Tuesday, July 2, 2013 | Edited by Daniel Moores
||'Shotgun Tom' Kelly to Host NAB Marconi Radio Awards Dinner & Show
The National Association of Broadcasters has announced that the 2013 NAB Marconi Radio Awards Dinner & Show will be hosted by legendary radio personality "Shotgun Tom" Kelly.
The event will take place September 19 at the 2013 Radio Show at the Rosen Shingle Creek Hotel in Orlando.
"'Shotgun's energy and vibrant personality will keep the show moving. Nobody loves Radio and Radio people more than 'Shotgun'!" said NAB Executive Vice President of Radio John David.
Kelly, who received a star on the Hollywood Walk of Fame in April, has had a 40-year career in radio and television, including 16 years in Los Angeles radio where he anchors the highly-rated afternoon drive shift at CBS Radio's K-EARTH 101 (KRTH-FM). Before joining KRTH-FM, Kelly deejayed at legendary stations in San Diego, including KGB-AM, KCBQ-AM and KFMB-FM.
Kelly has also been recognized for his work in television, hosting popular children's programs, "Words-a-Poppin," which was syndicated nationally, and "Kids Club," which ran for 12 seasons. He won multiple Emmy Awards as outstanding host.
His voice has long been featured in national TV and radio commercials, and he also appeared in the motion picture "Déjà Vu" with Denzel Washington. In addition, "Shotgun Tom" serves as narrator of the worldwide TV show "1000 Ways to Die" and voice of the long-running television program, "America's Most Wanted."
Kelly has contributed to numerous community causes, including the MDA Labor Day Telethon for Muscular Dystrophy, the Bob Hope USO and the L.A. Police Department's "Cops for Tots" campaign benefiting Children's Hospital of Los Angeles.
Established in 1989 and named after inventor and Nobel Prize winner Guglielmo Marconi, the NAB Marconi Radio Awards are given to radio stations and outstanding on-air personalities to recognize excellence in radio. Winners will be announced at the NAB Marconi Radio Awards Dinner & Show.
About the Radio Show
The 2013 Radio Show, produced by the Radio Advertising Bureau and the National Association of Broadcasters, will be held September 18-20 in Orlando. This year's show brings radio broadcasters and industry colleagues together to share knowledge, discover the latest innovations, network with industry leaders and explore creative business strategies for the digital age. To learn more about the 2013 Radio Show, visit www.radioshowweb.com.
||Restaurants Boost Late-Night Business with Live Music
Casual-dining chains are hosting late-night live music events in an effort to attract diners and get them to stay later and spend more.
"Music and food have gone together for decades, and restaurants offer local musicians a venue and audience," said Linda Duke, a local-store marketing expert and chief executive at Duke Marketing LLC. "Restaurant patrons enjoy the entertainment and typically stay longer and spend more."
While using events as a marketing strategy is not new, it is an effective way to lure customers. Music events usually boost sales by as much 10-20 percent for the day, if promoted in advance Duke said.
And people tend to purchase more beverages, appetizers and desserts off late-night menus during those events, she added.
Nation's Restaurant News spoke with executives at Hard Rock Cafe, Wild Wing Cafe and Smokey Bones Bar & Fire Grill, which all use music and related events to draw big crowds -- and sales -- after 10 p.m.
Driving traffic and loyalty
At Orlando, Fla.-based Hard Rock Cafe's 138 restaurants in 56 countries, music permeates the experience, said James Buell, director of music and marketing at the company.
"Honestly, with live music, I think everybody's got a special affinity for a song or an artist or that place in time," Buell said. “We want our guests in a place that becomes a distinct memory...the opportunity for driving sales and increasing loyalty is paramount."
If you give customers a fun environment and good memories paired with good music and food, they will keep coming back for more, he said. "(Music) is an icebreaker to get guests to come in," Buell said, adding that it can build loyalty over time.
The goal isn't necessarily to drive loyalty in the short term, he noted, but to drive it for the long term. Concerts bring in the "elusive" 14-29 age group, Buell said, and hopefully, when those consumers get older they'll remember the fun they had and return to the place where they had a great, and memorable, concert and dining experience. "It's just a way to stay engaged with the guests," he said.
At Mt. Pleasant, S.C.-based Wild Wing Cafe, music has always been part of the experience, said chief executive Bill Prather, chief executive at Wild Wing Cafe.
"It sets a whole new energy level, and it's a daypart that our competitors don't delve into as deeply," Prather said. "There's always some kind of entertainment going on at Wild Wing cafe," including karaoke and live music.
Live music also helps Wild Wing Cafe appeal to Millennials, he said, although age varies by band and music genre.
"We're where great food rocks," Prather said. "Music has been a part of our business since the beginning...it's always played a part in our marketing strategy."
At Wild Wing Cafe's 33 restaurants, 40 percent of revenue comes from the bar, much of which is late-night sales, said spokesman Jamie Izaks in an email. When Wild Wing Cafe hosts live entertainment, late-night total sales increases by 20 percent, he said.
Boosting sales after hours
Orlando, Fla.-based Smokey Bones has experienced similar sales bumps during events. The chain began heavily marketing late-night deals about two years ago. Now, event-driven late-night sales are the fastest-growing aspect of the company, said chief executive Chris Artinian.
"It's really about creating some fun after 10 o'clock and pairing it with great food and drinks," he said.
"The daypart of late night for us is just continuing to get stronger and stronger," said Roger Drake, senior vice president of marketing at Smokey Bones.
Trivia, DJs and karaoke are mainstays at many of Smokey Bones' 66 locations, he said, with live concerts a secondary event stream. Although he couldn't share specific sales numbers, Artinian said concerts and in-restaurant events "absolutely" increases traffic.
"We have seen positive comps grow every single month," he said of the late-night program.
Late-night menus emphasize beer, appetizers
Appetizers and alcoholic beverages sell well during late night, Duke said, adding that it is important to create a targeted, consumer-friendly menu.
Hard Rock Cafe, Smokey Bones and Wild Wing Cafe all oblige consumers' desires with late-night menus and drink specials. Tapas, snacks and beer reign supreme during later hours.
Although Smokey Bones' full menu is available until closing time at 2 a.m., the chain also offers a late-night menu with $4, $5 and $6 appetizers alongside specialty beers and cocktails, Artinian said. Popular items include signature smoked chicken wings, kettle chips, and pulled pork sandwiches.
Smokey Bones is also testing a tapas menu, which is expected to resonate with the late-night crowd. "It's really making sure that we keep the menu fresh and the events fresh and new," Artinian said.
At Wild Wing Cafe, lighter fare sells well late, alongside a "fair amount of alcohol," Prather said. "We have a bar menu available that's mostly snack-type items. The full menu is also available."
Hard Rock Cafe partners with beverage companies, such as Heineken, on some programs, like its Pinktober event, which supports breast cancer awareness, Buell said. Otherwise, it's a lot of "appetizer-type stuff," he said.
"We've experimented with a tapas-style menu," Buell said. "It's more of a beer focus."
(Source: Nation's Restaurant News, 06/10/13)
||Geico Poised to Drive Past Allstate
Geico might soon cause a little of its own mayhem in the auto-insurance market.
The marketer -- which spends some $1 billion a year on gecko and pig-filled advertising -- is poised to surpass Allstate as the nation's second-largest auto insurance company, according to business data company SNL Financial.
Geico has already passed Allstate for the first-quarter period, writing $4.72 billion in auto direct premiums compared with $4.53 billion for Allstate, according to SNL, which noted in a recent report that it is the first time Geico has surged ahead of its rival in a single reporting period.
For the year, Allstate still leads -- but barely. The insurer, whose advertising includes the "Mayhem" campaign, kept the No. 2 spot in auto insurance for the 12-month period ended March 31 by a narrow margin, with $17.65 billion in premiums to Geico's $17.16 billion. The Chicago Tribune first reported the numbers.
State Farm remains the leader, with $8.43 billion in direct premiums in the first quarter.
SNL noted that Geico's business has more seasonality than Allstate's, meaning that the "Good Hands" company could regain its familiar second-place position in the second quarter. But in a separate report, SNL projected that "after years of consistent premium growth, Geico is in position to become the second-largest U.S. personal auto writer in 2013."
In an interview with Ad Age, Geico Chief Marketing Officer Ted Ward said the company is "a little shy" about talking about No. 2 until the annual tally is published. (And for that, the company looks to data from A.M. Best.) But "we've been the fastest-growing for the last 10 (years)," he added, noting that if trends continue "we will remain the second-largest."
Allstate declined to comment.
Geico has fueled its growth by spending big on multiple ad campaigns that relentlessly push a savings message. Geico's ad-spending rise has been astronomical, jumping from the 87th-biggest spending brand across all industries in 2003 to No. 7 in 2011, according to the Ad Age Data Center. Ad Age will publish 2012 brand data on July 8, but Geico seems poised to keep climbing. According to SNL, the marketer spent $1.1 billion on property and casualty insurance advertising last year, up 12.45% from the year before, ranking ahead of Allstate ($828.8 million) and State Farm ($777.9 million).
Geico's newest campaign, called "Did You Know?" debuted Monday. The ads, by Martin Agency, have some fun with the notion that "everybody knows" Geico's long-running tagline: "15 minutes could save you 15% or more on car insurance." In classic Geico-style, each spot ends with a one-liner. In one ad, a man replies to his wife that, "Yep, everybody knows that" after she repeats the tagline. Then she says: "But did you know that some owls aren't that wise?" In the next scene a female owl tells her "husband" about her plans for having lunch with a friend tomorrow. But all the male keeps saying is "Who?"
The savings tagline is "arguably the longest-running call-to-action tagline in advertising, going over 19 years," said Wade Alger, Martin's creative director for the Geico account. "We are the only ones who could question (our) own tagline."
The campaign joins other ongoing TV campaigns including "Gecko Behind the Scenes," "Happier Than," and "Max Everywhere," which features Maxwell the Pig.
(Source: Advertising Age, 06/28/13)
Daily Sales Tip: The Sales Funnel
The sales funnel is just like a funnel you might use to pour liquid from one container into another.
If you stop pouring the liquid into the top part of the funnel, fluid stops coming out the bottom. If you try to pour too much liquid in at one time, the funnel overflows and you lose some of it. You'll also lose liquid if the funnel has leaks. If you have some blockages in your funnel, the flow may stop or back up causing an overflow situation again.
So how does this work for sales? Simple. If you stop putting potential sales opportunities into the top part of the funnel, closed sales stop coming out the bottom.
If you try to put too many sales opportunities in at one time, the sales funnel overflows and you lose some potential sales. This can happen after a trade show where you simply have too many leads to follow-up in a timely manner.
You'll also lose sales if the sales funnel has leaks. Leaks are simply lost sales that probably weren't going to happen in the first place.
A blockage in your sales funnel could be something as simple as the inability to get a proposal out in a timely manner, the inability to deliver on a specific date, or indecision on the part of someone in the company.
It would be nice if every sales opportunity you put into the top of the sales funnel poured out the bottom as a closed sale. The percentage of sales opportunities that actually end up closed is called your "closing ratio." A 25 percent closing ratio means that you get (close) one out of every four sales you start.
Just like your regular funnel can't go out and find liquids to pour into its top end, the sales funnel can't actively find potential opportunities. That's your job. It's called prospecting. And part of your job, particularly in slower times, is to keep a flow of potential opportunities flowing down through your prospecting pipeline and into the sales funnel.
Developing your prospecting pipelines is important to your long-term survival in sales. If you just wait around for the company to supply you leads, chances are you'll slowly starve to death, in a metaphorical sense. Surprised? You shouldn't be. Experience shows that the best salespeople are also the best prospectors.
Source: Sales trainer/consultant Brian Jeffrey