Tuesday, 26 January 2010

Am I a Premedia Consultant?

I've come to realize that that must be the case. Yes, I most definitely am a Premedia Consultant.

It all makes sense. At least if I tell you a little story. My story.

A long long time ago I started my career as a Desktop Publishing Specialist. In those days it was all about text, fonts and typesetters - and, of course laser printers.

Then the technology made it possible to work with digital images. At first only black & white, but soon also color images. It didn't take long before my work description included everything but the actual printing process. I remember folding little paper sheets and struggling configuring the imposition software while the spectrophotometer was busy reading the latest test print.

Anyway. The term Desktop Publishing began to fade and was soon replaced by the term Prepress. Prepress referred to all the processes that occur between creation of a layout and final printing.

You may wonder why I write about Prepress in the past tense? That's because Prepress, to me, is as dead as Desktop Publishing. In fact, it has been for quite a while. That's why I'm really excited about the emerging talk about Premedia. It sort of fills the vacuum that the fading of Desktop Publishing and Prepress created.

Premedia is really simple. If you don't know what Premedia is, just tell yourself it's just like Prepress but for any media - not just printed media. Wikipedia has a definition of Premedia if you want all details.

The reason I'm excited by Premedia is of course that it extends the legacy of the craft that used to be my occupation. A craft that I was born and raised into. But, there's also another reason and that is because the objective of Premedia fits prefectly into today's marketing landscape. Take a look at this quote from Wikipedia's definition of Premedia:
”The ultimate objective and overall advantage of Pre-media is that assets and processes should not be designed to suit a particular media output - instead they will need to be ‘media neutral’ right up until the last moment, just before the communication is rendered for output.”
This is exactly the principle that I keep preaching in my work. If you are serious about Content Marketing or Social Media Marketing, sooner or later, you need to start thinking about Premedia. Premedia also plays a central part in the change I wrote about in an earlier blog post - The biggest challenge for marketing operations in 2010.

So, there you have it. I am a Premedia Consultant... well almost anyway.

I actually make my living as a Marketing Operations Management consultant and that's something different. Something that I might cover in separate post later on. I do, however have to admit that a lot of the work I do is in fact more related to Premedia than to Marketing Operations.

You know were I'm going with this, no? The point is that, if I'm having a hard time deciding what to call myself maybe you have too?

We're living in a time of change. Big changes are happening within Marketing and Media. Changes that have impact on work descriptions as well as on work positions and titles. I think we'll have to live with this confusion for some time still, but a few years from now I'm hoping that I can add Premedia Consultant as another chapter to my story.

So, what do you think? What's your story?
Do you agree with me that Prepress as a term is dead? Is Premedia the term you use to describe your business/work/title? Love to hear your thoughts.

/Johan

Monday, 11 January 2010

Why Social Media will drive Event Marketing

In his blog post - 5 Social Media Myths, Greg Satell writes:
”Those who have a stake in Social Media would gain much greater benefit thinking seriously about how they can improve and extend existing marketing campaigns rather than casting aspersions on what other media contribute.”
I agree with Greg.
One particular area Social Media can extend really well is Event Marketing. When it comes to events Social Media really excels. It can be used to both promote the event as well as add value to the actual event when it takes place. It can even add value after the event.

I predict we will see more Event Marketing, and it appears I'm not alone.

Trendwatching writes the following regarding Mass Mingling in their ”10 Crucial Consumer Trends for 2010” post:
”The opportunity is obvious: Anyone involved with anything that helps people get and stay in touch, that gets people from A-Z, or that accommodates those people before, during or after meeting-up with others, should not only rejoice in MASS MINGLING, but make it even easier for customers to meet up in any possible way, too.”
The swedish blog and microblog search provider Twingly writes in their ”Twingly predictions for the Realtime Web 2010” post:
”With the increasing availability and quality of location-based filtering for the realtime web, it will become more and more valuable for individual users to be on the scene of events, to be an eyewitness instead of just repeating reports from others. Photos and video will become an increasingly important part of the reporting, in order for individuals to back up their accounts of what is going on, right now, right there.
The value created by this development will foremost be leveraged by event organizers and publishers covering events and news.”
There are many more similar predictions. More or less they all say the same - that there's value in creating events where people meet. Value for customers as well as for the one organizing the event. Social Media will be a key driver towards more organized Events.

And, if you are the organizer of the event it might also help you score higher on Search Engines now that they have started to include Real Time results.

What does all this mean? Well, it means you should start thinking about if, and how, you can include events in your traditional marketing campaigns. Here are a few examples.
  • Launching a new product? Instead of just advertising, consider organizing an event where customers can meet, get a first look and an opportunity to discuss the product.
  • Advertising a Sale? Consider organizing an exclusive in-store event instead. Use both traditional advertising and Social Media to promote the event, but direct a different (better) offer via Social Media.
  • Starting your own publication to establish yourself as a Thought Leader in a certain area? Consider also organizing an event. Use Social Media to Crowdsource planning of the event. 
Now, how should you use Social Media to make sure your event gets the maximum impact and value? In September last year Mashable published this guide:
HOW TO: Plan and Promote Events with Social Media.

Is this still valid information? To answer that I would like to turn the question back to you.
What should we consider when we organize an event?