

These 3 stations represent over 219,500 listeners out of 792,000 people. Just over 25% of the population that they are not inviting to do business with them. These stations target the 18 to 35 year olds. The people starting families, establishing doctor relationships, etc.

I represent one of the stations. Fortunately I have 3 other stations to offer to this hospital and health care organization. And I will also go to their competitor and see if they are as limited in their vision and stereotypes.

Now, here's my Challenge to you:

What is holding you back from making smart, forward thinking marketing decisions?

What assumptions are you making that is crippling your growth?

You can't blame the economy. Even if we had 20% unemployment, that means 80% of the population is making money and spending money.

If you need help figuring all this out and want to plan for the future, and live/work in Fort Wayne, Indiana; contact me.

Scott @ ScLoHo.net is my email.

Mention this blog as I get a couple hundred emails a day and want to make sure I get yours.

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