In this new media era combined with the nowadays crisis many companies seek for new opportunities to brand their names. Although some say it is fear that keeps companies away from using social marketing and let them choose for less expensive ‘traditional’ media or a reduction in total media spending, it is more often the lack of strategy insights they are facing.  Companies often are misled by so called cross media experts, who overwhelmingly try to sell good looking concepts instead of strategy know how.

And then, when companies are finally convinced of a campaign plan in which new media is clearly and mainly presented, the campaign lacks a bird view of total media.  For instance, I’ve read a campaign today in which branding of a company - concerning the service of getting your racing license at their circuit- is been promoted by setting up a racing game (battle) a la Idols. They want to reach mainly men between 18 and 30. Internet website, print, online gaming and the regular race events serve as their communication instruments.

But now, and here it comes, where is TV in this story? I hear a TV format which might be interesting for channels such as Veronica or RTL 5/7 (in the Netherlands). We’ve got in this package a circuit, people, players and other media channels. I mean, for the TV channel it’s only needed to take their gear, some manpower to film and edit. Ok, they must make some room for it on their channel, but ey, at least give it a try. Media experts should not forget about the powers of conventional media, but rather try to come up with creative and money saving solutions by, for instance,  searching for old school bartering ways!