In 2009, NBC laid out the groundwork for Jimmy Fallon to achieve viral success by putting their marketing efforts into YouTube. CBS is hoping to achieve that same success with their incoming ‘Late Show’ host, Stephen Colbert. I discuss in my latest Found Remote article.
The Berger Shop – My former NYU professor, Ryan Berger, chats weekly about “the intersection of culture, tech, sports, and media.” Talking with great minds and New York sports, what more could you want?
Tuesdays with Toni – My company’s weekly blog hosted by our very own Toni. It’s a short weekly recap of what millennials are talking about such as why certain hashtags are trending. She recently talked with The Infatuation‘s Andrew Steinthal.
The Creator’s Class – Hosted by Delmondo‘s Nick Cicero, this weekly podcast “takes you into the lives of the most amazing creators in the world today, uncovering their new monetization strategies and learning more about how they’re carrying the creative flame.” I highly recommend you listen to the episode with my former professor, Matthew Knell. I’m still learning from him long after the classroom.
The Tim Ferriss Show – I’m sure you’ve all heard of this one since it has won countless podcast awards and is always a top podcast in iTunes. Each week Tim “deconstructs world-class performers from eclectic areas (investing, chess, pro sports, etc.), digging deep to find the tools, tactics, and tricks that listeners can use.” It will help keep your creative juices flowing.
I recently completed my Masters in Integrated Marketing at NYU in December and finally walked in May. I joined the program because I didn’t have a degree directly related to marketing and found it interfered with my job search. However, while there I learned that my on job experience had prepared me plenty. In class we would discuss current trends in the industry and I’d sometimes find myself in disagreement with other students & professors about where the industry was going. A few of those things came to fruition.
1. HBO needs to be à la carte – This was probably my biggest and longest running debate with classmates and even professors. They would disagree with me (and for good reason) that HBO wouldn’t be able to break their big cable ties. I understood the arguments but in order to survive this digital streaming/”cord-cutter” age HBO would have to offer some kind of online streaming service. I talked about in Lost Remote how they were slowly releasing more and more free content on YouTube, which was a test for them to see if the demand was there. Well they did! Now the next phase is handling the high-demand for their shows such as Game of Thrones where they had some glitches.
2. Estee Lauder needs a younger model – In my Customer Insights class, my group and I worked on Estee Lauder. Their issue was stagnate sales, which signals they’ve penetrated a particular market as far as they can go. Either they have to try and reach a new target or find a new purpose for their products. Based on our research, in order to try and reach a young demographic they would need to re-brand some of the packaging and feature a younger celeb as a spokesperson. We recommended Emma Watson. She represented the brand’s sophisticated image while appealing to a younger target. Estee Lauder ended up picking Kendall Jenner. She’s an interesting choice as the Kardashian clan doesn’t necessarily fit with the brand’s image. Kendall has been in high demand by a lot of designers so I’m wondering how authentic it can truly feel when she represents so many brands. But I’m glad they’re trying to refresh their image.
3. Facebook needs to allow for transactions in Facebook groups – Perhaps my toughest battle was my final Capstone class convincing my classmates and professors that this is a thing. My final project was on beauty swapping. I’m a member of many beauty swap groups on Facebook. Most of them center around beauty subscription boxes because you end up with unwanted samples. I, along with the thousands of members, use these groups to find what I’m looking for and to hopefully barter with products I have. One of the major downsides was that it wasn’t easy to make a transaction within the Facebook group. My business plan was an app that would solve this issue. Facebook recently added a new “For sale” feature in groups and I’ve seen these swapping groups utilizing them.
As we learned in our marketing classes, anything can be branded. A feeling, an image, etc. It’s not just limited to a physical object. No more is this true than with sports. One sport that lost it’s marketing mojo is boxing.
I grew up when some would say peek boxing era – the ’90s. I remember Tyson biting Holyfield’s ear off. Guys would pull their money together to huddle around the TV to shell out the money for Pay-Per-View to see “the big fight.” I personally was a WWE girl myself. However, it was so big that it infiltrated my social circle. So what happened to such a wildly popular sport? Bad management, injuries and scandal after scandal. Mike Tyson was recently on Larry Wilmore’s show discussing this topic. Sounds like any other sport actually but as viewership changed they no longer wanted to pay to watch if Don King was going to pocket it. Also, the pool of boxers I’m sure shrunk because they were scared to get screwed over so they found other routes. MMA (Mixed Martial Arts) and the UFC became wildly popular.
Now with the highly anticipated Mayweather v Pacquiao fight coming it seems like boxing is finally seeing the rival it so desperately needed. The partnerships around this event are growing every day (it seems) and the amount of money floating around is insane. USA Today recently ramped up their sports section with BOXINGjunkie.com, an online news destination focused solely on the sport. During a Cynopsis Media email blast, it was explained as offering fans “breaking news, exclusive interviews, in-depth features, live event coverage, behind the scenes buzz and a robust line-up of video offerings, all designed to be shared via social media platforms.” Premier Boxing Champions signed a deal with SiriusXM. BET Networks is also getting into the boxing ring, announcing a deal with Roc Nation Sports to serve as their exclusive broadcast partner. According to a press release, the deal includes up to nine live, two-hour telecasts of Roc Nation Sports throne boxing events over the next 18 months with the first main event fight set to feature WBA Super Middleweight World Champion Andre Ward/Paul Smith on June 20, 2015. The fan experience will include a “live musical performance and a name DJ to keep the energy at a high level throughout the night.”
Another outlet seeing a boxing bump is movies. Southpaw, starring a very ripped Jake Gyllenhaal, is building up a lot of buzz because of it’s honest portrayal of a boxer. Another boxing movie building buzz stars recent Oscar nom Miles Teller, titled Bleed For This. It’s based on the incredible comeback of World Champion Boxer Vinny Pazienza. There have been some great movies about boxing, such The Wrestler and The Fighter, but these movies are generating more buzz perhaps because they have heartthrobs as the stars (sorry Marky Mark). Having a young star like Miles can bring boxing to a younger audience who missed out on the excitement the first time around.
The next hurdle is making affordable PPV bundles for these millennials who despite having HBO Now available are still illegally streaming Game of Thrones.
Every time there’s a new invention in the advertising world, critics start buzzing that the old mediums are going to die. When television was invented it was going to kill radio. When social media came out it was going to kill newspapers. Radio, TV, newspapers and billboards are still very much alive. Inventions spur innovation. The digital age as forced these “old” mediums to adapt. Some have successfully, some are still struggling. I think one medium that people dismiss all too often are billboards.
Gary Vaynerchuk even talked about the power of billboards in his book “The Thank You Economy.” Sounds odd for a guy who has built his reputation on disruptive social media tactics to use such an “old” form of advertising. It shouldn’t. In fact, billboards are pretty cool. Some excellent examples of this:
– Apolosophy interactive subway billboard in Sweden.
– British Airways billboard at Heathrow airport.