Taking The ‘Me’ Out Of Media

When you’re a marketer in today’s multi-channel media world, we can use all the help we can get.

Pierre Bouvard is an esteemed colleague and C3 Metrics client.

He’s the Chief Insights Officer for Cumulus Media and Westwood One leading advertiser marketing strategy for the media and entertainment company.

Previously Pierre was Senior Vice President of Sales for TiVo Research & Analytics where he led cross-media targeting and sales lift measurement engagements for Procter & Gamble, Comcast, Turner Broadcasting, and NBCU. As President of Sales for Arbitron Inc., Bouvard launched Arbitron’s Portable People Meter (PPM) and he created the out-of-home and custom research divisions.

Earlier, Bouvard was Executive Vice President at Coleman Insights, a leading market research and consulting firm to the radio industry in the U.S. and in Europe. At Coleman, he helped launch the nation’s first Hip Hop formats in Los Angeles and New York City and oversaw the programming and marketing strategies of dozens of successful major market radio stations.

Mr. Bouvard has served on the boards of Adify and TRA Inc. and currently serves on the boards of the IRTS, a leading media charity in New York City and the Library of American Broadcasting. Pierre has advised a number startups. Mr. Bouvard currently advises Affinity Answers, a social media audience targeting solution, and Vadio, a digital music video application.

When we saw Pierre Bouvard post his amazing analysis of P&G’s massive shift into radio, there were 3 gems way down at the bottom:

  1. Talk to people long before they come to buy.
  2. Remind the many. Don’t lecture the few.
  3. Take the “me” out of media.

Taking the “me” out of your mix is the hardest of all.

As a marketer, your media usage looks nothing like the average consumer.

The best example of this comes from Havas Media North America CEO, Colin A. Kinsella:

“The biggest risk for radio is the 26-year-old planner who lives in New York or Chicago and does not commute by car and does not listen to radio and thus does not think anyone else listens to radio.”

Heed Pierre’s advice … take yourself out of your mix!