Zurich speech bullet points
2
Keynote Zurich 7 May 09 Audience EGTA European saleshouses for advertising space on TV and radio. • What is Hero Brand about? • How does Hero Brand apply to TV and radio brands? Being a hero brand means in the first place: do something special that means something special to a group of people. So main question is – Tv brands, radio brands, what have you done lately that was special and how did that mean something special to which group of people. More specifically, for the saleshouses: what have you done special lately that meant something special to the advertising market? Focus on that. I the second place, being a hero brand means you have to look like a hero, act like a hero, behave like a hero and talk like a hero. I twittered a question in the morning: “give me one piece of advice that I can give to media sellers of European TV and radio stations.” I got 78 reactions, Facebook included. I found there were 4 groups. 1. “You look cheaper and trashier day by day”. (the tendency to feel “digital” makes TV stations want to look like websites. Trashy and messy) 2. “You act like victims”. TV and radio are the glamour media still. They make the stars. They define the role models. However. When you create events or presentations, glamour is far away. 3. “You behave like salesmen”. You’re always trying to sell more space. You seem not to care for the programs you bring, but for the space in between. If there is any left. 4. “You talk like banks”. All your presentations are about figures and graphics. That is due to the fact that your spokepartners these days are media buying centers. They only understand figures and grahics. But that’s just Twitter. What would you expect.
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Speech in Zurich to European saleshouses for media on TV and radio www.egta.com
Transcript of Zurich speech bullet points
KeynoteZurich7May09
AudienceEGTA
EuropeansaleshousesforadvertisingspaceonTVandradio.
• WhatisHeroBrandabout?• HowdoesHeroBrandapplytoTVandradiobrands?
Beingaherobrandmeansinthefirstplace:dosomethingspecialthatmeanssomethingspecialtoagroupofpeople.
Somainquestionis–Tvbrands,radiobrands,whathaveyoudonelatelythatwasspecialandhowdidthatmeansomethingspecialtowhichgroupofpeople.
Morespecifically,forthesaleshouses:whathaveyoudonespeciallatelythatmeantsomethingspecialtotheadvertisingmarket?Focusonthat.
Ithesecondplace,beingaherobrandmeansyouhavetolooklikeahero,actlikeahero,behavelikeaheroandtalklikeahero.
Itwitteredaquestioninthemorning:
“givemeonepieceofadvicethatIcangivetomediasellersofEuropeanTVandradiostations.”
Igot78reactions,Facebookincluded.
Ifoundtherewere4groups.
1. “Youlookcheaperandtrashierdaybyday”.(thetendencytofeel“digital”makesTVstationswanttolooklikewebsites.Trashyandmessy)
2. “Youactlikevictims”.TVandradioaretheglamourmediastill.Theymakethestars.Theydefinetherolemodels.However.Whenyoucreateeventsorpresentations,glamourisfaraway.
3. “Youbehavelikesalesmen”.You’realwaystryingtosellmorespace.Youseemnottocarefortheprogramsyoubring,butforthespaceinbetween.Ifthereisanyleft.
4. “Youtalklikebanks”.Allyourpresentationsareaboutfiguresandgraphics.Thatisduetothefactthatyourspokepartnersthesedaysaremediabuyingcenters.Theyonlyunderstandfiguresandgrahics.
Butthat’sjustTwitter.Whatwouldyouexpect.
Realheroesaren’tdefensive.
Focusonthepositive.THECROWDEFFECT.
Brandsneedsocialacceptance.Asamatteroffact,inHeroBrandIdescribehowbrandslivebecausepeopleneedeachothersconfirmationthattheymadetherightchoice.TVandradioarestillthemostpowerfulwaytodaytocreatethatfeelingandgivethatconfirmation.
Internetisnotamedium.
Sodon’tfightitlikeamedium.Iheardamediamansaying,“Youtubecashedonly100moinayear.That’snothing!”,meaningitisnotserieusbusiness.Fromamediabuyingpointofviewthatisright.ButYoutubeisnotamedium.
Youtubeislikeariver,youthrowamessageinandit’llgettothesea.Maybe.Publictoiletdoorsdon’tgetmuchmoneyeitherforbeingthemediumtheyare.
Internetisaworld.Anewworld.Withnewpossiblities.Yettobediscovered.Tryitout.Butdon’ttrytoapplytheold“buyattention”rules,causeyou’llbedissapointed.
Embracechange.
Itisofnouse,fightingagainstprogress.Especiallywhenitistechnologydriven.
Thinkofthedaysofhorses.Imagineyouwereinthehorsebusinessandsomeoneinvintedthecar.Wherewouldyouputyourenergy?Mosthorsemenputtheirenergyinwarningtheworldforthedangerofcarsandhowunpracticaltheywere.Theyneverlistenedwhenyoucalledthem.Othershavestartednewbusinesseswithhorses.Likecircusesandracetracks.Theyweresmart.Ifyouownracehorsestoday,you’reprobablybetterofthanmanyinthecarindustry.
Q&A
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