Important Announcement #15
DATE: July 11, 1997
TO: Industry Colleagues And Friends
FROM: Stiernberg Consulting
SUBJECT: Nostalgia, Housekeeping, New Web Site, and Latest News!
More Big News: This is to share some ideas and update you on activities since Important Announcement #14 was sent in March 1997. As we enter our fifth year in business and publish the 15th issue of the newsletter, we feel it is time for change. Accordingly, this issue is a modest break in tradition. We plan to "re-invent" the Important Announcement Series in time for our next (October 1997) issue. As always, we seek your feedback. Here goes...
Nostalgia In Marketing: What Is It Good For?
Recently, I heard the following songs all within a two hour period--without changing stations.
- "The Twist" by Chubby Checker
- "Rocket Man" by Elton John
- "Strangers In the Night" by Frank Sinatra
- "Brown Sugar" by the Rolling Stones
- "Fun, Fun, Fun" by the Beach Boys
- "I'll Take You There" by the Staples Singers
An oldies station? A party tape from 1975? One of those retro soundtrack albums? None of the above. I heard them all during the final game of the NBA playoffs on NBC television! These songs--all originally recorded more than twenty years ago--were featured in commercials for products ranging from soft drinks ("Kahluaccino") to plane tickets (Southwest Airlines).
Nostalgia is everywhere in advertising these days. Radio, TV, and print all feature the sounds and images of the "happy days" of advertisers' target audiences. As a culture of consumers, we relate positively to long standing entertainment icons. Look at the recent success of the Stars Wars trilogy and the Beatles Anthology series. And lest we forget, 1997 is the 20th anniversary of the death of Elvis Presley. Watch for a new spate of commemorative re-releases of the King's albums and movies. What does it mean? Are ad agencies running dry on new ideas, or have they pounced on a lucrative way to tap target audiences? In any case, nostalgia marketing is big business and good for the entertainment and communications industry.
Faxback Survey #15: Who's Your Favorite?
Our survey is a little frivolous this issue--but fun. Who's your favorite recording artist--current or otherwise? Movie? Song title? The faxback survey includes some important housekeeping questions as well--see below and please take a moment to respond.
New Web Site.Com/Big News
We have had a modest home page on the Internet since January 1997. Now we are pleased to announce that the Stiernberg Consulting web site is fully featured and ready for visitors. The site includes detailed information on our company, examples of how we work and the nature of our projects, our publications index, list of original seminars, back issues of the Important Announcement Series, and more.
The site is "informational" and includes minimal graphics to allow for fast loading and easy navigation. We plan to add material and update the site regularly. Please visit us at www.stiernberg.com and let us know what you think!
News Update and Housekeeping
Survey #14 Results: We Have Another Winner!
Thanks to those of you who responded to Faxback Survey #14. Of those responding, 68% have some kind of structured training program while 32% have no program. Almost 80% indicated that training was strategically important to company success. An impressive 50% offer a tuition reimbursement plan for employees. Training and re-training is essential to success in today's competitive market.
The winner of the book Evaluating Training Programs: The Four Levels by Donald L. Kirkpatrick and the $25 American Express Gift Cheque is Paul Johnson of Custom Installation Services in South Dennis, MA. Congratulations!
Newsletters Via E-mail or Fax?
Many of you have asked that we offer this newsletter online or via fax. We are considering making the delivery medium an option. Please see the attached faxback survey and indicate how you would like to receive your issue.
More trade shows...
We will be attending upcoming industry events and look forward to seeing you at CEDIA Expo (9/97 Atlanta ), AES convention (9/97 New York), Home Theater Show and Sale (10/97 Long Beach), IBMA (bluegrass music trade show 10/97 Louisville), and Forum '97 (10/97 San Diego).
Special Prize Drawing
The prize drawing is a regular feature of the Important Announcement Series. Here's how to enter: Returning the attached faxback survey enters you in the special prize drawing. The prize this issue is a combination of the audio book Jamming: The Art and Discipline of Business Creativity by John Kao and a $25 American Express Gift Cheque. On Monday, August 11, 1997, the winning survey will be drawn at random from the ones received by either fax or mail. Sound like fun? Please respond today!
About Stiernberg Consulting
We are business development consultants. Our clients include manufacturers, publishers, trade associations, and dealers in the electronics industry, with emphasis on entertainment and communications. We work on a wide range of projects from strategic planning and market development to event production, training seminars, and custom research. Visit our web site or request our brochures for more information.
Let's Talk Soon!
We would like to share more information about our practice with you and get to know you better. Please call, fax, or send e-mail any time. Looking forward to hearing from you!