Media Messaging: 10 Ways To Think Outside The Box

Do you think much about ways you can push your message outside of the usual distribution channels?  For instance, if you are in the radio business, have you given consideration to ways to utilize print, web and even television to gain listenership? If you are all about publishing, have you thought about ways to harness other channels, including free downloads, in order to increase readership?

Far too often, we get into ruts, boxes, whatever you want to call ‘em. We think in singular terms about what we do and how we measure effectiveness. These days, that kind of thinking will probably lead to unemployment! That’s why I liked the summary in this article about ways to distribute your content and extend your brand.

Maybe you have something you’d add to this list? Regardless, good prompting to consider “out of the box” thinking for those who have a message!

Video Killed The Radio?

Radio stations sometimes use video to promote their product. Here are two very different takes on bad video production. Have to agree with the assessment that one is bad on purpose, the other is just plain bad. I’m wondering, did the radio sales team pull off these video productions? Sure seems likely.

Watch, and tell me: Did the video kill the radio station’s image? Which one will “stick” longer with viewers, and why?

When advertising, it is probably best to stay within the area of your expertise, or at least to hire someone better than you to do the creative.

Messaging: Using Twitter Well

Couple of things jumped out at me today regarding Twitter (and this relates to other social media tools, like Facebook). These are timely reminders that we’ve got to think through and use well our interactions in every setting, including the 140-character limitations of Twitter.

Here’s an article about a Best Buy exec – and how he could have better handled a Twitter exchange with a customer. Oops. Negative branding – without even trying. Now folks around the world are seeing this dialogue. Wouldn’t it have been better to address the complaint directly, instead of justifying and explaining?

This piece suggests that with social media, specifically Twitter, you are “always on.” A reminder on using the platform responsibly, keeping the brand always in mind. What to do if you accidentally post something that casts a negative light on your brand? Good tips here.

Remember, you are always communicating. And as political advisor and language expert Frank Luntz suggests, it isn’t what you say, it is what people HEAR that constitutes your messaging.

Someone is always happy to share your thoughts and words with others. An innocuous comment can get pinged around the social networks with blazing speed, and your brand will get praised – or dissed – by thousands.

So, what are you telling people about your company and brand?

When Branding Doesn’t Work

Sometimes branding activity really works. When Coca-Cola branches out and produces a new beverage, it makes perfect sense to me, the consumer. It’ll probably be pretty good tasting. It is a logical extension of the Eddie Bauer brand to have a EB edition of a truck. Rugged, dependable. Restaurant chains let me know that if I like one of their places, I may like a different establishment they own, too. Tasty, good value, etc.

My point is that a smart company leverages their brand effectively, helping consumers understand the linkage and reinforcing the brand message across product lines. But what happens when someone doesn’t think through the implications and associations between the brand and product?

Here’s an interesting – and humorous – article about branding efforts that ultimately failed, and why.

Now, are you using your branding opportunities logically and effectively?

Free or Paid? That Is The Question

I’ve appreciated the stimulating thoughts from Chris Anderson, but have to admit, this review of his newest book is…stimulating in and of itself! What price for your (insert your commodity, service or resource here)? In the end, it seems, even “Free Free Free!” gurus suggest that “Paid Paid Paid” has its merits.

Now, to on to walk that free-or-paid tightrope.

Millions Of Moms Are Online

Did you know that more than 33 million moms are regularly online? They also are among the most effective word-of-mount fans a company could want. (More details here.)

So what are you doing to capture moms with your online content?

Marketing and Decision Trees

There’s a lot to be said for measuring customer satisfaction, but many companies need to refine their use of “decision trees” and other consumer feedback mechanisms. Here’s a good piece about ways to improve the feedback loop – and to make better marketing decisions.

What Is “Long Tail?”

One definition of “long tail” might be this:

“small sites serving the refined interests of niche audiences”

Why is “long tail” important? Because most of us won’t have a mega-site with millions of visitors daily. We still have traffic at our sites, though, and we do touch an audience.

Here’s a video explaining this crucial marketing concept for everyone who has a business and/or is interested in using the web to drive a brand or business.

Optimize Your Blog

No matter if you are a budding blogger, or a seasoned blogger, here are some great tips for reviewing and optimizing your online work. Good thing to do as we enter 2009!

Top Ten Posts: Seth Godin

He’s a marketing guru, and these are must-reads of his most popular posts from 2008.