Friday, July 29, 2005


Take a look at the title. You think that's only important in real estate? How about in your advertising? If you're off the beaten path, then you need to make it SOUND easy to get to. Use landmarks, major cross streets, major retailers and tell your customers where you are in relation to them.

I had a large shopping center client who had their parking lot given a street name by the city, so all their addresses would be Shopping Center Way. The problem was, they were a new center, and customers still did not know their name. But as soon as they started including the name of the major artery that ran in front of their property, their advertising effectiveness increased dramatically.

Everyplace is easy to get to if you give good directions. If you really are totally hidden, then that should be the message of your advertising. -- I'll tell THAT story another time.

Don't make your customers jump thru hoops to find you. Be as user friendly as you can for whatever medium you're using.

--Thanks for reading

Thursday, July 28, 2005


Have you ever sat around with a group of close friends talking and laughing? Better still, have you ever found yourself in a group of new friends, and felt accepted and included from the start? Maybe you've just sat at a restaurant a few tables away from a group who you couldn't help listening to...evesdropping on someone's life. That's pretty much what drives the wave of so-called reality TV shows, and it's the same with podcasting.

A few podcasts are for showcasing music, but many more are just people having a conversation (albeit with a few production elements) and letting you in on the jokes. And others - one of my favorites- replays old radio shows from the medium's golden days. In one recently, I listened to an eyewitness account of the Invasion of Normandy on D-Day.

The internet, which has made the world smaller by making information quickly accessable, and moving thoughts and ideas quickly around the world, has now squeezed us even closer together, so hundreds and listen in to your musings.

Through a special rate I set up exclusively for podcasters a few months ago, I'm proud now to be associated with some of the top 100 podcasts listed in iTunes.

This narrowcasting will have a bearing on mass communications and marketing. The effect is very slight now, but watch for the avalanche within the next 12 to 18 months.

--Thanks for reading.

Wednesday, July 20, 2005


Radio listeners just don't like all those commercials.


No, not really.

A study conducted with Edison Media says that poor creativity is as much a turn-off to listeners as are too many commercials.


Radio stations spend thousands of dollars testing their music to make sure listeners like and accept the songs, but they'll let a ton of bad commercials on the air three or four times an hour.

Doesn't quite make sense, does it?

-- Thanks for reading

Thursday, July 14, 2005


The morning of the London subway bombings, one of the stations that I produce imaging for there e-mailed me for a rush news update liner. Fortunately, I was able to get that out to him within 20 minutes.

Since then, I've been thinking about a particular place in London that I don't see written about anymore. Speaker's Corner in Hyde Park has been the place where anyone could rant or rail or spout off about any subject that comes to mind. But ever since the Internet became a communication tool, I don't hear too much about it. You could say that Speaker's Corner is the first true blog... if not that, then at least the grandaddy of all podcasting.

Wouldn't it be interesting if the TV and cable networks would do a piece from Speaker's Corner? I'd like to know what the un-wired are saying.

--Thanks for reading

Thursday, July 07, 2005


If you're reading this, you are at least familiar with Podcasting. In one of the podcasting message boards recently, someone was decrying the possible use of advertising on podcasts by saying that advertising is the reason why people are turning their radios off. But that's only partly true. It's not advertising, but rather the bad commercials that people are turning off.

We are bombarded by more sales messages in every format, and in every forum than we ever have been. With all of that, how does any message get thru? Are consumers still being influenced by advertising? Whether they like it or not, they are.

You cut thru the clutter by having a compelling sales message. Yes, consumers will listen when you are addressing a specific need. My previous post about the General Motors campaign is proof: GM just extended their discount program. Ford and Chrysler have also joined in. Auto sales are up, and that's due to advertising.

Consumers are more savvy now than they ever have been. They've been exposed to enough hype over the past few years that their BS detectors are on 'high'. That makes an advertising investment even more necessary, and a targeted compelling sales message mandatory.

--Thanks for reading