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NDTP-2004-Sept-Oct-Newsletter Wpics NEWSLETTER AMERICA’S MOST LAUDED SMALL BUSINESS TV SHOW TM MINORITY SUCCESS STORIES Volume 15, No. 5 September/October 2004 WHO MOVED MY TARGET? INSIDE THIS ISSUE: by Nelson Davis [email protected] Bits N’ Bites......................Page 2 In his novel The Leopard, Giuseppe di always measuring audiences and cre- Hand to Hand Lampedusa wrote one of the most ating messages, they must know the Marketing...........................Page 2 useful business lessons ever with just smart techniques about following the Secrets of Success...........Page 3 one line. He said, “Things must moves of target audiences and con- change if they are to remain the sumers—in other words, the cheese. Farewell to a same.” Just like individuals, compa- Surprise! They seem to be wrapped Friend………......................Page 3 nies don’t welcome or adjust to up in the chaos and denial that the What’s Coming Up change very well. The best selling previously mentioned industries faced On ‘MAKING IT!’................Page 3 business book “Who Moved My years ago. Radio is now available via Cheese?” with over 18 million copies satellite as a subscription service. Calendar of Events...........Page 4 in print has another important lesson Now there are hundreds of available THE MAKING IT!™ DIGEST for us all. The book is a fable and cau- TV channels and digital recorders like MAKING IT!™ compiles news tionary tale about what happens to Tivo allow viewers to blow right past and information for and about two mice when they finally have to expensive advertising spots. They all small business from various deal with the conditions brought about are battling with the biggest ratings sources into one place! by gradual but substantial change. For service (Neilsen) about how to meas- - - - - - example, facing a series of marketing ure their audiences. Networks and ad The ‘MAKING IT!’ Newsletter can challenges in my own business during agencies were recently left to ask now be seen online & downloaded the past year has often prompted me where did all those young male TV at www.MakingItTV.com to ask, “where are my target pros- watchers go anyway. So what is the pects now?” lesson in this for us when the cheese change. They always have changed is migrating? and always will change. And while We all suspect that our cheese is there '’is no single way to deal with moving, but it doesn’t necessarily Referring to the free marketplace as a change, the consequence of pre- leave a trail of crumbs to help us fol- place of uncertainty, Karl Marx (& tending change won’t happen is al- low. With hindsight being 20-20, Engels) wrote that it is a place where ways the same: The cheese runs American auto manufacturers should “all fixed, fast frozen relations, with out." have seen that quality foreign cars their train of ancient and venerable had begun to eat their lunch and were prejudices and opinions, are swept reaching for their dinner too. The big away.” Thinking that just because you three TV networks were foolish to dis- attract a crowd, that you’ve found the miss the early threat from cable net- desired buyers or that one size fits all works. And most recently record com- doesn’t work anymore. Smart market- Inspired by the panies were attempting to hold back ing decisions can’t always be made in Book: Who Moved the dawn by filing lawsuits against a conference room or behind a desk. My Cheese? By: peer to peer file sharing over the inter- You have to be much closer to your Dr. Spencer John- net. “cheese” to really know where it is son going. Traditional media has been cut Since my company is in the business into such small slivers and it may take of TV and video production for adver- some hard work and digging to as- tising and marketing purposes, I semble enough slivers to have an ef- thought that time spent observing fective plan. What you did just five some of America’s largest marketers years ago may now only be useful as and advertising agencies would yield history. “Things must change……” important lessons for me and other 15 YEARS OF small business owners. Since they are Author Lou Schuler says, “Things TM BITS N’ BITES NEW KTLA GENERAL MANAGER HAND TO HAND MARKETING Congratulation to by Crystal Murphy & Howard Lim Vincent (Vinnie) Malcolm on his pro- motion to vice presi- Let’s face it. Small businesses, especially in their infancy, often don’t dent/general man- have the resources to produce fancy advertising and marketing materials. ager for KTLA in Inspired by military references to “hand to hand combat” we’ve come up with March 2004. some ideas that may help. There are numerous ways to get your business identity into the minds of customers and prospects. Guerilla marketing, or Malcolm previ- “hand to hand” marketing, are ways to connect with potential consumers us- ously served as sta- ing unconventional tactics. The following methods are efficient and cost effec- tion manager , local tive: sales manager and general sales manager. Before Malcolm Taking it to the Streets: Street Marketing. In the music industry, came to KTLA he was an account executive various record labels have street teams to promote an album. They go any- at KCAL-TV and KIIS-FM. Malcolm started his where their target market is and give away promotional items. You could do career at Grey Advertising in New York. something similar. Assemble a group of friends/family to post signs and post- ers. Stand in front of places and hand out fliers. Be an assertive marketer, Born in Jamaica, Malcolm’s but allow your potential customers to be eased into the message. (Cost: mate- community involvement includes board rials and dinner for your street team.) positions with the California Broadcast Association, Junior Achievement and the Mi- Inquiring Minds Want to Know: Talk to People. Going out to the nority Assistance Training Program. public and talking to people sounds easy enough, but most don’t realize its value. This is how you find out what people want. Go to a popular park, shop- EMMETT MILLER ping area, even a farmer’s market. Find your target’s preferences and desires. Co-Host Pay attention to what they say. You could even hand out a survey, a more organized approach. (Investment: time, pen and notepad.) In Larry McCormick’s absence, Emmett Miller has Joined Lynette Romero to complete Leave Them Wanting More: Provide samples. You see this all the the Making It! host team. He is regularly seen time in grocery stores and in shopping malls. If you want to advertise to the as co-anchor of the Emmy Award-winning masses, set up a booth at a festival, and offer your product for potential con- "KTLA Morning News: First Edition." sumers to sample. A service might be a bit more difficult to pass out on a tray Miller previously held anchor/reporter du- like cookies but you can offer a free consultation or display a sample of your ties with Fox, CBS, NBC, KRUZ-TV, and was work. (Higher cost but highly targeted.) news director at KPIG. Miller's national credits include reporting for "Earthbeat," on TBS and “I Went to This Guy for…”: When trying to expand your customer co-host of the syndicated "Strange Universe." base, referrals are always an excellent tool to use. Many places reward refer- In 2002, Miller received his Emmy Award rals with discount coupons or even cash. But there are many creative ways to for Best Regularly Scheduled Daily News as do this. If a customer refers your product or service to a friend, give them a gift part of the “KTLA Morning News: First Edition” certificate for a free lunch at a local restaurant. Or offer a handsome reward to team. Other awards include the Jackson AP the person who brings in the most referrals. Not only does this bring in new Award and a children’s broadcasting award customers, but this also draws the regulars back to your business. (Price: You from the Illinois only pay when you see results.) Broadcasters Asso- ciation. Dot Com-munications: Use the Internet. Participating in online A former board forums, blogs, and newsgroups is an effective way to use the internet as a member of the marketing tool. But don’t simply advertise (many online forums forbid that). YMCA in Chicago, Mention your product and motivate people to ask questions about it. Then Miller is interested in refer them to your e-mail address or website in your signature. (Participation is children's welfare virtually free.) issues. In his spare time you can find him Strategically planning how to use your limited resources is the key. When at the beach catching conventional marketing is out of reach, think outside the box. a wave or strumming his guitar. Volume 15, No. 5 2 S e p t e m b e r / O c t o b e r LARRY McCORMICK WHAT’S COMING UP 1933-2004 ON ‘MAKING IT!’ Some of our best, most popular shows. 10/10/2004: HOW TO START A BUSINESS Entrepreneur Yvonne Thompson was a 14-year veteran at the National Captioning Institute when she decided to start her own company, PRE- CISION CAPTIONING. She immersed herself in research to prepare for the new experience which she calls the most rewarding and challenging of her life. Yvonne opened her doors for business just a year ago and the whole experience is very fresh in her mind. She recounted the specifics of establishing her new firm, including: At Making It!, we mourn the loss of our friend and • The preparation program co-host Larry McCormick.
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