Thinkbox Closer to Content Seminar: 2 big take-aways from the event #C2C2011

I attended the ThinkBox Closer to Content seminar at the Soho Hotel in London today. The seminar was about the role of sponsorships, integration with online activities and also product placement within shows.

The event was great, and very well targeted and every presenter had tight and clear messages. I will in various postings cover each of the key ones and key messages. But thought worth sharing as a start what the 2 really big things that I came away with as ideas to ponder and think about


YOU NEED TO THINK ABOUT HOW CAN I MAKE MY BRAND FAMOUS


There are so many brands out there, and so many all do the same things the same way. But you need to think about how do you take what resources you have and not just worry about doing things bigger but really doing to better. How can you make the brand famous and noticed.

There was a great case study about Waitrose and how they had much less money than the other supermarkets, but focused all their efforts into 3 days every week (Thursday to Saturday) when most shopping takes place, and then had a key insight that people were cooking at home from scratch more (due to economy) and so built a whole big push about associating the Waitrose brand to ingredients and how they chose them – and then through recipes and cooking. To stand out they used 2 famous chefs, Delia Smith and Heston Blomenthal. They focused on how through messaging and execution they could use the resources they had work better, and make the brand more famous by doing things differently.


THE CONSUMER IS CONNECTED, BUT WE ARE NOT


The consumer now increasingly multi-tasks while watching TV, they are increasingly having a laptop or smartphone to hand and chat, engage, play along, research and so on while watching TV. But the TV companies, the brand owners tend to be more silo based. They are not structured to be integrated and different people doing different elements. How can things be properly connected and executed if we don’t find a way to think and be more connected and integrated.

A great seminar. More thoughts to come in future postings...


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