Milwaukee Marketing Results

Avocado & Adventure

Posted by Robert Jarzen on Jan 9, 2017 11:20:48 AM
There's a lot of cliches in the marketing world. Many commercials are laden with them. At times, though, they may actually be necessary.

When you have 15 seconds and the client insists on saying "conveniently located" you sometimes have to acquiesce and just do it.

You're not writing War and Peace.

That said, even a 15 second commercial can still resonate. To me, all writing should evoke a response. So even when I'm told what to write, I try to always put my little spin to it.

How?

I apply the Avocado and Adventure philosophy.

#1. Avocado: Good food inspires. Try something new.

I was once wandering around the lower East Side in NYC the morning after a radio awards show. I stumbled on a little French place. Behind the cramped counter,  the chef made me a breakfast dish I had never had before.

Whole grain bread, honey, avocado spread and lemon. It. Was. Amazing.


If you don't try new things, you'll never know. The entire staff of this place saw my reaction to this breakfast treat and from there, we all started talking and not only were my taste buds transported, but so was my mental being as they told me about their adventures.

My takeaway: Try new things when writing.

#2. Adventure: Good travel inspires. Go someplace new

Just the mere thought of traveling is exciting to me. Not the actual process of flying, I hate planes, but the destination.

Before I die, I want to travel to all seven of the continents. I've done four so far. But the opportunity has arisen to travel to South America. Columbia, to be exact. And I'm going. Continent number five. Check.

Because it will be a new adventure that will lead to new ideas and thoughts.

Start your new year, not with a New Years resolution, but a life resolution.

Take your writing and apply the Avocado and Adventure Philosophy. Food and travel equals conversation and excitement.
And everything you write deserves to have those elements brought in.

Is it easy?
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Topics: milwaukee, marketing

The Mic Drop Heard ‘Round The World

Posted by Jim Morales on Aug 23, 2016 11:13:00 AM

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Topics: marketing

No Freaking Way

Posted by Jim Morales on Aug 18, 2016 3:40:00 PM

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Topics: marketing

The Myth of "Testing"

Posted by Jim Morales on Aug 16, 2016 3:04:00 PM

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Topics: marketing

Millennial Madness Redux

Posted by Jim Morales on Jul 15, 2016 3:44:00 PM

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Topics: marketing

Millennial Madness

Posted by Jim Morales on Jul 11, 2016 3:28:00 PM

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Topics: marketing

The Other Shoe Drops

Posted by Jim Morales on Jun 30, 2016 10:39:00 AM

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Topics: marketing

It's a Trap!

Posted by Jim Morales on Feb 17, 2016 10:01:00 AM
Sorry, couldn’t resist the Star Wars reference. If you’ll forgive the reference, allow me to fill Admiral Ackbar’s shoes and warn you that, for the moment, banner advertising is a trap. A big, nasty, money-sucking, no-mercy trap.

Our pals at Retale just knocked out an interesting survey of 500 adult mobile users during the third week of January and here’s some the knock you off your ergo-chair results:
60% of all respondents said that, when they typically click on banner ads while on a smartphone or tablet, “it’s usually by accident”. Wait! What? Six out of every ten of those empty-your-digital budget pay-per-clicks are accidental? Yup. Over half of your mobile PPC investment is going down tubes because of errant fingers. So much for digital accountability.

Let me rub it in a little bit more for you. Same survey: “Only 16% said that they click on mobile banner ads because they ‘like the company, product or service being promoted.’” Only one out of every six mobile banner ads are resonating with your allegedly “targeted” audience. How many times would you fly an airline if they only delivered you to the right airport one out of every six flights?

And because things come in threes, here’s your third, and final insult to injury: 66% of the survey respondents called mobile banner ads “useless” and “not very useful.”

All of this wouldn’t be terribly traumatic if it weren’t for the fact that we were all told that mobile digital ads were the future and was going to finally give us trackability and ROI that would usher in another “Golden Age” of advertising. Guess not.

For now at least, Ackbar is right. When it comes to mobile banner advertising, it’s a trap. Save your money. You get better odds in Vegas. For now, mobile digital ROI and accountability are just as big a fantasy as Star Wars, without the cool music or the chance of feeling good when you walk out of the theater.

So who does consistently deliver the best ROI of ALL platforms? No spoiler alert required: Radio. But we’ll look at that in the sequel…

Thanks for sticking around. I appreciate it. Reach out to me in the comment section or at mo@entercom.com. We’ll see you next time for another edition of “A Little Off The Top.”
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Topics: Branding, marketing

You've Been Misled... Again!

Posted by Jim Morales on Feb 17, 2016 10:00:00 AM
Not a week goes by where, working with a client or prospective client, they feel compelled to remind me how “over” radio is and how satellite and the internet are where the action is. I know… where do these people get this stuff from?

Maybe it’s because, where satellite is concerned, they’re inferring that if someone is willing to pay for a service that somehow there’s a correlation to usage and/or affinity. Possibly the same for the internet. I truly don’t know, because every time I look a person like that in the eye and ask “Who told you this stuff?” they NEVER manage to have an answer.

It’s like that for a lot of us. How we got to a belief tends to be secondary compared to our unconscious need to hang on to it for dear life, no matter how true it is… or isn’t. We’re going to see that a lot this political year. It’s going to ruin a lot of friendships.

If you’re running a business or consulting one, here’s the truth. On February 9th, Edison Research did a presentation on their latest findings of how much and why when it comes to audio consumption. The data continues to show that AM/FM radio continues to be the dominant audio source with a 54% “share of ear.” And when it comes to satellite, even the folks who are paying for it spend an average of 39% of their in-the-car time listening to local AM/FM Radio.

Perhaps more telling is the “why”. According to Edison, “In most cases people will tell you they’re listening to be connected… To know that there’s someone there that will break in if something happens.” And there’s the mic drop. The audience understands and accepts that satellite and the internet are generic, and impersonal, and that to feel connected to their community and to what’s going on, their best bet is AM/FM Radio.

So how does that affect you and your business? What kind of platform do you want to talk to your prospective customers from? Something sterile and generic (and with extremely limited local reach) or one that comes with “connection” and a massive local audience already built in? Easy decision.  

It comes down to this… Challenge the new shiny balls. Last week we talked about the unhappy realities of mobile banner ads. We’ve talked about the sheer fraud in both banner and video impression numbers. Don’t even get me started on some companies’ SEO/SEM voodoo. Before spending your money you owe it to yourself to ask “Who says so?” and “How do they know?” If you can’t get an answer you feel good about, it’s probably better to just walk away... and go turn on the radio.

Thanks for sticking around. I appreciate it. Reach out to me in the comment section or at mo@entercom.com. We’ll see you next time for another edition of “A Little Off The Top.”
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Topics: Radio, marketing

Holiday Musings

Posted by Robert Jarzen on Feb 17, 2016 9:55:00 AM

What inspires you and your business?

There are three things, for me, that inspire creativity:

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Topics: marketing

Need Help?

Entercom Milwaukee provides digital and traditional on-air advertising products to help businesses and organizations reach precise audiences in a cost-effective and measurable manner. Doing that requires a well-thought-out plan and we excel in helping our clients identify an appropriate strategy and then execute using tactics that make sense. All of which sounds terribly expensive, but it doesn’t have to be.

We help businesses create customized advertising campaigns that produce new customers and reinforce relationships with existing customers. We help you reach beyond the scope of traditional broadcast advertising to attract and activate customers in new, exciting and trackable ways.

Our online advertising products have the ability to:
1) Enhance your overall brand awareness
2) Stimulate sales activity
3) Collect and aggregate customer data

Entercom digital advertising products include:
  • Lead Generation
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  • Direct to Consumer Email marketing
  • Custom Video Marketing tools
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All of which can be reinforced by giving you access to Southeast Wisconsin’s largest and most affluent audience. To find out how you can reach the passionate fans of our dominant brands through powerful and efficient on-air and digital advertising, just give us a holler and let's see how we can help you grow.

Jim "Mo" Morales
Director of Integrated Sales & Marketing
Entercom Milwaukee
11800 W. Grange Ave. Hales Corners, WI 53130
414-448-2140
mo@entercom.com
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