Disruptive Innovations In Media-Based Industries

Advertising Publishing Film

Disruptive Innovations In Media-Based Industries

Advertising Publishing Film

“...a process by which a product or service takes root initially in simple applications at the bottom of a market then relentlessly moves “up market, eventually displacing established competitors.”

Clayton Christensen

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http://www.youtube.com/watch?v=Q1vw23YHFds&feature=youtu.be

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Disruptive Innovations In Media-Based Industries

Advertising Publishing Film

Industry Leaders

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“The future of advertising will not fit in the containers of the past.”

Rishad TobaccowalaChief Strategy & Innovation Officer, VivaKi

Industry Forecast

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“The biggest problem facing book publishing...is that a perfect industry is being replaced by one filled with chaos and opportunity.”

Seth GodinBest-selling Author

Industry Forecast

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“Hollywood will be destroyed and no one w i l l no t i ce . Co l l abo ra t i ve storytelling and filmmaking will do to Hollywood what Wikipedia did to Encyclopedia Britannica.”

Jimmy WalesFounder of Wikipedia

Industry Forecast

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Change is Inevitable

Growth is Optional

Change is Hard

Industry Realities

Systems & StructuresAd Agencies, Publishing Houses, and Film Studios exist within very dynamic ecosystems.

Specialized Industries Established Brands Complex Products Creatively Oriented Celebrity Focused Talent Dependent Customer Evaluated Top-Line Ranked Bottom-Line Driven Award Generating

Full Service Agency(One Stop Shop)

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Markets & MoneyAd Agencies, Publishing Houses, and Film Studios exist within very competitive marketplaces.

High Cost of Goods Sold Low Cost to Consumer Depend On Volume Sales Heavy Marketing Spend Success Determined Early Long-Tail Opportunities Complex Compensation Satisfying Investors Work Project-by-Project Manage Full Portfolio

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Content & ControlAd Agencies, Publishing Houses, and Film Studios existence needs intellectual properties.

Licenses & Royalties Rights & Permissions Exclusivity & Non-Exclusivity Contracts & Negotiations Terms of Agreement

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Navigating The New Normal

GetPropulsion.com

What Challenge & Change Should Feel Like

http://www.youtube.com/watch?v=L2zqTYgcpfg

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Leverage Technology: It’s A Tool So Use It16

Relinquish Control: Customer Over Content17

Attack Yourself: Become Your Own CompetitionExceeded Zondervan’s first year sales goals 10X, outselling company/category leader 5X.

• Audiobook of the Year (2007) “...a tribute to innovative marketing.”

• Silver Anvil (2007) “...the most ambitious and innovative audio Bible on the market.”

• Effie (2008) “...totally redefining how consumers, retailers, and publishers view the category.”

http://youtu.be/mpAQoIuF264

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Discover Blue Ocean: Know How/When To Zag

McDonald’s McMoms

Set standard at Leo Burnett that other relationship marketing programs would follow.

Surpassed first year performance goals by 300%, returning 10X the dollars to bottom line.

Hispanic version performed 600% above goals, earning it an Effie.

McDonald’s accounting considered strategic approach the most rigorous design they’ve ever seen—air tight.

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Find New Approaches: Becoming The First20

GetPropulsion.com

What Innovation & Growth Can Feel Like

http://www.youtube.com/watch?v=IytjSl6voP0

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Any Questions?

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