June 26, 2015

Omnichannel Fans: Read This Immediately, You'll Love It!!


This strategy, of course, is modern and exciting and synergistic and ... oh ... wait ... it's from the 1950s?

The 1950s?

This is what the omnichannel community is arguing for, when it comes right down to it ... and it makes perfect sense!

Here's the secret.

Notice that the "brands" in the story are common across each box ... but the purpose of each box is fundamentally different. Comic Strips are different than Disneyland ... a fundamentally unique experience. Same brand, completely unique experiences.

The modern omnichannel approach is same brand, same experience.

Therein lies the problem with the omnichannel thesis.

But executed in a manner with same brand / unique experiences, yes, you can get me to buy into the theory.

Notice that this is one big, bubbling ecosystem, with gains in music feeding into theatrical films, which feed into Disneyland, which feed into Merchandise Licensing and so forth. Dollars keep flowing into different boxes, for different reasons. That's the secret. Modern omnichannel theory wants dollars flowing into different boxes for the same reasons, and that just isn't working.