Posts Tagged ‘ Marketing To Men ’

The Old Playbook

March 6, 2013
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The Old Playbook

This morning, guest blogger and sales aficionado, Paul Jacobs, has a story about demographics, targeting, results – and radio.  He’s on a roll, so enjoy. Question of the day: What do Honda, Kraft, Swiss Miss, Hebrew National Hot Dogs, and Mclaren strollers all have in common? Give up? All these companies, and many others, recently sponsored or attended a conference designed to elevate the perception of fathers in the eyes of brands that have historically targeted mothers. The Dad 2.0 conference attracted more than 200 bloggers and media representatives,...

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I Am Man – Entertain Me

July 11, 2012
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I Am Man – Entertain Me

Mark Jaffe, general manager of ModernMan.com, writes a compelling article in MediaPost’s “Engage: Men” series called “Don’t Market To Guys, Entertain Them.”  Jaffe is primarily talking about effectively getting advertising messages to men, but from a radio programming perspective, the challenge is the same. How can you communicate what your brand and call letters stand for in a way that transcends positioning statements and straight-ahead (read “unimaginative”) messaging? We all get caught up in the goal to create radio stations that are focused and hit the basics – strong testing...

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Best Of jacoBLOG – Big Frank Left You Off The Buy

December 27, 2011
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Best Of jacoBLOG – Big Frank Left You Off The Buy

As we have done the past couple years, our final posts to wrap-up 2011 are our version of a “Best of.”  But this year, we’re not making these calls based on OUR opinion of what resonated with you – instead, we’ve turned to the metrics.  The blogs that wrap-up the year generated the most traffic and comments. This post really got the buzz going about the role of Groupon, coupons, and radio’s local sales efforts.  Since it was written, Groupon has gone public, of course, and radio continues to...

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Man Alive!

December 1, 2011
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Man Alive!

Maybe as we head into the final stretch of 2011 there’s something interesting happening.  I’m referring to the comeback that we’re seeing in the advertising community when it comes to the male of the species. As many of you recall, we conducted a special survey – 13,000 respondents strong – back in January, specially designed to tell the guy story.  “Marketing to Men” was a hit, covered by Bloomberg Businessweek, Yahoo! Finance, and Forbes, as well as the San Francisco Business Times, the Atlanta Business Chronicle, and the Boston...

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Radio Sales 101

October 3, 2011
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Radio Sales 101

I knew today’s post title would grab your attention.  Well, maybe not, because sales isn’t usually regarded as the “entertainment” side of radio.  And as many who got into the programming/performance side of the business will tell you, they never had much of an interest in sales. But I would submit to you that the last decade or so suggests an entirely different way of looking at radio.  That’s because while radio’s content has hung in there pretty well (more on that in a moment), it’s the sales side...

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Tony the Tiger Targets Testosterone

September 1, 2011
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Tony the Tiger Targets Testosterone

Hopefully that headline tease got you to start reading this blog post – because it’s an important marketing story.  Kellogg is changing its priorities and dads are becoming a new target group. This is significant because until now, cereal ads have been geared primarily at moms and kids.  Now Kellogg is embarking on a new campaign, executed by Leo Burnett. As our “Marketing To Men” study clearly pointed out, men are prime grocery buyers, too.  A recent Yahoo study showed that more than half of men 18-64 say they’re the...

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Bro Idol

August 26, 2011
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Bro Idol

Maybe 2011 is the Year of the Guy. Back in January, we launched our Marketing To Men initiative (we’re the yin to Alan Burns’ yang), and we’ve received great feedback from radio and the advertising communities. There’s more to men than meets the perceptual eye.  And this hit home in a recent AdAge blog written by Ricardo Poupada.  He featured an AskMen survey of 2,000 guys who responded to a question that asked them about who they consider their role models. Maybe we’re moving beyond worshiping jockstraps and gravitating toward...

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Making It Happen

June 14, 2011
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Making It Happen

Our resident sales guru, Paul Jacobs, sees the tide turning out there in Agency Land.  Hey, men shop, too.  Read on. When I first became a general manager, my new boss told me something that always stuck with me: “There are two types of people – those who let things happen and those who make things happen.” He was right, and as I’ve worked with numerous radio station sales staffs over the years, I’ve found the same thing is true.  Unfortunately, too many reps simply let things happen.  They...

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You Can’t Keep A Good Man Down

April 26, 2011
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You Can’t Keep A Good Man Down

This morning’s post is directly from the keyboard of Paul Jacobs, our resident sales pro who has spent an amazing amount of time in sales meetings, pitching agency business, and hosting advertiser breakfasts on behalf of our male-centric client stations. Here’s his “take” on what radio can do to fight back as we announce the release of our newest research study, “Marketing To Men.” Most frequent lines heard from advertisers during my sales career: 1980s – “Baby boomers are a bunch of stoned hippies with no money. We’re not targeting...

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Who Needs Sex (or Age)?

March 30, 2011
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Who Needs Sex (or Age)?

Throw out traditional demographic buying? It seems like there’s a movement like this every few years, but when it comes from a guy like David Poltrack, you’d better pay attention. Poltrack is the head research guy at CBS (like a dentist named Dr. Molar), and at a recent Advertising Foundation’s Think 2011 conference, he indicated that the days of age and sex demographics for the advertising buying process should be numbered. Working with Nielsen and Nielsen Catalina, Poltrack says his goal is to prove the point that the way...

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