Is online the natural home for PPV sport?

With the news that the England footballs team next match has been sold exclusively to an online media company has got me thinking. Is online the natural home of all PPV sporting events? As always, content is king, and as technologies converge it will soon become less and less important by what device things are viewed on, but what is actually being viewed.


ITV is doing a great job of showing that there is less and less money to made as a traditional broadcaster. As with everything else, people don't consume TV in a linear fashion anymore. They watch what they want, when they want. TV scheduling has been less important.


Surely the next step would be to reduce scheduling even more and actually offer all shows on a PPV basis. I may not want to subscribe to the FX channel, but I may want to see the next series of Dexter, which I would be willing to pay for. I may not want to pay for Sky Sports, but would be happy to pay £5 to watch the odd premiership game. Selling lots of different pieces of content individually, rather than in large packages is definitely the way to go in a fragmented, digital society, and it may just, be more profitable.


Every major broadcaster will be seeing how many people subscribe to the match on Saturday, and if it is a success, we may start seeing many more events offered on a web PPV basis. Which in my opinion is no bad thing.

Sunday Night - Music Post

Although this blog is mostly going to be about marketing, advertising and the media there is always space for some of our favorite things.

One of the things I have been involved in is a North Devon music promotions company called "Generator Promotions". Created to enhance and promote music in North Devon and to offer a night out that is different from the usual bar and dance floor. The company has gone from strength to strength and now attracts over 300 people every month.

One of the shining starts of those nights is a band called Pickpockets and Skyrockets. These guys are amazing. The first time I saw the two lads perform I thought they had a bright future ahead of them. And I still think they do. You can check them out here.

www.myspace.com/pickpocketsandskyrockets

Let me know what you think of them.

Social Media - It's like Garlic and Bread

"Social Media" has become the buzz work in marketing this year. But surely it's just a new way of saying "talkability". From the first ever adverts, creative directors have been making things that are worth sharing and talking about. Isn't the best form of advertising work that draws a reaction from those who see it, and then gets them to talk about it? Don't we talk about and share interesting things we see every day?

Advertising has changed forever. It is no longer permissible to create an advert and then wait for people to buy the product. We all now have so much more information available at our fingertips. Where to shop, what do buy, who to buy from, how to buy it, what does it contain, what do people who have brought it before think of it? It is advertiser’s jobs to be involved in these conversations at all stages, to ensure the right information is available at the right time. Social media is going to become one of the most important currencies in advertising, and those who get it right are going to become hugely successful.

Amazing video - Showing the power of social networking

To me this "social revolution" isn't really very much of a surprise. Ever since the very earliest civilisations we have been communicating with each other. Cave painting, parchment, storytellers. The motive has never changed, it's just the technology has got better and better and better.

Spotify - Genius or end of the music business?

I think when making this argument I should declare my huge appreciation (even love) for Spotify. It's like going to your mates house, but not discovering a few albums you really like. But instead discovering every album ever produced since music production began! 

Now this is a brilliant thing. However....it's dangerous. As, as it stands, it is going to be very unlikely you are going to find any new music on Spotify. That is, music you don't already like. I have very much enjoyed listening to loads of albums that I would never have any desire to buy. However they are all bands/artists I have already heard of and liked. So if this trend is to continue, where is all the new music going to come from? Where are people going to find their next favorite band?

Then again...It is much easier to introduce friends to new music if they and the band are both on Spotify. It's as easy as one button or an e-mail. There is no need for the "oh I will bring the CD in." or "I will make you a tape". Sites like ShareMyPlaylist (www.sharemyplaylist.com) are offering site visitors the opportunity to create their own spotify playlists and then share them with friends. This is certainly one way that people will discover new songs/artists they may like. 

I think that with the advent of "free" music. Well advertising funded. People will actually be able to listen to more music, and therefore as a record label it is vitally important to build a network of friends, fans, and advocates of any up and coming band. If stupid videos and vouchers for pizza hut can "go viral" and be sent to 000's of others. Then I don't see any reason why good, interesting, different, bands cannot do the same. Then new fans can instantly listen to them on Spotify. 

There may be more bands than there have ever been, there may be more channels than there have ever been, but I think that it has never been easier for good music to receive a following. Suddenly bands don't need a big label to make it big. Suddenly bands don't need a label at all. 

If Spotify sounds the death toll of the traditional music industry, what is likely to rise in it's place is a much more democratic, social, and quite possible better music industry. There will be less money in it certainly. But any band who really goes into the music industry wanting to be a millionaire is better putting their talents to banking.....then again. 

     

Download it here......100% free.

www.spotify.com

Cadbury - Fair Trade Blog

Cadbury have recently launced their own fair trade blog. Promoting the fact that their Daily Milk brand is going fairtrade in October. This is a brilliant step forward and goes a long way to redressing the balance between "western" products and "developing" countries manufacturing. Something I am not going to claim to be knowledgeable to talk about - today anyway.
What is great is that rather than launching with a large advertising campaign. They have started a blog. To open the debate and answer questions customers may have. They know this is not going to let everyone know. However it is giving those who are interested the opportunity to engage and find out more - before anyone else.

To take this one step further, Cadbury went out and asked people two simple questions.
1.) What do you think of FairTrade.
2.) How do you feel about the fact Cadbury is going Fairtrade?

Again a small thing, but a very inclusive ones, and is an example of Cadbury taking a softly softly approach to this huge change in their product. Lets hope they are just the start and we will soon be seeing such open engagment from other big corporations.

(and maybe I will get some free fairtrade chocolate from Cadburys.)

European Elections - Social Network Voting?

The big story from the European and council elections was clearly the election of 2 BNP candidates. The fact they polled lower than the greens AND less votes than last time didn't seem to matter. However not wanting to give them any more publicity that is all I am going to say on the matter.

There was however, on some ballot sheets, and situation in the (other smaller parties) on the bbc site a group who are calling themselves YD. (Your Decision). They propose that if one of their members get elected they will put, on their website, the next vote that MP, MEP or councilor, has to make, and allow members to vote on what decision they want. What a bloody brilliant idea. Disregarding for a moment the problems around fraud and vote-rigging. Imagine if every MP allowed their constituents to vote on every issues. That's democracy. No longer would MPs be tied to the outdated party political system. Instead they would be tied to what the people who voted for them actually wanted. Politics for the many rather than the few.

The comparison is always made between the number of voters for reality TV shows vs. political parties. The reason is quite simple. People know their vote will count. They are being asked who they think is the better singer, dancer, Big brother um.....person. Imagine if politics worked the same way. People who drink a lot would be really interested in voting on alcohol tax. Parents would be actively engaged in discussing education, students would be really interested in the arguments around student loans. Everyone would have the ability to speak, vote for and be engaged in the areas of policy that would actively effect them. And not every 4 years, but every week, month, and year.


That is how to get people engaged in anything, asking their opinion and make it known that their opinion is valid and listened too. If Simon Cowell can understand this, why cannot the government?

Old Media Vs. New Media

I had the privilege recently of meeting one of the UK's most respected political bloggers. He runs the blog Guido Fawkes (www.order-order.com). This site have broken some of the major political stories of the past few years, and been keeping people reading the Telegraph as they release day after day more stories of MPs expenses. This is the blog that has in no small way been responsible for the downfall of over 5 government ministers. If that doesn't show the power of new media, i'm not sure what does. This blog isn't part of a major news corporation, it is funded by a huge corporation. The blog is independently run, again proving that in a digital age, small really is powerful.

In fact it is examples of sits such as this that really show that the media new order is, if not dead, but crumbling. Not since the Gutenberg press could one talk to so many so cheaply. Suddenly you don't need to be given permission from a major publisher to speak to people, it's now up to consumers to decide if they want to listen. And given the Guido Fawkes example, they are listening, in their thousands.

It is no good anymore for big advertisers to out shout and out spend their competitors (although there is no point in ignoring the fact that it helps). They also have to out think and out create them too. An example of this is Innocent drinks (An overused but still high interesting example). Innocent drinks were not backed by a large corporation (Although tragically they are now after Coca-Cola brought a share in the business). Innocent drinks used a good product, an inclusive tone of voice, and rather than seeing the relationship as product/consumer. They saw it as friend talking to friend. They offered free tasting, held their own festival, covered their delivery cars in flowers and much more besides.

Innocent understood it's not how loud you should, it's how much people listen. It's not about talking to as many people as possible, as much as possible. It's about talking to many fewer people, all the time, in a way that they actually want to here. It's about having more conversations, and actually listening to the responses. If you can connect and interest people, in something as a company you believe and find interesting, then you don't need to worry too much about marketing at all, you customers will do it for you, for free, willingly. And if you need an example of how powerful that it you only need to try and find an advert for Google.

Microsearch

What is microsearch?

Microsearch is born out the idea that there are hundreads of small businesses settting up every day and more and more of these businesses have an online offering. These businesses do not have large marketing budgets and cannot afford to go to a large search company. We believe that using our search experience we can help small and medium sizes businesses increase the quality traffic to their website. This can be done from a spend of only a few pounds a day. It is from small spends and sustained growth that these sites can be developed and grow into strong successful businesses.

Our first Viral Hit? - Oxfam Climate Change advert

We have been busy hiding away from the rain this weekend making a video for the YouTube Cannes Lions 24 hour advert contest. We few a lot of ideas around and took inspiration from some of our own favorite YouTube Hits sat down and got to work. This is the result and we hope you like it. I will keep updating here on how it is performing.

Cottaging (No not like that)

There was time where small was good. Specialist, personal, local. And then came a time of big business, out of town superstores and Manchester United. Suddenly there for a while is wasn't so cool to be small, it was cool to be big and all powerful. People used to live in small places and make things for their small places, sometimes from cottages, therefore creating "Cottage industries". These industries were small and perfectly formed. They filled a need within their society and actually knew the people they were making things for. If Bill didn't want his yarn jumper in blue he could ask for it in Red. With Bill on the front. June didn't like Blue and wanted hers in Red. (You get the idea) It wasn't onesize fits all. It's small more bespoke. The little ad agency is like that, mainly because the internet is like that, mainly because people are like that. And should commuication that talks to people, try and act more like people?

Why Little Is Best

Little is best for so many reasons. It's controlled, it's manageable, it's cheaper, it's less wasteful. Also start small and who knows where it may lead?