Want To Be Less Relevant? Do What You’ve Always Done

Chris Crocker
You are not reading this.

Last year I hit an age milestone (the one that rhymes with “mixed tea”). And even though I built my career in a field that’s been in disruptive turmoil for over 10 years, you won’t hear me wishing for the good old days. Here’s how I’m adapting to today’s fluid environment:

Younger audiences rely less on traditional media. I don’t worry so much about what I write: it’s not like you’re hanging on my every word.

Social is the medium of choice. I’m shortening my column from 300 words to a maximum of 280 characters. Here’s a Twitter-ready go at last month’s column: Food makers don’t understand buyers. Buyers don’t understand makers. Nobody understands brokers or distributors. Sad!

Video delivers. Words don’t. An interpretive dance troupe will convey all future advertising messages. We haven’t decided on which channel to stream them, but we’re thinking Facebook—our advertisers want to get to know you better. 

Interactive rules. When you finish not reading this, print out the page. Fold it into a paper airplane (kids, ask your parents how). Chuck it—hard—at the person nearest you. Watch what they do!

Joking aside, we are in a world of profound commercial change. But it is not a world of absolutes. The word “omnichannel” applies as much in media as it does in food. Our prospects think in different ways. They get their information in a variety of media. They buy for a variety of reasons, and in many places. 

If you just keep doing what you’ve always done, you can expect to be less and less relevant over time. If 25 percent of your customers shift to other channels, that’s a lot to lose. But 75 percent of them haven’t shifted, so you can’t just walk away from that. If you want to grow, you have to meet the market where it is.
Posted by Denise Purcell on Apr 1, 2019 11:30 AM America/New_York