“Analysts are expecting Amazon.com Inc. to begin producing its own original television programs soon.”
Fortune reports that Amazon’s television programming unit is headed by a TV production veteran in Los Angeles who previously worked at the Comedy Centralnetwork. The story quotes analysts who believe that Amazon, which now is publishing its own books, would be smart to begin producing its own TV shows.
I can’t begin to tell you how many for-profit and nonprofit businesses I have worked with that can’t answer that one simple question. Nine times out of ten I will get one answer from the CEO, a different answer from the CFO, an entirely different answer from each person in marketing, etc.
Forget outside research. Here’s the most important poll you can do: Run a poll with every employee (and volunteer if you are a nonprofit) and ask the question: “What are our three most important strategic messages?” I bet you’ll be shocked at the answers you get.
The solution? Start at home. Repeat, repeat, repeat. Every meeting, every internal message, repeat the three key strategic messages until everyone gets it to the point where they believe in the messaging and can add their own stories to explain why those messages are so important.
Messaging doesn’t start with a brochure, or on Facebook, or in a newsletter. It starts with your entire staff and needs to be repeated until it’s a mantra.
Here’s an important message for you: If you are in the public relations, marketing or advertising business at a company or organization, you need to be in the content-generation business.
People are tired of traditional ads. If they have TiVo or DVR’s, they are skipping through the ads. If you are buying print, broadcast or Internet ads ask yourself this: Is my ad truly remarkable? That is, will your ad truly get people to change their behavior? Sure if they are ordering something, but short of an online retail purchase, most ads are just that to consumers: An Advertisement.
If you really want to change behavior, change how you do things. YOU need to be in the content generation business. People read interesting stories. If you start an interesting and relevant story in an email newsletter or on Facebook and link the rest to your website, they will click through as long as it is interesting and relevant.
Shoot interesting pictures your stakeholders care about. Shoot interesting videos — especially “How To..” videos your stakeholders care about. Give your stakeholders interesting and relevant tips and information THEY care about.
It’s not about the tools, it’s about how you use them. And if you are interesting and relevant, they will come.
OMG….Delta Airlines charges soldiers returning from Afghanistan $2,800 in excess baggage fees despite contract with U.S. Govt permitting four bags per person. And they were only going from Baltimore to Atlanta to Louisiana. Watch their video.