SNAPCHAT AND THE GINGERBREAD MAN: Earlier this week I wrote about some clouds on the horizon for Snapchat. Despite being the shiny new toy of the moment in digital media, user growth is slowing and advertisers are asking harder questions about ad effectiveness. The attached article from VisionCritical explains the competitive vice Snapchat finds itself in. As an industry disruptor they carry the burden of having to keep disrupting, because if they ever stand still their uses who flocked to them for the newness factor will move on to the next Johnny come lately publisher. This is forcing Snapcat into something called the “Gingerbread Man Strategy”, where they have to run, run, run as fast as they can just to survive. That’s why you see them pursuing seemingly random strategies like their Glasses hardware. Yes, this can work. Google is the one great example of a company which built it itself by disrupting industry after industry. But the road is long and they odds aren’t great for Snapchat to become the next Google.
THE BEST BAD IDEA: As a follow up to yesterday’s blog post on Nielsen’s ratings fiasco in Tampa, check out this Radio Ink article. There’s a growing chorus in the broadcast industry for Nielsen to improve or do away with PPM, and even a few calls to go back to the old Diary system which actually still exists outside the top 52 markets. Let that sink in for a minute – listeners handwriting what stations they’re listening to on a pamphlet for a week and then mailing it in to Nielsen might be an improvement over PPM. It’s hard to imagine this being a serious suggestion as a way to fix the problem, and it underscores the cul-de-sac the Radio industry finds itself in. If PPM doesn’t work, and there are no new competitors of technologies offering ratings measurement solutions, what other choice does the industry have besides going back to paper diaries? It reminds me of the memorable quote from the movie Argo when Bryan Cranston’s character says “This is the best bad idea we have, sir”. If that’s true then start mailing out those diaries!
LESSONS FROM TOMMY BOY: Speaking of movies, I’d like to leave you with an article about one of my all-time favorite comedies Tommy Boy. If you’ve ever been on the road with me for a day of sales calls you know that I’ll start quoting lines from this movie, because nobody captures the trials and tribulations of the wandering salesperson better than David Spade and the late Chris Farley. Well somebody actually wrote a useful LinkedIn Post about the movie with regards to the sales lessons it can teach. The first few points the author makes are fairly obvious and/or light. But hang in there for #5 – it’s the key. Genuine passion, belief, and excitement for what you’re selling makes all the difference. It can literally rub off on the audience you’re pitching to and make you that much more successful, as it did Tommy Boy.
Have a great Friday (and weekend) guys!
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