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Feb 25, 2019

Cheers To Business | ep.24 | Uncle Henry | advertising

In this sober episode, Karen and Cadie talk to the Mobile, Alabama radio legend Uncle Henry of iHeart Media and Newsradio710AM WNTM. Uncle Henry shares his secrets and insights on maintaining a career and brand for 30 plus years and gives some pro tips on getting the most out of your advertising budget, especially on radio. Plus, Uncle Henry reveals what makes him the crankiest, why he avoids politics when possible, and why he is fascinated with the Mobile Flea Market.

Uncle Henry’s Advertising Tips:
1. Consult with a professional advertising account executive that asks you the right questions about your business.
2. Determine the right audience, demographic, and customers.
3. Consider your message, strategy, and positioning (your place in the market).
4. Determine the right platform, medium, and station.
5. Be consistent for an extended period.
6. Be authentic.
7. Consider your lead to conversion time.
8. Measure your results.

 

Uncle Henry’s Advertising Pro Tips:

1. Consult with a professional advertising account executive that asks you the right questions about your business.
2. Determine the right audience, demographic, and customers.
3. Consider your message, strategy, and positioning (your place in the market).
4. Determine the right platform, medium, and station.
5. Be consistent for an extended period.
6. Be authentic.
7. Consider your lead to conversion time.
8. Measure your results.

 

Resources:

 

 

Quotable and Tweetables


I got into radio in 1984 and started giving my opinion. And people seemed to enjoy the way that I gave my opinion. They didn't necessarily agree with the opinion, but they liked the way I gave it. It gradually got to the point where that's all I did, was go on the air and give my opinion the way that I do. - Uncle Henry

I've got an attitude where I enjoy change. - Uncle Henry

One of the things I love about in my profession and in my job is that every day, not just every week or every month, but every day there's something different that you did not anticipate. - Uncle Henry

If you've got the right attitude, it shouldn't be that big of a problem in terms of technology. - Uncle Henry

In the world of advertising, I was originally who you would pick if you really wanted to stand out and be different. - Uncle Henry

If you're new, up and coming, or challenging a big brand, I was the type of person you would go to. - Uncle Henry

Advertising campaigns depend on where you already are. Are you brand new? Are you established? All of the-- it's unique for every client. - Uncle Henry

It's very challenging to try to come up with a 30 second or 60-second ad presentation that can transmit everything you need to transmit. You have to let people know exactly what you do. - Uncle Henry

The only way to make radio really work is to be super consistent for a long period of time. - Uncle Henry

Finding the right demographic, the right station, to reach those right customers. - Uncle Henry

We can get instant results with retail when you match the right pitch to the right customer. - Uncle Henry

Talk to an experienced salesperson, account executive. You have to make sure that they're asking you the right questions. - Uncle Henry

They should be asking you who you want to have walk in the door, what type of customer are you looking for, who is your typical customer. They need to be asking you, "how many customers do I need to bring you every month to justify this expense?" - Uncle Henry

So you might even match up with the right radio station and not reach the right zip code if that makes sense. - Uncle Henry

The most effective advertising is authentic. It's authenticity. It’s telling a true story. - Uncle Henry

I don't want to go on the air and represent a business that I don't trust, that I think is fly by night, or that I think might not be on the up and up. - Uncle Henry

We turn down business all the time for that purpose. Plus, if I represent a lousy business, that affects my brand. That affects my ability to earn money, maybe for the rest of my career. - Uncle Henry

A lot of people still haven't figured out how they should spend if they use social media to do advertising. - Uncle Henry

Social Media hasn't hurt us, what it has done is help us in promoting our radio stations. I'm able to do my show every day on Facebook live. - Uncle Henry

The business epicenter of Mobile? I truly believe it's the Mobile flea market. - Uncle Henry

I don't know that I've done much legendary other than hold a job since 1984. - Uncle Henry

All I've had to do is stay employed, and the longer I stay employed, the more I get credit for it. - Uncle Henry

I love the fact that all I've gotta do is hang on, and I become more legendary, just by hanging on to the job. - Uncle Henry

I've gotten to that age where I'm starting to realize that younger generations, no offense to the millennials, don't seem to know as much history and don't understand that we get close to repeating it all the time and making the same mistakes. - Uncle Henry

Most government makes me cranky. - Uncle Henry

My wish, for local government and national government, would be solution oriented. Where let's identify a problem, and then everybody gets together and figure out what would be the best ways to deal with it and forget what tribe we're a member of. Let's just solve a problem.- Uncle Henry

I like to talk about platforms, but not politics. - Karen Simmons

I don't want to belittle anybody for what they believe. - Uncle Henry

Just because I disagree with you, doesn't mean that I don't respect your opinion. - Uncle Henry