4sight

Out Of The Woods

A recent Wall Street Journal feature, "The Count," that uses data to draw some interesting conclusions, notes that Tiger Woods tends to perform very well, even if a tournament is held on a course he's never played before.

The article notes that of the last 12 "virgin" courses Woods has played, he has finished 1st four times, and once each for 2nd, 3rd, and 4th place.  

Now you're probably thinking that we're talking Tiger Woods here - the guy could beat the field after an all-night party with his college buddies.  But even he attributes his good fortune on new courses to a very simple formula - practice.  As he notes, "You just have to do more homework in the practice rounds." 

This philosophy for the game of golf has its analogies in our world.  Yes, there are a lot of pros out there - folks who have been in business for decades, and who are good at what they do.  But I frequently run into many people, looking for a job or even a researcher starting out on a new project, who are woefully out of touch with what their target customer base (and the rest of the market) is all about.

In the old days (pre-Internet), it was considerably more difficult to get the inside track on the competition.  You often had to live in the market, or have a contact who did, in order to gain a sense for what was going on. 

But today, a simple trip to a company's website speaks volumes about the goals, execution, position, sales and marketing staff, and other key factors that are part of the operation's DNA. 

Sadly, I end up on too many calls and in too many meetings where even the bare minimum of preparation hasn't occurred, leaving me wondering about what future chapters will reveal.  We all know how tough it is in this environment for job-seekers, vendors, and others who are trying to gain a foothold or a gig.  But an hour's worth of prep, research, and web-surfing can make the difference between a professional and an amateur impression. 

Mirroring Tiger's strategy isn't just a good idea - it's essential in order to remain competitive and provide more value to your business in 2009.

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In other news, there's news on the consumer electronics front.

In an apparent effort to broaden their footprint, Radio Shack is dropping "radio" from its brand.  From now on, they will be known as "The Shack." 

CMO Lee Applebaum says the move is about "just contemporizing" the way that consumers think about his stores.

Wonder if they ever investigated whether maybe "shack" sends out a not-so-contemporary, less-than-high-quality, uncool image? 

Just asking.

Not Dead Yet

A new forecast from Borrell Associates is bold, and it has amazing implications if it comes to pass.  They're predicting that newspaper revenues will stop their decline this year, and will actually increase by more than 2% next year.  In fact, they believe that by 2014, newspapers will enjoy an increase of nearly 9% over 2009 levels.

How is this possible for a media behemoth that has been roundly considered to be DOA? 

Borrell believes that because newspapers have been on the leading edge of doom, they've been forced to look to digital products and revenues well before other media.  Therefore, they will be the first to figure it out.  But beyond that, Borrell believes that newspaper sales forces finally "get it," have focused on being customer-driven, and are especially sharper on the local level.  

You'll notice on their chart that television and radio are headed for flat futures, according to Borrell forecasters.  So how does radio learn the harsh lessons that newspapers have endured, and move that graph in a positive direction?

Borrell notes that newspapers that successfully turn around their futures will "serve smaller advertisers on the marketing side."  This translates to going after businesses that haven't advertised with newspapers in the past.  For radio or TV, this is a no-brainer because it fits right in with how they should be marketed - on the street, solving customer problems, and going after new clients. 

Secondly, Borrell says that a secret to newspaper success is focusing on "unique local content and less on wire service feeds."  This is analogous to emphasizing local talent, relying less on syndicated programming, and concentrating efforts on hometown tastes and desires.  As newspapers have learned, however, this requires investment.

Since the economic downturn, I have explained to friends who have asked about TV and radio's collective health that it's instructive to look at newspapers for important lessons.  When the economic tsunami hit last year, newspapers were sitting near the shoreline, and took the biggest hit. 

Sadly, radio and TV were just a few yards up the beach.  It just took a little longer for us to feel the pain. 

But if Borrell is right, necessity is indeed the mother of invention.  If indeed newspapers have learned how to evolve, adapt, and ultimately prosper, other meda should be taking copious notes about how to pull off a similar strategy. 

Let's hope that to liberally quote Mark Twain, "The rumors of our death have been greatly exaggerated."

Female Sidekick Wanted

Today's blog is from Fred and Keith, thinking about a recent TV show vacancy. 

Highly successful and well-known ensemble show looking to replace popular but sometimes controversial female co-host.  Applicant must be willing to voice her opinions, and be open to generating some controversy with the other program hosts.  Knowledge of text messaging platforms helpful, although management discourages use of Twitter.  High-profile position pays well, but perhaps not as lucrative as the last host would have preferred.  The producers appreciate controversy but have a strict zero tolerance policy regarding alcohol, drugs, and controlled substances.  Sort of.  Tapes and resumes to Fox Television. 

Replacing a popular host or co-host can be a watershed moment on a popular show.  Many of the biggest and best shows have endured the firing or resignation of a key player, so it can be done.  These high-profile departures can usher in tough times, because of the inevitable pressures from the competition, listeners, and advertisers - all of whom are waiting for the next shoe to drop.

How management handles these moves or crises goes a long way toward determining the show's inevitable fortunes.  A change in a key player might actually help Idol, a wildly successful show that has experienced some ratings erosion.  

Whatever the case, this will be a much scrutinized situation that American Idol will likely pull off.  All along, Simon Cowell has been highly attentive to show chemistry and contrast.  In this process, it will be important to assess the qualities of Paula Abdul's replacement - as opposed to "We need a girl on the show who's experienced and funny."  

In business situations, these are times when making those all-important lists of assets and goals can pay off.  Considering marketing appeal, digital skills, sales friendliness, pop culture reference points, and overall opinions can be difference makers.  What makes this person qualified to help grow your business?  Thinking this through instead of simply rushing to make a quick replacement could be the difference between filling a chair and making a significant leap. 

Jacobs and Cunningham - OUT!

Digital Drinking

Here's a quote that may have a ring of familiarity to it:

"Everything we're doing starts with the digital property at the center of the program.  Whether it's a traditional media site or an entirely Web-based site, the entire program is developed around a digital platform, and then if there's a promotional opportunity to take it outside other digital realms, we're negotiating that as added value."

 

Sounds like a high-tech product or brand?  Maybe even a very savvy media company?  Or a radio station trying to expand its footprint?

But no, it's Southern Comfort, and the speaker is Lena DerOhannessian, the company's U.S. Brand Marketing Director. 

Examples of their new program include sponsoring a list of the Top 50 all-time cover songs, presented with Spin on their website, including free downloads. 

Southern Comfort will also have a Facebook Fan Page that will include videos, news, recipes, and a text platform.  In that way, they hope to engage its community of fans and help give Southern Comfort a greater sense of currency and movement, rather than simply being just another kind of alcohol brand.

Southern Comfort's digital strategy includes expanding its reach by tying in with other Internet websites, and in the process, taking advantage of their communities and reach.  This includes promotions and activities with sites from Comedy Central, Break.com, Hulu, and My Damn Channel.  In this way, they can take advantage of the content on these sites to tie in Southern Comfort into those communities.

As DerOhannessian concludes, "We hope to learn significantly more about who our consumer is and what it is as a brand that we can provide to them that would make the communication more satisfying to them and the experience more memorable." 

Southern Comfort has done its homework, determining the websites and brands its consumers enjoy.  In the process, it has provided them with a digital roadmap that allows them to better connect with customers, instead of just doing bar nights. 

Someone on their team has also read Seth Godin's Meatball Sundae.  These digital strategic initiatives launched by a legacy "meatball" brand like Southern Comfort should be yet another reminder of the importance of using new platforms and tools to better serve today's customers and communities. And it starts with understanding the consumer, and not just doing digital stuff.

Southern Comfort is 135 years old.  If they can take stock, do their homework, figure it out, adapt, and start moving - anybody can.