A few weeks ago I was reading a magazine targeted to professionals in the advertising industry. It was full of the stories you might expect: beer companies doing crazy things to sell more, marketing execs talking about how to get more ROI on the dollars they spend, etc.
In the midst of this, a full page ad caught my eye. It was of Judge Judy and shared data about how much her audience has in common with Oprah’s. The purpose was to point out that since Oprah is going off the air, advertisers need to find a new place to put their marketing dollars, and Judge Judy would be a great place.
This is the “Oprah gap” that many TV programs and others will be looking to fill. Someone will create the next book club to take the place of hers—it's the media equivalent of having a senior executive retire and having the remaining employees fight for her job.
Your small business doesn’t have to be in the TV industry to see gaps like this. Businesses get bought or sold, people retire and employees move on. One of the biggest challenges is thinking about where to focus your marketing attention and where the “Oprah gaps” are in your business.
It will rarely be as simple to see as Oprah’s big farewell—that was impossible to miss. But when you do identify a potential gap, there are three key principles to focus on:
1. Proactively communicate your availability
The one fact of life is that when any business disappears, people start actively looking for alternatives. The more proactive you can be about sharing details about your company, the more likely you are to get found.
2. Create an exclusive offer
Exclusive offers can be great for this audience because you demonstrate that you have an empathy for the fact that they need to change companies and you are dedicated to making it as easy as possible.
3. Offer a personal connection
We all buy from and believe in the companies and people we like. In fact, this personal connection is often the most powerful motivator of all.
If you focus on the principles above and seek out the gaps in your industry, even you could become the next Oprah.
