Start Up Blog

TV on the slow track

Posted in entrepreneurship by Steve Sammartino on October 24, 2012

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:

  1. Fast tracking should be ‘the next day’. Not 3 weeks after the US shows as channel 10 is doing – way too slow.
  2. The second season rated poorly because people loved the first one and didn’t want to wait.
  3. 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.

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Brands that have fun – Toyota Prius

Posted in entrepreneurship by Steve Sammartino on January 12, 2011

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?

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Design Idea

Posted in entrepreneurship by Steve Sammartino on June 3, 2010

What is the shortest path from the front door  to a smile. It doesn’t matter if we play in the web space, retail or have a factory… Once we map that out, we have defined our core utility.

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Best Packaging Ever

Posted in entrepreneurship by Steve Sammartino on April 6, 2009

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.

The banana:

banana1

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.

Category defining

Gives off product fragrance

Uber Ergonomic design & handling

Ship in packaging with mutlipack nesting design

Childproof

Protects interior

Biodegradable

Oh, I nearly forgot, good for slipping enemies in a car chase.

What can you learn from Nature?

How would nature package your product?

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