60 Over 60

We've all seen the articles:  30 under 30.  People under thirty who are transforming the world.

Now...Fill the Gap.

60 over 60.  

60 people over 60 who are transforming the world.

Do I really have to explain it to the television people?

• Boomers watch television.

• Boomers watch commercials.

• Boomers have discretionary income.

If you want to tap into a market for your advertisers, try doing a weekly TV show focusing on 60 over 60.

It's not that hard.

Regards,

Slim

If you find this to be helpful, please don't hesitate to send me a really tricked out Mac Book and to tuck a few dollars into the envelope along with the thank you note.  Slim.



slimfairview@yahoo.com

Box 33

Pen Argyl, PA

18072

Copyright (c) 2018 Bob Asken
All rights reserved.

Marketing to Millennials

For the media and or marketing people.

Alton Brown said he was paid more for 1 episode of a kitchen/combat show than an entire season of Good Eats.

If you want to make money, be a financial success, give the consumers what they want: Bread and Circus. [Or, to show I know how to use Google--panem et circenses.]

The Cooking Network switched to cooking contest shows

MTV once stood for Music Television. Then, talk and reality TV, with game shows thrown in.

The House Decorating and Remodeling shows spend more time showing people smashing walls and cupboards with sledge hammers than they do to showing the finished product.
 
And...the cooking shows have switched to close-ups and what I call cut to cut to. Lemon slice, pinch of salt, egg yolk, cut to: cut to: cut to:

As the politicians transmogrified from the 5 second sound-bite to the 2 second sound-bite, and we coined the phrase "the elevator pitch", as MTV shortened our attention span by conditioning us to embrace images that changed in a matter of one or two or three seconds. so too has the market changed.

The Market Demands:

Short

Fast

To the point.

Slim Fairview's Four Rules of Communication:

Precision

Concision

Enumerate

Specify

Witness "Social Media".

c u l8r.
k.

Remember: When Selling to Millennials:

Loud Noises...Bright Colours...&...Shiny Things 

Tap into this and you may be more successful reaching the millennials.

Of course, when millennials do it, it's because they're millennials.  When I do it, it's because I'm old fashioned, old, or have no patience... &c.


Warmest regards,

Slim.

slimfairview@yahoo.com

slimviews@gmail.com

Copyright (c) 2016 Bob Asken

All rights reserved.

Who Moved the Store?

"You can't see change when you're in the midst of change." 

The Quotations of Slim Fairview 



Recently, the New York Times has been writing about what China is doing in Detroit. "Detroit" is synecdoche for the Automobile Manufacturing Industry. 

The rise of the middle class in Asia has only just begun. Asia is not only an emerging market: people to sell to; it is an emerging source of investment money. (Op. cit. Detroit.) 

The shift in the paradigm seems to be going along well. Coverage in the Media, however, has been focused on Benghazi, the IRS, AP, and The Bloomberg allegations. 

Meanwhile, there has been a seismic shift in the both the Global Economy and in the Local Economy.  A change that no one seems to have noticed.  In fact, that was the point of the Times article on Chinese investment in Detroit. It has been happening quietly. Discreetly.  However, in the US, there has been another change.  This has not been going on quietly or discreetly. This change has simply been ignored.



E-Tailing


E-tailing is a clever word that hipsters (people my age who try to act hip) have coined to show they are tuned into what's happening.  Yeah, okay.

Meanwhile, more people are buying online and the increase will continue.  In fact, the increase may accelerate.  What does this mean?

• Lower return on investment in brick and mortar stores

• Less Mall Traffic

• More difficulty for the Advertising Industry to reach increasingly larger demographics

Brick & Mortar stores, means Less Money to go around among: 

• The Construction Industry

• The Mortgage Finance Industry

• Real Estate Tax Revenue Industry

• Youth Employment Industry

• Commercial Industry Suppliers 

• Mall Owners

• The Secondary Retail Market served by The Multiplier Effect. 

 And so one.



Mad Men: Ad Men or Sad Men?


The single most read article on my blogs, all time, is "Mad Men: Ad Men or Sad Men?"  Indeed, this may have much to do with the popular TV series. However, the article was an insight into how a potentially great commercial can be defeated by a small detail.  More recently, the media has been refocused on three of its own major concerns.  Paradigm shifting, industry altering concerns.

The First is the fact that the business of buying and selling commercial time is shifting.  This is a major concern to those in the advertising industry.

The Second is the change the consumer relationship with media.  

The Third is the actual making of television commercials themselves.  And some of this ties into the MTV factor.



The Last Minute Scramble


In the first, people withing the industries will renegotiate their relationship.  However, the over-riding consideration will be the audience. Too many questions are being asked. Too many studies are being done.  And little will change. Well, little will change until change verges on too late and then there will be the last minute scramble.  How do I know. Well, first, because too many questions are being asked. Second, because too many studies are being done, And, third, because this is the way it always is.  Why?  I shall not be coy.  Because 



An Industry Within an Industry has been Created.


We have market segmentation:  Young People, Old People, Rich People, Poor People.

We have Transmission:  Television, Cable, Dish, Internet, i-Phone, i-Pad, or others.

And, to add to the problem, there is a legal  donnybrook about to break out about retransmitting the signal over the Internet.

Eventually, everything will balance out.  Right now, it's Mob Technology.


We've become so charmed with our ability to discuss the matters at hand that we've lost touch with some of the basics.

  

• Brick and Mortar stores can go with the flow. They can become hands on catalogues with a drop-shipping paradigm

• Nationals can become internationals or multinationals. 

• Old Malls can become New Cities:  Real Estate re-purposing can turn a shopping mall into a "city" or the industry can copy a Big City product: Residential High Rise with retail on the ground floor, or mixed-use Residential and Office Space with a City Street on the ground floor.

• Co-opt the MTV model by using image to keep the consumer focused while insuring that the song is heard.

•  Make the Mall Tech Friendly with WiFi. Then, Starbucks and Tacos and Thai, Oh, My!

To Sum it Up


Right now, Retail and Advertising must join together to resurrect Marketing.  Remember Marketing?  Find a need and fill it?  You don't convince the consumer to buy what you want to sell. You sell what the consumer wants to buy.  Op. cit:  Ron Johnson at JCP. 



Sincerest regards, 


Slim


slimfairview@yahoo.com


Links to further reading listed below.



 Meanwhile:


If you find anything here to be helpful, please do not hesitate to send me a really tricked-out Mac Book and to tuck a few dollars into the envelope along with the thank you note. 
 Slim

 

My LinkedIn Profile:

Robert Asken
Box 33
Pen Argyl, PA  18072

Copyright (c) 2013 Robert Asken
All rights reserved. 


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Commentary on Global Political and Economic Events by Slim Fairview Please also see also http://sidestreetjournal.blogspot.com  Please do click the follow button for Slimviews--and please email a link to your friends.  Thank you.

Slim

Would silent films have had any success after talkies came out if the silent film makers began making silent movies in colour?

Will the publishing industry survive technology if the publishing industry comes up with clever new ways of doing the same old stuff?

I know, I know, I've heard it before.  The Publishers are doing a bang up job. Business is good.



The Metaphor:


"Don't tell me how to run my business you rapscallion.  My Great Grandpa started the Corn Cob Shipping and Delivery Company nearly a hundred and fifty years ago. 


We're the only shipping company in the surrounding 11 counties and the only company to ship U-Needa Biscuits in the surrounding 17 counties. 


I'm not gonna have some whippersnapper come in here and tell me I gotta buy no new fangled motor car to stay in business.  We been delivering U-Needa biscuits by horse and wagon fer 150 years and we'll keep right on doing it that way fer another 150 years.  Now git, you varmint."


Enough said?  No.  Enough said!


Sincerest regards,


Slim

PS. I am not Paul Harvey.  Still, I am open to becoming a paid blogger, columnist, or commentator.

In the meantime, if anyone finds the monographs on my blog to be especially helpful, please do not hesitate to send me on of those tricked out laptops and few dollars tucked into the envelope with the thank you note.

Sincerely  

Slim

Mail slimfairview@yahoo.com

Copyright (c) 2011 Slim Fairview

UR Ad $$$ @ Wrk! The FOX in the MAD House

Fox Network and the Young Viewers. UR Ad $$$ @ Wrk!

This almost seems to repudiate my belief that television advertising is not the wave of the future.

I stated earlier that the networks are trying to attract viewers who don't watch television by broadcasting programmes that appeal to viewers who don't watch television. Thus, driving away audiences that do watch television.

Now, what did Mad Men think would happen when television went from a few stations, 2,4,5,7,9,11,13 and sometimes 31 to 150 stations?

Well, ad-heaven is an optimistic way of looking at it. It would have appeared that this meant more advertising dollars and a better bottom line for the agency. Of course, the number of viewers per station would be small. This brings a new market. Niche advertising. "Yes, Virginia, there really is an all golf network."

This reminds me of the joke about the man telling his friend that, "My son got his bachelors degree. Now he's going for his masters. After that, he's going for his PhD."

When his friend asked him what all that means, he replied, "That's when you learn more and more about less and less until you know everything about nothing.

None-the-less, the market forces came to the fore and the advertising industry is alive an well. Good news, bad news. The good news is that there is a television series about the industry. The bad news is, that is about the industry 50 years ago.

I've often had to be all things to all people. Well, two things to two people. At the age of 10, my one friend got a go-cart. Great on the downhill--read fast! My other friend got one of those electric toy cars. Not, fast, but it could go the distance. No hill required. There was friction between them. All I had to do was to help each friend feel he had the better car.

Good news, good news. The good news: The easy part was that at the age of 10 their egos were easily assuaged. The good news, the same holds true for clients who want so spend their advertising dollars on television, the internet, or both.

For an amusing aside: Ceo the Executive or The Executives New Clothes.
http://slimviews.blogspot.com/2010/08/ceo-executive-or-executives-new-clothes.html
or The Deficit: A Moral Conundrum (This on the topic of moral conundrums more than on the deficit.)

http://slimviews.blogspot.com/2011/04/deficit-moral-conundrum.html

Regards,

Slim

Mail slimfairview@yahoo.com

Copyright (c) 2011 Slim Fairview