Deborah Brody

Ignore your core audience at your peril

Uncategorized / By Deborah Brody / June 30, 2009 June 30, 2009

Evening news broadcasts skew older on audience demographics, which is why you will often see medications for cholesterol, ED, and other diseases that affect older people advertised there. Of all three network evening news, I would venture to say that ABC World News with Charles Gibson skews the oldest, simply because Charlie is the oldest anchor. Lately, all evening newscasts have been tending to soft news, with a smattering of hard news. NBC Nightly News has a segment called Making a Difference and ABC does the New Normal. If you want hard news, you’d turn to BBC or the Internet. If you want in-depth news, you’d probably tune into the News Hour with Jim Lehrer on PBS.

Last week, there were at least four celebrity deaths. Per usual, all were covered by all networks. On Friday night, ABC World News covered the Michael Jackson death for the entire broadcast, except for about one minute devoted to other news. The other networks did much the same, except for PBS. In my opinion, this is more reflective of the news editors interests than of the news viewers interests, and it will result in more audience loss for ABC, etc. Don’t believe me. Read viewers responses to the ABC news decision to devote its broadcast to Jackson’s death here.

World News for sure lost me as a viewer. I watch the evening news broadcasts for the news, as quaint as that may seem. I understand some coverage of the premature death of a pop star, but I don’t understand the 24-7 coverage that has been going on, in spite of some pretty major international and domestic news. From now on, I will watch the News Hour. Less hype, more news (maybe too much news, but that is another story). I will be curious to see Nielsen ratings for this week. It seems to me that people interested in the Jackson story do not watch ABC World News. They watch Access Hollywood or Inside Edition.

I have written of this before, and I will continue to defend this position. You communicate to your core/target audience first. Perhaps ABC was seeking a younger demographic, or trying to appeal to people who normally don’t watch Charlie Gibson. However, what they did was ignore their core audience and even alienate said core audience. The core audience, the audience who watches Charlie every evening because they admire his editorial choices, was disgusted as is apparent in the comments made to ABC. And, the “new” audience is not sticking around for Person of the Week next week, unless said person is Michael Jackson.

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Being upfront is good policy

Communication, Political communication, Public Relations / By Deborah Brody / June 24, 2009 June 24, 2009

As you have no doubt read somewhere else, the governor of North Carolina, Mark Sanford, had disappeared for a few days and no one seemed to know where he was. His staff first said they didn’t know, and then they said he was hiking the Appalachian Trail. Well, it turns out the good governor was a lot farther away…he was in Argentina. And when he arrived back in the United States he expressed surprise about the amount of coverage.

First, let’s start with the public relations aspect of this. Sanford screwed up, and not by going out of town, but by being secretive about it. He could have easily said he was taking a few vacation days and that would have been the end of the story. Instead, he chose secrecy and his staff chose disinformation or misinformation. These decisions reflect poorly on the governor’s and his staff’s judgements. Clearly, these poor folks don’t understand how the media works. News is instantaneous and has a wide net. Everyone reported his “disappearance” and they also reported the explanation and now they are reporting (and commenting) on what really happened. Not being able to understand the consequences of your actions is the definition of lack of judgement.

When you are in a political position you are also in a public position. It is probably hard to adjust to losing your privacy but that is the what happens when you get elected to office. President Obama has made comments to this effect, about how he is living in a bubble and so forth. Nonetheless, it is best to acknowledge and deal with the situation. Not understanding that the public is now invested in an elected official’s moves is not understanding how politics works.

In any case, this case shows that a being upfront is good policy and good politics. Not talking or being secretive always carries a negative connotation. People imagine the worse and in today’s hyperfast communications environment, negative comments can transverse the globe in seconds.

You can read great insight on this situation in Politico.com and on The Fix blog in the Washington Post.

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Random thoughts

advertising, branding, Communication, Radio / By Deborah Brody / June 19, 2009 June 19, 2009

Radio Commercials

Does it seem to you that every time you are listening to the radio, and a commercial break comes on, you get commercials on all other stations as well? Does it also seem to you that commercial breaks/DJ gab fests on radio go on for way too long?

It’s great that there is still so much advertising on radio, but I think that by making the commercial breaks so long radio stations risk losing their listeners. If I am listening to station, and a long commercial break comes on, I switch stations until I find one that is playing music. If these breaks were shorter, there would be less risk of alienation, IMO.

Different name, same location

Why is it that store owners think that by changing the name of a store they will get tons of new business? I was just walking home and saw that a day spa/salon just changed their name (and to something a lot more utilitarian). I thought, well, the problem was not the name of the salon, it is the location! Hard to get to, off the beaten path, etc. I don’t know if the salon was sold to another owner, but in any case, when I see too many names on the same store front I tend to think problems.

As if we thought Iran was democratic

I am not sure why Iran bothered to hold elections. Why pretend they are a democracy? Let me point out that the actual leader of Iran is not the president but the Ayatollah, the so-called Supreme Leader. Anytime you have someone ruling a country who is not elected and calls himself the Supreme Leader you are not dealing with a democracy. The problem is that the west wanted to believe that elections=democracy. They do not. It is not good marketing for Iran to hold elections and then repress the protests when it appears the election is a sham. Talk about a public relations fiasco!

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Enewsletters

Marketing, Uncategorized / By Deborah Brody / June 17, 2009 June 17, 2009

How many of you use enewsletters? I bet a fair amount do, and a larger amount receive many enewsletters each day.

Certainly enewsletters are more environmentally-friendly than printed newsletters, and are more timely, since there is no lag time getting to a printer. And for sure, enewsletters are cost-effective, costing nothing to a few centers per newsletter. But, and this is a big but, are enewsletters effective in achieving their objective?

An enewsletter intends to inform or to promote or both. There are internal and external enewsletters too. Some serve as employee communications, others as corporate communications.

What I am wondering is with the overwhelming amount of information (email, Twitter, Facebook, RSS feeds, blogs, news aggregators) that we are exposed to each day, are enewsletters serving their purpose? Or have they become one more piece of nuisance in our inboxes? I am not sure, but I sure would like to hear your opinions. Vote in the poll or send me thoughts in the comments.

[polldaddy poll=1714351]

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

The answer to your marketing needs

advertising, branding, Marketing / By Deborah Brody / June 16, 2009 June 16, 2009

I recently read that to get leads for your business, white papers are the answer. (For those that don’t know, white papers are backgrounders, in-depth write ups about a subject area.) For one second I thought, yeah! that is the answer and I was about to put it on my to-do list. But wait, I thought, there is never ONE answer to marketing. That is the magic bullet thinking that gets lots of people in trouble.

Marketing should be about using a mix of strategies and tactics that can promote your service or product to its target audience. For instance, say you are marketing denture paste. You could advertise in the AARP magazine (if the budget allows) or in a local seniors newspaper. You could sponsor an event targeting those 65+. You could do many things, but you wouldn’t necessarily advertise in Blender Magazine or choose a skateboarding teen as your spokesperson. You have to go where your target audience goes.

So, my advice to you is that if someone tells you that to market your business, all you need to do is this one thing, walk away. Walk away fast. There is never a one-size solution nor any kind of magic bullet. Marketing is about creating awareness and that can take time and many forms.

I had a client once who was looking for the magic bullet. So, he hired me to re-do some copy, and he hired a PR guy to get some publicity, and he redesigned his website. He thought that each thing he did would bring a huge influx in business. And none of it did. Sure he got a better website, and good publicity, but because nothing was strategic and everything was a quick response to I need to get more business, it didn’t work. And he kept wasting money wanting to find the one thing that would work instead of working on many different tactics that would give his brand cohesiveness. I could never make that client happy because one piece of copy or one press release is not going to turn you into a million dollar business.

A couple of nights ago, I was watching CNBC and they had a show entitled The Oprah Effect. As you no doubt know, anything that is seen on Oprah, almost automatically becomes a bestseller. You may think then that Oprah is a magic bullet. Well, yes and no. It does get you tremendous exposure, but in order to get on Oprah, you have to have a good product, good marketing and a good story. Those are part of the marketing mix. You also have to be ready to play in the big leagues. What if you can’t deliver? Then your business is going down the tubes.

In sum, stop looking for one solution and look at the whole picture. What do you need to do to give yourself a marketing boost?

1 Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Thoughts about a rebranding

branding, Uncategorized / By Deborah Brody / June 8, 2009 June 8, 2009

You’ve probably heard of the Susan G. Komen Race for the Cure, right? Well it doesn’t exist anymore. It changed its name to the Susan G. Komen GLOBAL Race for the Cure. This is the second year I participated and I think the rebranding is bogus and confusing. From a marketing perspective I understand why they would do it. After all, now they are able to call it the “first ever” global Race. But that is BS. It is not the first Race and anyone who has ever participated knows that.

What this rebranding accomplish? Not much that I can tell. In fact, this year the Race here in the Washington DC area had fewer participants (45,000 vs. 50,000 last year) and raised less money. Last year, Cynthia Nixon and Condoleeza Rice addressed the participants, and participated in the Race. Also, Mayor Adrian Fenty raced. This year, the only “celebrities” were Jill Biden and her husband.

In any case, I think that any established cause or organization needs to carefully evaluate what it aims to get from a rebranding. Is it worth the cost? Is it worth the confusion?

Ultimately, I felt that the “Global” Race for the Cure was very disorganized compared to last year. I did not feel appreciated for raising money or participating and I don’t think I will participate next year. And I did not get that it was global in nature (other than the very long and ridiculous speech by some “royal” from Bosnia). In fact the whole point of Komen is to raise funds for the LOCAL community.

[polldaddy poll=1689540]

3 Comments

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Are you hosting an event?

advertising, Communication, Corporate communication, Marketing / By Deborah Brody / June 5, 2009 June 5, 2009

When you host an event, you want people to attend, right? If you don’t think so, just ignore this post.

So, how do you get people to attend your event? It may seem self evident, but many organizations do not follow these promotional tips:

0) Before you start, be sure to have all the following info for inclusion: title and purpose of event, date of event, hours of event, exact location and directions to event, cost, contact information, whether you need to RSVP or not (and who the RSVP contact is). You would be surprised at how many invitations miss some of this critical data.

1) Invite people. Be sure to send out an invitation to all members, interested parties, people who have attended your events in the past, etc.

2) Post the event on your website or blog or both. Ask a third party to check and see if you have included all necessary information.

3) Send a calendar item listing to your local newspaper, event aggregator, tv station.

4) Include in your newsletter. If it is an annual event, add to your signature line on email and include on all communications, internal and external.

5) Remind people. There are many events competing for people’s attendance, so be sure to send reminders. This is where social media like Twitter could be useful.

6) Create an event page on Facebook or other social media sites.

7) To be really efficient, you may want to use an electronic event management database to help you to keep track of attendees, send out invites and take RSVPs. Two that come to mind are CVent and EventBrite.

A note about timing: You want to give people enough time to plan to attend, but not too much time so that they may forget about the event. Perhaps you can invite three to four weeks in advance, and remind people two weeks and one week before the event.

Again, the most important thing about publicizing an event is to provide all the information somebody would need to attend the event. Don’t take this for granted. I can’t tell you how many events I have seen listed that lack basic info such as DATE!

If I have overlooked anything, please remind me in the comments!

1 Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

How Newspapers Are Killing Themselves

Print media / By Deborah Brody / June 4, 2009 June 4, 2009

We can dub it newspaper suicide when newspapers do things that are guaranteed to reduce subscription rates, and I don’t mean by endorsing an unpopular candidate or showing bias on their pages. It is by cannibalizing their own print readers.

Let me give you a case in point about my local newspaper, the fabled Washington Post. Last Friday, I am checking the weather and blogs on the Washington Post website, and lo and behold, I see columnist Mark Fisher’s LAST column. I read it to learn that he is leaving the Post, why, etc. Fast forward to Sunday. I settle in with my ever-thinner newspaper, and guess what, I see Mark Fisher’s last column in PRINT. Now let me rephrase this in monetary terms. I read Mark Fisher’s column on Friday online for FREE, and I read the same column in print for a price. (P.S. you can read lots of Sunday print columns online, on Friday).

Then, if this is not enough to get me thinking that I am a sucker for paying to have the newspaper delivered to me when all I have to do is turn on my computer to read the same stuff online, that I see that TV Week has now become an opt-in to the paper, meaning I have to actually call the Post to tell them that I want to continue receiving this handy-dandy TV guide. Let me repeat this again: I have to tell them to deliver it.

A couple of months ago, the Post folded its printed Book World supplement, making it online only. And in fact, if you want a listing of paperback bestsellers in the DC area, you have to go online, because the printed edition just lists the hardcover bestseller list.

And here’s another piece of the suicide pact that the Post seems to have: they are now touting a special online only investigation on the front page of the printed paper. So, it seems, they want me, a reader of the print version, to go online. If I haven’t been online before, then I will realize that the entire newspaper plus much more is available for free.

In effect, the newspaper is driving me to go online. Special investigations, columns available before their print date, up to date event reviews, blog posts, discussions….why would I want to pay to get a newspaper delivered? I am asking that every day, and I bet a bunch of people are too. The thing is the paper is still making money from subscriptions and print advertising, right? So why are they not giving subscribers more not less????

In my opinion, this is a conscious attempt to drive people to the online version so that they can stop issuing a print version. Then, they will save printing and delivery costs, and finally, start charging for the online version once the printed version disappears. You will only pay for something if there is no alternative, right? The Post has been doing this piecemeal, but we are seeing the effects in a much reduced printed version, a heftier online version and a mandate for all reporters to blog, Tweet, and have a Facebook page. Obviously, the future in online.

What do you think?

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Writing for your audience

advertising, Communication, Good writing, Marketing / By Deborah Brody / June 2, 2009 June 2, 2009

According to Netflix, the British/BBC series Gavin and Stacey garners four and a half stars. This is why I added it to my queue. But I watched the first season (all on one DVD) and I rated the thing two stars. (Quick plot explanation: Gavin, who lives in Essex, and Stacey, who lives in Wales, meet over the phone and decide to meet in person after six months. They fall in love. Meanwhile, they each have a best friend: Smithy for Gavin and Nessa for Stacey, who also get involved.)

I have no doubt that many people find Gavin and Stacey hilarious. In fact, some of the acting is very good, and some of the situations are painfully relevant. However, it is clear that the intended audience is British. For instance, the whole Wales is another country joke. In the United States, we would be hard pressed to find Wales on the map of the UK, and for the British, Wales is quite literally another country (just like Scotland). There is rivalry between them, and there is some kind of joke on how the Londoners can’t understand what the Welsh are saying. OK, I get it, but I don’t really get it in the way a British person would.

And then, there is the culture of a place. Apparently, smoking is still a normal thing to do in Britain. There is smoking indoors and out, by everyone. In the U.S., we have steered away from showing this much smoking, and I don’t think I have seen much on TV. In Britain, the culture is OK with smoking. To me, it is jarring (and adds nothing to the plot).

In short, I didn’t find Gavin and Stacey quite as amusing as if I had been British. That is because the series is written by the British for the British. Yes, some things are universal (weird in-laws, weird friends, not wanting to reveal secrets), which is why we can watch programs from different countries and get it. Humor though, is harder to convey.

The bottom line is that you write for your audience. To do this, you must understand who your audience is and what makes them tick. We define audiences in all sorts of ways: demographically, geographically and so on. Case in point: you would not write an ad directed to a 65 plus demographic using teen slang. It just wouldn’t make sense.

Understand your audience and tailor your word choice and message to their needs and sensibilities.

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

The defense of newspapers

Print media / By Deborah Brody / May 25, 2009 May 25, 2009

It was a matter of time, I suppose. The newspaper industry has finally woken up and realized it needs to defend itself. It is as if the newspapers industry decided to say to the world, much like Mark Twain did, the rumors of my death are greatly exaggerated.

Today (which is Memorial Day), buried in the Style section of the Washington Post (which makes me wonder) is a half-page ad entitled: The Reality About Newspapers, paid for by the Arlington, VA-based Newspaper Association of America. The ad attempts to defend the viability of newspapers. It proposes to set the record straight about the following “myths:”

No one reads newspapers (they say more than 104 million people read every day –in the US? Worldwide?)
Young people don’t read newspapers (they say 61 percent of 18-24 year olds read a paper or visit a newspaper website)
Newspaper readership is tanking (They say newspaper readership declined a “mere 1.8% compared to 10% decline in prime time TV viewership)
Many newspapers are going out of business (they say newspapers remain profitable????)
Newspaper advertising doesn’t work (Google research says 56% of consumers researched product that they saw in a newspaper)
No creative options in newspapers (says who?)
If newspapers close, you will still be able to get news from other sources (newspapers are the premiere source of journalism–no quibble there)

The ad concludes with the idea that the newspaper industry is transforming itself, and invites you to visit www.newspapermedia.com.

I am not sure that these are all “myths,” or that they are widely held, and I am not sure the ad did a good job of refuting them. The facts don’t all add up and they don’t clarify who is reading newspapers and where. Additionally, the placement day and place within the newspaper makes it highly unlikely that many people will see this. Besides, isn’t printing an ad about defending newspapers in the newspaper preaching to the choir?

It was time to hear the newspaper side of the story. But the facts are there: several newspapers have closed their doors in the past few months and many are seeing falling ad revenues and decreasing readership. If the Newspaper Association wants to salvage its industry it must do a better, more clever job of getting its message across. This may be one of the lamest ads I have ever read, and I read a newspaper every day!!!!

Leave a Comment

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

Caffeinated ideas and views on marketing communications

Ignore your core audience at your peril

About Deborah Brody

Being upfront is good policy

About Deborah Brody

Random thoughts

About Deborah Brody

Enewsletters

About Deborah Brody

The answer to your marketing needs

About Deborah Brody

Thoughts about a rebranding

About Deborah Brody

Are you hosting an event?

About Deborah Brody

How Newspapers Are Killing Themselves

About Deborah Brody

Writing for your audience

Copyright 2009 Deborah Brody

About Deborah Brody

The defense of newspapers

About Deborah Brody

Contact us today to learn how to improve your marketing and communications.

Caffeinated ideas and views on marketing communications

Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

About Deborah Brody

Copyright 2009 Deborah Brody

About Deborah Brody

About Deborah Brody

Contact us today to learn how to improve your marketing and communications.

Sign up to receive free marketing and communications insights.