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Incentive and First Visual Experience

July 29, 2009 in Marketing | 0 Comments

Incentive is one of the most powerful tools in marketing. For the first time in a while U.S. home sales are up and one of the reasons is the first time home buyer tax credit of $8,000. In marketing incentives work.

 

Incentives are mainly monetary, e.g. “free trial” or “30% off,” but what happens when the product is already free as is the case with many Web properties? 

 

The incentive has to be delivered in the rational and emotional value that accrues to the product.  It starts with the brand (first visual experience), continues on to the product itself (first user experience) and deepens with loyalty (relationship management).

 

Here’s a quick exercise relating to the first step – first visual experience. 

 

Let’s assume you’ve never heard of any of the following video sharing sites and your first visual experience isthe home page. Read these taglines/about statements and decide which provides the strongest incentive to try:

 

YouTube — “Broadcast yourself.” 

Vimeo  – “People connecting through video”

Revver  – “Video sharing powered by advertising”

Blit.Tv  – “Independent web shows”

CastTV  – “One stop watching.”

 

Stay tuned for steps two and three. Peace!

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NBC Promotes Jeff Gaspin

July 28, 2009 in Marketing | 0 Comments

Barry Diller selected the wrong guy. Ben Silverman, on whose watch NBC stoked the fires of its reputation with “America’s Biggest Loser,” “The Apprentice” and retread “Knight Rider,” has not been renewed and will embark on a new venture with Barry Diller. Moving into Mr. Silverman’s slot as head of programming at NBC is Jeff Gaspin, the cable executive responsible for USA Network and Bravo. Mr. Gaspin has been aiding and abetting some of the cooler new programs in my book.

 

This is a very good move. Mr. Silverman, a self-professed rock star, needed to be a TV programming star…and wasn’t.  NBC, like ABC and CBS, has been a real dog lately. Reality shows are so God-awful that people can’t tune away fast enough. I don’t subscribe to HBO but watched an episode of “Hung” on CastTV yesterday and there was more brilliance and drama in one 5 minute segment than on a full week’s worth of NBC (now that ER is off the air). The best people on TV – the most interesting people on TV – are, indeed, “characters.” They are welcome and they are real. That is what viewers want to watch today. Real, not reality shows. Not fabricated individuals with high Q scores. Mr. Gaspin sees this and will shake it up come January. Peace!

 

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