The value of nontraditional media
Today I want to share an example with you. I grew up in Western Pennsylvania. In a small town adjacent to mine sits an eating establishment called Bob's Subs.
via Eddie Clancy/The Rocket
There's nothing I respect more than a proclamation like "Best in America" or "World Famous" because, like, I can't prove you wrong. You either have to back it up in the moment or relent to being a liar. If you say you have the "Best subs in America" and then give me a sub that's a half-step above average, I'm probably going to believe that I have, in fact, eaten the best sub in America. If you don't, I'm going to point at your silly little sign and laugh because I know it's just a gimmick.
To be clear, I have never laughed at Bob's Subs.
Try something different
I've made a career out of understanding social media. When I began this cursed decent into hell, social media was considered arguably the most non-traditional media. Fast forward a decade or so and I no longer think that's the case. On the contrary, I'd argue that social media has become arguably the most traditional media. I know some you may balk at that assertation, but the reality is that social media has become an ever-present, massively accessible broadcast outlet. Let's say you asked two people for marketing advice and one person said, "Have you tried Instagram?" and the other said, "Have you tried radio advertising?" which one would sound less like a crazy person?
But, and I ask this respectfully, who tf is making lunch decisions based on their social feeds? Sure, occasionally you'll see an ad for some restaurant and think "that sounds good, I should get that," but I promise you no one is following Subway for the content. So, if you're a small, 50 year old sub shop struggling to survive in an evolving downtown full of fast-casual gas stations, what are you to do?
May I suggest the newspaper?
Go where you’re needed
Here's the thing about Bob's Subs, it's dead center in a college town. You can walk from Slippery Rock University to Bob's Subs in less than 10 minutes. If you haven't spent an extended stay at an institution of higher learning, you may not be aware of just how important that is. See, when you're a college kid, you might as well be living on an island. Believe me, I coach at my alma mater and the number of students who never venture off campus is alarming. That's not entirely bad, but it does create a bubble, and spending too much time in a bubble is bad.
The experiences we have outside of our comfort zone teach us the most about who we are. That's a pretty heavy thing to attach to the concept of walking to lunch as a college freshman, but I mean it. When I was in college, there was a taco bell across town that I referred to as "The Taco Bell of Solitude." Beyond being a cool nod to Superman, this particular Taco Bell became my escape hatch. When classes were overwhelming, when the social dynamics at my small school were getting a little too stuffy, when I just needed a place to hide, I'd take my laptop and hunker down at TTBoS. Welcoming spaces beyond our bubble allow us to process our in-bubble experiences. This safety is paramount to growth, imho.
Here’s an example
Let me introduce you to The Rocket, Slippery Rock University's student newspaper/website. (I'll admit, idk if they still print newspapers.) Here's the article they wrote about Bob's Subs that inspired this newsletter.
So, the next time you're banging your head against the wall, trying to come up with an Instagram post, consider the impact. Because I promise you that this write up in the student newspaper will bring more business to Bob's than any viral video.
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