This is a guest blog post from Edwin Bailey, director of strategy, at Publish Interactive.
One theme of last month's stimulating Business Information & Media Summit was the continued breaking down of silos at publisher and media companies—especially when it comes to the rise of product.
We were fortunate at a Tuesday networking dinner to be joined by Debbie Bates-Schrott, founder and CEO of—as of last Thursday—the newly named Beyond Definition (formerly Bates Creative). The process of choosing and implementing a new name took well over a year, she said. There were multiple reasons for it—emphasizing that they go "beyond" design is a primary one—but it was spurred by her taking on Mark DeVito as a partner.
Amanda McCarthy, director of marketing for Bates Creative—an agency in the Washington, D.C. area that is soon changing its name to Beyond Definition—wanted to get across the importance of personas so she gave us an example.
She came up with the American Association of Carnivals, whose members would be amusement companies and providers, carnival staff, ride safety officials, food vendors and performers. The industry challenge is a decline in popularity. The organizational challenge is a decline in membership.
The lesson came during a recent conference here called AM&P 360 and the session was titled They Get Me: How to Sharpen Your Publishing Strategy. Bates has a 5-step Persona Development Plan.
Here is Bates' 5-step persona plan:
1. Define your purpose. This will help determine if you’re profiling current or prospective members.
2. Conduct audience research.
3. Extract themes from data.
4. Build out the persona profiles.
5. Put your perso ...
The Washington Post has started a new travel initiative called By the Way and it's getting a lot of buzz. Of course, none of us have the resources of the Amazon-owned Post, but there are some lessons to be learned on innovation and starting a new initiative from their story. The quotes are from an interview on Medium.com
"Who do you want to be listening?" asked Kate Super, founder and executive producer, Sidford House Media, during a session on Creating Successful Podcasts this morning at Association Media & Publishing's annual conference here in Washington, D.C. "That will tell you a lot about what your content should be."
Your audience is attending an event or busy in their workday. How do you connect with them? According to Jean Ellen Cowgill, global head of digital strategy and business development for Bloomberg Media and general manager of TicToc by Bloomberg, you give them “key frames” and “side frames” that humanize their news and play on their Fear of Missing Out.
We should not be intimidated by podcasts (myself included). We should be excited. Get a good guest, ask questions for 2 or 4 or 20 or 38 minutes and put it out there. If you can keep it going, you can build up quite an archive.
At the start of an AM&P Lunch and Learn talk that Chris Blose, VP of content for Imagination, gave here a couple weeks ago, he asked the audience of about 30—a fairly diverse group in most categories—how many had listened to a podcast that day.
Matt Priest, president and CEO of Footwear Distributors and Retailers of America, would attend events throughout the world and have entertaining, informative, off-the-cuff talks with cool people in the industry. It made him think.
“If we can just take these conversations we’re having with executives and bring them to other people who aren’t CEOs, we would have something special.”
Thus the Shoe-In podcast came to be. More than 100 episodes later, and the weekly "shoe" is going stronger than ever. Described as “covering the ins and outs of all things footwear, from sneakers to heels, loafers to slippers and every type of shoe in between," it’s hosted by Priest and a longtime friend. “My host is a little off the walls,” Priest said. “Who knew two suits from D.C. could be so funny?”
Though he admits to it being “a little out of my comfort zone,” Priest also said it’s “a huge creative out ...