Martha Stewart has made her fortune by providing expert advice on any number of topics that revolve around the home, food, and lifestyle.
But we would all be smart to pay attention to her advice about branding because she has created a playbook on how to use multi-platform sources to create an "omnipresence" effect. Speaking at the Direct Marketing Association's annual convention, Martha talked about how her company has leveraged a wide range of media outlets on the back of her strong persona.
Many radio stations and personality teams are similarly positioned locally, and in some cases nationally. Yet, too often, they are hesitant to utilize multi-platforms. The excuses are many. "We don't have anyone in-house who knows how to edit video." "We're not going to provide that service until we can find a way to make money from it." "Isn't that going to siphon listeners away from our radio station?" "We have a lot of money invested in these transmitters and towers."
And the list goes on.
Martha Stewart Living Omnimedia has become media agnostic in its approach, using television (including constant guest appearances), Sirius, magazines, newspaper columns, her website, Twitter, blogs, database marketing, and other sources that conspire to provide her with strong brand presence and awareness.
As she puts it, if you think of your brand as the sun in a big solar system of outreach, you can start to rethink the various ways in which different outlets, platforms, and media can work together to build your brand. And of course, there is also the burden of creating proprietary content for all these sources, all delivering the same brand messages, but doing so with varying content.
As Martha said at the DMA conference, "We are all marketers."
Right. Not radio guys. Not personalities. Not formats. Marketers.
Good advice from Martha Stewart.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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