Used to facilitate discussion around different media options for marketing. Not a traditional talking head presentation.

1. Voice of the Customer
Matching your message to audience behaviors & medium
Friday, May 15, 2009

2. Who is this guy?
• Product/business guy in media industry
• KDFW-TV Fox 4 in Dallas
• Tar Heel Sports Network
• SportStations.com (my own co.)
• Yahoo!
• The Charlotte Observer
• @sleuth / observerinteractive.com
Friday, May 15, 2009

3. Audiences
• What is a “use case”?
• Why is a “use case” important?
• Are all users equal?
• Do all media stay the same?
• How to match message (engager vs.
shopper, brand vs. action)?
Friday, May 15, 2009

4. Before
Friday, May 15, 2009

5. Now
Friday, May 15, 2009

6. What does it mean?
• Some similar use cases, others VERY
different
• Color and use of photography
• Different ad methods
• Online and offline
• New ways to reach audiences / relate to us
Friday, May 15, 2009

7. Before
Friday, May 15, 2009

8. Now
Friday, May 15, 2009

9. What does it mean?
• Use case similar, but some big changes
• Hundreds of channels vs. AM/FM
• Portability increased
• Internet On-demand
• iPods
• New ways to reach audiences / relate to us
Friday, May 15, 2009

10. Before
Friday, May 15, 2009

11. Now
Friday, May 15, 2009

12. What does it mean?
• Use case similar, but some big changes
• Hundreds of channels vs. broadcast
• Internet On-demand
• iPods
• New ways to reach audiences / relate to us
Friday, May 15, 2009

13. Before
Friday, May 15, 2009

14. Now
Friday, May 15, 2009

15. What does it mean?
• Use case similar, but some big changes
• Portability
• Samples change distribution
• Adds newspapers, blogs, magazines
• New ways to reach audiences / relate to us
Friday, May 15, 2009

16. Other examples
• Social networks (new) vs. Kiwanis/Lions
• Print and/or E-mail campaigns
• Search engines and ad matching
• What else?
Friday, May 15, 2009

17. Photos
• All (c) Jason Silverstein except:
• Old Newspapers - http://www.flickr.com/
photos/pingu1963/2493731655/
• Old TV: http://www.flickr.com/photos/videocrab/
116136642/
• Antique Book: http://www.flickr.com/photos/
9619972@N08/2636808004/
• XM: http://www.flickr.com/photos/ousby/
76112230/
Friday, May 15, 2009