No matter how hard I fought it; the fact there was a message on my phone was enough for me to interrupt my sleep.  What’s the lesson?  It’s simple, really.  Text messages get read.  Even ...]]> I was lying in bed last night, just about to drift off into a nice deep sleep when all of a sudden my phone vibrates. That annoying “voot-voot” on my nightstand is so hard to ignore, but I tried my best.  I turned over and tried to put it out of my mind.  But I couldn’t.  The little green LED was blinking, and someone was trying to get in touch with me, even though it was late.  “It might be important, I should check it,” I thought.  Angry with myself over letting the phone run my life once again, I turn back and check my phone.

No matter how hard I fought it; the fact there was a message on my phone was enough for me to interrupt my sleep.  What’s the lesson?  It’s simple, really.  Text messages get read.  Even at midnight.

Are you using this valuable marketing tool to reach your ground troops?  According to a November 2011 report from the e-tailing group, text messaging is largely ignored in marketing plans, with only 7% of respondents saying they use text messaging to push a marketing message.  The reason given is that more consumers are using smart phones and rely on mobile websites and apps to gather their information, and for marketers to push their advertising messages.

While this may look like bad news for texting’s viability, I think it’s actually an opportunity in disguise.  Remember, even if consumers prefer to use smart phones, they still use those same phones to send and receive text messages.  You have an avenue to send your marketing message directly to your best customers’ pockets, usually at a low cost that works across platforms and cell phone service companies.  That’s not the case with apps!  If  most companies are ignoring this valuable tool, if you embrace it, your company will instantly have a cool factor.  Your company is now playing in a suddenly less crowded playing field.  Large retailers have embraced this tool because they know it works. It can work for you too.

Sending occasional messages to your text club is a fast and reliable way to get your message out to your best, most dedicated customers.  What about finding new customers?  Texting helps there too.  Creating a special contest where people enter by sending a text is a cheap and easy way to engage prospects.  My favorite example is from a few years ago.  Jameson’s Irish Whiskey ran a text contest where a few lucky people who texted “Jameson” to a shortcode number would win a t-shirt.  Entrants then had to reply with their birth date to ensure they were of legal drinking age, and then they were in the contest.  Of the people who entered for a chance to win a t-shirt, 71% opted-in to the club to receive hourly text toasts on St. Patrick’s Day 2009.  They even offered a special text to their subscribers that could be sent to friends.  Over 9,000 texts were sent that night, all of them containing Jameson’s marketing message.

It’s not tough to get started with a text message component for your marketing plan.  Just schedule a free brainstorm with NextMedia 360, and we can help you create a great contest or promotion to get your message into your customers’ pockets.

Networking…Collaborating…Connecting… what’s the difference? In my mind, the levels of Collaboration vary like the difference between Elmers Glue and Krazy Glue.   Elmers Glue can be great for smaller projects, but when you are working on bigger events and bigger projects, you need to reach outside of your comfort zone to the players in your marketplace that have the resources to make it ...]]> Have you ever been in the market for a specific product and as soon as you officially enter into the “sales cycle” it seems like advertisements and articles start jumping out at you and other people seem to be enjoying the same product EVERYWHERE?!? Well, that happened to me when I was working on my last blog about the power of collaboration. The next week I read an article from www.entrepreneur.com about “Forget Networking. How to be a Connector.”

Networking…Collaborating…Connecting… what’s the difference? In my mind, the levels of Collaboration vary like the difference between Elmers Glue and Krazy Glue.   Elmers Glue can be great for smaller projects, but when you are working on bigger events and bigger projects, you need to reach outside of your comfort zone to the players in your marketplace that have the resources to make it happen! And if you are a big player in your marketplace – listen up… WE NEED YOU! You have the ability to help make the magic happen! This is the difference between networking and being a connector.

The article in entrepreneur.com stated, “We all know people like them, people who seem to know everyone.  They’re always able to help – or if they can’t, they know someone who can.”  That’s a connector.   What’s so great about being a connector?  Connectors are seen as a resource because they truly have many interests and like to use their connections and resources to make the impossible possible.  Who wouldn’t want to be seen as a resource and help people and make the impossible, possible? I do!

Where do I sign up??? The reality part of the glitz and glamour that I now picture connectors to be, is that a connector does all of this even when there is no obvious or immediate payback.  I know this can be tough to justify for some businesses and individuals but trust me, when you pay it forward and get involved, it’s worth it! There is a variety of organizations, non-profits, and event committees that need your help; you or your employees always have either time or money to help.  And if you don’t have either… just be a “connector”.

From my personal experiences I can truly say that I love being a connector . I may still be in the early stages, but I am driven to make a difference.  I thrive off of helping out, and I know that with my knowledge, my work experience and my many passions, I have helped to make numerous events within my community even better.  As a bonus, I have also made a name for myself which has built my credibility.  I want to make a difference in a big way; I know I am not Krazy glue just yet – but I will be one day…and you can too!

95.9 The River Announces the $20,000 Winner of Opal Enterprises Ultimate Home Makeover

Aurora, Illinois, February 6, 2012 — This past Friday, 95.9 The River announced the winner of Opal Enterprise’s Ultimate Home Makeover.  Lisa Richason, from Batavia, Illinois, was announced as the winner of the $20,000 home makeover during the p.m. Drive with Mitch Michaels.

Lisa was thrilled to learn on Friday that she won the contest.  She said, “I just wanted to thank the River for announcing that I’m the winner!  This is a much needed makeover… I’m looking so forward to talking to Opal.  Thank you so much for the great news!  You made 2012 for me.”

Lisa, ...]]> Our last blog post covered UGC (User Generated Content). We thought we would share this press release from NextMedia station WERV, to show the power of UGC.

95.9 The River Announces the $20,000 Winner of Opal Enterprises Ultimate Home Makeover

Aurora, Illinois, February 6, 2012 — This past Friday, 95.9 The River announced the winner of Opal Enterprise’s Ultimate Home Makeover.  Lisa Richason, from Batavia, Illinois, was announced as the winner of the $20,000 home makeover during the p.m. Drive with Mitch Michaels.

Lisa was thrilled to learn on Friday that she won the contest.  She said, “I just wanted to thank the River for announcing that I’m the winner!  This is a much needed makeover… I’m looking so forward to talking to Opal.  Thank you so much for the great news!  You made 2012 for me.”

Lisa, who received just over 6,300 votes in total, overcame the runner- up by 275 votes when the contest polls closed this past Thursday evening. In total, there were nearly 16,000 votes from 72 countries and territories.  Lisa will receive a gift certificate worth $20,000 in doors, siding, and windows. The 9 runners up will also receive a $500 gift certificate.

Tara Opalski, Marketing Manager of Opal Enterprises, Inc., is thrilled with the results of the contest.  On Friday, she said, “This contest offering satisfied my need to reach out and connect with Opal’s community! I really latched on to every single entry and listened to the needs of the many homeowners out there that have put other’s needs first and that deserved to have their own home’s upgraded. Everyone here with Opal Enterprises participated in reviewing the entries and in picking the top 10. We watched the voting closely and got really excited to see the top two contestants working extremely hard to spread the word about the contest! Now, we get to look forward to the remodel!”

The contest was run by 95.9 The River and NextMedia 360.

 About Opal Enterprises:  Opal Enterprises is a remodeling company that is family owned and operated. They have been installing windows, siding, and roofs for over 10 years. Opal Enterprises is based in Naperville, Illinois.  Visit them online at: http://www.opalenterprises.net

There are a few questions that need to be addressed after reading this.  The first is, what did mom do to you?  Marketers have long suspected that consumers value the opinions of others in the form of UGC (User Generated Content).  However, this report sheds light on how critical feedback can be for a business ...]]> In a recent survey conducted with over 1,000 participants, “Millennials” (those born between 1977-1995) reported that 51% trust the opinions stated by strangers online about a business over their own friends and family member’s referral!  The study also found that almost three-quarters of Millennials believe that other consumers care more about their opinions than companies do, and 71% believe that companies care about consumer opinions because the opinions influence how other customers view them, rather than because they truly want to know what their customers think (29%).

There are a few questions that need to be addressed after reading this.  The first is, what did mom do to you?  Marketers have long suspected that consumers value the opinions of others in the form of UGC (User Generated Content).  However, this report sheds light on how critical feedback can be for a business to provide to a consumer when they are reviewing a product (pulling information).  I think this number does not show the diminishing value of friends and family, rather the critical importance of fellow consumer’s opinions.  This is not just ‘young kids’ either, a full 1/3 of baby boomers also report that the reviews of fellow customers are more important than the take of a friend or family member.

So many people ask about social media, and their Facebook or Twitter presence.  However, social is a delivery vehicle.  That is like buying a brand new car with no destination in mind.  The function of a car is to move you from one important place to another.  The goal of social should be to connect one important voice to another, like a consumer in the research phase.

Remember there are four stages to a sale:  Information, Interest, Research, Action.  We suggest you use “push/pull” to maximize your effort.  Your initial message should cast a big net with a simple value proposition to the consumer.  Who are you and why should anyone care?  You are pushing a message to potential consumers.  If the ad does its job, the consumer will move into stage three, or research.  They will now use the internet to research or pull in needed information.  If they like what they see, they will move into the action, or sale stage.  At this point, ease of use, seasonality, reviews, competition, and more will all factor into the ultimate purchase decision.

The steps are easy to comprehend but require a plan to execute.  If consumers are willing to forsake the opinion of dear ole mom for someone they have never met, you had better see your customers for what they are:  street soldiers.  Their take is going to be critical to your success, do not just hear it, be responsive too it.  I would challenge you to do it for the right reasons, as service that is transparent, it will just increase the insane levels of skepticism prevailing in today’s marketing world.

To wrap it up, consumers are smart and getting smarter.  They rely on each other, and they will only speed up the inevitable.  Good businesses will become great by the buzz they create, but bad are seen for what they really are, and the business will pay the price.  You need a plan that utilizes wide reach at first, and laser focused information and customer reviews further along in the process.  One great example is Tempur-Pedic “ask me” campaign, it makes the consumer the star.  Does your Facebook page sell your product like this:    www.facebook.com/tempur-pedic

The same thing happens in the minds of your customers with your business.  If I were to walk in your door today, what would my first impression be?  Is it one you’d be proud of?

Here’s a hypothetical scenario.  I have a friend who owns a store located in a not-very-nice-looking building, in a down-trodden part of town.   His store is not well organized, and the appearance of his staff members leave much to be desired.  His ...]]> First impressions are lasting impressions.  It’s an immutable fact of life.  Whether we want to or not, we make snap judgments any time we meet someone new.  If he’s sloppily dressed, we assume he’s disorganized.  If her clothes are top of the line, we assume she knows quality and believes in herself.  Whether these judgments are accurate or not, we believe them until proven otherwise.

The same thing happens in the minds of your customers with your business.  If I were to walk in your door today, what would my first impression be?  Is it one you’d be proud of?

Here’s a hypothetical scenario.  I have a friend who owns a store located in a not-very-nice-looking building, in a down-trodden part of town.   His store is not well organized, and the appearance of his staff members leave much to be desired.  His online presence is minimal, with a basic website that includes his hours and a map of his location and not much else.  He’s on Facebook, but hasn’t posted in well over a year.  He hasn’t used Twitter because he doesn’t understand it.  He has a Foursquare static cling on his door, but he doesn’t have a special offer for checking in to his store.  He also never advertises, and rarely sees a new customer become a “regular.”  Based on this evidence, what is your impression of this business?  It’s not great, right?  Would you shop there?  Does this sound like your business?  What could he do to turn it around?

With just a little bit of time and attention, and some help with the things he doesn’t understand, my friend can turn his business’s first impression from dud to stud.  He’s facing an up-hill battle with his location.  While he’s loathe to move, a new storefront in a better part of town would help.  But let’s assume he can’t afford, or is unwilling, to move.  What can he do?

By taking just one hour, he could write and explain new appearance standards for his employees.  By spending a weekend in the store, he would de-clutter and organize his product.  He could also fix the broken shelves and racks in his store over the course of an evening.  By getting past laziness and procrastination, he could have his physical location spiffed up.

His online product needs more help than he can give on his own.  That’s where we come in.  We can redesign his website to provide information his customers need and expect.  We can work with him to develop an advertising and social media plan.  We’re the experts in effective use of social media to reengage his loyal customers and help find new ones.  This can help change the market’s perception of this business.  Finally, by partnering with our market-leading radio stations, we can drive traffic to his store… and if he gets his store in order, those new customers won’t be frightened away based on a negative first impression, and they might just become regulars keeping his register ringing for years to come.

The draw for the consumer is obvious – save 50% or more on fun activities, popular restaurants, high- end spa’s, etc, etc.  They can try something new without the risk of having to justify the cost on an item with a higher price tag.  Consumers get to save money, try something new, and (since most of the Deals companies only sign merchants with higher online reviews and ratings) they’re usually pleased with ...]]> At this point, we’re all familiar with the bigger Deal of the Day programs that have popped up in major (or semi- major) cities across the United States.  Groupon, Living Social, Screaming Daily Deals and Amazon are just a few examples of the large online Daily Deals programs that consumers flock to in order to try new things (or visit the same places they’ve been!) at a huge discount.

The draw for the consumer is obvious – save 50% or more on fun activities, popular restaurants, high- end spa’s, etc, etc.  They can try something new without the risk of having to justify the cost on an item with a higher price tag.  Consumers get to save money, try something new, and (since most of the Deals companies only sign merchants with higher online reviews and ratings) they’re usually pleased with the experience.  This results in the consumer getting a great discounted experience and the Deals Company winning a large cut of the merchant’s profit for promotional expenses, but… What about the merchant?

Are these programs actually beneficial to the company who offers the deal?  This question has been a favorite of the media recently, and the majority rules that the merchant is the one who loses.  While new customers walk in their doors, they often find themselves overwhelmed with thousands of vouchers to honor in a very short time and few returning customers – which is the merchant’s goal!

So, how would the program have to be tweaked in order to serve a benefit to all three parties?

Before I began my career in the interactive side of broadcast, I wouldn’t have known how to go about beginning to answer this question.  I have since had the answer dropped in my lap: Hyper-localized deals that focus solely on the trading area of the merchant.  What does this mean?  It means the merchant should be able to answer their deal solely to a geographic area that offers the possibility of returning customers – in their backyard, even.

By limiting the geographical scope in which their deal is available, merchants are able to intentionally omit the spontaneous thrill seeker who will travel 40 miles to experience the business one- time and never return.   RocketGrab.com, the deals programs run by NextMedia’s suburban radio stations across the US, offer merchants the same benefits their suburban radio stations do – the ability to reach the people in their backyard, without over-reaching to those out of their market.

Since the scope of the station is relatively limited, they’re are able to use on-air promotion to hyper localize said deals, benefitting the consumer, the deals program, and – let’s not forget –the merchant.  Now that’s worthwhile for everyone.

In a world where age and education do not seem to matter when it comes to technological knowledge and exposure, it is radio’s challenge and privilege to connect neighbors and family members through the same brand.

It would be foolish for those in radio to think instead of gathering around the radio on evenings– as families did during radio’s heyday–that everyone simply gather’s around a computer to listen to the radio’s stream.

Though the cume on radio’s streams are rising rapidly, as well as the usage of ...]]> Never before could two people be so closely connected, or held so far apart by technology. In any given living room, at any given time, a grandparent can be on Facebook, a seven year old is taking pictures on an iPad, and a father is struggling to find the “alt” key while attempting to pay bills.

In a world where age and education do not seem to matter when it comes to technological knowledge and exposure, it is radio’s challenge and privilege to connect neighbors and family members through the same brand.

It would be foolish for those in radio to think instead of gathering around the radio on evenings– as families did during radio’s heyday–that everyone simply gather’s around a computer to listen to the radio’s stream.

Though the cume on radio’s streams are rising rapidly, as well as the usage of smartphone and tablet apps, there is still a technological gap between a father who listens in his pickup all day, and a son, who interacts more with his finely tuned playlist than his parents.

Radio’s biggest asset to its listeners is its local appeal. Whether it’s a playlist created on online, or an iTunes account that’s been accruing songs for the last ten years, it’s difficult to compete with personalization. However, localization, combined with re-packaging the station’s existing brand, can do wonders.

Our stations partner with Tune Genie (often locally called “Our Playlist,” “WXYZ Jukebox” or something similar)  to offer listeners the locality of their favorite radio station, and the ability to create playlists of their favorite songs, and post updates on Facebook, all branded with the local stations’ logo and tagline. Not only does this serve the listener with personalized playlists, but also it furthers the local brand by exposing it to the listener’s social network.

Of course, no listener can be browbeaten into using online content.  But, monthly, we see consumers using our products online for longer and more often, simply because they want to.  There are still a plethora of listeners who listen at work, in their car, call in during the morning and afternoon drive, and that’s the extent of their participation. Bless them; they are the foundation of radio.

The goal, however, is that at some point, a son says to his dad while listening to his dad’s favorite classic rock station in the car, “Hey dad, if you don’t get someone when you call in, I can show you how to enter to win their Van Halen tickets online too if you want.”  Or, “Hey, I’ve got that song on my playlist too!”

So, what is LinkedIn all about? Contrary to popular belief, it isn’t simply just a profile page to help you get a job.  It’s much more than that.  LinkedIn is a professional networking website, and according to the LinkedIn website, they’re  120 million members strong and growing.

LinkedIn is a great place to meet people in your industry, get introduced to industry contacts (and prospective clients!), as well as network with professionals around the country.  It’s also a nice place to showcase your work, hat of your company, as well as your personal and company achievements.

LinkedIn ...]]> If you browse around the internet much, I’m sure you’ve ran across one of those funny looking blue buttons with “in” on it and wondered what those are all about. You might have even clicked on one. Or, could even know that it stands for “LinkedIn.”

So, what is LinkedIn all about? Contrary to popular belief, it isn’t simply just a profile page to help you get a job.  It’s much more than that.  LinkedIn is a professional networking website, and according to the LinkedIn website, they’re  120 million members strong and growing.

LinkedIn is a great place to meet people in your industry, get introduced to industry contacts (and prospective clients!), as well as network with professionals around the country.  It’s also a nice place to showcase your work, hat of your company, as well as your personal and company achievements.

LinkedIn has a strong “group” network.  You can join groups from alumni associations to groups for your industry or trade.  These are a great place to take the temperature of what’s hot, and what’s not in your profession. Eighty-one percent of LinkedIn users belong to a group, and over half of those regularly participate according to Mashable.com.

And how about this, did you know LinkedIn can you help you with your SEO strategy? That’s right. One of the toughest things about a link building campaign is finding suitable sources or partners for reciprocal links.  Consider using LinkedIn’s search tools to narrow down your search, and try to connect.  Who knows, a good business partner may be just a “link” away.

Visit LinkedIn at http://www.linkedin.com