![]() Now, we’re in the digital era and the digital era is all about storytelling and marketing that people want to see, not stuff that’s being broadcast to them. As Gary Vaynerchuk always talks about, we as marketers really need to start going where the eyes and ears are of the people we want to connect with, and not just try and broadcast a message and spam everyone like we’re still in the broadcast era. There’s so many different ways that you can find your information – going to specific people or networks. Mike: Which is a vast method of distribution. With giant billboards, obviously, how do you avoid that if you’re driving to work? Now, most people get their entertainment and information from the internet. It rarely entertained, aside from the occasional hilarious football commercial.Įuvie: People couldn’t avoid advertisements, as well, because if you’re watching your favourite program on TV, in the 50s, 60s, 70s, people didn’t even have remotes, so if you wanted to change the channel you had to get up off your butt, go to the TV, change the channel, and then, of course, networks would show their ads all at the same time, so you were watching either this ad or that ad anyway. It in no way served the person seeing the message, aside from some miracle cure, or pill, or product, or whatever. ![]() Mike: It didn’t really matter who they were marketing to, it just mattered that enough people saw the message enough times just to buy a product. The idea is really broadcasting a message to sell more products. What the broadcast era is is the ability for a small group of people with a lot of money to push out messages that only serve themselves or only serve a small select group of people. Within the last hundred years, a new era has erupted called the broadcast era. If the story accomplished a few things, as well, it served the people, it entertained, it passed along some sort of important message to the survival of the group, then that was very important and that message got shared quite a bit. If the story was awesome, it was remembered, it was shared. If a story was crappy, it never got shared. Mike: The way messages and stories moved around in the oral tradition was through social networks. Whereas, in the world that we grew up in, it was very different and this was actually abnormal in the scope of human history. It was still very much small groups and everybody had the ability to tell stories. I think a lot of people think that it’s normal to be communicated to in that way but, for most of human history, for thousands and thousands of years, the only way that people could communicate ideas to each other was through oral tradition, through storytelling – people gathering around the camp fire, gathering in the village centre and sharing stories. The thing is that most of us grew up in the era of mass media, radio, and television, people constantly being bombarded with advertisements and giant billboards in the cities. Why don’t we start with a history lesson first?Įuvie: We’ve been studying storytelling for a while now. We’re going to talk about a little bit of the history of how brands have traditionally marketed to people, what they were doing in the last few years, last couple decades, and what is going to have to happen now and what is currently happening – not all brands have caught up to this yet but it’s on its way. We’ve got a little bit of a different perspective on how people relate to brands and how people want to hear from their favourite brands. It’s been an interesting couple of months since we last recorded, because we’ve learned a lot about how we offer our service, how we market it, how we position ourselves, what we talk about with our messaging, what we’re doing with our website. Mike: We’ve been travelling around quite a bit since our last podcast episode. That’s what we’re going to talk about this episode. Same thing for anyone, really, who wants to influence others, I think it applies. ![]() A lot of people are freelancers, so that applies, too. More along the lines of how can you capture the hearts and minds of people as a brand or as a company. Not in the same sleezy way that marketing is perceived by most people, not tactics for manipulating the masses. We’re going to talk about some of it in this episode, but we also want to talk about some of the ideas surrounding both of those things. ![]() We are relaunching our video production company and we’ve also been working with a jewellery company that we’ve produced some really cool stuff for. Why is that, Euvie?Įuvie: We’ve been working on some big projects. It has been a long, long time since we’ve podcasted. Mike: Welcome, again, to the Future Thinkers podcast, episode number 12.
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