4sight

The Big House

This post will not make the many Spartan fans who work for Jacobs Media and jacAPPS too happy.  But too bad, because those rocket scientists at the University of Michigan have done it again.

When you figure that Michigan Stadium a.k.a. “The Big House” probably sits empty for more than 100 days a year, how do you “repurpose” it to generate additional revenue and continue to build the storied “Go Blue” brand?

Simple – you provide the ultimate fan experience: the chance to get married right on the block M on the 50-yard line.

U-of-M (as it’s known in these parts) has set up the following rate card:

•  A one-hour on-field ceremony  $6,000
•  The stadium press box             $4,000
•  An individual suite                   $2,000
•  The Jack Roth Stadium Club     $9,000
•  The fan experience                  Priceless

Yes, this is great NTR – a chance to utilize facilities that otherwise go unused – but it is also a novel way to create the ultimate fan event.  As Katy Hepner, special events coordinator for Michigan’s Athletic Department, notes, “We know that we have passionate fans who, it would be their dream to have their wedding on the 50.  So we said, ‘Why not use the space some more and at the same time, we can kind of help make the dreams of our fans come true?’”  (And it's a lot cheaper than those "destination weddings" in Cozumel.) 

So, what does this mean to the well-branded company?

Ask yourself this: what facilities, assets, and/or people sit unused that would make for that incredible fan experience?

Which of your personnel could contribute to creating “a moment” for your most passionate fans?

Great brands can provide listeners with a backstage, behind-the-velvet ropes experience.  Sometimes it’s just a matter of imagining your business through the eyes of your customers.

That’s why they call it CX – the Customer Experience.

I Am Lion, Hear Me Roar

Today, thoughts on Apple's latest major offering from Jacobs Media's Mac-Geek-In-Residence, Ralph Cipolla, and why our laptops and desktops are “Goin’ Mobile.”

Last week, we saw the much-anticipated release of Mac OS X Lion, Apple's latest iteration of the Mac operating system.  Now if you’re not an “Apple Person,” you might wonder what this could possibly mean to you.

When smartphones came out, they mimicked computers in many ways.  The release of Lion accelerates the reverse trend.  Your desktop and laptop are looking more and more like your mobile phone or tablet.

It is statistics like the chart below that tell the story.  Smartphones are overtaking regular computers.  That’s going to have a direct influence on how your computer looks, feels, and operates.  And it’s not a surprise that Apple is leading the way.

With Lion, the mobile experience is moving to our laptops and desktops.  And even if you’re a PC user, you know the influence that Apple has on the world of computers.

Here are three big things about Lion and what it means to you:

1. Up In The Cloud:  Lion isn't available in a box, like Snow Leopard and every Mac and Windows operating system released before this week.  You download it from the online Mac App Store.  Once you make an App purchase, from the $29.99 Lion update to any of the free Mac Apps, it resides in the Apple Cloud.  This is how the iTunes Store will soon operate when it comes to all your songs, videos, TV shows, movies, and App Store mobile apps - all your content stored in one place, available for download and use on all your devices - MacBook, iPhone, iPod, iPad, etc.

2. Lion & iOS: Lion users will note a stark similarity between their late-generation iPhone or iPad when it comes to look, feel, function, and organization of programs.  One of the big functional and aesthetic advances in Apple’s last major mobile OS release was the ability to group apps into folders and organize them across scrolling desktops.  That’s essentially what Lion is all about on desktops and laptops.

3. A is for Apps: In 2010, linguists declared that the word of the year was app.  Apple seems to agree because anything you install in Lion is called an “app.”  Microsoft may still call them programs, but the operative word is now apps.

So here’s where it’s going: the manner in which Apple’s mobile devices operate, navigate, organize, look, and feel is setting the standard for all computing devices whether they fit in your pocket or sit permanently on your desk at home or work.

You download "apps" and content from the iTunes Store, it lives in your account in the Cloud, and it's readily available for use across all your devices.

The world of personal computing is now “Goin’ Mobile.”

As your Lion-powered Mac computer now navigates more like a mobile device, there’s one exception – you can't touch the screen directly with your fingers and manipulate data.

Yet.

Team Coco

Consider these comments in a recent New York Times article that describe a popular media personality and his new show:

“It will be a hit with advertisers initially because of the familiarity they have with ______.” – Brad Adgate, SVP for Research, Horizon Media in NYC

“We know ______ has a passionate following, and we wanted to tap into that.” – Daryl Evans, VP/Consumer Advertising & Marketing Communications, AT&T Atlanta

Here’s another quote from Evans:

“______ is a proven talent, and a proven brand.  Rubbing up the AT&T brand against the ______ brand is a good thing; there’s a nice brand equity share.”

The name that belongs in these blanks is Conan O’Brien.  Turner Entertainment ad sales is leveraging his new show on TBS.  In fact, they had deals in place with AT&T, General Motors, Microsoft, and the News Corporation – before the show even aired.

How is that possible, especially for a guy who “the press always liked…more than viewers,” according to Steve Sternberg of the Sternberg Report?

Nonetheless, to hear Linda Yaccarino, EVP and COO for Turner Entertainment tell it, getting Conan off the ground (check out the AT&T blimp) with advertisers was about “working closely with Conan’s creative team” to integrate sponsors into commercials.”

O’Brien’s team also utilized social media, generating nearly a quarter million “fans” for the show’s Facebook page, as well as more than 100,000 followers on Twitter, a strategy they are working hard:

 

This combination of strategy plus investment guarantees a successful launch for Conan, whether the show ultimately wins in the ratings or not.

And it speaks to the differences between the way that TV companies and networks approach their franchise shows and personalities and the way that radio often does it.

Consider the following...

1. Investment. Turner invested in promotional materials and collateral, well before the show debuted.  By thinking and acting big, they communicated the message to advertisers that they are committed to this show and their new personality icon.  In turn, sponsors and brands – already familiar with who Conan is and what he does – feel that if TBS believes in this show, they can, too.

2. Integration. Conan’s team is ready, willing, and able to work with sales and sponsors to handcraft commercials, campaigns, and materials that reflect his brand essence.  By working closely with advertisers, the Turner sales team reflects a confidence in Conan – to him and his team, and to these sponsors.  Plus, the show gets incidental marketing from commercial campaign integration. 

3. Social media. Conan and the Turner team had a plan to generate audience excitement for the show, something that any major personality could do.  But presence on Facebook and Twitter – with strong followings on each – is another metric for advertisers that demonstrates engagement and loyalty.  It also helps to ensure a respectable audience when the show kicked off.

4. Proactivity.  Turner didn’t wait for the first few Nielsen's “to see what happens” in the ratings.  In radio, that “wait and see” approach guarantees a slow advertising start for new shows.  By locking down advertiser commitments upfront, Turner has some breathing room to tweak the show and its marketing after it rolls out.

5. Strategy.  Offering sales trips to Cozumel in January isn’t a strategy.  It’s a tactic.  A strategy is working with individual advertisers to create win-win-win programs for Turner, brands, and viewers.  In the process, some of these advertisers are using their own sites and media to promote the show.  Diet Coke and Bing are both advertisers that are creating their own content or using their sites, while Chevy may give away a new 2011 Cruze.  By helping advertisers debut their own products in the show, Turner and Conan can share in their success.

Tailored promotions, talent integration, product placement, and an intrinsic belief in the product are all components in the Team Coco plan.  All departments at Turner are on board – programming, talent, sales, social, and marketing.

That’s media value, that’s multi-platform marketing, that’s integrated sales programs.

That’s success.

(And if the first night means anything, Conan edged out both Jay and Dave.)

Happy Birthday, Google!

Today, our favorite search engine, Google, turns 12. 

You knew something big was obviously happening when that oddly named web tool became a verb, as in “to Google something” or to tell someone, “I Googled you.”

A lot has happened in the last twelve years as it pertains to search, aside from the way the Google guys, Larry and Sergey, surprised just about everyone by becoming a web giant rather than just a search tool.

Purchasing YouTube, and then refining and growing the product (Google Maps, Google Earth, Google Trends, Google News) has earned the company a stock price that is well north of $500.  Then there’s the Android mobile phone platform and an entirely new world for Google to conquer.

Along the way, Google knocked off Yahoo and Lycos, probably two of the search engines we all used to use. But competitors are looming, especially Bing, now with an amazing 14% of the search market.

And as the Internet bobs and weaves, we’re finding that recommendation can be more powerful than search.  That’s a big reason why Facebook (“you like this”) has been able to create incredible traction along the way.

So, best wishes, Google.  You’re on your way to manhood.  Next year, it’s your Bar Mitzvah, and perhaps your next innovation, Google Yarmulke. 

 

 

Free Beer (and Hot Wings?)

No brand is immune to deterioration and erosion, even including the biggest spenders imaginable.

In this case, Budweiser.

Anheuser-Busch has suffered in recent years, and the culprit is the under-30s.  Just like in radio, when a product like beer or mass entertainment becomes less cool to younger consumers, there are problems.

How far has Bud fallen?  USA Today reports that sales were off 9% in ’09, and are slated to fall by a similar percentage this year.  Worse, Bud is suffering from a seven-year brand loyalty skid, according to Brand Keys research.  Back in ’03 among national brands they were ranked #16.  This year, they have plummeted down to 220.

Think there’s a trend here?

To counter this loyalty cascade, A-B is going commercial-free.  Well, at least the equivalent, by giving away free beer to younger beer imbibers in a campaign that will run several weeks.

Beyond the sampling campaign, Bud is partnering with Facebook to award a free beer to those who hit the legal drinking age (not unlike a station birthday card with a nice gift or discount), as well as new TV ads that will be laser-focused on a one-week period starting Saturday and running until October 3.

So, keep an eye out for these new Bud ads, as they attempt to retrench among young people.  Obviously, boomer marketing has hit a wall as more upscale beer drinkers have drifted to less caloric alcoholic beverages or designer brews.

The question is whether a venerable brand, famous for showcasing classic athletes and Clydesdales can engineer a youth turnaround. 

As A-B is discovering, if you lose youth, you can lose it all.

That’s a good lesson for media companies, too.

(And we all know how long commercial-free lasts.)

Down On The Farm(Ville)

If you think some people in your station or office are unproductive because of an addiction to computer games or Facebook, the combination of those two - FarmVille - is probably the culprit.  The creation of Zynga CEO Mark Pincus, Farmville is an amazing Facebook game that has now sucked in more than 70 million monthly players, vying to create virtual farms using digital tractors, animals, and other tools - all of which are on sale.  According to USA Today, FarmVille generates lots of revenue by selling these virtual goods to players.

Now, FarmVIlle is available on an iPhone app, so there's no telling just how distracted players will be in restrooms, cars, restaurants, and all the other places people use their mobile phones.  And if you're thinking that we're just talking about kids playing FarmVille, the average user is a 43 year-old woman, an amazing stat that underscores the changing nature of digital revenue, as well as the stereotype of the "typical gamer."

Maybe the most impressive thing about FarmVille is the philosophy of its creator, Pincus.  While you've been running music logs, re-forecasting this quarter's revenue projections, or arranging the weekend air schedule, some estimate that Zynga may be worth $3-5 billion.

Despite these obvious riches, Pincus isn't interested in an IPO or cashing in any time soon.  As he points out, "We're focused on building a long-term sustainable consumer service.  That's our mission."

Smart guy who knows more about customer satisfaction and building successful businesses than many of the experts selling those services.

FrontierVille is next, a Wild West themed game.  Maybe RadioVille is in the planning stages.  

I'm game.

Game Set Match

What are people speculating most about this summer?

For people in Cleveland (Chicago and Miami), it's the next destination for LeBron James.

For millions of others, its whether Verizon and Apple will come together to produce an iPhone anytime soon.

Now the rumors, buzz, and blog chat may be coming to an end as many sources are now reporting that AT&T's hold on Apple's iPhone will end early in 2011.  This is good news for many Verizon customers, who number more than 92 million strong. 

Most analysts agree this could be the next breakthrough moment for Apple and the iPhone.  And I'm one of them. 

If you think the iPhone has been an incredible story to date, the combination of this hot device and Verizon is more than powerful.

It could be the whole enchilada.

Stray Voltage

What happens when social media meets politics and creates an unintended consequence?

That’s what happened to two of Secretary of State Hillary Clinton’s staffers – Alec Ross and Jared Cohen.

 

Both of these guys got their Twitter thumbs slapped for sending out colloquial tweets during a trip to Syria.  The State Department was embarrassed by some of their missives, calling their messaging “stray voltage,” and there were the predictable criticisms from the other side of the aisle.

But the piece of the story that may have gone unnoticed is the importance of integrating young people into the political process as hundreds of thousands live vicariously through the tweets of Cohen and Ross.  When I wrote this blog, Cohen had amassed more than 300,000 followers, while Ross has more than 287,000.  As they journey around the globe, they have become Twitter celebrities, keeping their followers up to date with U.S. foreign policy as well as their unique views from the inner circle.

Secretary Clinton praised both Cohen and Ross, saying their ability to combine diplomacy and technology is a piece of “21st century statecraft.”  As we struggle in radio to integrate America’s youth into our medium, the political world has many of the same challenges, especially among a generation loaded with cynicism, and justifiably so. 

This is Twitter at its best – celebrities or people in a position of power or access who take us behind the curtain.  Many radio personalities have the ability to bring their special access – backstage, in the studio, or even at home – into the spotlight.  But so often, tweets from DJs have more to do with “Breaking Benjamin tickets in the 9 p.m. hour” or “Talking about Lost tomorrow morning.”

 

As mobile devices make Twitter totally accessible and ever-present, smart digital strategists and social media thinkers can do amazing things with this great tool – more important than retweeting other people’s stuff or waxing philosophically about the weather. 

Otherwise, it’s just a bunch of stray voltage.

A New Leaf

Welcome back from your holiday weekend.

While we were watching fireworks, eating burgers and dogs, and hopefully not getting too sunburned, Apple was reinventing mobile advertising.

 

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10 More Years

Usually, CEOs are accused of being overly rosy when it comes to their industry's projected health.  That's why it was interesting to hear the comments from the new Chairman/CEO of the company that just bought the bankrupt Chicago Sun Times.

James Tyree predicted that "newspapers have got a good strong 10 years.  By then, you'll have to evolve into something else - maybe five years evolve into something else - or you'll just be out of business."  

Whoa. 

Perhaps if you knew you only had 10 years to live, it would be tragic but perhaps motivating.  Knowing your life was limited to a relatively short period of time, how would you live it differently?  How would you rethink your career, your family, your financial situation, and your overall life?

Would you go to Hawaii?  Would you take that cooking class?  Would you get married?  Or divorced?  Would your life change?  

A 10-year window might make you better.  It might make you more innovative and dynamic.  It might motivate you to do something special.

What if many businesses only had 10 productive years left?

What would companies do differently?  How would they rethink their content, their marketing models, their talent, and their entire business plans? 

How would attitudes about entertainment, content, and customer service and benefit change?

What ideas that have been sitting on the shelf would go into action?  What kinds of risks would be taken?  

And could any of these moves benefit companies right now?

Tick tock.