The announcement of Hostess’ demise a couple weeks back was probably one of those moments that signified for many of us the sad truth that many venerable brands that have been around for decades are vulnerable. For many of us, Hostess products were part of our wonder years.
It’s hard to imagine a world without Twinkies and those yummy chocolate cupcakes with the familiar swirl. (I have no idea how anyone ate Snowballs, however.)
The reality is that Hostess was finished off by labor disputes that it could not solve. There will probably be a lot of Twinkie panic buying among shoppers who are now getting the message that this iconic product will soon be extinct.
But the fact is, I’ll bet it’s been years – perhaps even decades – since many of us have actually purchased and consumed a Twinkie. While they may have been fixtures in your Beatles (or Barbie or Superman) lunchboxes growing up, the fact is that these Hostess desserts were leapfrogged by other treats and sweet snacks.
And yet on the day that the sad announcement about Hostess was announced, Twitter and Facebook lit up with memories, reminisces, and disappointments about the end of the Twinkie and the company that introduced it to America’s pantries.
But isn’t that the way it works in radio, too?
We’ve all been through this before. A station that was on the air for years changes formats, and weeks later, management is hearing from some people who just realized the format has become a thing of the past. Sadly, the same thing sometimes happens with personalities that are no longer on the air. “Hey, whatever happened to what’s-his-name?”
It can take weeks or longer before many consumers become aware there’s even been a change. And that should be a signal that there was something missing with the format or the show to begin with.
In this age of disruption, there’s even more pressure on legacy brands to stay vital and top-of-mind. And while Hostess couldn’t fix its labor woes, the fact is that its products had become passé, tired, and a part of our pasts that few of us carried into adulthood.
But it doesn’t have to be that way. Think about how Old Spice has re-energized its products, finding a way through clever marketing to become a brand that has harnessed the power of the Internet and viral marketing to become even bigger than before.
And its noteworthy that M&M has revitalized its brand with new colors and animated spots that have an attitude and edge. There are M&M stores in New York, Las Vegas, Orlando, and now London. These guys have come up with ways to modernize its signature candy – you can personalize them and even buy your favorite team’s version of M&Ms for the NFL, MLB, and NBA. (Of course, the NHL hasn’t gotten the memo yet.)
In our even faster-moving A.D.D. world, the need to be essential, current, and connected has intensified. It comes down to being vital by finding new and clever ways that consumers can enjoy your product, along with exciting marketing to generate talk and buzz.
What makes your station “cume urgent?” How does your brand stave off fan boredom that leads to ambivalence, irrelevancy, and ultimately, extinction?
Take the “Twinkie Test,” a dozen questions that might just help you energize your brand – and your thinking.
- How often are you freshening your production? And does it mostly consist of positioning statements – name, address, slogan? Or are you cleverly weaving in current events, local happenings, and other connection points to keep it sounding sharp – and entertaining?
- Are you doing the same old annual events year after year? When was the last time you came up with a new audience event or reinvented existing ones?
- Have you added a cast member to your on-air lineup or personality show?
- If your show or station has benchmark features, when was the last time you conjured up a new one?
- Have you held an off-site with your team or staff to take them literally outside the station (and the box) to air out and come up with new ideas and concepts?
- When was the last time you conducted research for your station or brand – and I’m not talking about callout or music testing? Have you actually listened to your listeners – many of whom are invested in your success?
- Have you done any merchandizing for your brand, building on your station’s logo and essence to create new ways your fans can wave your flag?
- When did you last speak to a local community group or organization? Sometimes, just spending an hour with listeners and real folks in your city or town can be the source of great observations.
- Have you reviewed your social media assets and pages to better connect with your fans and friends? Are you listening to what they’re saying about you, and are you acknowledging them at every opportunity?
- When was the last time you did any outside marketing for your brand? And before you laugh at that one, think about partnerships in the media community because chances are, other outlets may be in the same financial boat as you.
- When was the last time you took a real vacation or simply got out of town to clear your mind and see the world from a different POV?
- Have you recently done a media sweep to learn about what others are doing – station and media websites, industry blogs, marketing books, as well as learning from other creative artists on webcasts and on shows like Shark Tank and Food Network shows as culinary geniuses and rock stars like Guy Fieri, Bobby Flay, and Mario Batali work hard to keep it fresh and fun?
This is not the time to be resting on your laurels because a fickle public may give you props for longevity while they move on to something new, hot, and exciting. They never send a thank-you note before leaving, nor do they offer an explanation about why they’ve moved on.
Take the “Twinkie Test” before you end up like the product it’s named for – loved and remembered, but ultimately a part of our nostalgic past.
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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Great post today… If the radio industry was Hostess, we’d be:
– finding ways to make the Twinkie cheaper
– packaging it up with Cupcakes and Snowballs (forced buy)
– living in denial that people are buying other snack treats
– providing data that 93% of people still eat “snacks” every week
– buying the companies that make the ingredients
You get the idea….
Very much so. Just not sure how the voicetracking part works. Thanks for the insight and for reading the blog.
Your blog is often like a good sermon on Sunday. Thought provoking and relevant… and often just what I need to hear.
Justin, thanks for the “religious” reference. I think my mom would have prefered that I would have become a rabbi. Seriously, appreciate the comment and you reading our blog.