BLOCKBUSTER PROVES: YOU CANNOT WIN A RACE STANDING STILL IN MARKETING

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And so Blockbuster DVD rental business has gone into the much expected Chapter 11 protection in the USA. They have about $1 billion in debt, and the outlook looks grim.


I have the following thought that it brings to mind: YOU CANNOT WIN A RACE BY STANDING STILL


It seems to me that Blockbuster did not aggressively work to change the business model as the world changed around them They focused more on their offer, trying to optimise stores, costs and the such. But the world around them was changing:

- technology meant that people could download movies through iTunes and other services. This was easier, more convenient and was not constrained by when stores were open, plus no need to travel to and from stores to fetch it, find it out of stock and take it back. Everything is available and not dependent on how many copies in a store and what is out.

- alternative methods that are more convenient for those that like having discs, which NetFlix and LoveFilm did where they post you DVDs from a list of ones you want and you keep them as long as you want and keep sending them as you send back the ones you watched. This model also meant people are signing up for a subscription and so regular revenue flows.


The key message is that you have to constantly keep moving with the race, and constantly try and be the leader of the pack. All to often, once something works, companies start to focus on optimising the model they have, reducing costs and doing that model the best. But they are so busy standing still, it is a bit like runner tidying their running kit, retying their shoes while the others run off ahead – even if they are not great runners they will beat you.


Interestingly, I heard an interview with the European Blockbuster Vice President who said the UK was doing well. All because the regulations meant only they could rent out blue ray DVDs, and not the subscription services. It seemed to me a bit like fiddling while Rome is burning around you. A simple change of -what seems an odd - regulation and you only point of difference crumbles?


You cannot win any race standing still. Changes in business models is happening all the time. In an interview with one of the founders of Google, he said he thinks the biggest risk established companies face is they keep looking back or they keep looking around them at what they do and using their context when they think about innovation. Innovation comes when you don’t look around but aim for the finishing line. Then a when there, a new race starts?

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MY VIEW ON: Sexual Health Week 13–19 September and STIs in the over 50s..

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FPA Over 50 sexual health ad 2010 FPA Over 50 sexual health ad 2010 It is Sexual Health Week in the UK week of 13 September, and a key part of the week will be the launch of a safe sex campaign targeted at the over 50s.The first of its kind. This is based on the fact that over 50s with changes in life due to divorce, living longer and being healthy and active are having sex with new partners. And growth of sexual diseases among this age group is growing fast. This is a great idea and shows targeting groups. But as an over 50 (just), I did find the campaign idea strong and impactful: “remember wearing this, don’t forget to remember this” (condom). But then the campaign let’s itself down (in my view) by showing horrible dated stereotypes of granny and grandpa clothes. There is a real danger in talking to over 50s like they are old. As a 50 year old I think the imagery is not right and connecting with what we really remember. Targeting is a tough job, but beware of stereo typing! Here is the information and release from the FPA. Great initiative, Great campaign idea, Mixed execution? Hopefully successful Welcome to the first ever national campaign on sexually transmitted infections (STIs) in people over 50. No surprises that people in their 50s, 60s, 70s and 80s are having sex with new partners (the oldest caller to our helpline was an 82 year old man starting a new relationship) but this also means that STIs in people over 50 are rising fast – and have been for several years. Some people are coming out of relationships and dating again. Some have always been single. And many over 50s are enjoying fantastic sex and finding new love at this point in their lives. The problem is that lots of people over 50, single or dating, don’t think safer sex applies to them. If you’ve been in a long-term relationship it may not have been something you’ve had to factor in for years. And after the menopause, when pregnancy isn’t a concern, using condoms can be easily forgotten about. Result? STIs are making a comeback in a new generation. STIs don’t care about greying hair or a few wrinkles. If you’re having unprotected sex, an STI will find you just as attractive whatever your age. Unbelievably. there’s never been a sexual health campaign for people over 50 before. FPA thinks it's time you had a campaign of your own so you can become more aware about STIs and their health risks. So, if you’re over 50 and having, or thinking about having, sex with a new or different partner(s) this campaign is for you The website with more details: click here Don't miss any new Marketing Unleashed postings. Subscribe
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IS TV DYING? 5 THINGS WE SHOULD NOTE AND 3 THINGS TO DO ABOUT IT

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The death of TV is still not happening! This is confirmed once again in a large media consumption study run the media regulatory body in the UK called Ofcom. Although the data is on UK consumers, the study reflects the same learning that other countries are seeing in their markets.


However, I think the study does though clearly highlight some changes and new habits that have a huge implication on how marketers, advertising and people running online and digital campaigns and businesses need to think and act. In order to succeed they are critical.


In the business I am involved in running, it is clear that the traditional focus on high TV activity is no longer working as well. But does it mean that TV is not important? I don’t think it does, since people are watching a lot of it. But there are some very key factors.


Let em outline what I think was significant in the learning, and then the 3 key actions that I think we all need to take and focus on.


The 5 key things that stood out for me:


(1) People are still watching a lot of TV. In the UK it is just below 4 hours a day on average. However, they do not consume and watch it like they used to. Understanding this is fundamental at how one looks at the style and role of TV ads moving forwards.

(2) There is huge multi-tasking taking place, and the younger the consumer the more it happens. In fact younger people consume more hours of media than there are hours available. This is because they multi-task, consuming different things at once, such as watching TV while online or on their smart-phones interacting and engaging.

(3) The growth and use of online catch-up services and PVRs like TIVO in the USA and Sky+ in the Uk, has actually meant that people are watching more TV. This is because they can watch it when it is more convenient for them, and studies found that instead of dropping out of following a show or series if people missed an episode they now watch via PVR or online and keep with the series. In fact, it was found by Sky TV that people with Sky+ are watching more TV and being exposed to more ads. Of course many are watched on “fast forward”.

(4) Online companies are among the biggest advertisers on TV now. This clearly shows the power of large mass media for driving awareness and traffic.

(5) The above factor is likely to be accelerated by the fact that since people are now multi-taking more and likely to have their laptop, smart-phone, iPad and so on with them, if they see something that interests them in an ad they can immediately go to it, research it, sign up for it, buy it, download it right there and then. It means TV can get immediate response. Literally.


So what should we do about it as we think about creating ads for TV, or any media since people will be multi-tasking?


Your ads need to, more than ever:

(1) Get people to LOOK UP. You need to get them to stop multi-tasking and look at you, notice you, watch or listen to you.

(2) Get people to LEAN FORWARD. Get engaged and listen to what you are offering, telling or selling. If watching on fast forward on Sky+ you need them to slow down and watch and lean forward and listen.

(3) Get people TO ACT. Right away and right in the moment. Increasingly, you need to have a “call to action” and get people to respond. They may be connected and you can actually get them to do something. Don’t wait for them to act when they next go to the store, get them to act. This means you need to think through what you want them to do, and ensure you have the offers, the sites or the destinations ready and easy to access.


Exciting times, and exciting new ways to think about the role of TV and mass media. It is not dying, but to work you need to use it in a different way.


What do you think? Got any good examples? Drop me an email at gary@bembridge.co.uk or even better leave a comment on the blog posting and join the debate now.

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