These celebrities are targeting a specific niche of the country. Neither one is trying to appeal to the entire population. They are both excluding large segments of the potential audience. There is a real marketing benefit to this.
Both Rush Limbaugh and Howard Stern appeal to opposite ends of the population spectrum. Less than half of the adults in America care about either one of them. In fact, both men are disliked by more people than listen to them. But here is the huge advantage of that; They both appeal to a small, loyal, core audience that will listen to anything they say. This core audience will buy whatever they recommend. This audience will applaud anything they say. They each have a herd of followers. Not listeners...followers.
How is this an advantage in marketing? Having 100% of the world think that you are a nice, harmless, pleasant guy will virtually guarantee that almost nobody will hate you. Almost nobody will say anything bad about you. But they won't say anything great about you either. In fact, you will almost never be the topic of conversation. Being the topic of conversation is what you want.
Mention the name Rush Limbaugh to any group, and political affiliation, any demographic, and you'll have a rant on your hands. Arguments will happen. Limbaugh will become the topic of conversation. It doesn't matter whether it's a pro-Limbaugh conversation or an anti-Limbaugh conversation. Voices will be raised. People love to listen to (and watch) confrontation. They love to slow down in traffic to watch an accident site after it has happened. It's just human nature.
Rush Limbaugh and Howard Stern polarize the audience. The people who dislike them...really dislike them. The people who like them, will follow them anywhere. People will talk about them.
It's OK if it's a confrontational conversation. As long as nobody is accusing you of committing a crime. You don't want to be the topic of conversation like a Senator that is being accused of infidelity. That's not the conversation you want at all. But you want people declaring that you are absolutely right, or absolutely wrong. The people who think you are absolutely wrong, won't listen to your show (or any media you are on) anyway. It doesn't matter, from a marketing standpoint, how much they don't want to listen to you. But the opposite is not true. It matters a great deal how much the followers really want to listen to you. Their degree of loyalty to Rush or Howard's show translates into a tremendous benefit to either man.
Rush Limbaugh (like Howard Stern) can command very premium advertising rates on his show. Why? Because even though many people would never see his show, the people who would, are intensely interested in anything he has to say.
Both men have become wealthy because of their celebrity To Their Core Audience. The money comes in from advertising revenue from each man's show. Endorsements would be easy for either man to get. Speaking fees are enormous for polarizing celebrity personalities like these two men.
It isn't just men. Sarah Palin attracts a small but fiercely loyal following. Some people will hang on her every word, pay to hear her speak, and would vote for her in any election.
Three years ago, almost the entire nation had never heard of her. The sheer controversy that followed her created a loyal following. Almost everyone wants to be on one side or the other.
As a Print Advertising Sales Consultant I get to talk to many business owners in a wide array of business categories. There are a couple of common denominators I have observed among these folks concerning business survival in "The New Economy":
* Most agree that this is probably the worst business climate that they have ever experienced in the history of their careers. This is not a fabrication by our government for political purposes. Times are tough for just about everyone.
* When times are tough, most people either do more of what they have always did, or less.
Very rare is the case when I speak to someone who tells me- "We are analyzing the areas of our marketing plan that continue to work for us, and we are staying with those initiatives, and we are replacing the things that aren't working with some different strategies.
4 Steps to Creating a Turnover for Offensive Business Growth
Going on Offense for business survival and growth may be easier than you think, if you just focus on the following 4 steps to take right now to help you increase sales and keep them coming back for more:
* Lead Generation
* From Lead to Satisfied Customer
* Customer Retention - Increasing the Customer Life Expectancy
* Dynamic Referral Systems
Although this is sometimes thought to be the hardest, most costly, and time consuming, it is also mandatory. No business can get out of the starting gate, much less survive without someone to talk to about how much your product or service can make they're life easier or better, or whatever it is your product or service does.
A lot of people ask the question "Should I spend all my time trying to generate leads online, or since I don't know much about internet marketing, should I just stick with what I know and use conventional advertising methods? I believe in doing both. I call it "The Cross Over Strategy". This means you use print media, radio commercials, television, billboards, newspapers- or whatever method you prefer and can afford, to take a prospect to your website, Facebook Fanpage, or whatever online method you use to capture the name and contact info of a prospect for your product or service. (If you don't yet have a website or fan page and don't know how to set these online venues up, find someone who does. This is not an option. It is a vital business investment.) Equally important, take your online prospects, (FB fans, Blog subscribers etc.) to your print advertisements, and offer some type of incentive for doing so. You could use a coupon, a survey or any number of things to get them to take your desired action. Once you have them where you can communicate with them, "Ask for the Order"
Knowing how long a customer continues to be a customer, and the frequency of purchase of that customer, is one the most important functions of survival a business owner can take, yet one of the least practiced. In addition, it is astonishing how many businesses don't even have a data base of customers who have already bought from them. Contact Steel Town Promotions Pittsburgh
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