Tuesday, June 28, 2005

Dutch mediamarket: Talpa coming, NPS leaving the stage? And KPN has 1 mld EU to spent on Telfort?

Yesterday was quite a day for the Dutch Broadcast market. While Talpa where presenting their new channel in a glossy entourage on one side of the mediapark in Studio 21 (see de Mol's ideas on crossmedia on http://www.talpa.tv.. PS. I like the story, but I didn't not see it in the programming yet) ... on the other side of the mediapark in Hilversum, Medy van der Laan situated in a packed basic room was in fierce discussion with employees of the NPS, the public broadcast channel that is put out of play by this state secretary of media. An odd choice to say the least, because she wants public broadcasting to be more about opinion and debate and less about amusemen and it is just the NPS that is taking care of the minor voice in the public debate. I have agreed with van der Laan on the necesarry changes for Public Broadcasting, where a lot of money is going to the management of the broadcasters and NOT to programmemakers. But I do not understand the choice to ban the NPS, which offers typical content for the public domain. It is just this minority voice that needs be protected.

KPN, in huge debts because of the high paid UMTS rights, still had 1 miljard Euro hidden somewhere to buy Telfort. I do not understand money flows in telecommunications! I really do not!

Monday, June 06, 2005

Community as building blocks for communication

Ah live as a communication manager isn't what it used to be, hey! Neatly dividing your target groups in the 20-49 yrs groups does not seem to work effectively anymore. New channels like the internet and telephone are interfering in the picture and what to do with them? And what about these new means like digital channels or iptv? Can I reach my audience through these means? How to target then? Will they still see/hear/notice me?

There are two important keywords to remember:
1. community
2. conversations
It is all going to be about having conversations with the right community to build:
a. interest
b. believability
c. trust
And finally ..connect with your target group. Ever wondered, which communities you are part of? If your really think about that I am sure you will conclude that through the use of the internet you have become part of many more communities then before. All little villages in the global network society. Besides the family, regional and working community that you are already a part of before. These new participations in communities will have probably come naturally to you. Logical because there where mutual interests being served by joining the community so obviously you joined! And you decide how much time and effort to invest in them. This all depends on relevance, timeliness and functionality of the communities to you. People are all members of a mass and many niche communities. The art is to use this knowledge to your advantage and let the communities work with you. Listen, look and see what is happening with your customers. Instead of dictate, tell and sell to them.

Friday, June 03, 2005

Crossmedia is the buzz, but where is the money?

The buzz is about crossmedia and that should be good news, right? But, what do I hear.. advertisers are looking hard for new ways to communicate with target groups that change media consumption behaviour dramatically. But they don't know where to turn!
Well, not to your usual advertising agency, that's for sure.
Not to your broadcaster to arrange for a sponsored programme. They just want you to pay for your spots and let them do the buying of cheap re-runs in a package deal. That is their business model (for just a very little while more)
Not to a big producer to ask for a programme. Because they only know how television works and haven't got a clue about your business or marketing communication issues.

Advertisers know because they have tried this again and again. And now they don't know anymore, because there is no "well-established" company to help them solve this problem. You need to see that you cannot find new ideas with people dependable of you paying them for their old ideas. I am not going to eat my own shoe, right! First, you are not going to find an established company in this field, because it is pioneers' ground. And secondly it is huge impact pioneering ground. Simply because the public is ready for it, now all you have to do is get up to their speed. So, you need to get out there and look for the pretty little jewels laying around

(by the way I do consider my company to be one of those precious gems)

Just do it and you will find it is going to work out just really wonderfull!

Wednesday, June 01, 2005

Communities Dominate Brands

Found this through an article in Emerce on "open source marketing". An interesting article which also mentions co-creation. The journalist however takes a more technical approach to the subject, and sees co-creation as a product of opensource software. Unfortunately, thereby they take it out of the very important cultural context. Why do people WANT to co-create should be the first step at looking at the subject and that is NOT a technical question at all. People are NOT motivated by technique. On this blog you may find some very well informed articles and comments on the movement of communities (co-creation and crossmedia .. related in my opinion)

Communities Dominate Brands