I read a short good article today in Junta42 about what will be the next big thing. And that is media becoming part of a brand. I started reflecting back on my Channel Signal presentations to some of the larger players in the outdoor recreational space in the last couple of weeks. That same question was asked by the company leaders. Maybe not in these exact words, but the dialogue is close. 

CEO: “So, where are we going with all of this? I get the importance of new media, but where is this taking my company?” 

Me: “You will become a media company along with a manufacturer.” 

Then I get the stare. 

CEO: “We know nothing about media, we make products.”  

Me: ” You make products and your customers now want to know how to best use them and perform better with them. And that means you publish that information as part of your product and brand offerings. 

CEO: “How do we get paid for that?”

Me: “The better the information and the better your distribution of that information, the more your brand and products spread throughout new media. And the more it spreads, the more consumers will learn and ask about your brand and products. Your sales go up.” 

CEO: “So, how do we distribute this information? I know we can develop the content, but how do we get it out there?”  

Me: “Find the influencers in your vertical markets?”

Another stare while this info gets processed. 

CEO: “What can they do for us?”

Me: “Spread your brand, product, and messaging faster and better than anything you’ve ever done in the past.”

A pause.

CEO: “If that is the case, then we need to think about the long term restructuring of this company.” 

And that leader is on his/her way to sustained growth.

“Ship to ship.” — Kirk, “Hailing frequencies open.” — Uhura,