Lately, we’ve all been through what some would call “the best of times” and others “the worst of times.”  This is a tale of two widgets.

Join me in the ADM time machine for trip back in time.

Back to 2007

Company A was big and powerful in their niche.  Company A widgets were the standard upon which other widgets were measured.  They had been at the top of their game for many years and had gotten in the habit of doing things “the Company A Way.”  They didn’t see the need to branch out and advertise in that pesky online universe, at least not in more than an occasional token online campaign.  Life was good in company A, as long as consumers were buying their widgets, they could afford their extravagant shotgun approach to marketing.  Anything else wasn’t “the Company A Way.”

Company B was relatively new in the widget niche.  They had a good product, better than their larger bretheren’s in many ways.  There was no Company B way when it came to marketing, unless it was that Company B strove to interact with their customers, to know what they really wanted and to make improvements that were meaningful to the widget user’s daily life.  Because they were smaller, marketing dollars were doled out carefully.  Shotgunning a mass media market made no sense since the widget buyers only made up about 5% of the mass market.  Company B made smaller targeted ad and sponsorship buys on widget user podcasts and blogs where nearly 100% of their money went directly to talking with their customer base.  They encouraged feedback and talked with the media producers directly.  Company B saw sales and user loyalty grow because they talked directly to their consumers through a trusted and intimate interface.

Along came 2008

Guess what?  Consumers weren’t buying as many widgets.  They weren’t watching as much TV or listening to radio either.  People were spending more time consuming media outlets online and via portable devices. They liked to surf the net and listen to and watch their favorite podcasts that talked just about their favorite hobbies and lifestyles, including their favorites, the WidgetCast, WidgetTV, and WidgeTube!

Company A, using the tried and true “Company A Way,” continued to shotgun the mass media markets. “Buy our widgets, after all we’re Company A!”  The declining numbers in the mass media marketplace continued to sell some widgets but not as many as in 2007.  Declining margins and rising debt calls meant that Company A was in trouble.

Meanwhile . . .

Company B, long supporters of the WidgetCast, and new sponsors of both Widget TV and the WidgeTubers, had a different story to tell.  Their consumers loved them and why not!  Company B wasn’t stuffy like old Company A.  The “B Widgets” were just what they had asked for.  Company B cared about them and talked with them via their favorite and fun online shows.  Company B Rocks!

They even got the French Maids to show off their widgets!

and time marches on . . .

What Now in 2009?

Company B is rolling strong, in spite of the recession that is plaguing everyone else, Company B is able to leverage the online space and social media engines to remain in contact with their consumers.  They listen to feedback, try new things and show their consumers that the B Widget is the best one for their loyal fan base.  Because Company B is talking directly to their fans with every marketing dollar spent, the online marketplace supports Company B much more strongly than their larger, stodgy competitor.  Even though nationwide widget sales are down, Company B continues to grow their customer base through the prudent use of online and downloadable media advertising.

Where is Company A?

Company A CEO, Fledge Winthrop, IV, flew in his corporate jet last week to sit in front of congress with his hands out, asking for a piece of the bailout pie.  When asked by one twittering senator why Company A wanted more money after they threw away so much money in failed marketing ventures in the previous year, good ol’ Fledge could only shake his head and say – “We had no choice. It’s the Company A Way.”

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Be Company B!

Are you Company B?  Send us your success stories and we’ll share the best of them here for all to see how you grew your brand using new media.  Leave your comments below or contact me by email at:

educationandoutreach@downloadablemedia.org

Ask for Jamie Davis, the Podmedic and tell me your Company B Success Story!