Christian Radio means "Betterness"
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Mark Ramsey's (http://www.markramseymedia.com) presentation at the 2012 CMB Momentum Conference (http://cmbonline.org/2012momentum) in Orlando. The theme is "Betterness" - the real business of Christian radio - and perhaps all radio.
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Christian Radio means "Betterness"
- 2. exercise…
- 3. #cmbbetter
- 4. “What I love about this moment in time in this industry is that no one knows what the right thing to do is right now.” - Dan Wieden of Wieden & Kennedy
- 5. betterness.
- 6. …the art of bettering prosperity so it arcs through the stratosphere of an authentically good life, bettering human potential so it… transforms human possibility radically for the better.
- 7. Powering the Giving and Receiving of Love
- 8. So what?
- 9. Q. What business are you in?
- 10. The business you’re in isn’t what you’re making, it’s what your consumers are buying.
- 12. so what business are YOU in?
- 17. No matter what you ask me, the answer is love - Ray Bradbury
- 18. Powering the Giving and Receiving of Love
- 19. betterness.
- 20. Q. What makes a brand great?
- 21. It has an authentic sense of purpose
- 22. it’s a definitive statement about the difference you are trying to make in the world
- 23. it offers something that is hard to come by it reflects a commitment to a big idea it is intensely human
- 24. “If you make meaning you will probably make money. But if you set out to make money, you probably won’t make meaning and you won’t make money.”
- 25. It’s not enough to be great at something or to be an expert in your field. The world is buying your bigger mission, in many cases, first.
- 27. Brands have to be multidimensional, more human. Brands have stood for simple things in the past: A better mousetrap, the highest quality widget. These things are what they make. But these days people also want to know “why.”
- 28. betterness.
- 29. Powering the Giving and Receiving of Love
- 30. Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing; an increase of 15% from 2010 (Source: Havas Media, November 2011)
- 31. Yet only 28% of people think that companies are working hard to solve the big social and environmental challenges. (Source: Havas Media, November 2011)
- 32. Most people would not care if 70% of brands ceased to exist (Source: Havas Media, November 2011)
- 33. “The real question is: can your company do anything more than just ‘business’? What can you do to inspire, amaze, delight, surprise, elevate, enlighten, and better me, and the community around me?...
- 34. …What can you do to evoke my fuller potential, and that of the people I care about? What can you do to authentically matter to me?”
- 35. All brands are or should be in the life improvement business
- 36. get out of the radio and get into the world
- 37. Your brand is NOT what’s on the air… It’s the sum total of interactions people have with your brand and with each other in its presence – foster THOSE
- 38. Powering the Giving and Receiving of Love
- 43. “Brands are no longer just saying things to consumers (such as, “Buy our product; it’s sensational!”); they’re doing things…
- 44. …Things that genuinely make life easier for customers. Things that bring people together with others who share their interests….
- 45. …Things that are just plain fun. Things that are endearing and build love between the customer and the company.”
- 46. “brands are made through experiences, not advertising”
- 47. Your brand is NOT what’s on the air… It’s the sum total of interactions people have with your brand and with each other in its presence – foster THOSE
- 48. do not say…
- 49. Powering the Giving and Receiving of Love
- 50. betterness.
- 51. 1. Feature a face 2. Solve a problem 3. Enable a Transformation 4. Make her the hero of her own story 5. Dramatize the details
- 52. Feature a Face
- 53. Solve a Problem
- 55. Make Her the Hero
- 57. 1. Feature a face 2. Solve a problem 3. Enable a Transformation 4. Make her the hero of her own story 5. Dramatize the details
- 58. Powering the Giving and Receiving of Love
- 59. @markramseymedia betterness.
Editor's Notes
- Turn to each other and tell one story of how your brand made one specific life better
- Tweet using this hashtag - #cmbbetter
- What are we supposed to do?!!!Stream! Don’t stream!Simulcast your spots! Don’t!Everybody get HD! Who cares about HD!Digital is the future. There’s no money in digital.
- Antidote:BetternessAdapted from Harvard professor UmairHaque, who has written extensively about Betterness as an economic principle. I’m talking about it as a human principle.
- UmairHaqueBetterness Defined
- Betterness means Powering the giving and receiving of Love
- Ted Levitt….The business you’re in isn’t what you’re making, it’s what your consumers are buying.They’re not buying a hammer, they’re buying the hole that hammer will make
- Apple set out to create and lead the digital music market. Apple didn’t simply make an MP3 player, they solved a problem for consumersSteve Jobs – 3 devices in one…"widescreen iPod with touch controls"; a "revolutionary mobile phone"; and a "breakthrough Internet communicator”.
- What problem are YOU trying to solve?What are your consumers buying from you?
- “We’re in the ‘Radio’ Business”No. You are not in the same business as commercial broadcasters. Stop reading the trades. Stop looking over your shoulder at them. They can’t believe people like you so much they PAY you!Commercial broadcasters…Bundle Listeners like cattle and sell them off to the highest – or lowest – bidderFollow the money! Their customers are advertisers. Yours are people.
- So what business ARE you in? What’s your “Why”?Bringing people closer to Christ…but why?Better Me (better Parent, Spouse, Citizen, Human Being)Better Family (Happy, Healthy, Well Adjusted Kids who Themselves will Make the World a Better Place)Powering the Giving and Receiving of Love
- So what business ARE you in? What’s your “Why”?Bringing people closer to Christ…but why?Better Me (better Parent, Spouse, Citizen, Human Being)Better Family (Happy, Healthy, Well Adjusted Kids who Themselves will Make the World a Better Place)Powering the Giving and Receiving of Love
- So what business ARE you in? What’s your “Why”?Bringing people closer to Christ…but why?Better Me (better Parent, Spouse, Citizen, Human Being)Better Family (Happy, Healthy, Well Adjusted Kids who Themselves will Make the World a Better Place)
- So what business ARE you in? What’s your “Why”?Bringing people closer to Christ…but why?Better Me (better Parent, Spouse, Citizen, Human Being)Better Family (Happy, Healthy, Well Adjusted Kids who Themselves will Make the World a Better Place)Powering the Giving and Receiving of Love
- I have a name for this, and it’s “Betterness.” Adapted from Harvard professor UmairHaque, who has written extensively about Betterness as an economic principle. I’m talking about it as a human principle.
- Does that sound like “radio”?
- Harvard Professor Youngme Moon
- Guy Kawasaki
- From Agency CEO, Andrew Keller is CEO of Crispin Porter + Bogusky.:
- HUGH MACLEOD, MARKETING CARTOONIST
- From Agency CEO, Andrew Keller is CEO of Crispin Porter + Bogusky.:
- Betterness is the Why
- Betterness is…Powering the Giving and Receiving of Love
- Did you know…
- Did you know…
- So it’s no surprise that…
- From Betterness
- From Betterness
- So here’s my request of you…
- Your brand is NOT what’s on the air…The brand is not what’s on your air…It’s the sum total of interactions people have with your brand and with each other in its presence – foster THOSEWhat ARE these interactions? Are you teaching people to be better people, better parents off the air? In churches? Online? Are you sharing love so it can be shared again?
- Are you…Powering the Giving and Receiving of Love
- The brand is…The diaper site that’s not about diapers….
- The brand is…The Johnson & Johnson site which is about interactive resources, not baby shampoo
- The brand is…The supermarket that’s all about health and wellness information
- The brand is…It’s the bank that reimagines what a bank can be…Start calling your branches "stores." Play music from local bands, and let local merchants show off their wares. Offer free Wi-Fi.Everymonththeyoffer a Wii videobolwingnightonthebank’s big screenBill Taylor, FastCompanyfounder:passion brands in industries devoid of passion“What would happen if we reimagined what visiting a bank would be like”Similar to cafés and other gathering places, Umpqua’s neighborhood stores provide people with an engaging space to browse local merchandise, shop online, enjoy a cup of coffee and learn about community events and resources — in addition to banking.
- ClarkKokich, Do or Die – Razorfish CEO
- ClarkKokich, Do or Die – Razorfish CEO
- ClarkKokich, Do or Die – Razorfish CEO
- ClarkKokich, Do or Die – Razorfish CEO
- Your brand is NOT what’s on the air…The brand is not what’s on your air…It’s the sum total of interactions people have with your brand and with each other in its presence – foster THOSEWhat ARE these interactions? Are you teaching people to be better people, better parents off the air? In churches? Online? Are you sharing love so it can be shared again?
- How? … by…
- By creatingbetterness.
- The Betterness Prescription
- Have a FaceTom’s – for every pair of shoes you buy, another pair goes to children in need in the third world.No such thing as a children’s hospital. There is only one child in that hospital. With a face…and a name.
- Solve a problem
- Make her the hero of her own storyToms ShoesDrive Thru DifferencePrayerworksBehave in a certain way, and the brand will give $ to X in your name
- Dramatize the details in a storyChallenge…struggle…resolutionWithout those – anecdote, not story
- The Betterness PrescriptionSee this formula in Hotel Hell – every makeover show on TV
- That’s powering the giving and receiving of love
- That’s betternessAnd that, to paraphrase Ray Bradbury, is the answer to every question.