Last night, as I was driving the kids home from their day camp, I spotted a 1977 Pontiac Firebird Trans-Am Special Edition – just like that of “Bandit” from Smokey and the Bandit. So of course, I immediately thought of that movie, and the late Jerry Reed, and his song “Eastbound and Down” (which I imagine you’re now hearing your head as well). While Burt Reynolds, Sally Field, and Jackie Gleason are stars, the star of that film was definitely the car. That got me thinking about how creative storytelling, what marketers like to call “content”, can impact the acquisition of new customers.
Al Yankovic’s Mission Statement is a catchy tune, done in the style of Crosby, Stills & Nash. It’s strangely hypnotic, and somewhat soothing of a song (Yankovic has outdone himself with an original score), but is the lesson to be learned one of how we hide behind “jargon” and delude ourselves? If we were clearer in our objectives, would that help us to make the breakthroughs needed to truly become better at what we do?
For Sale, Baby Shoes, Never Worn. In six words, I’ve told a story – a compelling one – that piqued enough interest that here you are… But here’s the thing – I didn’t tell the story – you did. Something compelled you to click – and here you are – question is this – what was that something?
I think unless you’re a brand the size of Coca-Cola (or the like), have millions to throw away in social media, and a boss (or a board of directors) who demand it – my advice is simple: give up on Facebook beyond having a page and sharing your content on it, and know you’re on borrowed time in every other social media channel.
More and more viewing is shifting from television, to either time-shifted or pointcasted TV shows (i.e., on demand). Just as the avalanche in music occurred as a result of iTunes, so is Netflix creating a potential avalanche for TV. We’re not suggesting that Television will disappear… radio didn’t, printed matter didn’t, it’s unlikely TV will “disappear”. However, the reality is that millions of hours are spent in Netflix… Hulu is growing rapidly, as is Amazon. If major advertisers are asked to advertise in manners they haven’t considered… if they can’t run TV anymore… what will they do?
In January, we recorded our first seminar for viewers. The Seminar was entitled “Can buy my Love.”
We were looking at doing a series of talks with senior advertising professionals. These talks ultimately gave us the idea for the Brand Media Studio.