I’ve heard that everything is Big in Texas. I must agree (keep your minds clean)! Dallas’ Hip Hop and Rap community is doing Big things, through effectively targeted social networking! If you want to know what’s going on in Dallas, go to Facebook and Twitter then befriend & follow the movers and shakers in Dallas’ Entertainment scene. You will see the power of social networking at its finest! With the ability to post & Twit their events, music and information, DJs, artist, promoters and event planners are better able to target an engaged audience who is interested in what they are doing, when they are doing it and finding out how can they get there.
I am totally hyped by the prowess that Dallas’ DJs, Artist, Promoters and event planners are using to promote their music and events through social networking! I use my social networking accounts as a means to catch up and exchange photos and information with family and friends. Today I am even more convinced in the power of social networking, as I witness DJs and promoters sell out venues and pack clubs by strategically sending out twits on Twitter and posting their events on Facebook.
How does this affect traditional advertising mediums? We all know that newspaper and print was on its way to the cemetery until IPADs and E-readers saved their hinds. Radio and television’s ad revenue spending is slowly declining year after year too. Other than the”economy” factor, many advertisers are spending their advertising dollars on the internet. Most advertisers are not, necessarily, increasing their ad budgets. They are taking that same money and discovering alternative ways to effectively track and target their audience online with innovative techniques ; such as, behavioral targeting (That’s another article). Many companies are also embracing the power of the internet by hiring social media managers, who have the awesome job of twitting and Facebooking all day! Wow… What a great gig!!
A majority of Dallas’ entertainment community has taken this concept to a whole new level by using Facebook and Twitter to promote events and get pertinent information to their fan base. From my many years of selling urban radio and programming, I know the power of the urban dollar. The Hip Hop communities’ fan base is vast and unique with lots of spending power. This audience is extremely relevant in many aspects. Reaching urban consumers doesn’t seem to be corporate Americas’ main objective unless they are selling alcohol, food or tennis shoes.
I continuously remind my clients that the more advertising and promotions, the better. I tend to model successful corporations as my litmus scale. Although we are seeing the corporate big boys online aggressively promoting their brands with social networking, they also continue to remain relevant in other mediums. If your budget allows you to do the same, please do it. Always remain relevant across the board.
If your advertising budget does not allow you to saturate the market, make sure your marketing plan is optimizing your reach and frequency, by strategically targeting your specific audience without lots of waste. For example, buying radio air time, just to say you are on the radio is not a good idea. Make sure your radio air time is reaching your most relevant audience, for the least amount of money with the greatest impact. Overnight spots are cheap and can give you frequency but there’s a small reach. Does it really matter if you have lots of spots (frequency) 2A -5A, but you aren’t reaching lots of people, even with all of those spots? Another example; if you are targeting females, drive time is a much better time block than overnights, as more M35+ are listening overnights compared to women.
I suggest taking your smaller budget and placing it where your target audience is at in real time; such as, the radio’s website or successful websites and social networking sites where urban adults 18+ go to get their local entertainment news, events and happenings. Some of my favorites are, DefinitionDJs.com, @DallasXpolsion (@DefinitionDJ Roc), DallasSight.com, Dame Cooper Entertainment.com (Kacey & Damien), @OnAir Divas( D’Lyte & Ebony), LD Unlimited (Dessie Brown), NGenius Entertainment (@DJMerkmusic), just to name a few who has their online and social networking game on point!
I salute Dallas’ Hip Hop movers and shakers who have successfuuly placed their marketing and promotions into their own hands (literally) and is making it happen by targeting their fan bases and getting their messages to them effectively through the use of social networking. Keep up the good work! Keep on grinding ya’ll….