4. Media Marxism

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Part 4 of 5 of our talks to young entrepreneurs during Start Up Britain week.
Author Philip Slade for Fanclub Group
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

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4. Media Marxism

  1. 1. Media Marxism “The philosophers have only interpreted the world, the point, is to change it” Karl Marx Part 4 of 5 of our talks to young entrepreneurs during START UP BRITAIN week. Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com7/19/12 Philip Slade : Fanclub Group : Media Marxism 1
  2. 2. We are going to talk about how the media landscape has changed in your favour7/19/12 Philip Slade : Fanclub Group : Media Marxism 2
  3. 3. Oasis ; Dig out your soul. Album launch in New York city. Traditional route; press and posters, shot of album cover, quotes from critics, Five stars etc7/19/12 Philip Slade : Fanclub Group : Media Marxism 3
  4. 4. Its not about big budgets as Tesco found out * Tesco spent £110 Million on it in 20117/19/12 Philip Slade : Fanclub Group : Media Marxism 4
  5. 5. We are going to show you how smart thinking and some clever moves can make even the smallest budget work7/19/12 Philip Slade : Fanclub Group : Media Marxism www.amsterdamadblog.com 5
  6. 6. In 1899 when Commodore James Walter Thompson was inventing the modern advertising agency. He could place his clients messages in newspapers or on billboards7/19/12 Philip Slade : Fanclub Group : Media Marxism 6
  7. 7. You on the other hand can place your messages anywhere you like. The limitations are simply your creativity and attitude towards getting arrested7/19/12 Philip Slade : Fanclub Group : Media Marxism 7
  8. 8. 7/19/12 Philip Slade : Fanclub Group : Media Marxism 8 Steve  Lownes  :  For  IKEA  :  Free  Snowman:  Chairmans  award  Chip  Shop  awards  :  2012  
  9. 9. Budget – you will never have enough, but what you have spend wisely with a method that connects7/19/12 Philip Slade : Fanclub Group : Media Marxism 9
  10. 10. 7/19/12 Philip Slade : Fanclub Group : Media Marxism 10 Best Use of a Shop Window Postcard Space : Brand: Daves Removals : Company: Big Communications : Credited Individuals : Ashika Chauhan Gareth Hopkins
  11. 11. Roger Federer fronts the 2012 Gillette global campaign. Gillette is owned by P&G who in 2011 spent $9.3bn on advertising, making it the world’s biggest advertiser ahead of L’Oreal and Unilever. Its biggest brands by advertising are Olay, Cover Girl, Crest and Gillette.7/19/12 Philip Slade : Fanclub Group : Media Marxism 11
  12. 12. Dollar Shave Club.com. CEO of the new start-up, Michael Dubin. Made the launch ad himself. “The world is filled with bad commercials and people who are marketing too hard," Dubin says. "I think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart tone." Dubin wrote the spot last October and shot it with his good friend and co-director, Lucia Aniello. It cost about $4,500 and the team managed to bang it out in a single day, shooting on location at the actual factory warehouse, at their fulfillment center in Gardena, California. www.fastcocreate.com - 20127/19/12 Philip Slade : Fanclub Group : Media Marxism 12
  13. 13. More than just a funny ad Hi, I’m Mike, founder of Dollar Shave Club dot com. What is Dollar Shave Club dot com? Well, for a dollar a month, we send high quality razors, right to your door. Yeah, a dollar. Are the blades any good? No… our blades are fucking great!” 8 seconds. • X3 mentions of the URL • X2 Price • Process • Product • Claim7/19/12 Philip Slade : Fanclub Group : Media Marxism 13
  14. 14. Media is less often about crafting a single message to be consumed by individuals, but more and more often a way of creating an environment for convening and supporting groups Gareth  Kay.com  7/19/12 Philip Slade : Fanclub Group : Media Marxism 14
  15. 15. What media should you use?7/19/12 Philip Slade : Fanclub Group : Media Marxism 15
  16. 16. Paid media7/19/12 Philip Slade : Fanclub Group : Media Marxism 16
  17. 17. Owned media7/19/12 Philip Slade : Fanclub Group : Media Marxism 17
  18. 18. Earned media7/19/12 Philip Slade : Fanclub Group : Media Marxism 18
  19. 19. Media landscape in summary Owned Earned Media Media Paid Media7/19/12 Based on work by David Armano : Visual thinking : Edelman Digital Philip Slade : Fanclub Group : Media Marxism 19
  20. 20. Joining the dots: Old Spice7/19/12 Philip Slade : Fanclub Group : Media Marxism 20
  21. 21. Paid: TV & Seeding Owned: Brand pages7/19/12 Philip Slade : Fanclub Group : Media Marxism 21
  22. 22. Earned media and consumer advocacy7/19/12 Philip Slade : Fanclub Group : Media Marxism 22
  23. 23. So its all about social media? >2012 clip< Not everyone sees this as parody, I for one have sat in meetings with a ‘social media expert’ talking some of these very words7/19/12 Philip Slade : Fanclub Group : Media Marxism 23
  24. 24. Understanding why old advertising doesnt work anymore •  Mobile behaviours cannot be unlearnt •  Multi screening •  Always on measurement •  Uploading Vs Downloading •  4G (tbc late 2013)7/19/12 Philip Slade : Fanclub Group : Media Marxism 24
  25. 25. The reason media changed? Its not just tech that evolved. The Millennials* arrived7/19/12 Philip Slade : Fanclub Group : Media Marxism * = Generation Screwed (Newsweek) 25
  26. 26. There has never been so many channels to put your marketing messages in. Lots are free7/19/12 Philip Slade : Fanclub Group : Media Marxism 26
  27. 27. Whoo Ho! free media Well not quite7/19/12 Philip Slade : Fanclub Group : Media Marxism 27
  28. 28. A quick quiz 1.  Is social media is free? 2.  The more ‘likes’ on Facebook the better 3.  If you have social network profiles you don’t need a brand web site 4.  You should transfer all your marketing budget online 5.  Everything is easily measurable in social media7/19/12 Philip Slade : Fanclub Group : Media Marxism 28
  29. 29. Meet Scott he is your media budget7/19/12 Philip Slade : Fanclub Group : Media Marxism 29
  30. 30. Idea + media = action The city of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library for lack of funds. Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the citys residents, to shut the library or accept the tax increase, and Leo Burnett Detroit decided to support the library by creating a reverse psychology campaign. Yard signs began appearing that read: "Vote to Close Troy Library on August 2nd - Book Burning Party on August 5th." No one wants to be a part of a town that burns books, and the outraged citizens of Troy pushed back against the "idiotic book burners" and ultimately supported the tax increase, thus ensuring the librarys survival. LeoBurneCWorldwide  on  Nov  15,  20117/19/12 Philip Slade : Fanclub Group : Media Marxism 30
  31. 31. We have talked about how media has changed in your favour •  Given planning and a bit of creativity you can reach most audiences •  Understand mobile behaviours of your customers •  Choose sparingly and monitor •  Measure, adapt, refocus •  As soon as you can afford it, pay someone to tell you what your data means •  Be nimble, take your opportunities when they come7/19/12 Philip Slade : Fanclub Group : Media Marxism 31
  32. 32. THANK YOU that was a topline on media. Part 4 in our 5 part Start Up Britain session 19 July 2012 Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com7/19/12 Philip Slade : Fanclub Group : Media Marxism 32

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