Making Media As Marketing

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Making Media as Marketing C.C. Chapman – The Advance Guard MarketingProfs Digital Marketing Mixer October 23, 2008
WHO WOULD WANT MORE CHANNELS?
I WANT MY MTV
THE AUDIENCE ! HAS CHANGED!
THAT WAS THEN
THIS IS NOW
WHERE,WHEN ! AND HOW ! WE WATCH HAS CHANGED!
WE WATCH HERE
BUT WE ALSO WATCH HERE
THE POWERFUL ! CABLE HAS CHANGED!
FROM THIS
TO THIS
I’M IN THE! ________ BUSINESS. WHY SHOULD I CARE! ABOUT VIDEO?!
BECAUSE WE’VE ALWAYS LOVED VISUALS
I KNOW WHAT! THIS MEANS!
WE NEED A VIRAL VIDEO!!
NO YOU DON’T!!
YOU NEED! EFFECTIVE AND ENTERTAINING ! CONTENT!
•  April 26, 2002 Premiere •  11 million views (4 months) •  2 million sign ups (4 months) •  Sales up 12% from year before •  100 million total views (4 years)
BUT, C.C. VIDEO COSTS TOO MUCH!
IT DOESN’T HAVE TO
FORGET VIRAL! FOCUS ON RESULTS!
MEET TEDDY
SOME FINAL TIPS!
FIND THE PERFECT LENGTH
WORK WITH PEOPLE ALREADY DOING IT
HYPER SYNDICATE YOUR CONTENT
INVOLVE THE AUDIENCE
MEASURE RESULTS
DON’T BE SCARED TO EXPERIMENT
CC@TheAdvanceGuard.com CC-Chapman.com ManagingTheGray.com @CC_Chapman