RadioGuruPdx

Marketing To The Core Of Portland

 
If you haven’t noticed, Radiogurupdx is intriqued with uncovering the Portland Metro Persona. Last week we showed you what the Portlandia Heavy Radio Listener Persona looked like. Today we go deeper to expose the Core Persona of Portland.  This idea came from Roy Williams who claims that when you uncover the traits and values of the original settlers of an area, you can understand the essence of what the current inhabitants value and can know what they desire today.

The Early Days: The Merging of Two Tribes

Let's take a look at the evolution of Portland. It was discovered officially in 1843 by a Tennessee drifter, Wiliam Overton, and a Boston Lawyer, Asa Lovejoy, who came down the Willamette River in a canoe. As it developed, Portland quickly became famous for it's railroads and streetcars. The railroads brought people and supplies to Portland. The streetcars allowed suburban/rural living, bringing people back into town to work, buy food and purchase clothing. These folks also utilized the streetcar to take them to school and church, as well as, connected them with the rest of the country. These Portlanders were tough, self-sustained and very determined. They liked their individuality, enjoyed the city, but didn't want to live within it.  The bottom line is that this group wanted to be near the urban center, for its conveniences, but desired the life experience that nature provides.  They were explorers, adventurers, port men and lumberjacks. Their work was difficult, dangerous, and low-paying. These men and women built a culture that celebrated strength and independence.

There is also a different side to this story that is often forgotten. The original settlers were the Chinook Indians. The land occupied by Multnomah County, they inhabited for centuries. The Chinook were a hedonistic people with a penchant for entertainment and leisure.Their villages were comprised mostly of extended families. Concentrating their energies on pleasant social activities, such as, dancing, feasting and story telling, they were mischievous and thieving but were also a peaceable and non-violent. The Chinook preferred to resolve conflicts with challenging water rituals, which resulted in reconciliation and the exchange of gifts. They  were skilled traders, bartering with Europeans and other Indian tribes from as far away as the Great Plains.  Trading everything from fur to dried fish to seashells, and black market items. Like most Indians, they cared for the land and lived healthy self-sustaining lives.

When we consider these differing lifestyles it help us to understand the Portland story.  The history here is the merger of two archetypes. The hard working port city meets the kindly, mischievous Indian tribe.  Both personas embraced community, were environmentally conscious and loved the freedom/independence of the untamed outdoors. 

How This All Fits Together Today

Portland is defined by the two energies that combined to form this unique place. With our clean downtown streets and foliage filled avenues, it feels more like a small town than a big city. Portland definitely has an outdoorsy flair. Beneath the fleece-clad hiking boot exterior lurks a mischievous and artistic city that marches to its own drummer. Portland continues to maintain it's rugged individualism and is vibrant: tattoo-wearing business men, funky nightclubs and neighborhoods crackling with the colorful energy of alternative lifestyles fill-out our borders. We are one of the most environmentally progressive cities on the planet and are noted for our strong land-use planning and stewardship. Also known for the large number of micro-breweries, micro-distilleries,fine wine vineyards and numerous restaurants that thrive here, Portland is a 'foodie' mecca.

A common theme you hear from those visiting Portland is how friendly and welcoming it is. I’ve heard people say it beats Southern hospitality because there are no hidden agendas within our cordiality. What you see is what you get.

The Heart of Portlandia still reflects the core values of its settlers and founders; people who were adventurous and individualistic yet hardworking. We continue to value community and nature. Portlandia is willing to take lesser wages to live a lifestyle that allows self-determination. We love weirdness and the roguish, creative spirit.

It’s pretty obvious that selecting a single demographic to influence would be ridiculous if you can appeal to the whole population of the city at once. Portlanders are a community with strong bonds to core values. So, if your message is right, you can reach everybody here simultaneously if you talk to the Portland Metro Persona.

Calico: A Radio Case Study from an Unlikely Advertiser

What Happens When You Add a Niche Product, a Manufacturer, and Radio?
Success and a Whole Lot of Fun...

Mark Kronquist, Vice President of Marketing and Export Sales for Calico Light Weapons System, did what no one has done in his industry in over 60 years: he developed a pro-gun national marketing campaign using Radio as his primary medium.

“Radio opens up a conversation and with a small national budget we created a dialog on 150 stations and major markets across the U.S. It’s been a great success, and a lot of fun,” he said.

Calico Went Out of the Box

Calico’s product, light automatic weapons systems , is part of an industry whose conventional wisdom targets to a small conservative bunch through niche magazines and trade shows. Calico took a different approach and defied conventional wisdom.

They developed a radio campaign that included on-air spots, as well as engaging high-spirited dialogue in the studio with radio personalities. This stimulated buzz on the airwaves and opened dialog with listeners. The on-air efforts have created a familiarity and accessibility with Calico products. The subject of guns became friendly in what was thought to be a politically incorrect and controversial topic.

Listen to Mark having fun showing off the guns at  KUFOCalico at KUFO Studios

Since the campaign started at the beginning of 2011 Calico has experienced tremendous success resulting in a marked increase in sales, an increase in curiosity about the company, and increasing web traffic. Mark knows every time his spot plays and when the DJ’s are talking about Calico. “I know it’s on air because my phone starts ringing and our website hits go up dramatically. People are even wandering by the factory to check us out,” he said. Calico took a risk by making their campaign bold, fun and exciting but the results speak for themselves.

Niche Markets Want to be Spoken to.

It’s often thought that niche marketing wouldn’t work on Radio. Calico has proven the opposite: that niche marketing is something you can do over broadcast radio because niche’s want to be spoken to. It introduces the idea that niches segue into broader markets and seed other targets and demographics.  

Radio’s personal nature and lifestyle-focus allows for intrusiveness and gives marketers greater opportunity to have a one-to-one emotional communication with consumers during the whole span of the buying and product cycle. When you start with the lifestyles of the listeners it’s easy to connect with niche markets and expand focus. 

Calico made a new discovery. They learned that Males 18 – 34, a new demographic, was interested in their product. “We took a risk just wanting to get our name out there and found out that this new market wants the latest and greatest in weaponry, as well, " said Mark, "Traditional industry wisdom for marketing guns to women was to take the smallest gun in the line and anodize it pink or purple. Our approach is different. Women are a vital part of our marketing outreach program in polling a number of female Calico purchasers. One surprise was the desire for women-only shoots. The feedback was that putting men in the mix would change the whole character of the event. To that end, Calico has helped sponsor a series of educational, hands on classes just for women. "

Radio is Great for Manufacturers

The most fascinating part about this story is that Calico is a manufacturer, not a dealer. The radio efforts didn’t just increase product sales. It also significantly ramped up new dealer relationships.  A chain of events is happening because they reached out to consumers through radio broadcasts. This is an important message to manufacturers who are interested in gaining market share. They should use Radio if they want to connect with people on a very local level.

Calico strategy is a high-touch point marketing plan. Radio is the primary medium that is supported by trade shows, digital, social media, videos, and community outreach. Calico is reaching their marketing goals, which are: 1) start a national dialog and curiosity about their guns and weaponry on a modest budget and 2) sell products and have fun while doing it. “There has been a pleasantly dramatic sales increase since radio spots,” says Mark.

Calico is reaching out to the US through Radio while other gun manufactures are hiding in bunkers. Their tag line is, “The Revolution Has Begun,” and they mean it.

Here is a video of Calico at the Shot Show in Las Vegas narrated by Lars Larson. This video clip shows the full spectrum of how Calico leverages Radio, Video, Celebrity, Trade Shows, and Community Outreach to expand awareness of their brand. This is what every Radio station can do for businesses that want high touch, high involvement, multi-spectrum marketing campaigns.

Contact:  Calico Light Weapons Systems, 503-649-3010

The Charlie Sheen Guide to WINNING Radio

 
Unless you live in a cave, you have likely heard the ramblings of the new Charlie Sheen. His catchphrases are starting trademark wars and his sudden popularity summons the question, madman or prophet? Sheen went from the highest paid actor in history to being an unemployed drug addict, yet a week later he managed to get one million twitter followers in 24 hours (and is now up to 3 million.)  Despite drug addiction, public humiliation, and unemployment Charlie Sheen calls himself a winner. "WINNING!" is Sheen’s number one catchphrase and his new tour My Violent Torpedo of Truth/Defeat Is Not an Option has sold out across the country. His colorful and unusual phrases and syntax have even created a verb called, "Sheening."

I’m not advocating for his behavior, nor encouraging anyone to take the same path, but believe it or not there are a few things we can learn from Sheen.  His antics seem to have worked wonders in getting on-line marketers to pay attention to how he's doing it. These techniques can also be used for effective Radio marketing.

Be 100% Authentic

When Charlie Sheen is speaking or delivering a message you know you are getting the real deal. He lives without apology.  Whether you agree with him or not, his authenticity speaks volumes and has remarkable appeal.  There is nothing phony about him.

Keep this in mind for your next radio spot. Embrace your passion. Make sure you speak with authenticity about your product or service. Don’t be afraid to take risks, be a little wacky, and walk out on a ledge. Remember the number one rule: be the most YOU you can be.  The world worships original thinking. 

Own a Catchphrase or Slogan, and Repeat it Often

We live in an over-communicated and over-stimulated society.  As an advertiser, it’s important to focus on one or two key points and repeat them frequently. Businesses, celebrities, and talk show hosts are using “Sheenisms”  by the mouthful. "Cauldron of Awesomeness," "Tigerblood," "Do the Math," and "Duh, Winning" are just a few. How did Sheen manage to make his slogans so sticky? He used them over and over again in all of his correspondences. Whether in person, on Twitter, YouTube or Radio he made his brand stick. As a matter of fact he probably over-used these catchphrases, but repetition is what it takes to get into the minds of your listeners.

Develop a power slogan(s) or catchphrase for your brand or business and use it on your Radio spots as well as on your website and social media touch-points. Use it often and remember to invest in many radio spots over a short period of time, instead of stretching out your spots. The quicker you can get into the heads of your listeners, the quicker your brand will stick.

Be The Winner You Claim to Be

When he got fired Sheen didn’t sit around and mope about it. He got back on his feet and created a new life for himself.  He sparked millions of people’s attention while he was picking himself back up. He proved to be the winner he was claiming to be. He created a website and a twitter page and began to communicate with his audience directly. He started to recognize his weaknesses and brought them to the forefront by making fun of himself, and then created a new catchphrase to add to his plethora: “Plan Better”.  Sheen gets away with a lot because he delivers. He was the top paid television star for a reason, and now he is getting millions of people’s attention because he’s consistent and is still delivering. 

You're not just investing in advertising, you're investing in your brand experience. Audio branding is a powerful tool that can catapult emotions and connection. Make sure your brand personality is as amazing as your product and service, and vice versa. Follow through with your message.  Consumers are more savvy than ever.  They will look up reviews about your brand, and investigate your authenticity. It’s important to deliver a top-notch product so that you can stand by your words. 

Lasting Impressions

So the moral of this story is: "Do the Math" and be a "Cauldron of Awesomeness." Get on the airwaves and show off your product or service, start "WINNING" and become the new "Tigerblood-Warlock of Radio"!

Written by Writer, Blogger, and fellow Radio Fan Dawn ZigZag Montefusco

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