In a time of Social Media, Digital TV as the default device in all households, Volume Discount companies etc. the line between online and offline products and services is getting narrower by the hour.
For non digital native companies, it’s a challenge to leverage its Brand Equity and translate it into the digital world: new services and new ways of selling products need to be implemented. These also need to be adequately marketed elaborating a blended strategy between traditional methods and new digital marketing tools.
MTV, the music entertainment channel for youngsters has proven that they are looking to move forward with the current times and has partnered up with eDreams to create MTV travel. One could first imagine that they solely offer trips related to music (festivals or concert packages abroad, special or exclusive music events…). The truth is their offer starts with plain flights, flights+hotel packages and discounted deals.
But MTV has gone further than that and not only is offering thematic travel packages related to music but from a range of categories in line with its customer base tastes. Thus, they offer snowboard trips with classes imparted by a professional, all kinds of radical activities (very much in Red Bull’s line), sailing adventures… It is not an easy road ahead for the most famous music channel in the world. Adventure trips abound in just about every big commercial space shelf; volume discount companies offer, among others, similar products at very hard prices to beat and are already placed at top consumer’s top of mind.
I believe MTV should concentrate on what they know best which is music. I believe they have the know-how and the position in the market to offer a quite unique and differentiated product that could be very appealing to its fan base and beyond. Using its powerful and massively followed television channel and combining it with a well designed digital marketing strategy across the spectrum of possibilities (Social Media, affiliation, SEM/SEO,) MTV is in an impeccable position to strongly establish itself in this original market niche. Once there, they could expand their MTV experiences offer to other areas but I’m of the opinion that they should not do it the other way around.