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...
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
Making Media As Marketing
Making Media As Marketing
Making Media As Marketing
Making Media As Marketing
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Making Media As Marketing

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Given at the MarketingProfs Digital Marketing Mixer in Phoenix Arizona on October 23, 2008 by C.C. Chapman

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Making Media As Marketing

  1. 1. Making Media as Marketing C.C. Chapman – The Advance Guard MarketingProfs Digital Marketing Mixer October 23, 2008
  2. 2. WHO WOULD WANT MORE CHANNELS?
  3. 3. I WANT MY MTV
  4. 4. THE AUDIENCE ! HAS CHANGED!
  5. 5. THAT WAS THEN
  6. 6. THIS IS NOW
  7. 7. WHERE,WHEN ! AND HOW ! WE WATCH HAS CHANGED!
  8. 8. WE WATCH HERE
  9. 9. BUT WE ALSO WATCH HERE
  10. 10. THE POWERFUL ! CABLE HAS CHANGED!
  11. 11. FROM THIS
  12. 12. TO THIS
  13. 13. I’M IN THE! ________ BUSINESS. WHY SHOULD I CARE! ABOUT VIDEO?!
  14. 14. BECAUSE WE’VE ALWAYS LOVED VISUALS
  15. 15. I KNOW WHAT! THIS MEANS!
  16. 16. WE NEED A VIRAL VIDEO!!
  17. 17. NO YOU DON’T!!
  18. 18. YOU NEED! EFFECTIVE AND ENTERTAINING ! CONTENT!
  19. 19. •  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)
  20. 20. BUT, C.C. VIDEO COSTS TOO MUCH!
  21. 21. IT DOESN’T HAVE TO
  22. 22. FORGET VIRAL! FOCUS ON RESULTS!
  23. 23. MEET TEDDY
  24. 24. SOME FINAL TIPS!
  25. 25. FIND THE PERFECT LENGTH
  26. 26. WORK WITH PEOPLE ALREADY DOING IT
  27. 27. HYPER SYNDICATE YOUR CONTENT
  28. 28. INVOLVE THE AUDIENCE
  29. 29. MEASURE RESULTS
  30. 30. DON’T BE SCARED TO EXPERIMENT
  31. 31. CC@TheAdvanceGuard.com CC-Chapman.com ManagingTheGray.com @CC_Chapman

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