Subject Matter Experts (SME)
Movies and Television
Before Universal Pictures decided to green light the Fast & Furious franchise, I got a call from producers in Hollywood.
They asked if I could consult on a segment of the car enthusiast market they were interested in learning more about.
They wanted to learn more about the growing trend in exotic Japanese cars. They knew nothing about it, or how popular it was becoming.
Sure they had seen references to it on the nightly news. Or they had read about in the Wall Street Journal and Los Angeles Times to name just a few. But they were clueless.
They needed a quick study. I talked to them face-to-face and explained the growing trend in detail. I was the editor-in-chief of the leading newsstand magazine catering to this sub-group of the automotive market at the time, and I was also writing about it for a section of the Los Angeles Times.
The short story is… the franchise was a financial windfall at the box-office. But what this experience showed me is that you should never underestimate underserved and untapped segments of consumers.
After all, they might easily become your most loyal brand ambassador.
Subject Matter Experts (SME)
Walt Disney Way
If you have an in-house creative department, or you are searching for a freelance creative consultant follow the cues set by Walt Disney before you start to formalize your ideas.
What Disney did was to place right-brained people together with their left-brained counterparts as he leaped from project to project building his Magic Kingdom.
Understand that the right hemisphere of our brain "is mainly in charge of spatial abilities, face recognition and processing music." Whereas, the left hemisphere "is dominate with speech, and computation of numbers."
Disney knew the science intimately.
While Roger Sperry was the neuropsychologist credited with understanding how right- and left-brained people think, it was Disney, who put Sperry's discovery to practice in business.
Disney knew that for every creative project there had to be a finance officer to keep it on track. So he placed a financial person in the same room as the creative person and together their goal was to make Disney's plans succeed.
Obviously, the artists would have loved to explore their ideas without any financial barriers, but that would have amounted to chaos. Or, vice-versa. A bean-counter couldn't have propelled Disney to stardom using spreadsheets alone.
So he brought the two very different mindsets together in the same department to keep the creative ideas flowing, without financial worries.
What this means to you is that for every creative project there must be a reasonable financial aspect to it, essentially a detailed budget, but much more than that. For the project to work, creative people must keep the costs in the back of their minds, knowing that the financial person is handling the spreadsheets.
Creative projects under Disney were well-funded, but never out-of-control. Meaning, budgets were set, but they were realistic and flexible.
So the next time you begin the creative process (social media marketing or any Editorial Content marketing), keep Disney in mind. You will start to see how he built a theme park in the City of Anaheim into one of the biggest companies in the world by simply understanding the science behind our two-sided brains.
Drop us an email at email@example.com
Don’t Get Lost Online
What makes one business website more successful than the next? Is it their SEO Google ranking? The answer is really easy.
You can’t control how Google ranks your website. But there is something you have total control over, and that’s your Editorial Content. Editorial Content is the type of information you share online through social media marketing to attract new faces. It’s not to be confused with Advertising Content. It’s educational, information-based stories, video, narration or photography to illustrate your product(s), the uses of your products, or something totally clever and outside of your business model.
Editorial Content with a capital “C” is the real secret to gaining audience share.
There are few hard and fast rules to follow, but editorial content does need to better people’s lives. It needs to have meaning beyond selling or advertising. It needs to be authentic and trustworthy.
Lastly, don’t think of editorial content as filler and fluff. It never works. Great editorial content requires a proven strategy and planned direction. It should take your followers along your journey of discovery.
We’re subject matter experts in the world of dogs and cars, two multi-billion dollar industries that need highly effective editorial content to compete online.
Our many clients and industry friends know the value of our work. They’ve benefit from our years of experience. You can too!
SEE MY video work
MY NAME IS Larry saavedra, co-founder
The work in this portfolio produced by Larry Saavedra is specialized. It reflects the type of work that is intended for commercial or editorial use.
The work consists of sample feature stories, YouTube videos and photography or graphics targeting a niche. Well, it’s a little more complicated than that, but you get the drift.
Clients are passionate about these vertical markets. I am too.