MARKETING?

[little1]

DE, I don't know how familiar you are with this area, but the Tollway is a straight route to and from "Whitesville" (how bigoted of me, a white person calling it that.) Sure, as in ANY neighborhood, you have a melting pot of races, creeds, backgrounds and whatever, anywhere you go...
(snip)
. It's not bigotry, it's being smart and paying attention to the obvious. Let's do a quick example: Let's say that Plano, which incorporates a major portion of the Tollway, is 65% white, 20% black, 10% Hispanic and 5% Asian. Wouldn't that be less attractive for your billboard than an area in Dallas that's perhaps 65% Hispanic, 20% white, 10% black, etc?

See, you see the tollroad as a straight route to and from whitesville. Even though by your own figures a good 35% of the population isn't white. I see it as a straight route to and from semi-affluence/middleclassville.

Instead of thinking 'why would a hispanic station want to advertise on the tollway to whitesville" ask yourself 'If I'm trying to find semi-affluent hispanic people, in the 25-54 demo, where am I more likely to find them...in the barrios or in the suburbs?

 

[davideduardo]

See, you see the tollroad as a straight route to and from whitesville. Even though by your own figures a good 35% of the population isn't white. I see it as a straight route to and from semi-affluence/middleclassville.

Actually, the Census considers about 80% of Hispanics naitonally to also be white; "Hispanic" is not part of the race question... it is an ethnicity, or, more properly, a cultural group. Per the 2006 estimates by Arbitron, Collin County is about 13% Hispanic in 12+, with about 40 thousand Hispanics living there. But the big issue for outdoor is how many Hispanics might work there in offices, services and such. There really is no part of the Metroplex that would not generate results from advertising on heavily traveled roadways.

Instead of thinking 'why would a hispanic station want to advertise on the tollway to whitesville" ask yourself 'If I'm trying to find semi-affluent hispanic people, in the 25-54 demo, where am I more likely to find them...in the barrios or in the suburbs?

In the suburbs, naturally.

 

[TheRover]

I have to put up God-awful TV adds on Radio......

Where are the radio adds on TV ??

Not that I would actually look forward to listening to any of the Consultant Picked songs on Rock formated FM radio in this town!!

 

[MikeShannon914]

Let's do a quick example: Let's say that Plano,

I guess I didn't qualify this enough as being an "EXAMPLE" or implied that with "LET'S SAY THAT..." My fault, I'm sure.

I don't have the real demographic breakdown for Plano. It was just an example to emphasize a point.

Let's make this real easy going forth, as I am already really tired of this thread (yeah, I know, I started the damn thing): You win!! You and DE go and start your own station and don't bother with those silly billboards or ethnic saturations. Laugh all the way to the bank! Congratulations!!

 

[VERITAS DE VOCE]

Good Lord. I take a minor sabbatical from this thread... you know, family and all... and it blew up like a Pinata at a weight watchers convention. Nice.

Listen, for all of you billboard lovers out there, check with the marketeers. NOT PROGRAMMING OR PROMOTIONS or the other banal "yes men" in the business. Even the proven vets of billboard fun time will tell you it's hard to damn near impossible to get a good ROI on those things. I don't care where you plant them. From the tollway (where we ALL travel, DE. Yes, this is America) to the back streets (and Mike is right, just because I-30 WB is a freeway doesn't necessarily mean THAT was the best place to promote Gallagher's show. I hear there is a highway close to North Dallas you may fancy, Salem), billboards rarely capture the target audience (i.e. C-U-M-E) unless done with a direction... which leads me to...

...if that direction is a Web site. ;D

Good times one and all.

Oh, and Little, when you and DE do hook up for Tejano-talk radio, make sure to advertise. I hear it's effective along the Hi-5.

 

[klifhanger]

Mike don't let D.E. get to you. His information has been known to look impressive,but when you do your homework,its embellishment . He would do well as the White House press Secretary.

 

[Talktalk]

2 questions:

why would a pinata blow up at a weight watchers convention? do they have conventions?

klif- when was the last time YOU did any research?

sorry, that was 3 questions.

 

[adguy]

Listen, for all of you billboard lovers out there, check with the marketeers. NOT PROGRAMMING OR PROMOTIONS or the other banal "yes men" in the business. Even the proven vets of billboard fun time will tell you it's hard to damn near impossible to get a good ROI on those things. I don't care where you plant them. From the tollway (where we ALL travel, DE. Yes, this is America) to the back streets (and Mike is right, just because I-30 WB is a freeway doesn't necessarily mean THAT was the best place to promote Gallagher's show. I hear there is a highway close to North Dallas you may fancy, Salem), billboards rarely capture the target audience (i.e. C-U-M-E) unless done with a direction... which leads me to...

Veritas, you are correct to a point. Billboards alone are a HORRIBLE marketing investment BUT, combined with a TV/Print or just TV campaign the ROI goes up significantly. There have been dozens of research pieces produced that say this and from my experience it is true. I once used billboards alone for a client, at his insistence, for a month with no significant bump in sales. We threw TV and Radio into the mix and sales of course jumped. Once the billboards came down the sales for the next month after that dropped 18% and never fully recovered for another 3 months without the billboards.

 

[VERITAS DE VOCE]

Listen, for all of you billboard lovers out there, check with the marketeers. NOT PROGRAMMING OR PROMOTIONS or the other banal "yes men" in the business. Even the proven vets of billboard fun time will tell you it's hard to damn near impossible to get a good ROI on those things. I don't care where you plant them. From the tollway (where we ALL travel, DE. Yes, this is America) to the back streets (and Mike is right, just because I-30 WB is a freeway doesn't necessarily mean THAT was the best place to promote Gallagher's show. I hear there is a highway close to North Dallas you may fancy, Salem), billboards rarely capture the target audience (i.e. C-U-M-E) unless done with a direction... which leads me to...

Veritas, you are correct to a point. Billboards alone are a HORRIBLE marketing investment BUT, combined with a TV/Print or just TV campaign the ROI goes up significantly. There have been dozens of research pieces produced that say this and from my experience it is true. I once used billboards alone for a client, at his insistence, for a month with no significant bump in sales. We threw TV and Radio into the mix and sales of course jumped. Once the billboards came down the sales for the next month after that dropped 18% and never fully recovered for another 3 months without the billboards.

There you go. Live up to your name.

See there, this is called a "good post." (You know who I'm talking to). Stats and facts with a little editorial make Jack (and me) a happy boy.

Ad, you are true, any time you can penetrate a market from all medium levels, you expect and generally collect a nice ROI. These schmucks going all billboards, all the time or the really class act CONsultants putting lovely booty-shakin' TV spots after traffic reports on early morning news need to read your post too.

Next?

 

[davideduardo]

Veritas, you are correct to a point. Billboards alone are a HORRIBLE marketing investment BUT, combined with a TV/Print or just TV campaign the ROI goes up significantly. There have been dozens of research pieces produced that say this and from my experience it is true. I once used billboards alone for a client, at his insistence, for a month with no significant bump in sales. We threw TV and Radio into the mix and sales of course jumped. Once the billboards came down the sales for the next month after that dropped 18% and never fully recovered for another 3 months without the billboards.

My experience with outdoor coincides with yours. In one example, I added bus ads (the market had no boards) to a launch week 900 TV grips and extensive banners in print for a new format in San Juan, PR. The station debuted at #1 20 days later with a 33.5 share, which was more then double the pre-launch total FM share. I have to think that the synergy via reinforcement did the job. All ads, in all media, were focused on the dial position for a new station with a previously un-FMed music format that could be described in one word. Simple message, tons of reach and lots of TV frequency, including top of hour roadblocks on all channels. My theory is that a new format does not get a second chance if you want to start a buzz.

 

[klifhanger]

Here we go with the "tales of San Juan" Where is Teddy Roosevelt when you need him?
"Talk" ACCURATE research is what I refer to and have read,not an EMBELLISHED SPIN FOR PERSONAL EGO" that "D" represents. Now my question for "TALK"; When is the last time you have worked in radio, comprehended it ,understand it, without the benefit of relying on someone's else's personal experience in ths business? Ooops that was 5 questions. BTW KTCU,KNTU,KNON,KVTT,KERA,KETR are NON-com stations . So there 's a buffet for you to lambast.

 

[Signal_Faded]

, tho it didn't help KSKY's ratings at all!

So let me get this straight. Let's say billboards cost a couple of grand a moth each. You think stations should spent let's say 1t5-25 thousand dollars a month (minimum) for something that's not going to increase their ratings?

With brilliance like that I can't beleive you're not a CEO... :

boards will only increase awareness of a station. Product will keep the listener there once they find it...that is why KSKY didn't see a bump.

 

[firstimelongtime]

KSKY didn't see a bump because when new listeners tuned to 660 all they heard was a screeching sound, not realizing that it was the Laura Ingraham show.

 

[klifhanger]

Good one "First Time" .You forgot the gas bag sound of Prager,and the Nose Growing of Hewitt.

 

[little1]

, tho it didn't help KSKY's ratings at all!

So let me get this straight. Let's say billboards cost a couple of grand a moth each. You think stations should spent let's say 1t5-25 thousand dollars a month (minimum) for something that's not going to increase their ratings?

With brilliance like that I can't beleive you're not a CEO... :

boards will only increase awareness of a station. Product will keep the listener there once they find it...that is why KSKY didn't see a bump.

Yep. That was the part left unsaid. That you've got to have a good product that will interest listeners. And with the exception of the watermelon smashing dude in the morning (and when did he turn into a talk show host?) there's nothing you'll find on KSKY that you can't find on WBAP (except for political talk in the AM) . And it's done much better on WBAP. And it's also done with more 'localism' on KLIF. So let's say you have a massive series of explosions in downtown Dallas. Do you think Laura, Meved or Hewitt are going to talk about it?
Of course not, but KLIF, KRLD< etc sure can...

 

[little1]

Let's do a quick example: Let's say that Plano,

I guess I didn't qualify this enough as being an "EXAMPLE" or implied that with "LET'S SAY THAT..." My fault, I'm sure.

I don't have the real demographic breakdown for Plano. It was just an example to emphasize a point.

Well, through some minor miracle, or because you're an idiot savant perhaps, you're example pretty much nailed it. 65% white, 35% other- now If I remember right, you had a higher percentage of blacks and a lower % of hispanics than reality, but you're over all %'s were about right...

 

[MikeShannon914]

HA! Well, good for me, I actually got something right!!

Uh-oh, you said "35% OTHER"...does that make us both bigots now, not identifying all those 'other' Tollway drivers by their proper ethnicity? I feel the wrath of DE coming...

Wait a minute...I thought I said earlier that I was taking my toys and going home. OK, maybe I will now. :-X