The Incumbents Dilemma
Nobody wants to feel left behind. We all want to be successful, popular, and in demand.
But success can be your worst enemy. Because when the ordinary world starts to change it can be quite painful to adapt.
Enter The Incumbents Dilemma.
1. The World We (Millenials) Grew Up With
Thanks for everyone who attended the premiere!
While on the press tour for a recent project I spent time at a few Chicago broadcasters that left me with cognitive dissonance.
Don’t get me wrong, I was thrilled we had the opportunity to get the word out, but I was surprised to see with my own eyes the huge shift that has already happened.
News studios are run by mostly tech and skeleton crews. Their broadcasts are highly focused on really just one demographic – an older generation who still watches cable.
The broad audience that led to shows and movies we grew up with may be gone forever.
2. The Shift
Professionally, as creators and producers and marketers – we were hit with a simultaneous renaissance of technology and distribution in late aughts.
Demand surged. Film schools and digital marketing departments popped suddenly popped up everywhere, and they were well resourced.
The internet gave everyone a voice. The iPhone made that voice ubiquitous. Social media rewired how we consume stories.
To be honest, I think it rewired our brains. Not in a good way.
3. The Result
As a result the professionally produced ad, film, TV show, and most certainly news broadcasts experienced a massive decline.
The demand for traditional production is walking off a steep age cliff as the audience is in secular decline.
Today what’s the best way to get the word out?
Newsletters and social media from trusted voices. Podcasts. Not major news broadcasters or journalists. Not professionals.
4. How do you Adapt?
We’re in the middle of a full-scale reordering.
Among colleagues I hear a lot of fear and uncertainty as the brakes feel like they are being applied in real time.
But growth is always in demand, and video is still the fastest way to grab attention.
When you need to get the word out – to launch a new product, to promote a new release, to drive a new offer – you turn to Video.
Your Video Campaign is at the heart of your identity. Your organic videos, paid ads, and video offer are the blueprint to grow your traffic and conversions.
Does it need to be polished and smart? Yes. But highly produced. Not always.
5. What does success look like?
Your KPIs: Impressions, Web Traffic, Form Sign Ups
Your audience. Not who they are but what they need too see
Pick the right channels: Use the mediums and platforms that offer the best traffic for your goals, and focus solely on these
Be true to yourself. As in everything. Authentic wide reaching content connects
For good or bad we're not going back to the old media landscape.
If you want to make truly classic work that stands out it's still possible – just a new medium.
And if you’re a creator there is likely a new renaissance around the corner.
