Media Brand Marketing: Building a Twin Cycle Marketing System - Bruce May, Axix Group
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Transcript of Media Brand Marketing: Building a Twin Cycle Marketing System - Bruce May, Axix Group
Media Brand: The extension of a company brand as a media entity, distributing content directly to a target audience rather than through a 3rd party media company.
Media Brand Marketing
Media Brand Marketing: The distribution of non-promotional content directly through a company owned media portal, platform or other medium as a branded media entity.
The First Media Brand
First published in 1895 Still in publication with 1.5 million circulation worldwide
The First Media Brand
The PlowshareHomestead MagazineThe Worksite JournalForestry Review
Industrial PowerSourceThe Construction ReviewMarine Commercial PowerSourceMarine Recreational PowerSource
John Deere
Additional Publications:
“Media” Content: “Heads Up”
Ad featuring the Chevy Cruz followed by 4 snippets featuring other Chevy Cars that look like media content
Follow up “article” onSmokey D’s BBQ all
about the Chevy trucks they use
Featured Article: Starting Up
“Discovering the unexpected charm of three less-visited cities”
Featured Article: Off the PathSan Luis Obispo,
California
Bend, Oregon
Portsmouth, New Hamshire
Featured Article: Off the PathChevy Malibu featured in the article pictures
Leading to an Ad for the Chevy Malibu
Media Brand Benefits
Relationship is Continuous User is Highly Engaged User is genuinely interested Highly Qualified Prospects Interconnected to other Users High Brand Awareness
Relationship is periodic User is emotionally remote User is initially disinterested May be poorly qualified Fewer connections to other users Lower Brand Awareness
Media Brand Advertiser
Become a Professional (Media) Content Creator
a. Consume knowledge Intelligentlyb. Focus on a core subjectsc. Synthesize informationd. Polish off your own understandinge. Develop your own theories
1. Become a better Subject Matter Expert
2. Become a Better Storytellera. Focus on Experience and Outcomesb. Connect People, things, events, facts and emotionsc. Think Visuallyd. Become a Better Writer/Speaker (Editorial Standards apply)e. Polish/Practice/Perform your skills
Developing Comprehensive Knowledge on a Subject
1. Research – What is known (facts/beliefs)
2. Clarify – Your understanding – (Painting the Big Picture)
3. Explore the borders – push out into terra incognita – define what you don’t know
4. Brainstorm – Challenge assumptions – fill in the gaps – color in the edges
5. FORGET ABOUT IT! – (food, sex, sleep)
6. Analyze (how do facts support beliefs) – what makes sense and what doesn’t
7. Identify Trends and Connections – Connect the dots
8. FORGET ABOUT IT AGAIN! – (food, sex, sleep)
9. Explanations – The theories behind it all
10. Review and Validate – The (based on known facts and ideas)
11. Explain it all in the simplest way possible – (Think like Carl Sagan) → Content!
12. Rinse & Repeat
Developing Comprehensive Knowledge on a Subject