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Great topical promotion will hold on to viewers, but great topical promos are rare. Typically, the problem is not a lack of producer writing and editing skill, but a lack of quality video, sound, and information.
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Brand expansion is the most viable growth option for many TV channels.
What appears to be short-sighted brand dilution is actually a strategic long-term growth strategy.
Classic Madison Avenue brand-expansion strategy is the best teacher for those of us in TV.
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One of the primary goals of teases and news stories is to create a sense of personal connection with the heroes, villains and other main characters in any daily show. Just like a prime drama or blockbuster movie, we want our characters to come alive. However, many times our writers refer to people as objects instead of real-life fascinating individuals. Treat People Like Human Beings Motivating viewers to care about the main characters of a story starts...
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You can influence your brand, but your customers ultimately own your brand.
Take the seven question brand test.
Effective branding plans are all about addressing customer needs, not a description of your product attributes.
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Very specific slogans are great for brand focus but often lack versatility.
General slogans allow brands to easily transition but often foster vagueness.
Don't rely on a slogan to carry a brand.
You shouldn't brand a product. Instead, create a product that is a demonstrate of the brand.
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Don't start a research project by asking "What do I want to know?" Start by asking, "What am I hoping to change?"
Great research starts with a fearless inventory of what you can't or won't change.
For each survey question ask, "What specific action will this answer empower me to take?"
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Lack of workflow systems are what stop many marketers from using social media marketing.
Social media marketing's unpredictability requires a shift away from a planning culture and into a real-time maintenance culture.
Traditional media's greatest strength is powerful reach. But many companies are paying a premium for this reach when they don't really need it.
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Traditional media branding strategies tend to stereotype customers and miss true motivations.
Powerful new customer databases make attitude targeting the best new opportunity.
In the future more cable channels will be programming for attitude and mindset, not just content preference.
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The weather toss and the sports toss are the two places in a newscast when on-air talent get to shine. Most shows are so tightly scripted these days that this is about the only place for talent interaction. In most shows, the weather and sports talent have a brief on-air conversation with the news anchors just prior to their segment. The goal of this component is to show...
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Too many companies use a blog strategy when posting content on social networks.
Over-posting will quickly get you unfriended, forever ending your online relationship.
Posting less often is perfectly okay in social networking.
Give all your posts the "re-post test." Is it good enough that your fans will re-tweet?
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