Tag Archives: Tuesdays With Coleman

The Five Most-Read Blogs of 2020

Tuesdays With Coleman

As we look back on our analytics from this past year, it turns out every member of the Coleman Insights consultant team contributed to the five most-read Tuesdays With Coleman blogs of 2020.  As for which subjects resonated the most, there’s a lesson to be learned. Four of the top five incorporated the two topics that most consumed 2020 – the coronavirus pandemic and the United States presidential election. It’s worth noting that, despite being published just seven days ago, last week’s buzzworthy Should Radio Go Back to Normal? by Jon Coleman nearly made the list and is worth a second look. Here are the five most-read blogs of the year, counted down from number five to number one.

5. The Marketing of Social Distancing by Jay Nachlis (March 31, 2020)

Two of the blogs on our list are from March, right as the COVID-19 lockdowns were taking hold and everyone was trying to figure out the answer to “what’s next?” The Marketing of Social Distancing  salutes a billboard campaign by one of our clients and a number of campaigns across various industries. It encourages brands to remain top-of-mind while being sensitive to the nature of the new pandemic environment.

K-97 Edmonton social distancing billboard

Our client K-97 in Edmonton launched this campaign very early in the pandemic.

4. The Musical Divide Between Trump and Biden Supporters by Warren Kurtzman (May 19, 2020)

The results of the first ever Coleman Insights Contemporary Music SuperStudy were released at the Worldwide Radio Summit in California, and we were looking forward to presenting the sequel at this year’s WWRS. Unfortunately, the week of March 23, 2020 turned out to be a pretty bad one for conference planning. Following the pandemic-related cancellation of this year’s conference, we released the results of Contemporary Music SuperStudy 2 via webinar and blogs. This installment of Tuesdays With Coleman illustrated just how different the musical tastes of Biden and Trump supporters are, although they do share a distaste for “Baby Shark.”

3. How to Move the Ratings Needle by Jon Coleman (May 26, 2020)

This blog from Coleman Insights founder Jon Coleman prominently features examples from Biden and Trump’s campaigns, but the real message of How to Move the Ratings Needle is how shifting perception can dramatically change the momentum of a brand. Jon argues that too much attention is paid to little things that don’t matter and, he says, “If I owned or managed a radio station today, I would hire a marketing specialist specifically charged with getting media coverage.”

2. The Seven Deadly Sins of (Non) Strategic Thinking by Sam Milkman (January 21, 2020)

In the only pre-pandemic blog on the list, Sam Milkman compiled a list of things inside thinkers (those that view their brands from their own perspective instead of their consumers) say.  As Sam points out, while people in radio have said these things for decades, these examples are dangerously unstrategic and create unnecessary friction and obstacles to growth.

1. How to Connect With Your Audience in a Crisis by Warren Kurtzman, Jon Coleman, Jessica Lichtenfeld, Sam Milkman, John Boyne, Meghan Campbell, and Jay Nachlis (March 19, 2020)

The first state issued COVID-19 stay-at-home order was issued by California on March 19th. A few days before that, the entire Coleman Insights consultant team gathered for a video conference to brainstorm, consider, and offer our best thinking in regards to how our clients should navigate their brands in the early days of the pandemic. While we wish we could end 2020 by saying the pandemic is over, we are optimistic about what 2021 will bring and heartened that so many found our advice nine months (!) ago helpful.

Have a wonderful holiday season and Happy New Year, and we’ll see you in January!

 

 

 

10 Quotes from 100 Blogs

Tuesdays With Coleman

On October 10, 2017, we started our Tuesdays With Coleman blog series as a way to share branding, content and research strategy. Last week’s entry, “Seven Solutions for the Podcasting Brand Challenge,” was the final of three consecutive blogs about podcasting, centered around the increasingly popular Podcast Movement conference in Orlando.

It was also our 100th Tuesdays With Coleman blog.

We love a good benchmark, and 100 blogs feels like an opportunity to look back and mine some nuggets from the past couple of years. Since 100 quotes seems excessive, here are 10, curated from a wide range of topics, strategic advice and members of our team.

“We sometimes get too close to the product for our own good, and are unable to see it through the lens of our customers.”

Warren Kurtzman, in “Is Inside Thinking Blurring Your Strategic Vision?” explains the Coleman Insights principle of Outside Thinking and how to achieve results by changing your mindset.

“If Bill Belichick showed up to a station remote, what would he think of a station banner hastily hung behind a bored jock eating a cheeseburger?”

One of our most-read blogs, “What if Bill Belichick Programmed Your Radio Station?” features Jon Coleman imagining New England Patriots head coach Bill Belichick as a radio station program director.

New England Patriots Bill Belichick

An aircheck session with Bill Belichick as your PD could get pretty intense.

“We’ve all become so hyper-focused on the now, the instant gratification of numbers, that it is easy to take your eye off the big picture.”

After attending a talk by marketer Seth Godin, I wrote “Direct Marketing Is Easy. Brand Marketing is Hard” to reinforce the value of brand marketing, despite its lack of trackability.

Seth Godin Internet Summit

Marketing expert Seth Godin

“The Trader Joe’s lesson is that you beat a leader not by being better. You win by finding the inherent weakness in their strength and creating your points of differentiation.”

In “The Branding Genius of Trader Joe’s,” Sam Milkman explores why Trader Joe’s is so profitable in an industry with traditionally low margins and how to apply the lessons to your brand.

Trader Joe's Hawaiian Shirts

“TV is looking for talent in new places and banking on that talent. Why can’t radio?”

In “When it’s Time to Hunt (for Talent), Go Outside,” Jessica Lichtenfeld makes the case that radio should look outside the industry to find fresh, new, memorable stars for the medium.

 

“Don’t confuse the lack of 90s music exposure with the desire for hearing 90s music.”

In “The 90s Music Research Conundrum,” John Boyne explains how compatibility, not appeal, influences 90s airplay on many Adult Contemporary and Classic Hits stations.

 

“It’s possible while you’re programming on intuition alone, your competition is making data-influenced decisions.”

In “How Research Won The Super Bowl,” Sam Milkman debunks the myth that Philadelphia Eagles head coach Doug Pederson was a crazy risk-taker in winning the 2018 Super Bowl, when in fact he used a combination of research and instinct to take down the Patriots.

Philadelphia Eagles coach Doug Pederson

Philadelphia Eagles head coach Doug Pederson uses a blend of research and instinct

“There are a few iconic brands in every category and there isn’t much changing going on.”

In “Don’t Change Your Radio Station,” I explain how the instinct to “freshen things up” can be detrimental to brand growth.

 

“Chipotle doesn’t sell pancakes. Hip Hop stations don’t play Taylor Swift.”

In “Should I Play That Song On My Radio Station,” Jon Coleman warns that playing popular songs or even songs that test strongly on your station that don’t fit your brand is a slippery slope.

 

“The ultimate success of the industry will depend on its ability to build brands.”

Warren Kurtzman, in “Joe Rogan and the Podcasting Brand Challenge,” writes that while producing great content is very important, listeners won’t discover it if the brand isn’t strong.

Thanks for reading Tuesdays With Coleman. If you haven’t yet subscribed, we invite you to do so. If you have an idea for a topic you’d like us to cover, feel free to reply and let us know. It may just show up in one of the next 100 blogs.

 

 

 

 

Our Top 5 Blog Posts of 2018

Tuesdays With Coleman

Radio loves a good countdown.

WMCA-FM in New York was counting down the hottest singles all the way back in the 1950s.

WMCA-FM Countdown

Casey Kasem took the countdown format coast-to-coast with the debut of American Top 40 in July 1970 (on just seven stations!)

Countdowns have stood the test of time, from syndicated programming to the local “Most Requested,” Top 8 at 8 or Hot 9 at 9.

2018 marks the first full year of our Tuesdays With Coleman blog, providing tips and insights on branding, content and research strategy every Tuesday.

As we get ready to say farewell to 2018, it seems only fitting to highlight our five most-read blogs of the year in honor of the great radio countdowns of past and present.

With the assistance of Google Analytics, we’ve got the facts and figures and the list below (counted down, of course, from number five to number one.) Now, on with the countdown.

 

#5           Should I Play That Song on my Radio Station?  By Jon Coleman

In this blog, originally posted on September 25, 2018, Founder Jon Coleman explains that deciding which songs to play on your radio station isn’t always as clear as it seems. Jon describes how our Brand-Content MatrixSM and Acceptance-Fit Matrix can assist with your evaluation strategy, and reveals when it makes sense to take some extra risks.

Acceptance Fit Matrix

 

#4           Why Radio Stations Are Like Toy Stores  By Jay Nachlis

Associate Consultant Jay Nachlis wrote this blog on September 4, 2018, after FAO Schwarz announced the iconic toy brand would reopen in New York.

By revisiting his thoughts on why Toys R Us closed earlier in the year and examining new plans by FAO Schwarz, Jay discovers that the things that make toy stores appealing are strikingly similar to what makes radio stations appealing.

FAO Schwarz reopening

 

#3           The Branding Genius of Trader Joe’s  By Sam Milkman

While just about every Tuesdays With Coleman blog covers brand strategy, not all focus entirely on radio. This April 3, 2018 entry from Executive Vice President/Senior Consultant Sam Milkman highlights four reasons why Trader Joe’s has succeeded in the hugely competitive grocery space.

If you do work at a radio station, you’ll discover ways to carve out your own market position using lessons from Trader Joe’s.

Trader Joe's Hawaiian Shirts

#2           The 90s Music Research Conundrum  By John Boyne

Executive Vice President/Senior Consultant John Boyne reveals the reason why Adult Contemporary and Classic Hits radio stations are playing such small percentages of 90s music, despite the fact that much of the target demographic grew up listening to it.

Madonna

The center lane of Pop music, driven by artists like Madonna, began to fragment in the 90s

#1           10 PPM Tips for Program Directors: 10 Years Later  By Jon Coleman

10 years after Arbitron rolled out the Portable People Meter to the Top 10 US markets, Jon revisits a dos and don’ts list he wrote for radio program directors in the early days of PPM.

This blog republishes the 10 tips, with brand new commentary from Jon looking back at the advice through a 2018 lens.

Arbitron Nielsen Portable People Meter PPM

An early version of Arbitron’s Portable People Meter (PPM)

All of us at Coleman Insights wish you a wonderful holiday and Happy New Year! If you haven’t yet subscribed for Tuesdays With Coleman, click here and you won’t miss a single post in 2019.

“Keep your feet on the ground, and keep reaching for the stars.” – Casey Kasem