SEE
The Challenge
Increasing Media Fragmentation Advertising Over-Saturation
Rising Resistance to Advertising Messages
Broadcast Television Today
110 million households have televisions
The days of the big three are gone. 500+ broadcast/cable/satellite stations available More than 8 million households use a DVR By 2009, estimated to be 47.4 million
Depending on time, up to 40% skip ads. 1 in 5 US households now get satellite TV
The New Face of Media
68.5% of population use Internet (2.9 hours/day) 50% have broadband
53 million people use Instant Messaging
10% read blogs regularly
YouTube 100 million daily downloads
Newspapers Are Old School
Younger People Don’t Read Mail
76% Penetration 8% in US - cell phones only
100 Million People
American Idol
This Summer
500+ Cable Channels
Clicking Through Commercials
TV to Web
4000 more radio stations
HD Radio
Multiple channels (93.7 – 2) Traffic, Stocks, Song Titles Real time music and long interviews Free
Satellite Radio Less a Factor
Less than 8% penetration Plan to combine Subscription
More Magazines
Billboards
Combine with radio Platform for websites
EMAIL
Text
•US behind rest of world •97% of US phones enabled •160 characters •Moving to unlimited plan •SMS, MMS, WAP •Opt in
iPhone
Mobile Phone Widescreen iPod
GPS
Internet Communications
Text:
Text “SEE”
To:
ELECT (35328)
Blogs
Podcast
Social Networking
#10 and #17 most popular websites in existence
YouTube
www.youtube.com/newmediafirm
Word of Mouth Marketing
Back where we began
Thousands of years of face to face communication
Nine decades of radio
Six decades of TV Back to individual communication
Long Term Trend
Cable / Satellite: 29% Radio: 29% Broadcast TV: 25% Newspaper: 7% Internet: 6% Magazines 4%
Source: Veronis Suhler Stevenson, Communications Industry Forecast, 2006 (Selected Media)
Forms of Communication
•Billboards •Cable •Grassroots Canvassing •Direct Mail •Email •Internet Advertising •Literature •Live Phone Calls •Magazine Ads •Podcasts •Radio Feeds (Act.) •Membership Communications •Viral Mkt •VOD •MySpace/Facebook •Newspaper •Palm Pilot •Petitions (online/not online) •Radio •Robocalls/Dial 1 •Television •Text/Instant/Video Messaging •Volunteer Activities •Web Site •Grassroots Actions: rallies/protests, •Earned Media •PixMan •Blogs/Blogging •Youtube •AND Rapid Response, Internal and External Message-based Materials.
How To Deal With New Media
How Do We Communicate?
Quiz?
Quiz?
What did his father do? How many children?
Their names?
Who got the highest grades at Yale?
It’s not just about facts and figures
It’s not just what you say…
Political decisions not rational
The Limbic Brain, often also called the “mammalian brain,” is solely responsible for human emotions and feelings: love, flirtation, desire, fear, etc.
Narrative
People unconscious of most of their behavior choices Need to connect emotionally – trust - before you can convince them – takes time Creates an imprint – influences their interpretation of facts – give meaning The best story wins
Six Stories You need to know how to tell:
Who I am Why I am here The Vision Teaching story Values in Action I know what you are thinking
Messaging in Ohio
People wanted change But there was still a hitch…..
Biography Ad
Strickland Background
Shows his values His different accomplishments “Strickland just might be different”
Biography Ad
Strickland Background
Shows his values
His different accomplishments
“Strickland just might be different”
Accomplishments
Documentary Style Accomplishment Ad
Saved Jobs
Wheeling-Pitt Steel CEO Jim Bradley Wheeling-Pitt Workers
Accomplishments
Documentary Style Accomplishment Ad
Saved Jobs
Wheeling-Pitt Steel CEO Jim Bradley Wheeling-Pitt Workers
For More Information
Will Robinson The New Media Firm Suite 207 1325 18th Street, NW Washington, DC 20036
will@thenewmediafirm.com 202-775-1440