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