Podcast Summary
Adapting to Changing Communication Trends: In 2023, businesses should prioritize social media and digital channels over traditional press releases for B to C communication. Understand your audience and adapt to their consumption habits to maximize impact.
The traditional press release may not be as effective in 2023, especially for businesses focusing on B to C communication. With the majority of consumption moving to social media and connective TV, the value of press releases compared to the time and resources spent on them is questionable. Instead, businesses may want to consider building a communications team that prioritizes social media and other digital channels. During the discussion, the importance of understanding the audience and adapting to their consumption habits was emphasized. The traditional press release may still have a place, but it should be the intern's job to handle the administrative aspects, while the senior team focuses on more strategic communication efforts. Overall, the conversation highlighted the need for businesses to stay up-to-date on changing communication trends and adapt their strategies accordingly.
Adapt to changing media landscape and prioritize engagement over reach: Focus on creating valuable content for specific audiences, target effectively, and prioritize a comms mindset with day-to-day attention and fragmented stories.
Businesses and communications teams need to adapt to the changing media landscape and prioritize platforms that offer real engagement and consumption, rather than just potential reach. The speaker emphasized that platforms like TikTok have a significant audience beyond the young demographic and that traditional metrics like GRPs and impressions are not reliable indicators of success. He encouraged teams to focus on creating valuable content for specific audiences and targeting them effectively. The speaker also emphasized the importance of a comms mindset that focuses on day-to-day attention and not just long-term planning. He encouraged teams to fragment their stories and create content tailored to different audiences and platforms. Finally, he emphasized the importance of confidence and taking ownership of specific areas of focus within the team.
Maximizing Social Media Benefits at Specific Times: Leverage social media strategically at 4:15 PM for creative content, news, PR, retention, and attracting new clients. Don't undermine core product but add value through smart use. Seek underpriced attention in marketing through events like the Super Bowl.
Social media at specific times, such as 4:15 PM, can provide significant benefits for businesses in terms of creative content, news, PR, retention, and attracting new clients. This asset should not be used to undermine the core product but rather as a clever addition to the business strategy. The speaker, a businessman, emphasized that he's not looking for freebies but rather creating value through smart use of social media. He also shared his personal experience with various hotel brands, expressing an unexpected affinity towards Aloft, and reminisced about the evolution of his agency, which started with a focus on attention arbitrage and eventually led to creating Super Bowl ads. The speaker believes that the Super Bowl offers underpriced attention in marketing, making it a valuable investment for businesses.
The Super Bowl vs Social Media for Brand Engagement: Brands need to prioritize social media presence over Super Bowl ads for effective consumer engagement and growth
The Super Bowl, while offering a massive potential audience, often fails to drive business for brands due to creative agencies prioritizing showcasing their talents over driving sales. Social media, on the other hand, has become a crucial infrastructure for consideration and decision-making in our society, and brands that fail to understand and effectively utilize it risk falling behind. The shift from television to social media is accelerating, and traditional television commercials, with their high costs and limited reach, are becoming an increasingly inefficient use of marketing budgets. Brands need to adapt and prioritize their social media presence to effectively engage with consumers and build meaningful connections. The speaker's excitement lies in the fact that more and more brands are beginning to recognize the importance of social media and the potential for growth in this area.
The power of passion and marketing in business success: A passionate, consumer-focused team and effective marketing strategies are crucial for business success.
Success in business is not just about the brands or the corporate structure, but rather the passion and belief of the team members in being consumer-centric and focusing on marketing to drive business results. The speaker emphasizes the importance of relevance and creativity in media strategies, as opposed to relying on toll booths or middlemen for customers. Additionally, the speaker's personal anecdote about his unwavering dedication to the New York Jets illustrates the power of tenacity and never giving up, even in the face of long-term goals. The speaker also encourages patience and belief in the process, especially for younger generations. Overall, the key takeaway is the importance of a passionate, consumer-focused team and effective marketing strategies in driving business success.
Underestimating Time and Potential for Growth: Embrace 'strategic selfishness' to focus on joy and happiness, not societal pressures or financial obligations, for personal growth and success.
People, especially those in their forties and beyond, underestimate their time and potential for personal growth and professional ambition. According to the speaker, this misconception is largely due to societal propaganda that emphasizes fear and financial obligations over joy and happiness. He encourages embracing a level of "strategic selfishness" to become the best version of oneself and, in turn, make those around us happier. The speaker also shares his perspective on money, noting that it can confuse people and distract from what truly matters. Instead, he suggests focusing on what brings us joy and using that as a foundation for growth and potential success. The speaker's message is one of practical optimism, encouraging individuals to explore their passions and interests, even if they don't directly relate to their current career or lifestyle. By doing so, we may be surprised by the opportunities that present themselves.
Express your opinions respectfully: Challenging the status quo with respectful communication can lead to personal and professional growth, and potentially significant opportunities and recognition in the next decade
Having the courage to pursue your passions and communicate your ideas can lead to profound personal and professional growth. The speaker, who has seen the impact of this firsthand through countless emails from people he's inspired, encourages young professionals to "die on their own sword" and express their opinions respectfully, even if they go against the status quo. He believes that the next decade will be a significant one for communication, and not speaking up could result in missing out on opportunities and recognition. While it may be intimidating to challenge authority, the potential rewards are worth the risk. By articulating your beliefs and ideas, you may be wrong, but you'll have the opportunity to learn and grow, and who knows, you might just change the game.
Marketing in today's world: Focus on consumer needs and act quickly: Chipotle's success comes from understanding consumer needs, acting fast, building a small team, and prioritizing consumer feedback. Businesses should prioritize consumers over industry norms and processes.
Effective marketing in today's world requires a deep understanding of consumer needs and the ability to act quickly in response. The speaker admires Chipotle as a brand that embodies this approach, focusing on context and timing, building a small internal team, and avoiding excessive spending on creative services. He emphasizes the importance of consumer reaction and feedback, even going so far as to suggest casting attractive actors to play him in a movie to gauge audience response. Ultimately, the speaker encourages businesses to prioritize consumer needs over industry norms and processes, and to remain agile and responsive in their marketing efforts.
Aim for 200-500 unique pieces of content daily: Organizations should produce and distribute 200-500 unique pieces of content daily to stay competitive, reduce costs to achieve this goal.
Organizations, specifically the Holding Co, should aim to produce and distribute between 200 to 500 unique pieces of creative content daily across various social media platforms. This number may seem high, but it's essential for staying competitive in a global market. As we've seen in the past, this level of output will become the norm within the next five years. To achieve this, it's crucial to find ways to reduce the cost of creating content internally and with partners. This may be a challenging goal, but the benefits of becoming a consistent, high-volume content producer are worth the effort.
