The best media decisions should focus on where your consumer is, not where the media is

Posted on 1 CommentPosted in How to Guide for Marketers

At Beloved Brands, we believe that Marketers must think of Media as an investment that connects with consumers at the point they are most willing to engage in your brand story, getting them to think, feel or act differently enough to generate higher sales, share and profits beyond the media investment. There is no free media in this world, you are either investing with dollars or investing with effort. Both cost money. With all the changes to media in the last 10-15 years, we must challenge ourselves to think differently.

I went to a big huge “Digital Media Conference” in Chicago last year, hoping to challenge myself. And by the 15th presentation, there was this odd feeling I couldn’t figure it out. And then it hit me. I had not once heard the word “consumer” in any of the presentations. Everything was about MEDIA. It was gadget after gadget. How to move up with key words, the 9 types of digital display shaped ads and cool little videos that went viral. Over and over again.

The best media decisions should focus on where your consumer is, not where the media is.

Everything in Marketing has to start and end with the consumer in mind. You have to be more consumer obsessed than you are media obsessed. Yes, media is fun, with cool new stuff happening everyday. But if you are running a brand, consumers are your only source of revenue that you will ever have. Lead with the consumer and you will make better media choices. I one saw a gravel pit on a country road with a sign out front that said “Like us on Facebook”. That’s crazy. I heard about the President of chemical companies that told their brand team to get on Instagram, because their daughter was on it. That’s crazy too. And I know an industrial company who put “Facebook Likes” as one of the major goals for each brand. More craziness. These are media led decision, nowhere near consumer led decisions. As the media world has changed, brand marketers are really struggling with how to approach media decisions. Always keep in mind that the only reason you should ever choose a certain media is if you believe that it matches to where your consumer will be receptive to your brand message, and influence them to change their behavior in a way that favors your brand.

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We will show you three different models to challenge your brain to think about your media with a consumer first mentality. We start with how consumers use media, then show how the degree of consumer connectivity with your brand  impacts your media strategy and then finally, we look at fitting your brand message into the part of the life of your consumer where they will be most receptive to your message.

1. The 8 ways consumers use Media

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Taking a step into the shoes of consumers, we have mapped out 8 ways that consumer engage with media.

  • When consumers want to be smarter, the obvious option is Google for searching whatever comes to your mind. But consumers can also reach for Wikipedia for basic information on complex subjects. Blogs are also an amazing tool for getting smarter (hopefully why you are reading here). In terms of traditional media, consumers still use subject-matter expert type magazines, informative TV stations (Home and Garden) or news/documentary programming.
  • Consumers use media to stay aware of what’s going on. Consumers might look to TV or Newspapers for news, sports or entertainment networks. A lot of on-line news sites (Huffington Post or Forbes.com) are providing regular interval stories that get delivered through social media feeds. For business, LinkedIn is becoming the best site to stay aware of though leadership in your industry, new job openings or what is happening job-wise to your peers/friends.
  • For decades consumers have used media to escape from reality, turning on the TV after a hard day at work. The best dramas in the modern world are by non-traditional stations such as AMC, TNT or most recently Netflix. The network TV is becoming like “fast food” entertainment. Many younger consumers are using YouTube for shorter term videos. And magazines continue to provide a nice escape for consumers.
  • The social media options over the last 5-10 years have provided a real chance for us to express ourselves.  We have become obsessed with telling the world what is on our minds through Twitter, Instagram, Pinterest and Tumblr. Selfies and kid pics. Political opinions. Sports commentary. Facebook has begun to serve this purpose shifting from what are we doing to what are we thinking.
  • Social media allows consumers to stay connected with our friends, with Facebook being the dominant vehicle. SnapChat is doing a great job targeting teenagers and WhatsApp has become popular all over the world (outside North America).
  • Now, e-commerce has become commonplace. So when we want to do things, buy things or go places, we are more likely to reach for our laptops or mobile. than go out to browse the shopping malls. We have some amazing options at our fingertips including Amazon, TicketMaster, Trip  Advisor and Airbnb.

Knowing the 8 ways for how consumers use media should help to match up your brand to the right media choice. As we started to play with these 8 ways that consumers use media, it struck us how closely it links with our Emotional Cheat Sheet we created that maps out the 8 emotional consumer moods that consumers go through each day. These 8 zones include optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge. For more information on this cheat sheet, contact Hotspex at http://www.hotspex.biz  These emotional zones can impact your brand’s emotional benefit in a positioning statement as well as the tone of the delivery of your message.

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Below, we show see how closely the consumer emotional need states match up to the consumer media needs. Use this to ensure the media choice you use matches up to the emotional tone of the message you deliver.

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2. The depth of consumer connection matters

We created the Brand Love Curve to define the strength of the bond that brands have generated with their consumers. At the beginning of the Brand Love Curve, the brands act like a commodity with no connection and we refer to those brands as “Indifferent”. Brands at the Indifferent stage has to focus on the consumer’s head, trying to get consumers to think differently about their brand. Brands move to the “Like It” stage as they separate themselves in the mind of consumers, a rational separation with limited emotional connection.Brands at the Like It stage need to drive action to get consumers to buy and create a bigger following. As the bond becomes tighter, consumers may develop an emotional connection, we refer to those brands as “Love It”. Brands at the Love It stage has to focus on the consumer’s heart, to get current loyal users to connect on a deeper level. And finally, the best brands in the world have the tightest bond with consumers, almost a cult-like following equal to a sports team. We refer to these as the “Beloved” stage. Brands at the Beloved stage have to get those who love the brand to feel part and become outspoken advocates that will influence their network.

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We then find the Media Strategy options by matching the brand strategies we created with the brand love curve up to a consumer buying system that tracks how consumers shop, moving from awareness to purchase to experience and onto being loyal. Below, we can see that brands at the Indifferent stage should focus on the early parts of the consumer buying system with your investment into awareness, consideration and search to influence consumers to move to purchase. For those brands at the Like It stage,  we recommend you focus on the purchase moment in order to close deals and develop a bigger following. Brands at the Love It stage should put their investment into turning satisfied consumers into repeating and then becoming loyal brand fans. At the Beloved stage, your effort should be taking those consumers who love you and mobilizing them to become and outspoken army that generates awareness on their own.

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3. Marketing to the “many moments of me” during the day.

This is a simple but an essential tool that helps match up your media choice to the moment in your consumer’s day where/when they are most likely to engage. Yes, it’s very tactical, but with all the media possibilities, time of day will help ensure you have the right message. The consumer’s mindset changes during the course of the day, based on where they are or what they are doing. If you are selling a house, people might google search during their lunch hours or go visit on the weekends.

The consumer’s mindset also changes during the course of the week, as they are in a different mood on a Monday vs. Thursday, or vs. Saturday. If you are selling healthcare products, try to own Sunday night when consumers are in a thinking mood, whereas you can avoid Thursday and Friday when  they are just planning out the entertainment for their weekend.

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Always think like your consumer and you will make better media choices

 

To read more about Media Planning for brand leaders, read the following presentation:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Positioning 2016.112

How to write a “MINI” creative brief

Posted on 75 CommentsPosted in How to Guide for Marketers

Arguably things today are moving faster than ever. With the advent of new media options such as social, digital and search media, the list of tactics is longer than ever. Opportunities come to brand leaders needed quick decisions and even faster execution. Brand Managers are running like crazy to get everything done. Quick phone calls with the agencies and emails to keep everything moving along. So many times I’m seeing teams spinning around in circles of execution and I ask to see the brief and the answer is quickly becoming “Oh we didn’t have time to do a creative brief”. You always need to take the time to write it down.

Elements of communication strategy

First off, I would hope that every brand has the discipline to do an advertising strategy that should answer the following six key questions.

  1. Who Do We want to sell to?  (target)
  2. What are we selling?  (benefit)
  3. Why should they believe us?  (Reason to Believe)
  4. What Do We want the Advertising to do?  (Strategy)
  5. What do Want people to do?  (Response)
  6. What do we want people to feel?   (Big Idea/Brand Soul)
  7. Where will you deliver the message? (Media Plan)

Once you have these seven questions answered you should be able to populate and come to a main creative brief.  To read more about writing a full creative brief follow this link:  How to Write an Effective Creative Brief

 

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Back when we only did TV and a secondary medium it was easier. We’d spend months on a brief and months ago making the TV ads. The brief was approved everywhere, right up to the VP or President level. But now the problem is when you’re running around like  a chicken with its head chopped off, you decide to wing it over the phone with no brief. It’s only a Facebook page, a digital display ad going down the side of the weather network or some twitter campaign Who needs a brief.

If I could recommend anything to do with communication: ALWAYS HAVE A BRIEF.

 

The Mini Creative Brief

Focusing on the most important elements of the brief, you must have:

  • Objective: What do we hope to accomplish, what part of the brand strategy will this program.   Focus on only one objective.
  • Target:  Who is the intended target audience we want to move to take action against the objective?  Keep it a very tight definition.
  • Insight:  What is the one thing we know about the consumer that will impact this program.   For this mini brief, only put the most relevant insight to help frame the consumer.
  • Desired Response: What do we want consumers to think, feel or do?   Only pick one of these.
  • Stimulus:  What’s the most powerful thing you can say to get the response you want.
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Going too fast sometimes takes too Long

If you choose to do it over the phone, you’re relying on the Account Manager to explain it to the creative team. Days later when they come back with the options, how would you remember what you wanted.  If you have a well-written communications plan, this Mini Brief should take you anywhere from 30-60 minutes to write this. The Mini Brief will keep your own management team aligned to your intentions, as well as give a very focused ASK to the creative team.   When you need to gain approval for the creative, you’ll be able to better sell it in with Mini Brief providing the context.

Pressed for time? Next time, try using the mini brief

 

To read more on Creative Briefs, follow this presentation

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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How will Brand Leaders Win with Media in the Future?

Posted on 2 CommentsPosted in How to Guide for Marketers

I’m not a media expert at all.  So there will be no answers here, just questions about where I might be confused about the future or where I might see an impact to my media thinking. I come at everything through the lens of the Brand Leader. My questions are more about the impact on consumer behaviour and how the brand can win through media in the future.  If you’re a media expert, feel free to add solutions. At this point, like most Brand Leaders, I’m a bit confused and I just have questions, not really solutions!

1. Will people watch even more TV in the future? 

I love asking this question because it usually confuses people, because of the expected downward trend of TV viewership over the last 10 years. At first, this question might sound crazy, but with more tablets and instant internet access everywhere, we should expect a shift to watching more TV, not less.  This year, books are up 13% due to increased readership via tablets. Will we see that impact to TV? More access means more use. If you’re on the subway, an airplane, waiting to pick up your kids or on your lunch hour, wouldn’t it be great just to catch an episode of Modern Family?  Now you can. And while this is at the early stages with early adopters, we’ll quickly see it going mass over the next few years. But the TV model will have to change. Consumers won’t want to be watching 8 minutes of TV ads. It seems people see their computer as their personal space and they find intrusive advertising even more annoying on their computer than they do their TV. We need a new model for TV advertising–I haven’t seen it yet.

As a Brand Leader, I recommend that you don’t give up on TV just yet. Maybe it will be on a tablet or a phone.  Just be a bit more creative.  Maybe you need to make your spots more interesting to take advantage of viral shares.  Make sure your spots are more engaging so people want to watch rather than just tolerate.  Be open to integrating your brand right into the shows, or maybe go back to the past when  brand sponsorship kicked off every 1950s TV show.

2. How can Advertisers Capture the Internet Babies (12-22 years old) as they move into adulthood?

As someone said, this segment never “goes on-line” because they are “always on-line”. They are never “off-line”. Last year, my 14-year-old daughter had 3 friends over and when teens visit, you have to expect a bit of excess noise. All of a sudden, there was silence for 20 minutes. I thought they must have left but then I see four teenagers all sitting at the kitchen table texting away, not a word being said. Complete silence.  This generation lives on-line and put their lives on-line. It remains confusing as to their true view of privacy–do they want more or do they just figure their lives are an open book.

This group has their priorities shaped by the age of instant access. They want everything now–sports scores, rumours, or videos of what they just saw on TV. They are multi-tasking so much it’s arguable they never give anything complete focus. When they watch TV, they have the laptop up, their cell phone in hand–navigating Facebook, twitter, texting, instagram and Skype all at once.  No wonder ADD is growing.  They choose Apps over software, expecting an App solution for any problem they have. They see advertising as completely ubiquitous and are more open to brands than other generations. But how they consume media is completely different. E-Commerce is an expectation, as they buy songs, games and movies or a new phone case at a whim.

As a Brand Leader, we need help to figure out how to win with this group when they turn 25?  I know as a parent of this age group, I have no wisdom I can pass on. Maybe someone in this age group can help us out, because I’m utterly confused.

3. Can Newspapers even survive? 

So far, newspapers haven’t figured out the profit model between the traditional broadsheet and the on-line versions. Making it free was likely a mistake, and makes it hard to turn back.  If your newspaper has been free on-line since 1997, I’ll be pissed off if you now expect me to pay for it. If I’m interested in the topic, I’ll just Google the same headline and find a free version. As long as newspaper publishers see a direct link between the actual broadsheet and the newspaper they run the risk of extinction. If you think a newspaper is a collection of amazing journalists, you’re off to a good start. But if you think it has to be a broadsheet, then you’re completely lost. 

News now is instant, ubiquitous and more casual/social.  The tweeting that went on during the US presidential debate (e.g. Big Bird) is evidence of how social media drives the story.  I don’t need to read a journalists take on it. I already know. By the time the broadsheet version of the newspaper is ready, this story is now old news and even has had 12-18 more hours to evolve into a completely new story line. The broadsheet can’t keep up. I love the business model for the Huffington Post. What started as on-line political opinion is becoming a source for broader news–entertainment, sports and lifestyle stories.  With more publishers going without a printed version (e.g. Newsweek just announced they’re cancelling their printed version), this has to be the future.    

As a Brand Leader, I’d recommend moving your Newspaper spend on-line or even choose other mainstream media options.  You’ve put up with the bad production quality for 100 years–is there really anyone under 50 still reading.

4. Can advertisers figure out how to win in the new world?  

The Commodity Brands that have funded mainstream media remain completely confused. 

Traditional media has always been funded by advertisers whether that means TV ads for 8-12 minutes per hour, newspapers and magazines with 25-40% of the space for ads and radio with ads every second song. Traditional Media has been free as long as you were willing to put up with advertising interrupting your usage of the media. That ability to interrupt consumers allowed the Commodity Brands (dish soap, diapers, toothpaste, razor blades and batteries) to break through to consumers, as they sat captive and watching their favourite TV show.

But New Media is free, unbridled and fairly commercial free. In general, a lot of the advertising still just sits there along the sidelines where we don’t click. While the high interest and high involvement brands have started to figure out how to use the New Media, the Commodities remain in a state of confusion. If you want to see what confusion looks like, go see Head and Shoulder’s twitter page with 320 followers or Bounce’s Facebook page “where they talk about fresh laundry” (their words, not mine)

These Commodity brands need to either get people more involved, which Dove is the best in class brand, or they need dial-up the potential importance for a core target which Tide has done a good job.  As we see many of the new media companies (Facebook) struggling to figure out how to make more money from Advertisers, there needs to be a step up in creativity to find new solutions. Banner ads that just sit along the side aren’t going to do much for the advertiser or the media owner. If social media sites want to win over these commodity brands, they need find that right balance of interrupting consumers without annoying their membership.

5.  Are there too many social media options?

I know there are still new social media options every month, but most of these feel fairly niche.  In the mainstream social media sites, we are seeing that winners have emerged and they are turning into leaders as Google, Facebook, YouTube, Twitter, Linked In and Wikipedia all now dominant in their given area.  It looks impossible for a new entrant to really challenge them. If a new entrant were to try for leap-frog strategy, these leaders would just duplicate the innovation and kill the challenger. Every industry has gone through a similar pattern:  early innovation, divergence of brand options, then a few power brands emerge, and then a power play where the strong squeeze out the weak through mergers and acquisitions until there are a handful of brand owners remaining.

As these Social Media sites look to turn their power into wealth, we will see a shift from fighting for members to fighting for advertiser dollars. This will likely force a convergence of social media options where the strongest brands try to squeeze out the smaller sites. There are already small signs in Google’s strategy they are thinking this way–trying to be the one stop shop. Mergers are always tend to surprise us, almost the unimaginable.  Can you imagine Facebook buying LinkedIn? Who knows, maybe we’ll even see a merger between social media brands and mainstream networks. AOL already tried it with Time-Warner. But can you imagine Google buying CNN, Facebook buying MTV or NBC buying the Huffington Post?   If you’re an Advertiser, expect some uncertainty in the next few years and expect a few mergers.

6. Will new media people ever be able to convince Brand Leaders of what they should do?

Marketers love what they know. It feels safe. The people who spend 100% of their lives living and breathing new media know what Brand Leaders don’t know. The problem is there is no bridge between the Brand Leader and New Media.  New Media don’t really get the marketers, don’t understand their motivations and how they think.  So they just keep barking and no one is listening. Here are some tips: Start with the consumer and map out how they interact. Don’t start with the media. Demonstrate to me that you understand my brand:  who is my target, how do they shop, what is my main benefit, the key issues I face, strategic options available and how my brand makes money.   Show me things other brands in my predicament have done and the results.  Be fundamental in the way you talk with me.  Look at how I was trained, strategy first, tactics second, execution third.  Go in that order so I can follow along.  Don’t show me what Bud did on the Super Bowl.  Teach me as much as you can, because if I have more knowledge I’ll be more comfortable.  And help me to sell it in, because everyone above me is even more confused than I am.  Right now, we are a little scared and we’re doing this because we know we should, not because we know what we’re doing.  Help us.  

When it comes to new media, Brand Leaders still need to be fundamentally sound

 

For a Media Overview that can help Brand Leaders get better media plans by learning more about both traditional and digital options, read the following presentation:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Positioning 2016.112

Five questions about media in the future

Posted on 1 CommentPosted in How to Guide for Marketers

I’m not a media expert at all. So there will be no answers here, just questions about where I might be confused about the future or where I might see an impact to my media thinking. I come at everything through the lens of the Brand Leader. My questions are more about the impact on consumer behaviour and how the brand can win through media in the future.  If you’re a media expert, feel free to add solutions.  At this point, I just have questions!

1. Will people watch even more TV in the future? 

I love asking this question because it usually confuses people, because of the expected downward trend of TV viewership over the last 10 years. At first, this question might sound crazy, but with more tablets and instant internet access everywhere, we should expect a shift to watching more TV, not less. This year, books are up 13% due to increased readership via tablets. Will we see that impact to TV? More access means more use. If you’re on the subway, an airplane, waiting to pick up your kids or on your lunch hour, wouldn’t it be great just to catch an episode of Modern Family?  Now you can. And while this is at the early stages with early adopters, we’ll quickly see it going mass over the next few years. But the TV model will have to change. Consumers won’t want to be watching 8 minutes of TV ads. It seems people see their computer as their personal space and they find intrusive advertising even more annoying on their computer than they do their TV.   We need a new model for TV advertising–I haven’t seen it yet.

As a Brand Leader, I recommend that you don’t give up on TV just yet. Maybe it will be on a tablet or a phone. Just be a bit more creative. Maybe you need to make your spots more interesting to take advantage of viral shares. Make sure your spots are more engaging so people want to watch rather than just tolerate. Be open to integrating your brand right into the shows, or maybe go back to the past when  brand sponsorship kicked off every 1950s TV show.

2. How can Advertisers Capture the Internet Babies (12-22 years old) as they move into adulthood?

As someone said, this segment never “goes on-line” because they are “always on-line”. They are never “off-line”.  Last year, my 14-year-old daughter had 3 friends over and when teens visit, you have to expect a bit of excess noise. All of a sudden, there was silence for 20 minutes. I thought they must have left but then I see four teenagers all sitting at the kitchen table texting away, not a word being said. Complete silence. This generation lives on-line and put their lives on-line. It remains confusing as to their true view of privacy–do they want more or do they just figure their lives are an open book.

This group has their priorities shaped by the age of instant access. They want everything now–sports scores, rumours, or videos of what they just saw on TV. They are multi-tasking so much it’s arguable they never give anything complete focus.  When they watch TV, they have the laptop up, their cell phone in hand–navigating Facebook, twitter, texting, instagram and Skype all at once. No wonder ADD is growing. They choose Apps over software, expecting an App solution for any problem they have. They see advertising as completely ubiquitous and are more open to brands than other generations. But how they consume media is completely different. E-Commerce is an expectation, as they buy songs, games and movies or a new phone case at a whim.

As a Brand Leader, we need help to figure out how to win with this group when they turn 25?  I know as a parent of this age group, I have no wisdom I can pass on.  Maybe someone in this age group can help us out, because I’m utterly confused.

3. Can Newspapers even Survive? 

So far, newspapers haven’t figured out the profit model between the traditional broadsheet and the on-line versions. Making it free was likely a mistake, and makes it hard to turn back. If your newspaper has been free on-line since 1997, I’ll be pissed off if you now expect me to pay for it.  If I’m interested in the topic, I’ll just Google the same headline and find a free version.  As long as newspaper publishers see a direct link between the actual broadsheet and the newspaper they run the risk of extinction. If you think a newspaper is a collection of amazing journalists, you’re off to a good start.  But if you think it has to be a broadsheet, then you’re completely lost. 

News now is instant, ubiquitous and more casual/social. The tweeting that went on during the US presidential debate (e.g. Big Bird) is evidence of how social media drives the story.  I don’t need to read a journalists take on it.  I already know.  By the time the broadsheet version of the newspaper is ready, this story is now old news and even has had 12-18 more hours to evolve into a completely new story line. The broadsheet can’t keep up. I love the business model for the Huffington Post.  What started as on-line political opinion is becoming a source for broader news–entertainment, sports and lifestyle stories.  With more publishers going without a printed version (e.g. Newsweek just announced they’re cancelling their printed version), this has to be the future.    

As a Brand Leader, I’d recommend moving your Newspaper spend on-line or even choose other mainstream media options. You’ve put up with the bad production quality for 100 years–is there really anyone under 50 still reading.

4. Can Advertisers Figure Out how to Win in the New World?  

The Commodity Brands that have funded mainstream media remain completely confused. 

Traditional media has always been funded by advertisers whether that means TV ads for 8-12 minutes per hour, newspapers and magazines with 25-40% of the space for ads and radio with ads every second song. Traditional Media has been free as long as you were willing to put up with advertising interrupting your usage of the media.  That ability to interrupt consumers allowed the Commodity Brands (dish soap, diapers, toothpaste, razor blades and batteries) to break through to consumers, as they sat captive and watching their favourite TV show.

But New Media is free, unbridled and fairly commercial free. In general, a lot of the advertising still just sits there along the sidelines where we don’t click.  While the high interest and high involvement brands have started to figure out how to use the New Media, the Commodities remain in a state of confusion. If you want to see what confusion looks like, go see Head and Shoulder’s twitter page with 320 followers or Bounce’s Facebook page “where they talk about fresh laundry” (their words, not mine)

These Commodity brands need to either get people more involved, which Dove is the best in class brand, or they need dial-up the potential importance for a core target which Tide has done a good job. As we see many of the new media companies (Facebook) struggling to figure out how to make more money from Advertisers, there needs to be a step up in creativity to find new solutions. Banner ads that just sit along the side aren’t going to do much for the advertiser or the media owner. If social media sites want to win over these commodity brands, they need find that right balance of interrupting consumers without annoying their membership.

5.  Are there too many Social Media Options?

I know there are still new social media options every month, but most of these feel fairly niche.  In the mainstream social media sites, we are seeing that winners have emerged and they are turning into leaders as Google, Facebook, YouTube, Twitter, Linked In and Wikipedia all now dominant in their given area.  It looks impossible for a new entrant to really challenge them.  If a new entrant were to try for leap-frog strategy, these leaders would just duplicate the innovation and kill the challenger. Every industry has gone through a similar pattern: early innovation, divergence of brand options, then a few power brands emerge, and then a power play where the strong squeeze out the weak through mergers and acquisitions until there are a handful of brand owners remaining.

As these Social Media sites look to turn their power into wealth, we will see a shift from fighting for members to fighting for advertiser dollars. This will likely force a convergence of social media options where the strongest brands try to squeeze out the smaller sites. There are already small signs in Google’s strategy they are thinking this way–trying to be the one stop shop. Mergers are always tend to surprise us, almost the unimaginable. Can you imagine Facebook buying LinkedIn? Who knows, maybe we’ll even see a merger between social media brands and mainstream networks. AOL already tried it with Time-Warner. But can you imagine Google buying CNN, Facebook buying MTV or NBC buying the Huffington Post? If you’re an Advertiser, expect some uncertainty in the next few years and expect a few mergers.

If you have any solutions to these questions or if you have other questions, I’d love to hear your thoughts.  

For a Media Overview that can help Brand Leaders get better media plans by learning more about both traditional and digital options, read the following presentation:

 

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At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

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