Our friends at Stellwagen Media are demonstrating the power of digital marketing to the “somewhat dated” world of outdoor programming. By delivering compelling digital video content, they’re turning the world of “Fishin’ shows” on its head.
Have you ever stumbled across a fishing show some lazy Saturday morning on ESPN or your local sports network? The host usually has a bad accent, every other sentence amounts to a “live read” commercial for some bait, rod, or boat company. The action is usually pretty stale and the production quality looks like your mom’s home movies.
Well, that guys at Stellwagen Media were sick of it, and took some dramatic steps to re-invent the way fishing shows and content is produced, sponsored, delivered and viewed.
Digital Marketing = Mobile marketing
Stellwagen is creating bespoke digital shorts for their sponsors. They find out what’s important to their client, and then identify the most authentic experience that could be used to promote it. They use high end HD and 4K video to capture these moments in their purest form and let the action speak for itself.
They are getting massive traction. Their first 3 offering – “Sea of Rust”, “Trash Fish” and “Pulaski” have more than 250K views in only couple of months online. That’s a TON views for an unknown entity using only social media as promotion. An – as we have learned from our video efforts with Timberland and other clients – that many views that quickly usually means you are reaching people on their mobile devices.
That’s why when we built the new site for Stellwagen, we made sure it was built “responsively” (and responsibly). Wikipedia defines responsive design this way:Responsive Web Design (RWD) is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). To us, responsive design meanscreating a user experience that takes into account the fact that most people are now devouring digital content from their phones and tablets.
What’s the BFD?
Recent studies have shown that the average U.S. adult watches 76 minutes a day of video on NON-TV devices. (Click here: Media Post Digital Marketing article on video.) That’s more than just checking out your tablet on the train, or watching music videos from the iPhone at the gym. That’s sit-down-and-make-popcorn kind of time. That’s nearly two episodes of Game of Thrones or almost one feature-length movie.
So unless you’re selling a B2B product that is designed to be used strictly while sitting at a desk, optimizing for a desktop experience is incredibly short-sighted. Whether you’re creating digital marketing content, video, or the website to view it on, you need to be considering the mobile user experience when you’re creating digital content or websites.