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Today marks "shock jock" Howard Stern’s last day on terrestrial radio before he moves to Sirius satellite radio. Love him or hate him, Stern is without a question one of the most successful figures in American media. His deal with Sirius is worth hundreds of millions of dollars.
As a small business owner you can learn from Howard Stern’s playbook – even without the potty humor and strippers. Here are a few of the lessons you can take and use for your own marketing success:
1. Tightly Targeted Market
Howard Stern knows his audience and consistently gives them what they want. He is unapologetic and does not try to make his offering more palatable for a wider audience. Consequently he has built an audience of millions of very dedicated fans.
He knows that not everybody is going to like him, and he’s OK with that. I always say that small business marketing must be very focused. Yes you will disqualify many people from being your customer, but you will find the best possible matches who will become your raving fans.
2. Consistent Brand
You always know what you’re going to get when you tune in or tune out Howard Stern. His message is always the same. This congruency makes the people that like him come back for more.
Customers can be loyal, but they are also fickle. If people are used to a consistent quality and then you give them one bad buying experience – you can lose them
3. Branding Authentically
When Howard Stern takes the microphone, you get the sense that he is 100% honest – putting his real self forward. He presents himself – even in an unflattering light. His story
is authentic.
The is a movement in marketing to present a more authentic message. Today’s consumers are very savvy. Bluster, hyperbole, and bombast just don’t sell. People do not trust advertising, so marketers need to find ways to connect in honest ways.
Your marketing doesn’t have to be self-deprecating, but this can work. Avis built their wole marketing message around the slogan, “we’re #2 so we try harder”.
4. Multiple Channel Presence
Howard Stern is known for his radio show, but has made successful forays into books, television, movies, and the Internet.
Good marketing reaches it’s target market in multiple ways. As a small business you need to have a website, email list, do direct mail, advertise locally, have good signage, build referral programs, speak in front of groups, and sponsor events.. You need to keep reminding people who you are and what you offer.
5. Embracing Technology
Howard Stern’s move to Sirius satellite radio, and his On-Demand cable broadcasting, shows that he’s on the leading edge of technology. Undoubtedly the audience he will bring with him will create economic pressure that changes radio forever.
As a small business owner, technology gives you leverage to compete with larger wealthier companies. You can use a web site, podcasting, blogging, email list, message board, online customer support, etc. The communications tools available to small business are staggering. Sometimes it takes stepping outside your comfort area and getting some education.
Whether you are a fan, or you can’t stand him – take what is useful and grow your business.
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