This is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is drive consumer behavior with respect to a commercial offering. Commercial advertisers often seek to generate increased consumption of their products or services through “branding,” which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
This is what makes or breaks any television or radio channel. Whether it is ratings or time spent it is the work of content to achieve both. Our teams of creative and highly skilled programming teams have gained their insight and expertise from working on: acclaimed reality shows; radio shows and television series; high profile news and current affairs shows, and entertainment and lifestyle series. There are only 24 hours in a day and as the competition for people’s attention intensifies the most successful distributors will truly understand their audience and target them with content within their area of interest. At Media Motion we have the tools to research and create content for a targeted and specific audience. Our tracking measures are becoming more advanced, allowing distributors to understand their viewer’s behavior and thus order content with a higher chance of success.
How much, where, how and with whom your company chooses to spend its money on it’s brand is where we come in. At Media Motion our specialists formulate ways to minimise risk and deliver measurable results with financial return. To achieve this we have an approach we call the three promise concept namely Creating the promise making the promise and keeping the promise
Creating the promise
Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it! A good brand promise evokes feelings, because feelings drive actions. Volvo offers feelings of safety. Mustang offers feelings of excitement. The promise must be unique and identified with you alone. Within an industry, promises can be very close, but if you want any hope of success, you must stake out the very specific territory of your promise and know clearly how it is different from the promises of other firms. The right promise is not just something you make up on a Friday afternoon. It comes through a deep understanding of your marketplace and your customers. It also comes from a deep understanding of the capabilities and motivations of the people in your company. Creating a promise you cannot consistently keep, year after year, is plain suicide.
Making the promise
Once you have created the promise, the next (and not so trivial) step is to somehow inject it into the minds of your customers, your staff, and everyone who receives anything from you or has any impact on what you deliver. This is where Media Motion excels. It is about positioning the company and its products in the minds of customers and against your competitors.
Keeping the promise
Ah, now. Creating and making the right promise is one thing, but then you have to keep it. If you do not, your brand will still exist, but now the promise will be of slipshod products and inconsistent delivery. Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems that are reliable and usable. It means motivated people who are willing and able to deliver the goods. Our job at Media Motion is to help you achieve these three promises.