How to Market to Houston Businesses

Secret: This article will work in almost any city, but even the title is a part of the marketing strategy. At the time of this writing most of my clients are in Houston, I want them to find me in a simple Google search. I think you get the idea.

The way people market today is predicated on factors that really didn't exist just a few years ago. You would almost think that someone would have told many marketing businesses that they have no legitimate reason to exist with the advent of the Internet. Or, at the very least, they should make it clear that there expertise doesn't include the Internet if such is not the case. Ironically, some of the largest and most prestigious lag far behind in developing Internet based strategies.

I believe in the convergence of media. I believe some people like some sources of information while others might prefer a different means. I like everything; audio, video and (I'm old) articles. Some like TV, but increasingly many prefer to watch TV online (as Rupert Murdoch likes to say, "when and where they want it."). My firm uses TV, radio, podcasts (video and audio), articles, blogs, etc. to reach audience for our clients. With over 100,000 unique viewers and around 1 million hits each month, this strategy is working.

The hardest people to reach are business owners. It is quite common for them to work 10 hours plus, but still want to be kept informed. These individuals are quick to turn the page at the first sign of an ad, flip a channel at first sight of the commercial, or spin the radio at first sound of a break in their programming. My answer to that problem is simple. Get your message across when people are listening and watching. The group I describe as "the Accumulators" demand such.

I produced an audio about this important demographic group and I have been told by colleagues that recognizing this group and developing strategies to reach them can make or break a business. I have been encouraged to more vigorously spread the word on it, which is why I am writing this post.

I was recently interviewed by Robbie Adair of the Media A-Team on the power of the convergence of media (an essential element in reaching Accumulators) and want to invite readers to watch it here. Until people understand the importance of a multi-media approach and the role Accumulators are playing in the economy, they are going to find acquiring business a much more frustrating proposition.

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. Receive the Houston Business Review e-zine free each week by clicking 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.

Houston Business Show Develops Television Programming

Forgive me for blowing our own horn, but we are excited to announce the creation of our new "Movers and Shakers" segment on the Houston Manufactuers TV Show, produced by Phonoscope.

In addition to being seen on television in thousands of offices throughout downtown Houston, this program is also seen by thousands more online. In fact, I recently visited with the show's host, Robbie Adair, who said they received thousands of unique visitors to the show's page in the last few days alone. The numbers are comparable to the audience of many popular radio shows in town.

The future of TV is online, in my opinion. In fact, I like to call YouTube one of the first TV networks designed for the 21st century. The web, in the words of Fox's Rupert Murdoch, allows people to get what they want when they want it. Also, the Internet's increasing speed and computer screen quality make it better than the TV in many respects. If websites are going to remain relevant, they are going to need quality video content, which was a goal we had for the Houston Business Media Group in 2007 and was thrilled to have the opportunity to work with these fine partners.

We expect our video programming to expand in the weeks to come as we strive to offer more programming. We consider this a valuable tool to convey information to our growing audience.