THINK NARROWCASTING VS. BROADCASTING
In the not-too-distant past, American television consistented of 4 or 5 primary stations: ABC, CBS, NBC, PBS and a local station. This was the hayday of broadcast marketing. Because consumers had limited TV viewing options, marketers could create TV commercials and be guaranteed a large audience. Not only that, but there were no digital video recorders to allow viewers to skip commercials, so marketers had captive audiences.
Today? It’s a very different story.
Check out the number of TV channels available on cable today and the sheer number of stations available is overwhelming. Channels have become hyper-focused on small audiences. At one time the sports media giant ESPN had one station. Today they have 8. Same goes for popular channels like the Discovery Channel.
With so many options available, audience numbers have become dramatically smaller because consumers can find content that speaks directly to their interests.
For example, in the 1950s the popular TV show I Love Lucy had a Nielsen rating of 67.3. This means almost 7 out of every 10 TV viewers were tuned in to watch the show when it was on.
Fast forward 20 years and the top rated show for that decade had a rating of 34.0.
Today the top rated show earns a 12.3 rating!
My point is this. Too often we focus on pleasing everyone and trying to create content for “everyone.” The problem with creating content for everyone is you end up creating content for “no one.”
Consumers want content that speaks directly to them, their interests, their desires. Cicero famously said, “If you wish to persuade me you must think my thoughts, feel my feelings and speak my words.” If you try to broadcast, your audiences will be so different, you will not be able to create content that will really connect with any of them.
The smaller the audience, the stronger and deeper you can connect with them. The more you connect with them, the more benefit you will receive. As Jon Loomer, Facebook marketing expert said, “Instead of swimming in an ocean of sharks, sit in a kiddy pool by yourself. It’s how you will be discovered.”