Know Marketing. Know What to Say.

Jun 14

Steven NapolitanCommunication, Marketing, New Media, Social Media , , , , No Comments

Jumping into to social media can be like jumping into construction.

If I came to your house, parked a brand new construction truck with all the latest tools and then told you… “Hey, I have some property down the street and here is a construction truck with all the tools you need to build a house. Please start tomorrow.”  Then I just walk away… I am assuming that you know how to build a house.

That is the same as if I show you Facebook or any other social network and you jump right in.  That is assuming that you know about marketing.

We have to learn to be great marketers and then use the best means of communication.  Social Media is amazing at reaching larger numbers of people in a shorter period of time, but we still have to know how to do that. Your friends can tell you, I’m do this or I’m doing that, but is it right for you and if it is, what are you going to say.

Learn marketing, learn what to say, how to say it and where to say it. This will yield you so much more.

Once you under stand that, then it doesn’t matter what new social media tool comes your way.  It may be a new shiny megaphone, but you already know what to say.  That is the key!

Know Marketing! Know what to say!

 

 

 

Why going BIG works better SMALL.

Oct 04

Steven NapolitanBranding, Communication, Marketing, New Media , , , , No Comments

Things have gotten so big in some cases, that the time has come to get SMALL.

Some people think that the best way to grow business is to keep getting bigger, but in a lot of cases this causes more and more generality to reach the larger group and intimacy is lost with your audience. Today, in the social world, Brands need to be smaller and relate in more specific ways to each of their target audiences.

This may even mean to break your target audiences into even more specific audiences.

There are hundreds of valid social networks and many of them cater to a very specific audience.  When things get so big that they no longer relate enough to the people, it has become to general.  Basically, trying to reach everyone.  This is the time to run the opposite way. Be specific and seek out those networks that reach those curious in that specific item or thought.

Here is a great example of a Brand thinking in such a way. Miller, #2 in the world of beer at 11.8 percent global share, is push to grow business, but has chose to build smaller more intimate brands in many of the countries it servers global.  Read more in today’s Adage article: SABMiller Thinks Globally, but Gets ‘Intimate’ Locally.

As information continues to be easier found, people will continue to crave what they want in a very specific ways. Meaning there is so much information, products and services, it is plausible to find exactly what you want. Filling those niches will lead to great success.

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Netflix is changing the Entertainment and Advertising Game.

Sep 23

Steven NapolitanAdvertising, Entertainment, Film, Marketing, TV , , , , No Comments

Netflix is the clear leader in the arena of digital TV & Video entertainment. For less then $10 a month you can watch almost anything you want. Your favorite movie or TV series. Netflix, as shown in the Advertising Age article linked below, is beating out Cable, Studios, Hulu, Apple, Google & Amazon.

As Netflix continues to grow, this will continue to impact not only the entertainment business, but Advertising as well.

Being a content producer and a marketer, we see how this effects both sides.  From a marketing perspective we have to watch where eyeballs move, so we can reach the right eyeballs for our clients in as large an amount as we can.  As more people watch on-demand programming the model is moving away from 30-second commercials. Hulu offers free programs and has Ads placed in, so this is similar to TV as we’ve known it, but with Netflix having such a huge lead they will have the larger budget to license content.  This will allow Netfilx to offer a greater selection of programing (TV & Film) and for a small monthly fee people will not have a problem signing up and the proof is already being seen.

As advertisers we must continue to create new ways to reach our audiences.

For Broadcasters, they estimate the main value of their programming by the amount of money made from 30-second commercials sold around the programming. The growth of on-demand viewing will continue to effect this model.

You can read more in this Advertising Age article:  http://adage.com/digitalnext/article?article_id=146057