Does Your Marketing Work?

Most businesses have marketing today that, simply, doesn't work. There has been a massive paradigm shift in the world of business and most have been lost by viewing the symptoms of it (e.g., the dramatic rise of the Internet), but are largely unaware of the larger issues that are going to devastate businesses if they fail to be aware of those trends.

* There is a reason why businesses are placing their brand in actual programs (e.g., "The Old Spice Half Time Report)

* There is a reason why major media is moving their programming online and are desperately trying to get you to see the adds before you see the programs

* Businesses are buying air time on the radio and TV and are not merely "slicing, dicing, or chopping", but actually providing valuable information to become life long clients

* They are not limiting themselves to one or two outlets of information, but are taking a complete multimedia approach to reach potential audiences

The bottom line is that today's consumers are more savvy and cynical than in any time in media history. They are savvy and no longer do people merely wait for the answer when watching a TV show that tries to keep them on with a trivia question. Instead, most find it during the commercial break and often don't come back to the show because they are lost in another web search. They are cynical, because they know when they are being sold in the messages they see and hear and many are no longer standing (or sitting) for it.

Marketing has changed people in business dramatically and the savvy (and even cynical) marketer is going to know how to respond to that challenge. It begins by thinking like the very people they are trying to reach.

For a copy of the free report, "Why Your Marketing Isn't Working," email Info@HoustonBusinessShow.com and put "marketing" in the subject line.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

The Lines Between Media Blur

Gary Coleman, the once popular child star from the show "Different Strokes" has largely been famous for being famous for quite some time. That fact may be changing thanks to his involvement as a media personality for "I Can't Believe It's Not Butter." The margarine has developed a game show in which individuals take on Coleman with trivia questions ranging from pop culture from the 70s and 80s to questions about food. The winner can possibly win an $1 million annuity.

Another game show is no big deal, but there are elements to this program that are interesting, to say the least. Most importantly, the show is web based and not on TV.

This unique approach has the following advantages:

* It's cheaper than the traditional game show format, TV. This goes without saying and it allows for a worldwide audience and not merely a national one.

* It allows a level of branding on the show that is normally never done on TV. "I Can't Believe it is Not Butter" is plastered on every inch of the game show's campaign.

* A web personality has to be cheaper than a TV personality. Let's face it, Coleman has been desperate for a new career. His recent marriage has created a stir (she is much taller and younger than him), but he has largely been under the radar screen.

* It is leading to creative PR. Coleman is giving interviews all over the media about his new bride, but those exchanges appear predicated on him being allowed to promote the new game show.

* The program allows for people to win the opportunity to win $1 million. This is an annuity and not cash. This is more affordable than more game shows, but still has plenty of sizzle.

* This game can be played 24/7, because even when Gary isn't there, there are other competitors.

This is a big investment and move towards the Internet, and it should put fear in the heart of any media that are primarily locked in traditional models. The lines are blurred and Gary Coleman is exacting significant revenge on a media that has largely ignored him for years.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

Blog Goes Multimedia

One of the things I like to boast about during the Houston Business Show (now Hour, M-F, on CNN 650 at 7 AM) is that my Houston Business Show and Hour Websites are going completely multimedia. Podcasts of the radio show, podcasts of audio that are exclusive to the website, video, (starting in October) a TV show, and of course articles and blog posts. In fact, our websites are the only local business news and information website that is completely multimedia.

Well, one thing in my life that has remained very 20th century it this blog. Until now. If you scan down you will notice that each post on this page includes a video. There may be times where I have audio instead (because of the availability of resources), but I'm committed to provide multimedia whenever it is available. I will not, however, choose a subject exclusively on this criteria, but it will play a role.

I have long believed that different people learn different ways. Furthermore, different people are attracted to different types of entertainment and information. That alone has bolstered my desire to move towards multimedia.

Some times the media will reinforce the article. Other times, it will be a mere example. Other time still, it will be a desperate attempt to make the video some how relevant to the article. Seriously though, with the sheer volume of multimedia content, it shouldn't be difficult to find such information. I hope you enjoy this addition.

Note: Order Kevin Price's audio program The Accumulators, which explains the impact that the Internet is having on marketing and consumer behavior. It is available online here for only $10 plus p and h.