Four times per year, television can be really terrific – or it can be really terrible. That’s because four times per year the Nielsen folks and other television ratings companies poll, count and otherwise survey households to learn about their television viewing habits. So, if you’re involved with producing television programs then there are four weeks each year when nothing is off limits in your programming strategies.
These four weeks are often when we see strong news coverage, top personalities interviewed, and lots of twists and turns in scripted programming.
So, the question this made me think of as I recently watched a few season cliffhangers is:
Does your brand have a sweeps week?
Is there a time for your brand that you must pull out all the stops in order to tell your brand story to the greatest number of prospects? Is there a time when your brand must shine above all others? Cut through the noise and clutter?
Often, especially for technology brands, that time comes during major trade shows and technology media events and special issues. That is when all of the tech world seems to be watching, comparing and making notes about potential purchases. Time to put on a fresh suit and look your best!
But, there is a small problem with this thinking. Just as with television sweeps, you may attract a few new audience members, but you risk damaging your long term relationship with your core audience. This doesn’t mean you shouldn’t dress your best during your brand’s sweep weeks, but I suggest you make sure that you are not alienating your core audience by changing your brand story, or worse, ignoring your core values.
Because the television industry has a term for that – jumping the shark — and it’s the last thing you want your customers to think you’ve done.
So, what do you think?
- Does your brand change for the season? (brandtelling.com)
- Can you answer the cocktail question? (brandtelling.com)
About Arthur Germain
Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.