Disruptive Innovations in Media-Based Industries


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Leveraging his professional experience in advertising, publishing, and film, Bill Oechsler explores the major trends challenging traditional business models, creating exciting new opportunties, and transforming integrated marketing communications.

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Disruptive Innovations in Media-Based Industries

  1. 1. Disruptive Innovations InMedia-Based Industries Advertising Publishing Film
  2. 2. Disruptive Innovations InMedia-Based Industries Advertising Publishing Film
  3. 3. 3“...a process by which a product orservice takes root initially in simpleapplications at the bottom of a marketthen relentlessly moves “up market,eventually displacing establishedcompetitors.” Clayton Christensen
  4. 4. 4http://www.youtube.com/watch?v=Q1vw23YHFds&feature=youtu.be
  5. 5. Disruptive Innovations InMedia-Based Industries
  6. 6. 6Industry Leaders Advertising Publishing Film
  7. 7. 7 Industry Forecast“The future of advertising will not fit inthe containers of the past.” Rishad Tobaccowala Chief Strategy & Innovation Officer, VivaKi
  8. 8. 8 Industry Forecast“The biggest problem facing bookpublishing...is that a perfect industry isbeing replaced by one filled with chaosand opportunity.” Seth Godin Best-selling Author
  9. 9. 9 Industry Forecast“Hollywood will be destroyed and noone will notice. Collaborativestorytelling and filmmaking will do toHollywood what Wikipedia did toEncyclopedia Britannica.” Jimmy Wales Founder of Wikipedia
  10. 10. Change is Inevitable Growth is Optional Change is HardIndustry Realities
  11. 11. 11Systems & StructuresAd Agencies, Publishing Houses,and Film Studios exist within verydynamic ecosystems. Full Service Agency Specialized Industries (One Stop Shop) Established Brands Complex Products Creatively Oriented Celebrity Focused Talent Dependent Customer Evaluated Top-Line Ranked Bottom-Line Driven Award Generating
  12. 12. 12 Markets & MoneyAd Agencies, Publishing Houses,and Film Studios exist within verycompetitive marketplaces. High Cost of Goods Sold Low Cost to Consumer Depend On Volume Sales Heavy Marketing Spend Success Determined Early Long-Tail Opportunities Complex Compensation Satisfying Investors Work Project-by-Project Manage Full Portfolio
  13. 13. 13 Content & ControlAd Agencies, Publishing Houses,and Film Studios existence needsintellectual properties. Licenses & Royalties Rights & Permissions Exclusivity & Non-Exclusivity Contracts & Negotiations Terms of Agreement
  14. 14. NavigatingThe New Normal
  15. 15. 15What Challenge & Change Should Feel Like http://www.youtube.com/watch?v=L2zqTYgcpfg GetPropulsion.com
  16. 16. 16Leverage Technology: It’s A Tool So Use It
  17. 17. 17Relinquish Control: Customer Over Content
  18. 18. 18Attack Yourself: Become Your Own Competition Exceeded Zondervan’s first year sales goals 10X, outselling company/category leader 5X. • Audiobook of the Year (2007) “...a tribute to innovative marketing.” • Silver Anvil (2007) “...the most ambitious and innovative audio Bible on the market.” • Effie (2008) “...totally redefining how consumers, retailers, and publishers view the category.” http://youtu.be/mpAQoIuF264
  19. 19. 19Discover Blue Ocean: Know How/When To Zag McDonald’s McMoms Set standard at Leo Burnett that other relationship marketing programs would follow. Surpassed first year performance goals by 300%, returning 10X the dollars to bottom line. Hispanic version performed 600% above goals, earning it an Effie. McDonald’s accounting considered strategic approach the most rigorous design they’ve ever seen—air tight.
  20. 20. 20Find New Approaches: Becoming The First
  21. 21. 21What Innovation & Growth Can Feel Like http://www.youtube.com/watch?v=IytjSl6voP0 GetPropulsion.com
  22. 22. Any Questions? Thank You!