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Used to facilitate discussion around different media options for marketing. Not a traditional talking head presentation.
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Voice of the CustomerMatching your message to audience behaviors & medium
Friday, May 15, 2009
Who is this guy?
• Product/business guy in media industry
• KDFW-TV Fox 4 in Dallas
• Tar Heel Sports Network
• SportStations.com (my own co.)
• Yahoo!
• The Charlotte Observer
• @sleuth / observerinteractive.com
Friday, May 15, 2009
Audiences• What is a “use case”?
• Why is a “use case” important?
• Are all users equal?
• Do all media stay the same?
• How to match message (engager vs. shopper, brand vs. action)?
Friday, May 15, 2009
Before
Friday, May 15, 2009
Now
Friday, May 15, 2009
What does it mean?
• Some similar use cases, others VERY different
• Color and use of photography
• Different ad methods
• Online and offline
• New ways to reach audiences / relate to us
Friday, May 15, 2009
Before
Friday, May 15, 2009
Now
Friday, May 15, 2009
What does it mean?
• Use case similar, but some big changes
• Hundreds of channels vs. AM/FM
• Portability increased
• Internet On-demand
• iPods
• New ways to reach audiences / relate to us
Friday, May 15, 2009
Before
Friday, May 15, 2009
NowFriday, May 15, 2009
What does it mean?
• Use case similar, but some big changes
• Hundreds of channels vs. broadcast
• Internet On-demand
• iPods
• New ways to reach audiences / relate to us
Friday, May 15, 2009
Before
Friday, May 15, 2009
Now
Friday, May 15, 2009
What does it mean?
• Use case similar, but some big changes
• Portability
• Samples change distribution
• Adds newspapers, blogs, magazines
• New ways to reach audiences / relate to us
Friday, May 15, 2009
Other examples
• Social networks (new) vs. Kiwanis/Lions
• Print and/or E-mail campaigns
• Search engines and ad matching
• What else?
Friday, May 15, 2009
Photos
• All (c) Jason Silverstein except:
• Old Newspapers - http://www.flickr.com/photos/pingu1963/2493731655/
• Old TV: http://www.flickr.com/photos/videocrab/116136642/
• Antique Book: http://www.flickr.com/photos/9619972@N08/2636808004/
• XM: http://www.flickr.com/photos/ousby/76112230/
Friday, May 15, 2009