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Marketing & The Power of What If...
Transcript of Marketing & The Power of What If...
to that face?
$868 MM @ Box Office
Best-selling DVD of All Time
"I Want a
"Finding Nemo" decimated
Global clownfish populations
9 YEARS LATER
(Not a real fish.)
Chinese fighting fish
The 'Nemo Effect'
FOR THE PRODUCTS AND SERVICES THEY SELL
101 Dalmatians (1961)
TIDE LIFTS ALL SHIPS
Just because there's more information available doesn't mean one can consume more.
THE CONTENT BUBBLE
THE ACTUAL OPPORTUNITY
Quality content over quantity.
October 25, 2012
Set an expectation and deliver on it.
Talent your audience trusts
Format builds a relationship.
A relatable personal brand.
A twist on a familiar theme.
WE THOUGHT LIKE
WHAT IF WE VALUED
RELATIONSHIPS OVER IMPRESSIONS AND CONVERSATION?
High-Quality, long-term relationships are the most valuable!
THE POWER OF
17 NEW WEB PAGES PUBLISHED
17 34 51 68 85
MARKETING AND THE
EVERYTHING OLD IS NEW AGAIN?
Twitter is NOT new.
2 Years Before Hindenburg
They even had a revenue model.
Will Twitter pull a Hindenberg?
Notificator -> Twitter?
You focused on a single strategy instead of multiple social channels?
If you kicked-ass on one social media channel what would it mean to your business?
YOU MADE A MOVIE?
YOU EMBRACED LONG-FORM CONTENT?
PRODUCTS & SERVICES YOU SELL!
made a movie?
We created content our
We treated online content
like a television schedule?
Must See TV
Well-formatted content delivered on a predicatble & routine basis designed to build a relationship with your audience.
TiVo & DVR
owned some time
in your consumers day?
If you have an e-mail newsletter?
We just tried to own some quality time in our customer's inbox?
We ignored click-through rates?
Our goal was a ZERO opt-out rate?
We built a
with our audience?
got out of
the campaign mentality?
THINK LIKE A
A recipe for your content.
You need a format.
Builds a relationship
JUMPING THE SHARK
1977 Happy Days
(The beginning of the end.)
YOU TREATED YOUR CONTENT LIKE A PRODUCT?
By October 100,000 Followers
"I didn't say you were ugly. I said your girlfriend was better looking than you, and standing next to her, you look ugly."
@#$% My Dad Says...
BY NOVEMBER 2009
WARNER BROS. DEAL
New York Times
Julie and Julia
Stuff White People Like
What if... we thought like these content creators?
CLIENTS FROM HELL
You start small but think big?
YOU EMBRACE THE IDEA THAT
EVERYONE HAS AN AUDIENCE?
1963 GRAMMY AWARD
YOU FOUND A DUET PARTNER
WHO ALREADY OWNS YOUR AUDIENCE?
... you made a movie?
... you thought like a TV Exec?
... you built a content brand?
... you started small, but think BIG?
... you partnered with others?