ThinkTank Blog

Webcasting: More Than a Sales Tool

Posted by Sandi Link on Wed, Apr 01, 2015

When most people think of webcasts, they think of product sales pitches.  Virtual commercials that companies are using to sell and up-sell product.  And, they’re not wrong: many companies do focus their webcast productions on products and services with the ultimate goal of filling their sales pipeline.
But there is a world of opportunity beyond this approach.  Why not use webcasts as a tool for training?  Sharing new corporate information with your employees?  Providing a virtual toolkit or handbook for new customers?  The possibilities are endless.  Take, as an example, a company with a dispersed sales team.  By recording a webcast sharing a new corporate message or sales presentation, team members can review the new information at their convenience and, since it’s available on-demand, new hires can be brought up to speed with a minimal amount of handholding.  Better yet, your content is available as a reference resource 24/7, whenever and wherever they may need it.
In today’s digital age, where everything is available at the click of a button, webcasts offer a way to capture your communications and share them with a broad community of users.  Beyond just a sales tool, webcasts can share product information, corporate communications, guidelines and instructions… the sky is the limit.
Read More

Tags: Marketing, Media/Advertising Trends, Sales training, Webcasting, Virtual events

Cigars, Sex and House of Cards

Posted by Cameron Brown on Sun, Mar 01, 2015

Season 3 is here, and several episodes in (my wife and I are pacing ourselves) the plots, while a bit muddled, will doubtless come together as they have before. The First couple have risen, shown their fallibility, and risen again; the lying and deception is at epic levels, Doug is doing shots of bourbon with a syringe, Rachel remains MIA, and Gavin (who makes your skin crawl as Liam McPoyle in It’s Always Sunny in Philadelphia) seems to hold the big cards.

Read More

Tags: Marketing, Media/Advertising Trends, Social Networking, Branding, House of Cards, Apple, It's Always Sunny in Philadelphia

King Fish Media Event: The New Rules of Marketing

Posted by King Fish Media on Wed, May 14, 2014

King Fish Media will be holding a complimentary marketing event on June 18th from 9-10am at the Cummings Center Conference Room (Suite 221-E) in Beverly, Mass.

The New Rules of Marketing: How to grow your business

The world of marketing has radically changed; we’ll explain how you can leverage changes in technology and consumer behavior to drive your sales.

Read More

Tags: Marketing, Content, Web 2.0, Media/Advertising Trends

Why Baseball Needs Storytelling for Long Term Success

Posted by King Fish Media on Tue, May 06, 2014

Baseball is caught in an interesting paradox when it comes to the future.  In terms of revenue, it is thriving – a record $8 Billion in 2013 as new TV revenue from national and local partners kick off lucrative new contracts.  The league has also been a leading innovator in the digital realm – streaming video, social engagement and the recently enhanced At The Ballpark mobile app are all very smart extensions to serve the new media environment. The revised App is getting some attention and it follows MLBs approach of creating tools at a centralized level and allowing the teams to customized to their local fan bases.  The objective is to enhance the fan’s experience at the ballpark with content, ticket services, maps/guides, and concession information.  

Even though TV/Cable networks are filling the owners and players’ pockets with cash, the fact remains that viewership is trending down, especially for the World Series, and ballpark attendance is flat to down over the past several years.  Add to that the sport is slowing losing relevance with young people.  Fewer kids are playing little league and watching it on TV.  So, why are TV revenues trending way up?  

It likely has more to do with the state of TV business than baseball itself.  National networks such as ESPN, TBS and FOX and regional sports channels are paying handsomely to secure the rights to a sport fewer young people are watching.  In a streaming, on demand, multi-screen, DVR world, sports are the last bastion of programming that people watch in real time, maybe except for a handful of award shows.  Sports programming is a weapon to halt the march of cable and satellite cord cutters. More importantly, exclusive sports programming allows the networks to charge increasing affiliate fees to the cable providers.  For all the talk about content, there is nothing quite like live sports. It is true reality TV with a compelling narrative, changing themes and stars you care about.  Not some odd balls dropped on an Island with a TV crew or a bunch of upscale, surgically altered housewives playing out pre-scripted conflict.  

Here in Boston you can cobble together Aereo, Chromecast, AppleTV, an HD antenna, Netflix, Hulu, your library card and an NPR tote bag and still not be able see your beloved Red Sox.  Every game that is not free over the air on FOX TV (maybe 7 a year) is either on NESN (regional sports network) or ESPN or MLBTV (which blacks out local teams via an IP address for its streaming product).  To get these cable channels you have dance with the Comcast devil who pays a nice per subscriber fee to NESN and ESPN which in turn, they pass on to you with profit margin tacked on.  That profit helps them fund the Xfinity commercials they run on an infinite loop to beat you into submission.

Some day in the future, the cable bundle will fall apart just as it did for the music business, newspapers and magazines.  It’s inevitable, technology disruption only moves in one direction – forward.  When that happens baseball will be left with a game living in the past with an older and declining fan base.  The game is not in sync with the way people consumer media in a multi-screen, 140-character world.  Let’s face it – it has become slow and boring.

MLB can take a cue from the other sports to revitalize the game before its too late.

1. Keep the game moving, limit stops and commercial breaks – the NHL did that to great success. Be creative in getting revenue (product placement, sponsorship, logos on screen during action) that does not depend on old fashion interruptive TV commercials that no one wants to see.  Baseball needs to speed up (more below) and reduce the time needed to watch and attend a game.  Also, would it be so bad if weekend World Series games were shown earlier in the day so kids and those of us on the east coast can watch them.  These games have become endless slogs lasting past midnight.  

2. The NFL has no trouble changing rules to keep the game modern, so baseball needs to alter some basics and not worry so much about tradition.  First, enforce the actual strike zone up to the chest – more strikes, less pitches.  Next, put up a 20 second clock like the NBA (theirs is 24 seconds) did in the 50’s to keep their game from dying.  A pitcher has 20 seconds to throw, if not he is charged with a ball.  And, the batter can’t leave the box once he steps in or he is called out.  Watching a batter step out and adjust his gloves or himself after every pitch is not 21st century entertainment.

3. Most importantly, focus on stars and stories.  The NFL and NBA are masters of creating larger than life personalities and themes and stories around these stars.  The story of the NBA playoffs is all about the Miami Heat and LeBron James – it is the narrative that drives the league.  Before that it was Kobe and the Lakers, or the Big 3 in Boston.  They understand that stars draw kids to merchandise sales, watching TV and going to the arena.  Football is the same- each season has it’s own unique story narrative to drive fan interaction.  Can Seattle repeat?  Can Brady win one more ring?  Is this Manning’s last year?  You will hear these themes over and over, nicely coordinated between the league and their media partners.  You don’t have to be sports fan to know all about LeBron or Peyton Manning.

What is the equivalent storytelling in baseball?  Stories about Alex Rodriguez and Ryan Braun’s performance enhancing drug problems? Derek Jeter’s last year? There is no compelling narrative unless you count the mix results of the new instant replay system.

Baseball is blessed with a wealth of young talented players and yet no one knows anything about them. Andrew McCutchen of the Pirates should be a huge star.  Same with Mike Trout, Felix Hernandez, Bryce Harper and a host of great players under 25.  Yet, they are anonymous to the general public.  The 2014 season started with no narrative other than the same old blather about tradition and it’s pastoral roots.  Baseball should be applauded for creating a great digital/mobile/social media channel.  Now it’s time to fix the content that comes through the slick pipes.  

Commish Bud Selig, 80

Read More

Tags: Marketing, Content, Web 2.0, Media/Advertising Trends, Social Networking

Is Chivalry Dead? Not on Social Media. Not for Chobani.

Posted by King Fish Media on Fri, Apr 25, 2014

(First ThinkTank post by our Social Media Manager, Alexis DeVilling)

Read More

Tags: Marketing, Content, Media/Advertising Trends, Customer Retention, Social Networking

The Real History of Social Media: Why it Matters

Posted by King Fish Media on Fri, Apr 18, 2014
Read More

Tags: Marketing, Content, Web 2.0, Media/Advertising Trends, Viral Marketing, Social Networking

Gen X Picks Up Where Boomers Left Off

Posted by King Fish Media on Fri, Apr 18, 2014


Read More

Tags: Marketing, Web 2.0, Media/Advertising Trends, Custom Media, Social Networking

Content Strategy is the New SEO

Posted by King Fish Media on Fri, Jan 31, 2014

Two very good articles on emerging SEO strategy recently ran on iMedia Connection by Nathan Joynt (@nathanjoynt).  Check them out here and here.  The bottom line is that context and content are the key to search and inbound success. Today, it is less about keyword density and other tricks and more about creating high quality content that can’t be found anywhere else. Cheap, shallow content full of repeating keywords will not get it done.  While some of the details are a little technical, it’s important to understand how content strategy and the consumer decision process/journey effects search ranking. 

Read More

Tags: Marketing, Content, Web 2.0, Media/Advertising Trends, Social Networking

5 Companies Using Content to Become Thought Leaders

Posted by King Fish Media on Fri, Jan 10, 2014

Companies are ramping up their thought leadership efforts to rise to the top of consumer awareness. Here are some of the most successful content marketing brands out there today.

Read More

Tags: Marketing, Content, Web 2.0, Media/Advertising Trends, Viral Marketing, Social Networking

Cam Brown talks about Target on Fox Boston News

Posted by King Fish Media on Thu, Jan 02, 2014

This morning, King Fish President Cam Brown was a guest on the FOX Boston local news to talk about Target’s recent troubles with the credit/debit card security breach and a small amount of gift cards that were not activated correctly. This type of issue can get out of hand quickly in the social era as customers have access to numerous channels to vent frustration or register support.  Target did many things correctly from a communications standpoint and will likely survive the incident in the long term.  Companies need to face that first onslaught of social media backlash with transparency and clear communications to help rebuild trust. 

Read More

Tags: Marketing, Web 2.0, Media/Advertising Trends, Custom Media, Social Networking

Subscribe to ThinkTank