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WHAT DOES UKRAINE HAVE TO DO WITH YOUR MARKETING?

WDRBIn 2009, I was selected by WDRB and the International Research and Exchanges (IREX) to mentor a privately owned start-up TV station in Keherson, Ukraine. Since Ukraine recently, 1991, gained independence from the Soviet Union, private for-profit TV stations are still rare. Most TV stations are state owned with state controlled content and censorship. Even today, private TV stations are very “careful” on how they report on government issues as their freedom of speech is certainly not equal to what we enjoy in the United States. In 2012, I was asked again by WDRB and IREX to mentor a TV station in Melitopol, Ukraine. Here’s how my experiences help our clients.

First, both Kherson and Melitopol are located in southern Ukraine. Kherson is near the Black Sea and Dnieper River, which serves as a major ship building port. Melitopol is located in southeastern Ukraine on the Molochna River, which flows to the Sea of Azov. After flying into Kiev, the capitol of Ukraine, and meeting my translator, we endured a long twelve hour train ride on the Ukrainian Railways. As you could imagine, it was not a luxury train ride. There was limited climate control, one meal with customer service not being a priority, and a bench with a cushion as our “bed.”

staffUpon our arrival to Kherson, Ukraine in 2009, the owner of the TV station noted that a sales team was just hired. They were all rookies with zero experience. Our task was to help them figure out how to generate revenue for their TV station. Below are a few take-a-ways that can help your marketing department.

1. Not all markets are the same. My approach in Kherson, Ukraine had to be different than my approach in Melitopol, Ukraine. The mindset was different at each location, not just from the sales team’s perspectives, but from the client’s perspective. The same is true with your customers. The way you approach your messaging in Louisville might be entirely different in Indianapolis or other markets. On a more granular level, it could even be different in looking at certain areas in any given market. Your media buyer should always be focusing on all demographics and psychographics of your customers so that your advertising/content engages to your core audience. Always speak and relate to your audience.

2. Do not assume anything. I quickly realized while presenting to the new sales team in Kherson that most of team members didn’t understand the geographic reach of their own station(s). They kept telling me, for example, that a nearby town was irrelevant because people in the nearby town didn’t watch their station. The team was misinformed. Their TV station signal was not only strong in the nearby town, their station was a dominate station. We opened up a new revenue opportunity for the station. Same with YOUR employees. Do not assume that all of your employees are explaining ALL of your product/service lines properly. There could be a whole new revenue source for your company if there are products or service lines that are not being properly explained or highlighted to your customers by your employees. Continuing education for employees is very important.

balloon3. Do not undervalue your service or product. While training the sales team in Melitopol, I was informed that some business owners thought they should be able to advertise for free. That their services were important to the people and that it was a public service message. Some of the reps said, “We will never be able to get them to pay for advertising.” I quickly broke down the amount of people that their station reached on a daily basis. Then we did an exercise to further break down the number of people who were in the market for one of the business owner’s services. Then we calculated how much it would be worth to the business owner if just 2% of the people who saw his advertisement responded. The number was huge. The rep showed the business owner this breakdown and low and behold, the business owner purchased the advertising package. Your employees must know the value of your product or service.

4. If it’s worth doing, it’s worth doing right. While working with the station’s sales team in Melitopol, I asked the reps to show me some of their advertising packages. Each rep basically handed me the same package. They were taking the same package out to every business. I asked them why they didn’t customize the package for each client, and they informed me that they didn’t have time. The saying “I don’t have time” is a huge pet peeve of mine, primarily because everyone on this planet is working with the same amount of time. While I agree that some are busier than others, everyone has the same amount of time to work with. The separating factor is how each manages and prioritizes his/her time. About ten years ago if asked about a task or project that I had not finished, I decided to stop saying, “I haven’t had time for that task.” Instead, I started saying instead, “I haven’t made time for that task.” There’s a big difference. My point to the team was that if they are going to take the time to call on a client, drive or walk to their location to meet with them, then they need to take the time to do it right the first time. Your employees should take the same approach. If a task is worth doing, it’s worth doing right the first time.

5. Your employees must be sold.  As a station manager I created and launched many special projects. Each project had a specific start date and end date with a timeline of goals in between. The projects ranged from locally produced HD coverage of Thunder Over Louisville to a network of sponsored weather cams to events. Before our team could go to clients and acquire sponsorships, they first had to be sold on the project. They had to understand the value of each project from the business owner’s perspective. In other words, why should a business owner invest their hard earned money on the project? If the account executive wasn’t sold on the project, there is no way they could go out and convince a business owner to invest in the project. When you have a sale, new project or product, before introducing it to your customers, make sure your employees are sold on it. (The station managers in Ukraine never thought to create projects around heavily attended festivals, events, etc. Their stations were always at events covering them, but they never monetized their coverage. We changed created a plan for them and they are now monetizing each event with sponsorships.)

trainBoth trips to Ukraine presented unique challenges. The communication barrier, transportation, differences in cultures and overall work ethics were all obstacles. (Both station managers and employees asked for a tea break every 45 minutes.) However, the end result was very productive for all involved and I learned as much from them as they did from me. And, in both cases, their clients are happier and more successful as a result.

Ukraine Media Partnership Program (UMPP)
The Ukraine Media Partnership Program develops the Ukrainian media sector’s professionalism and sustainability by creating and fostering long-term professional relationships between US and Ukrainian media outlets via exchanges and individual consulting. UMPP partnerships have focused on improving the quality of journalism, strengthening websites, and building stronger business management practices.

WE ARE MOVING – FOR YOU!

In a few short weeks, Crosshair Media Placement, LLC will be moving its offices to 9300 Shelbyville Rd. As excited as we are to move, below are the Top Five reasons why we are making the move for our clients.

1. Easy access – With clients in multiple states, it will now be more convenient for our clients to visit us. Whether the visit is for strategy, competitive evaluation, creative brainstorming, or just to visit with us, we are now easily accessible and can accommodate both small and large groups.

2. Seminars – For some time now, we’ve entertained the idea of offering continuing media education seminars for our clients and prospective clients. From OTT TV Everywhere, digital geo-targeting, Nielsen Audience Methodology trends, etc., we now have access to larger conference areas and will be offering seminars to our clients at no charge. While there will be a minimal charge for non-clients, all of our clients will have the ability to attend these informative events at no cost.

3. Recruitment – Like your business, as we continue to grow it is important to be able to continue to attract the best talent available. Our staff is extraordinarily talented and we strive to continue to recruit only the best. We want people who understand our culture and know that we are here to serve our clients and to generate the absolute most effective advertising campaigns possible.

4. Employee Morale – The better our employees feel about coming to work, the better they’ll perform for our clients. The new space will help to stimulate brainstorming and increase work flow.

5. More Room – We are growing with our clients. In the past few years our clients have exploded in growth. A few examples include: Commonwealth Credit Union opening and acquiring new locations/branches in both Lexington and Louisville markets. Bachman Auto Group acquiring Bales Auto Mall in Southern Indiana which has added Chrysler, Dodge, Jeep, Ram and Hyundai to their Chevy, Subaru and VW dealerships. Midway University achieving record enrollment numbers. To better serve our client’s growth, we have to add to our staff which of course requires more work space.

Selfishly, we cannot wait to move! But as you can see from the Top 5 reasons to move above above, the primary reason for our move is for you, our client.

Tentative move-in date is late November. The new address, effective immediately for mailing, is listed below:

Crosshair Media Placement, LLC
9300 Shelbyville Rd. Suite 915
Louisville, KY 40222

STADIUM SEATS WITHOUT THE HEAT: AUDIENCES WATCH SUMMER SPORTS IN PLACES BESIDES RESTAURANTS AND BARS

There’s a common belief that sports have the power to change the world. Whether it’s a walk-off homerun that wins the game, a last-minute goal as the whistle sounds, a photo finish as the checkered flag waves or a hole in one, people love the thrill of these unforgettable moments, and they long to share them with close friends, relatives or even a perfect stranger. Watching sports on linear television—especially away from home—gives audiences the opportunity to connect with each other when they can’t be at the ballpark.

where watchedTo better understand the linear TV-viewing habits of sport fans when they’re away from the comfort of their couches, Nielsen conducted a summer survey among persons 18 and older that provides directional insights into key areas of interest for advertisers: location, co-viewing habits, attention and demographic composition.

LOCATION, LOCATION, LOCATION
While we’ve always known that people view linear TV content outside of the home, precise viewing locations have always been elusive. With insight from our recent survey, we now know exactly where people are viewing sports when they’re away from their homes. The survey covered restaurants/bars, other peoples’ homes, the office, the gym, in transit (permanent screens on a bus), hotel rooms, the airport and other locations.
The data supports the notion that restaurants/bars remain one of the most popular out-of-home (OOH) locations, as 26% of respondents said that they only watched OOH sports at a restaurant/bar. However, viewing in other places is a big draw for OOH sports content. Of the remaining 74%, 40% said that they watch in both restaurants/bars and elsewhere and 34% only viewed in other places. Nevertheless, restaurants/bars were the highest single viewing location from all respondents.

While the trends for OOH location viewing are similar among persons 18-34 and persons 35+, 83% of younger viewers (18-34) said they watched sports content outside of the home somewhere other than at a restaurant/bar in the past week. The second-highest option was someone else’s home at 49%, followed by work at 35% and the gym at 38%.

sports viewing

IT’S ALWAYS BETTER WHEN VIEWING TOGETHER
In line with what we see from Nielsen’s National Out-of-Home Measurement service, the analysis highlights that 18-34-year-olds accounted for 53% of OOH viewers who watched summer sports. Interestingly, over half (55%) of the adults 18-34 said that they watched with other people, with a third of them watching with two other adults. Among the summer sports measured, we see that on average, females preferred to watch OOH content with a larger group than males (female group size 3.5 vs. male group size 3.3).
But since viewing content away from home often involves settings that are subject to loud conversations, distractions and other activity, it’s a fair question to ask if viewers are listening to the content they’re watching. In short, they are engaged with the advertising as well as the game. The survey found that up to 66% of OOH viewers were able to listen to the entire event they watched on linear TV. In the end, while consumers who view sports content outside of the home are engaged in other activities as they watch, they are very much listening to what’s on the screen.

Overall, sports content is a big draw for younger viewers, with Generation Z and Millennials driving nearly 45% of sports OOH viewing. On average, the survey found that fans that tuned in to watch the sports surveyed on linear TV this summer skewed male, at 62%, had an average age of 38, and live in homes with an average household income of $67,000. Similarly, OOH viewers of key major summer sports were predominantly male with an average age range between 35 and 40 years of age; however, their household income was slightly higher, as it ranged from $64,000 to $76,000.
While only a lucky few can experience live sports in all of its glory, the TV glass is a great conduit for audiences to watch their favorite team or player in a room full of fans as passionate and crazy as they are. Over the past couple of years, the media and advertising industry has made great strides to quantify OOH viewership, especially for sports content. And today, understanding the location of where OOH viewing is taking place is another step in the journey to measure all the occasions consumers are watching TV and provide advertisers with a much clearer picture of a program’s true total audience.

Source:  https://www.nielsen.com/us/en/insights/news/2018/stadium-seats-without-the-heat-audiences-watch-summer-sports-ooh.html

October Client News

IN national guardThe Indiana National Guard is a joint-force organization with 65 Army National Guard installations around the state, and facilities at Camp Atterbury Joint Maneuver Training Center and Muscatatuck Urban Training Center. Additionally, there are two Air Wings, the 181st Intelligence Wing based in Terre Haute, and the 122nd Fighter Wing based in Fort Wayne.

As of July 2016, the combined force numbers are approximately 13,500. The headquarters is located at Stout Field on the west side of Indianapolis. The sitting Adjutant General is Maj. Gen. Courtney P. Carr, who was appointed to the position on May 30, 2015.

IN national guard 2Federal Mission: The Indiana Army and Air National Guard are reserve components of the U.S. Army and U.S. Air Force. During times of national emergency, National Guard members may be called into active federal service by the President of the United States.

State Mission: During peace times, the National Guard is commanded by the governor. In it’s “state” role, the National Guard assists local law enforcement agencies during emergencies at the direction of the governor. The distribution of soldiers, equipment and facilities across the state allows the National Guard to respond quickly and efficiently to emergencies statewide.

The National Guard’s dual federal-state mission is unique to the U.S. military and sets the National Guard apart from any other reserve component.