It seems every other day I read another story about mainstream media just not getting the shift we are seeing in the landscape. The most recent example is the idea of international TV programs being fast tracked to Australia. That is, them not waiting to show it in a perceived ‘peak ratings’ period in our country, but just showing it as soon as it is available.
One such program that is touted as being on the ‘fast track’ to Australia is Homeland. A really terrific edgy show which was a ratings boon in Australia for series 1. Channel 10 in Australia screened the first series in January this year to more than 1.2 million viewers. This was 3 months after the USA premier. Yet the ‘so called’ fast tracked 2nd series averaged a disappointing 630,000 viewers. Some commentators including this one postulated that ‘fast tracking’ doesn’t work. Claiming that ‘downloads are minimal’ ( WTF?) and that it is better to promote heavily and program in a strong period.
It’s clear to me that he doesn’t get it. A few points to note:
- Fast tracking should be ‘the next day’. Not 3 weeks after the US shows as channel 10 is doing – way too slow.
- The second season rated poorly because people loved the first one and didn’t want to wait.
- Fact – second seasons of successful shows have significantly higher download rates than first seasons. #obvious?
I could go on… But the simplest fact of all is this – mainstream media are still serving their model, not the model the customer want. This is why successful businesses of yesteryear rarely survive a technology disruption as a front runner.
There’s something about brands that know how to have fun. I reckon the Toyota Prius fits in this category. Their recent advertisement asking the crowd to work out the plural version of the word Prius is very catchy. (I’m a long time jingle lover). It’s also a cool way to build some anticipation and awareness of the new range
Is your brand having fun?
What does great packaging look like?
Chances are you will have to package your widget for your start up. Or at least something in your new business. I often ask people the best packaging they have ever seen. Coming from a consumer goods background I get a lot of varied answers, but never do I get the answer I propose the be the ultimate.
Easy opening, but only when it’s ripe
Consume straight from packaging
Changes color from green to yellow as it nears its zenith
Quality of each unit verified by packaging
Built in ‘used by date’ indicator – packaging changes color – so awesome.
Gives off product fragrance
Uber Ergonomic design & handling
Ship in packaging with mutlipack nesting design
Oh, I nearly forgot, good for slipping enemies in a car chase.