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

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

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