McDonald's Secret Weapon

There is a McDonald’s a few streets down from where I live. It’s on a busy road that leads into downtown Columbia, SC.  I stop in once in awhile to grab some coffee as do thousands of others it seems during the morning commute.  I go inside because it’s faster than the drive-thru and each time I’ve gone in the restaurant there sitting on a stool is a well dressed man in his 70’s.  He greets each person who walks through the door with a huge smile and a pleasant good morning!  The man does not work for McDonald’s he is a customer.  He has a cup of coffee and a bible. I had a little extra time one day so I sat with my coffee and just watched.

I watched him greet everyone…everyone.  He did not hand out bible tracts, did not go up to people, he sat on his stool and with a million dollar smile and a warm cheerful voice said good morning.  It was hilarious to watch the look on the face of people when they walked in and received such a greeting at McDonald’s.  Some said good morning in return, however, most were so shocked they said nothing (they would say have a nice day on the way out).  I watched as a person walked in who clearly was not having a good morning (you could tell by the look on her face) she received her good morning and gave the man a strange look, however, by the time she made it to the counter she had a smile on her face and her day was made brighter.  She told the man thank you on the way out.  I thought that was an interesting response, it seemed she needed to hear and see something that placed her morning into perspective.

I stayed for about twenty minutes watching this unfold with each person who walked through the door.  After awhile the man took his coffee and bible, shook a few hands with the staff and people he must see often and went on his way.  McDonald’s could not pay for a more effective public relations campaign.  However, this was not a PR event, rather someone who has a love for people and was intuitive enough to know the right place and time to make a difference.

Did he make a difference?  You bet!  That cheerful good morning and smile had a different meaning to all those who walked though the door that day.  Tomorrow try saying good morning to all those you meet and watch their reaction.  Take note of how you feel after you’ve said this to ten people.  I bet you’ll feel great and it may become a daily habit!

There Is Gold In That Grey!

When I was hired to serve as general manager of the Double O Radio properties the stations were in precipitous decline.  I spent weeks developing a strategic plan to turn the stations around.  My proposal was not what I really wanted to do.  I wanted to go head to head with the CHR (Top 40) station, however, I knew corporate was tired and not prepared to go into battle. It would take a young aggressive program director and full staff plus, it would not immediately solve the revenue problem.  The plan?  Go grey!

Having experience with older demos I know what makes them tick!  I know their “sweet spot.” If we developed stations around a 45+ demo we would make money.  Ratings? Not so much. Ratings and revenue do not always go hand in hand.  Why older demos?  That’s where the money is!  According to McKinsey Consulting over 50% of all consumer spending are by people over the age of 50.  Yet most advertising agencies target adults 18-34.  Marketers drool over this demo and spend millions trying to reach them with TV, Radio, Facebook, Twitter, etc.  This makes sense if its 1980.  Now, 33 years later, the baby boomers make the largest group of consumers with the most money to spend.

-       People 50+ earn $3.4 trillion annually compared to $1 trillion adults 18-34

-       People 50+ generate 50% of all disposable income (In a down economy that can mean life or death to your business)

-       People 50+ buy 60% of all packaged goods and over half of all new cars

Research by AARP shows a majority of consumers over 55 feels that marketing either portrays them negatively or ignores them altogether.  Why?  Because ads are created by those 25 years younger. 

We developed two radio stations that catered to the older demo. The listeners became loyal to the stations and loyal to our advertisers.  In a short time everything turned around with the stations making a profit for the first time in seven years.  In today’s economy those 50+ have the money to buy your product or service. Love on them and you’ll see there is Gold in that Grey!

Every City Needs A Joe Pinner and Mal Bellairs

My first job in broadcasting was at age 15.  It was part-time weekends at WVVX-FM in Highland Park, Illinois just outside Chicago.  I wrote a letter to the General Manager and said I would do anything for a job (It was really several letters and many, many phone calls!)  The GM was Bill Paar, one of the nicest guys you’ll ever want to meet.  I learned much from my days there and those stories will fill future blogs.

Three years later I landed a full-time job at WIVS-AM in Crystal Lake, Illinois again outside Chicago (I now work at WIS…wow) the owner of WIVS was Mal Bellairs.  Mal was a huge radio personality in Chicago for 50 + years.  His voice and image could be heard and seen everywhere.  I ran the control board, read news and weather, handled production and babysat the FM sister station.  

The next shift after mine was the Mal Bellairs talk show…sure enough Mal was early and came in the studio the moment I turned the mic on.  I was so nervous I’m sure I said the wrong call letters and forgot my name.  I apologized and thought my first day would be my last.  Mal laughed and told me the story about his first day on air…it made me feel so much better.  That was Mal Bellairs.  I was working with a giant in broadcasting that made me feel it was more an honor for him to be working with me!  That’s the way he treated everyone and that’s why people loved him. 

When I came to Columbia, South Carolina (nearly 20 years ago!) I heard about someone called Joe Pinner.  The stories about Joe reminded me of Mal Bellairs.  Sure enough Joe and Mal are cut from the same cloth.  Joe made me feel like a long lost friend. I would watch Joe talk to everyone at an event or function as if they were part of his family.  Truth is, they are.  Everyone loves Joe as they loved Mal.  Joe taught me many things I needed to know about Columbia and on my TV debut he called during a commercial break to say “young man your tie is showing under the bottom of your coat…fix it!”  He wanted me to be at my best.

Joe Pinner celebrates his 50^th anniversary this year at WIS-TV.  How does someone have an impact on the lives of so many for so long?  Simple.  It’s not about self. It’s about others.  Showing a deep, truthful and meaningful commitment to helping others achieve great things.  Joe Pinner and Mal Bellairs became household names with a smile and what can I do for you spirit.

What can you do to help someone you know achieve greatness?