It was the prediction of many of us years ago – the computer and then PDAs are making us a society of impatient people! “Why isn’t this thing working? – I NEED IT NOW!!!“ As we pound on our keyboards, ATMs, TV remotes, car horns and GPS guides…. Can you see it? Hoards of impatients storming the gates!
The impression that the media, at least those working for the Murdoch family in the News Corp. media (among others), had been given was to “Get the Story at all Costs and Get it First!” Ergo, Media is the Mania…
Every walk of life seems to need speed, instant connections, and a demand for growth – ergo, Manic is the Response… And now some have gone too far. Time to pull back, slow down, reassess.
Some people have recognized that life doesn’t necessarily improve at high speeds with over-communications and even excess wealth. In these ethics-challenged, debt-confused times, we might present the concept of “MORE IS LESS” — to go with the old adage: “Less is More.” Sometimes we need to stand these ideas on their heads and give them a rethink.
All businesses could learn from this lesson. When a company or brand gets too big it can lose its way and lose focus on its original mission. Its employees can misinterpret the “bosses” direction and directions. Close attention needs to be paid to not losing one’s brand mission and message.
Likewise, when a brand speeds into the media mania fast lane, just because everyone else is using Facebook for example, it can be a mismatch leading the brand to miscommunicate with its target audience and misinterpret its customer feedback. “Like” and “Fan” #s don’t tell the full story. Remember the 80-20 Rule, where 80% of the business comes from 20% of the customers?
What we are advocating is the need to pay close attention to the importance of Matched Media. To avoid media mania and manic responses, study carefully the media habits of the brand’s target customers and strategically select the best media matched to their media preferences and usage. No, you don’t have to be everywhere!
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.