Didn’t See It Coming with Marc Stoiber
Business:Marketing
How do you do a successful pandemic brand pivot?
COVID has spawned a cottage industry of advice on shifting the tactics of your brand - amping up the education and free value to your followers, reaching out more often, focusing on empathy over persuasion, etc etc. But so much of it seems, well, timid and incremental. And - speaking as a focus group of one - most of it is absolute shite. If I log onto one more webinar that delivers lame advice taken from the back cover notes of a Seth Godin book, I swear I'll walk off a bridge.
Where are the awesome pivots? Where are the titans forging brave new paths forward?
Well, I found one. And as luck would have it, he was right in my backyard, here in Victoria, BC.
Matthew Watson is the CEO of SendtoNews, the biggest sports video service you've never heard of (I can't take credit for that handle - it was the headline of a great Toronto Star story). The company provides engaging, up-to-the-moment official video clips from major sports leagues to publishers. They even attach advertising to the clips, sharing the ad revenues with the publisher and league.
SendtoNews is a beast - outpacing even ESPN as a video sharing platform. They share over one billion video views a month. But when COVID hit, one of the first casualties was sporting events. No sports, no sports clips. How did SendtoNews pivot?
Amazingly well, as it turns out. They started an entirely new video clip sharing service that actually made March 2020 the company's most successful month ever.
What was the new offering? It's all in the interview I did with Matthew. Enjoy!
Enjoyed this podcast? You'll probably love these ones, too:
Want my insights straight to your inbox? Subscribe to my newsletter.
And please, make sure you share this story with your friends!
Don't let your brand ruin Christmas
Fake news, echo chambers and cultural collision - what can brands do?
From marketing to innovation: the Spring Advertising story.
The matchmaker for brands looking for better agency love
Trump, Clinton, and the rebirth of brand USA
How to build (and kill) brand image
Why your best ad may be a speech
Will enlightened consumers stop buying your brand?
A brand perspective on Trump, Clinton, and the future of American politics.
Has advertising lost its focus on innovation?
How to save advertising, one dollar at a time
Can Brands Survive our Toxic Communication Environment?
Decoding Happiness - Key to Creating a Futureproof Brand?
Culture and the Futureproof Company
Digging Deep to Decode Millenials
Building Stress Relief into Brands
Decoding Digital Slavery
Deconstructing the Donald
Is Your Innovation Disabled?
Is Donald Trump the Politician killing Donald Trump the Brand?
Join Podbean Ads Marketplace and connect with engaged listeners.
Advertise Today
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips