It’s easy to believe that owned and earned media (aka social media) is superior to the older paid media. We’ve been trained over the past 15 years of the GUI web to think this way. Anyone who regularly reads this blog knows my thoughts on traditional media, in that it is dying, or at the very least changing.
So what is the right media? The media that achieves the objective, within the budget constraints, and lastly fits the risk profile of the media investor.
Sure, it may be cheaper to vlog, blog and tweet ourselves to functional levels of brand awareness – especially in startup land. But it may be a smarter option to invest 1 million dollars advertising on TV if it results in 3 million dollars in revenue. I say this because I think entrepreneurs are being blinded by the zero cost nature of digital media. What we are better off embracing is an objective driven, performance based approach. This is especially true now that the lines between old and new media are blurring.
The best advice I can give is this: ‘don’t discriminate’ – don’t even think of digital as a channel. Instead think of making connections with audiences. Sometimes this may involve traditional media, sometimes exclusively digital, and sometimes only one or the other. Instead, think in terms of ‘Human Movement’. That is, what they do, where they are and how the communicate with them. Essentially we need to integrate our thinking into how ‘they’ (the people we want to have a conversation with) move. The important caveat is that we need need to be nimble enough to develop an understanding of new media channels as they emerge.
As you know I’m running my startup school in Melbourne this weekend. we all know that boring stuff really sucks, so why do ‘note’s pages’ have to be boring as well. No reason. But every time I see a great presentation with excellent stimulous, there’s usually a blank page with no stimulous to write on. Not at startup school. Here’s our rad notes page below….
It’s not too late to join us if you’re not doing anything this weekend and are in Melbourne – come along.
You may have heard the name David Elsewhere, he’s an incredible dancer who has a style all his own. I wanted to feature him here on start up blog for a few reasons.
- There is nothing more niche than what he does (a dance style called liquiding)
- He’s been doing it for 20 years
- He didn’t stop when rap dancing went out of fashion
- He does it because he loves it. No other reason.
- He has now made a career out of it, and is an internet superstar. (Just youtube his name)
His major collaboration video has been viewed more than 200 million times. But the internet and youtube didn’t make him famous. His dancing did, it just so happens that the vehicles to promote his amazing stuff came along some 15 years after his preparation began. So here’s an interview to pay homage to staying the course, passion activities and the uber niche. Big ups from startup blog.
Industrial Tourism is big business. It’s a little know fact the Boeing factory in Seattle has over 180,000 visitors a year. At $15 a ticket that is approx $2.7 million in high margin revenue.
Local Australia firm fosters brewing has a popular brewery tour at their Melbourne plant (you get a free beer at the end of it) as does Media conglomerate NBC in the Rockerfella Centre in New York. None of this is free, and they are all fully booked pretty much every day. The thing that is almost as powerful as the cash such Industrial Tourism generates, is the relationship it builds with the brand.
It is pretty cool to be taken into the ‘secret back room’, even though we can all be pretty sure that Boeing or any large conglomerate are not about to give away any secrets on said tours. But this is where startups and SME’s can do it even better. We can let our early adopters into our Factory, Alpha testing, Retail back room, Warehouse, New Product Development session. We can let them expose our secret goodness to the market for us. Especially if we do something awesome like make great software, use recycled materials or anything creative.
So the question for startups is this: How can we let our early adopters and brand evangalists into our secret world to spread our world?
No doubt all my savvy readers remember the Wicked Sick BMX as was sold on Ebay. Turns out it was a project designed by a couple of creatives at the Advertising Agency George Patterson Y&R. And all I can say is kudos.
Sure creativity takes courage,takes clients and businesses that ‘get it’ and when well executed, creativity wins. The added bonus of creativity is that usually comes at no extra cost.