What NFL Players Can Need to Learn About Target Audience

not engagedWe are five weeks into the NFL season in 2017. And the Firestorm created by the actions of Collin Kaepernick in 2016 has boiled over into a political gas fire in 2017 as President Trump and the NFL Players have erupted into a consuming news frenzy that has divided a nation further and galvanized the hearts of fans bass across the world.

I read today that NFL ticket sales are down over 15% and that TV viewership of the NFL is also in decline after many who have witnessed the protests, actually canceled direct TV packages. The once invisible NFL media front is taking a beating right alongside the President.

As I am reading articles posted today that the NFL is now asking owners to move on from the Anthem Protests and that they are considering new rules that force players to stand for the anthem, it struck me from a  business marketing standpoint that the players need to learn about target audience. Their right to protest for what they believe is an American right, their venue has incredible reach so it seems on the surface to be a legitimate, (although I don’t approve) way of expressing to a large crowd their displeasure and hope for change. However, the most basic mistake is the same that so many business people make when buying media ads or using Social channels. They forget to check who the audience is and what they are there at that time to receive.

If you got a young NFL talent alone and could talk marketing, you could take just a few minutes to explain that Audience size is only part of the equation. You could explain that the Audience Core Beliefs and Attitudes, as well as Audience intentions and Timing, play a key role in the success of a campaign.  For example, if the Audience is all Women who have cat allergies, showing up with free kittens to give away would just be wrong! Or if the Audience you are entertaining is all Vegans then doing a BBQ Rib dinner is just plain disrespectful.

The NFL Audience is so big that there are segments of every cross culture, I get that. But at the core of this audience, there is the general rule of entertainment and release/belonging.  At this core, the idea of political unrest, passionate display of disrespect, or asking the fan base to choose a side in a fight they just don’t understand, in the place they came to be entertained, is just confusing and disinteresting.  But throw in the cultural aspects of the American Flag, and country symbolism with our military and the NFL players had themselves a no-win situation.  Marketing managers all over the country should lose a month’s pay for allowing them to make a foolish display to the wrong audience.

When I speak to my audience in business it is always a topic of conversation. Should I sell on Facebook?  I love this radio Station, I should buy an ad here, shouldn’t I?  All the kids are on You-Tube maybe we should get a channel and post some funny videos?  It is always a great conversation when we break down those questions an ask, ok so who is the target audience you are trying to reach? Why will that audience care about your message? What are they looking for in the purchase decision?  Are they using that channel as an influence to lifestyle or purchasing behavior?

NFL players needed a marketing lesson before taking the bait from President Trump.  Trump has mastered the Marketing profile of his audience. He knew exactly how NFL players would react and how his Audience, greatly NFL watches and fans, would turn on the players once they choose sides.  We can Argue Trump ridiculous habits and decisions later, but just as he embarrassed the democratic party and Hillary in November of 16, he is making a mockery of groups all over the US who choose to react to his antics before considering the audience.

You want to beat Trump’s antics, you should have stood for the Anthem, then held an open house for emigrants and veterans after a game. Invited your audience to stay and raise money for awareness. Told their stories and made America turn on Trump. You should have been a little more like JJ Watt with Hurricane Harvey and used your influence to inspire people, to challenge us to care about their community and to give unselfishly.  That was a brilliant use of your medium and audience power to do good and affect real change in America.

5 – Tips for checking your Audience vs Your Mission before hitting send on your message:

  1. Review the core Audience Demo – Who is the Audience of this Channel or Event?
  2. Seek to understand Audience Motivations – Why is the Audience here, What do they Care About? What Core Beliefs might they have?
  3. Decide if the Channel of Promotion is an area where audience prefers to receive your message – where does this audience most likely to receive my message the most positively?
  4. Check your message to see if it is good for the consumer or only good for you? Am I making a statement to make me feel better, or am I providing a solution that helps my consumer?
  5. Find a Filter – Someone you can trust to check your audience and your mission to see if they messages match.

I’m certain the NFL will recover over time. But like many small and local business learn the mistake of not targeting your audience correctly with proper well thought out messages can be costly.

 

 

 

 

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Top 10 Secrets of Summer in Yosemite

Great Summer Tips List for Yosemite

Yosemite Park Blog

Summer vacation fun in Yosemite is not a secret. This busy season accommodates families, students, international travelers and casual daytrippers with warm sunny weather, activities for all ages such as hiking and biking, and access to Yosemite’s backcountry for backpacking under the stars. Sharing Yosemite with so many people may seem inevitable, but visitors can still find places to call their own with unique experiences that are worthy of an Instagram or two. Unless, of course, you want to keep it all to yourself!

1. Hike in Wawona. Yosemite Valley’s iconic trails are crowded for a reason. In Wawona, you can experience the same Sierra Nevada landscape with less company at a more leisurely pace. The Chilnualna Falls Trail and the Swinging Bridge Trail put visitors face-to-face with Yosemite’s magnificent waterworks in the form of waterfalls and the south fork of the Merced River. One of Wawona’s best kept secrets?…

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Mobile Application Revenue Development strategies for Publishers

Over the last year I have helped over 250 publishers establish independent branded apps on both the Apple and Google apps stores.  This in itself might seem like a great accomplishment, except being a former publisher in the industry I know the real story is how these publishers can turn this new audience development and engagement into a new revenue stream that provides growth and longevity in their local markets.

Two strategies that seem to dominate conversation in the publishing industry:  First National Digital Ad revenue – is there a place for publishers to capture national revenue, how do they enter that marketplace and at what rate? Second is local revenue growth with new medium – how do we effectively add to our growing bundle of digital opportunities? How do we train our sales team on value added sales opportunities ? And how do we use our current market strength and new digital audience to help local advertisers win?

For today’s Blog I will focus on the second. How do you effectively bundle new digital or mobile strategies in your local marketplace so that you offset new start up expenses and show profitable business additions your first year? Here are 7 – Monetization strategies for local publishers.

7 – Monetization strategies for local and brand publishers.

1. Interstitial Digital Pages – Interstitial pages are full page digital ads that are placed
throughout your publication. They look like they belong in the publication but are not
part of the original print publication.
a. Publishers can sell Interstitial individually
b. Publishers can sell Interstitials as part of bundles to online advertising
commitments
c. Publishers can add interstitials for event sponsorships
d. Publishers can provide Interstitials as Value added in contract upgrades in
print or in sponsored special sections.
e. Interstitials can be sold via marketing agencies or bulk discount ad programs.

2. App Sponsorship Packages – Exclusive monthly packages that provide local
advertiser exclusive Digital placement in APP product.
a. Publishers can sell sponsorship bundles that provide advertiser competitive
advantages in digital fronts. Example Advertiser is exclusive real estate
company in app, they get full page ad on page 1, and full pages every 5-8
pages and they get live links in app to landing pages on the web to collect
data or provide reader analytics. Plus they get Logo sponsorship stamp on
every page.
b. Publishers can sell Digital only special event or special feature sections. These
sections are hosted on the app and the online html 5 reader. Sponsored
content – ie Auto repair tab sponsored by local car dealer… Bridal planning
guide sponsored by local bride store… Vacation planning guide sponsored
by local hotel or resort. These special features need to go online as well,
providing advantages for local advertiser on all digital fronts. Limited expense
on publishing side as no print production.
c. Sponsored Content Push Notifications – The Direct Mail of Digital. Imagine
sending out local hospitals annual report via push notification on your APP in
between publication dates. Special release for your readers and hospital gets
extra circulation.

3. Digital up-sells – Rich media up-sells – Most APP platforms that feature digital editions
offer Rich media features. This means that you can add advertiser links, Advertiser
propaganda and Advertiser Video directly to your paper.
a. Local Car lot can now run his TV commercial into his print ad by simple tap on
the screen. Furniture Dealer can now ad Feature Sheet for sofa in the ad by
simply clicking the screen in the app. Local event can now take reservations
or sell tickets by adding link to landing page online in the app.
i. Hyper Links opportunities – Ad hyperlinks have been an add-on for
years in digital. Now Place links in digital editions and allow readers to
easily search out more information in the story or ads.

4. Insert Ad Sales – Increase Insert Revenue by offering Digital distribution through app
and online flip editions. Many large agencies already produce digital editions. Simple
ad on to rate package to include not only print distribution but digital as well.
a. Add it to your pre-print or we print programs, not only print their flyer for them
but now place it on your digital editions also.

5. New Digital only content and Ad sales – Starting revenue might be low but there is
the opportunity to build new brands and new content that is sold only for digital
readers. Great reason to download the app and great entry point for advertisers
looking for low rate packages. Example – Local Recreation and Family guides
published quarterly on line and digital only. Advertisers pay low yearly fee (prepaid)
to be in all editions.

6. Use advanced Analytics in App to increase ad rate and ad link sales – As the
audience develops the advanced analytics in the app will allow you to build more
creative ad markets. Have an advertiser that wants to pay per click, fine charge a
premium rate per click in the app, the analytics will track it. Want to increase Ad rates
this year but don’t have increased print circulation, use digital audience
measurements to certify digital deliver y and add this audience to your print
audience. No you can show value for rate increase.

7. APP Coupons – In the age of Groupon and Living Social Coupon deals, publishers
can provide local merchants the ability to produce mobile only coupons that don’t
cost them 75% of profit, like a Groupon coupon does. Instead with push notifications
and or Digital only coupon sheets, publishers can display printable & sharable
coupons, link the coupon to clients landing page, and targeted event coupons at a
very cost effective and profitable rate. With annual invest of $1000 you only need to
have 5 customers doing Coupon monthly at $25 each to make a profit of $500 for the year.

Great New Lifestyle Magazine for the Carson VAlley. And it is Digital!

The Carson Valley Times

VALLEYEVECAREFINAL

Carson Valley Living, Volume I

by Joey Crandall, joey@carsonvalleytimes.com

At CVT, we are always looking for new and innovative ways to connect with our readers. We’ve been tinkering with ways to better package and deliver our feature content for some time. This is the first of what we hope will be many “Digest” editions of the Carson Valley Times. It is a prototype, and a lot of it is just us exploring the technologies available.

Please let us know what you think. It’s better to have a lot of input as we develop this, as we can answer and address issues as they arise. It is a “beta” edition, and by no means perfect and polished yet. So ,if something bugs you, shoot us a note. It’s likely we can find a way to fix it.

Here it is, “Carson Valley Living”: (Click on the cover to read it)

CVLiving Cover

GingerEasleyAdMarch

PLEASE…

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